The most unusual interactive feature at the booth was a phygital installation with materials on nosology. It was a wall-mounted plasma touch panel with 5 glass ball controllers. Each of them represented an organ. Light sensors were mounted in the cells under the balls, which gave the program a signal that the ball had left the cell. At that moment, information content about the therapy of oncological diseases of this organ was launched on the plasma, which could be scrolled up and down by touching the touch panel.

The second exhibit of the booth was a projection book, with video projection superimposed on its pages. When turning pages, the interactive camera read the graphic mark and displayed the relevant video. The animated graphs clearly demonstrated information on medicines and drugs.

On the touch panel on the booth wall, visitors could play an exciting game, looking inside the human body and seeing how medicines act with their own eyes. Booth visitors could choose the type of cancer they were interested in. Then, the players were asked to move the molecules of the active substance to the diseased cells. After that, the camera was activated, which photographed the person, and the program created an individual certificate that the visitor could send to their e-mail.

Also, on the first day of the congress, a thematic presentation was held at the Lilly booth. One of the presenters was artificial intelligence. On the plasma panel, where the presentation slides were demonstrated, a special place was allocated for a window with the virtual presenter. An animated 3D character developed according to the customer's references took part in the discussion and answered the visitors’ questions.