Zimmer Biomet: Virtualizing Trade Shows

People attending trade show with blurred effect
Zimmer Biomet brand element

About the Client

Zimmer Biomet is a medical device company that designs, develops, manufactures, and markets orthopedics products, including knee, hip, shoulder, elbow, foot, and ankle artificial joints and dental prostheses.

Zimmer Biomet virtual trade show platform and person attending virtual event remotely


A 360° Panoramic Tradeshow for the New Normal

Zimmer Biomet wanted to create a digital environment to replace physical trade shows and support all of their events while providing another source for surgeons to access their registration site for Medical Education events. This digital experience was to be leveraged pre, during, and post-show as a sales tool. Working with 3D rendered panoramic images created by experiential trade show booth company Hamilton Exhibits, LookThink created a fully immersive 360° panoramic environment showcasing Zimmer’s medical devices. A custom WordPress admin CMS was created to allow Hamilton to directly update the product detail pop-up modal information.

Project Overview

Primary Goal

Create an interactive virtual trade show experience on the web to showcase Zimmer Biomet’s medical devices.

Audience / Users

Medical service and technology professionals.

Related Technologies

krpano Panorama Viewer, WordPress


  • While ultimately successful, the process of integrating the panorama with WP proved to be more difficult than estimated and the Pano2VR software had a steep learning curve.
  • Pano files were saved to Google Drive but there was no version control so daily local backups were set up.
  • The experience worked best using real product images vs orbs or other generic representations of products, so while the goal was to offload content management to Hamilton via the WordPress CMS, much of the content still had to be loaded directly into the 3D panorama file which increased the time and workload for setting up, managing, and troubleshooting the WP CMS.
  • Due to the timeline, there were minimal opportunities for LookThink to pitch ideas centered around providing the best user experience. The focus was on incorporating all features requested.

The Results

An Award-Winning Virtual Experience

LookThink created an interactive responsive website that allows users to explore and move about the virtual space, learn about products, watch embedded videos and 3D product images, register for Medical Education sessions, and more. The Zimmer Biomet Virtual Experience won the 2021 Gold MarCom Award in the Interactive Web Design category and the 2021 Silver PM360 Pharma Choice Award in the Professional Website category.

Zimmer Biomet virtual trade show experience and recognition badges

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