This document provides information about MC2 Healthcare Portfolio, including descriptions of exhibits and events they have created for various healthcare clients. It discusses projects for companies like American Academy of Family Physicians, Biomet 3i, Cardiac Science, and others. It also includes information about MC2's services, processes, sustainability efforts, international capabilities, and industry memberships.

1. EVENTS • EXHIBITS • ENVIRONMENTS
Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
EVENTS • EXHIBITS • ENVIRONMENTS
MC² Healthcare Portfolio

2. Projects in this Portfolio
EXHIBITS
AAFP @ American Academy of Family Physicians Scientific Assembly
Biomet 3i @ AAOMS - American Association of Oral and Maxillofacial Surgeons
Cardiac Science @ AAC - American College of Cardiology
Doak Dermatologics @ AAD - American Academy of Dermatology
Kowa @ AAC - American College of Cardiology
PDL Bio Pharma @ International Stroke Conference
Shire @ 2010 ACMG (American College of Medical Genetics)
MEETINGS
GE Healthcare
Johnson & Johnson - Ethicon Endo Surgery
Novartis DPM Meetings
BRIEFING CENTERS
Hospira Solution Center
ROAD SHOWS
Starkey Listening Lounge
About MC²

3. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
American Academy of Family Physicians
MC2
created an exhibit for AAFP that represented their redesigned brand and
generated pride with their members. The exhibit showed AAFP membership
that the academy was investing wisely, while providing a modern environment
for attendees to begin their journey of education and to experience the value of
their membership.

4. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Biomet 3i
This modular exhibit design interpreted the enhanced branding and messaging
for the dental industry’s second largest dental implant company. The exhibit can
scale from 10x20 to 20x100.

5. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Cardiac Science
Cardiac Science’s branding
and messaging had long
since outstripped their exhibit
properties. A contemporary
new design with eye-popping
colors, sleek demo stations
and inherently flexible
modular plan made this
medical device company’s
booth friendly anad
approachable.

6. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Doak Dermatologics
This exhibit was designed to easily interchange product focus for a
diverse variety of medical associations including digestive diseases,
asthma and allergies, podiatry and dermatology. The booth scaled in
four modular configurations including 20x20. 30x30 and 20x40 without
losing its integrity or brand identity.

7. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Kowa
A joint marketing venture between Kowa Pharmaceuticals and Eli Lilly, this exhibit has several different looks to demonstrate
their brand Livalo (for American Heart Association and American College of Cardiology) and other Kowa brands. It features
several detailing stations, as well as a medical information room in the back of the exhibit. It can also be configured for smaller
configurations at other shows.

8. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
MC
2
worked alongside PDL BioPharma’s
marketing department to manage their
Cardiovascular and Oncology exhibit
program and promotions.
PDL BioPharma used our on-line project
management tool EventTracker, a browser-
based database that handles all aspects of
exhibit and event management.
PDL BioPharma
Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience

9. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Shire
Through the use of color kinetic lights which match Shire’s color pallet, this adaptable exhibit
can powerfully debut new products as well as reinforce the message of established ones with
the flick of a switch. The use of interactive touch screens and a large plasma wall ensures that
content can be developed and approved right up until show opening.

10. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
GE Healthcare
Along with on site meeting management, MC
2
provided our proprietary
and easy-to-use EventNet internet portal enabling the GE Healthcare
Project Team to upload, edit, share and collaborate around the globe
in real time. The MC
2
EventNet tool was used to manage plans, edit
presentations, videos and images.

11. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Johnson & Johnson - Ethicon Endo Surgery
Due to FDA rules changes, competition and managed health
care pressures on price, EES reps needed to work harder
than ever to maintain their leadership position and regain
sales momentum. Using a race motif, MC
2
successfully wove
the theme, Let’s Get It Done - Full Throttle, throughout the
meeting and the general sessions, breakouts and two awards
events. MC
2
produced over a dozen videos and used a new
interactive presentation technology in the breakouts and
general session. EES sales people left the meeting revved up
and determined to drive sales results.

12. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Novartis DPM Meetings
Following a suggestion from MC
2
to reduce costs, Novartis subsequently
hired MC
2
to produce five 3-day sales meetings in five different cities around
the U.S. There were a total of 4.500 Novartis attendees at the five meetings .
With its artistic abilities and smart management of budget requirements, MC
2
delivered a high impact brand experience across all meetings.

13. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Sciele Pharma, Inc.
Sciele was re-branding and relaunching
the company, so management engaged
MC2
to introduce the new name and
fire up the sales force. Pre event, MC2
promoted a false theme of “business as
usual.” At the opening reception, the
VP of sales announced the real theme
— “Accelerate the Mission.” He also
announced that the first General Session
was to start at 4 am!
The rising sun and the
natural setting was the
venue for the meeting.
Executive presentations
were coordinated with
the sunrise, as well as a ceremonial
unveiling of the new company name
with custom pyrotechnics. Audience
received sweatshirts with the real
theme. Besides event production, MC
2
provided breakout creative, A/V, and
additional general sessions.

14. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Hospira Solution Center
This hospital equipment briefing
center shows visitors Hospira’s
products in detail, replicating hospital
environments along with a theater
and conference room. MC
2
designed,
fabricated and installed all aspects of
this project.

15. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
Starkey Laboratories
From San Diego to Jersey City, Starkey
Hearing Innovation Tour hosted more than
50 outdoor hearing care professional and
consumer events. Drawing on its strengths
as a full-service event management
company, MC2
successfully transformed
the 40 ton, 53-foot bump-out trailer into a
sleek and modern hearing lab on wheels.

16. MC
2
was created in 1999, a union of five
companies specializing in environments,
exhibits and events. Together these
companies represent more than 50
years collective experience in the
industry.
We offer clients these services:
Events
We are a nationally recognized provider
of corporate events and meeting
services including corporate general
sessions, special events (proprietary
and public), high-end entertainment
booking and production, meeting
logistics, graphics production, and
deployment.
Exhibits
We provide complete design,
construction, installation and storage
of trade show and exhibit properties.
With in-house fabrication we can
scale from small strategic booths to
comprehensive, integrated trade show
experiences. Our general contracting
service manages all aspects of trade
show experiences including registration
and travel logistics, facility contracting
and show services.
Environments
From “experiential” design through
display fabrication, MC
2
provides
turnkey development and delivery of
permanent marketing environments
and displays. Employing the state-
of-the-art CAD and fabrication
equipment, MC
2
has delivered corporate
presentation facilities, museum displays,
retail environments and sponsorship
activation experiences.
Working with MC2
offers these benefits
• National infrastructure
• Standardized, seamless service
network
• Breadth of experience in exhibit
design and production
• Expertise in event and meeting
production, expositions, electronic
media, trade show
marketing and destination
management
We promise our clients to...
* Impart strategic expertise across all
aspects of a project
* Custom craft teams and processes to
best meet individual client needs
* Interpret and implement our client’s
brand strategy into everything we do
* Develop creative solutions that extend
our client’s brand to designated
audiences
* Produce events and exhibits that are
true brand experiences
* Deliver results-oriented solutions on
all levels and unparalleled service at
all times
About MC²
We create true
brand experiences
that resonate
with audiences
and achieve
sustainable results.

17. Development, Execution, The Five E’s
MC
2
has a proprietary process we call the 5 E’s:
Exploration, Envision, Experience, Execution
Evaluation. This parallels the classic creative process
model: Clarification, Ideation, Development,
Implementation Challenge Finding.
Explore. A comprehensive evaluation brand
positioning, message, points of differentiation,
culture, competitive landscape and target
audience perceptions and needs.
Envision. A definition of goals and objectives
for the campaign presented in a strategic brief
positioning the essence, tone and message
relevant to the audience.
Experience. Delivering measurable marketing
results that establishes brand awareness and
engages and resonates with the target audience.
Execution. Delivering on the promise. The
campaign is reviewed in detail and working
relationships are established. The elements of
the strategic brief form the delivered experience.
Evaluate. Performance is continuously
evaluated against strategic objectives, ROI and
other metrics essential to trade show and event
success.
Marketing Creative Strategy

18. While the business of constructing exhibits and
set pieces employs many different material types
and sources, MC
2
is endeavoring to find and use
the most environmentally neutral products and
service suppliers, and to install recycling programs
throughout our organization.
Recycling
We recycle ink and toner cartridges, batteries,
scrap material from our fabrication departments
which includes wood, plastic, and metal waste. We
dispose of old and unused computer hardware
through environmentally approved recyclers. We
are implementing low-VOC adhesives across our
network.
Green products
We have a national library of green-approved
suppliers and we encourage our customers to use
green products. We have a company-wide energy
conservation program that includes replacing
incandescent bulbs with fluorescent lights whenever
possible, and automatic motion-censoring for light
control wherever possible.
EcoFlex™ Exhibit System
To meet the need of our custom rental customers,
we are now offer rentals using our EcoFlex™
Exhibit System. EcoFlex is constructed of 65% post-
consumer aluminum and is 100% recyclable at the
end of the its lifecycle. Companies using this system
will not be generating the waste usual with a custom
fabricated exhibit. EcoFlex exhibits use less time and
energy for setup and take down. The system employs
interchangeable graphic panels that can be printed
using water-based inks on a recyclable substrate.
In effect, this makes EcoFlex almost neutral to the
environment.
Industry support
We support the environmental initiatives set forth
by our industry and specifically those of the EDPA
- Exhibit Designers and Producers Association. On
show site, we suggest ways of producing less waste
such as not using sheet plastics to protect carpeting
or using environmentally neutral cleaners and
restricting the use of individual water bottles with a
community water cooler for all to use.
Greening Our Future

19. Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • Lehigh Valley • New York • Orlando • San Francisco • St. Louis
Extending Brands
into experience
To ensure the highest level of service, MC
2
is
supported by full service production facilities in
global cities. This creates efficiency and cost effective
management of your project.
Our services are proven by leading brands all around
the world. MC
2
is comprised of people - from all walks
of life and from many cultural backgrounds. Our
cultural diversity allows us to provide a world view
and a sophistication of our collective experience.
We are fluent in many languages, expert in many
industries and talented in many crafts.
Our production team is capable of handling
large complex multi faceted
international projects. We
have designed and built multi-
story exhibits, complex scaled
architectural models, interactive
displays, supplied audio, lighting
and interior space planning
internationally to date.
MC
2
works in partnership with
a group of preferred suppliers
abroad to service our clients with
global exhibit programs. Given
the size of our client list and the
international needs that arise,
MC
2
has narrowed our supplier
list to the few, most competent partners based on our
tactical criteria and our assessment of proven results.
Our process has been honed over the years to include
checks and balances designed to insure flawless
execution and a seamless flow of communication.
Atlanta • Boston • Chicago • Detroit • Kingman • Las Vegas • New York • Orlando • Lehigh Valley • San Francisco • St. Louis
Dusseldorf • Amman • UAE • Delhi • Hong Kong • Singapore • Tokyo
International Services

20. Computer Event Marketing
Associations (CEMA) —
Board Members
Trade Show Exhibitors
Association (TSEA) —
Members
Health Care Exhibitors
Association (HCEA) —
Advisory Committee
Exhibit Designers and
Producers Association
(EDPA) — Members
BMA (Business Marketing
Association)
NASMA (National
Association of Sales
Marketing Executives)
MPI (Meeting Professionals
International)
ISES (International Special
Events Society)
ABPM (Association
of Briefing Program
Managers)
PDE (Pharmaceutical Trade
Association)
Memberships Contact
Contact MC2
800-537-8073
info@mc-2.com