Campaign drives record abstracts for one of Europe’s largest health organizations
case study
Case summary: record abstracts for one of Europe’s largest health organizations
In 2017, one of Europe’s largest health organizations celebrated its 70th anniversary. With stricter pharmaceutical codes and competing regional events threatening attendance, it asked Kabloom to raise awareness, expand its delegate pool and boost abstract submissions.
What we did
Kabloom planned the digital strategy, audited and optimized the website, ran email marketing and social media management, and ran digital advertising with remarketing for healthcare professionals.
The results
The campaign drove a record number of abstract submissions for the congress.
Why it worked
Expanding beyond the existing delegate pool countered the pressure on attendance before it became a decline.
FAQ
How can a congress protect attendance when sponsorship rules tighten?
Grow the self-funded audience. When stricter pharmaceutical codes threatened attendance for a large European health congress, Kabloom expanded its delegate pool through digital marketing, and abstract submissions reached a record.
How can an association grow membership with digital marketing?
Start with the audience your conference already reaches. Kabloom builds personas from event and campaign data, then runs year-round campaigns that move those professionals from attending to joining. Because we track every conversion, you can see which channels bring in new members and where to spend next.
Written by the CEO of Kabloom, Richard Torriani. Updated on June 8th, 2024.
For a large European health organization, 2017 marked a special 70th anniversary for its members and history.
Due to increasingly strict pharmaceutical codes and other regional competing events, the association sought Kabloom’s digital marketing services to create awareness and expand its current delegate pool as a counter to a possible decline in attendance and boost abstract submissions.
registrations
impressions
website
to the campaign
social channels
Organizer
Large European health organization
Target Audience
Healthcare professionals
Objective
Create awareness and expand existing delegate pool for congress
Services
- Digital strategy planning
- Website audit and optimization
- Emailer campaign
- Social media management
- Digital advertising and remarketing
Over the course of eight months, the team rolled out the following strategies to achieve the goals put forth by the health organization:
- A website audit for e-commerce optimization
- Optimally-scheduled emailers and digital advertisements through lifecycle of congress
- Leverage existing social media platforms to drive traffic to the conference website and increase conversions of visitors into abstract submitters and attendees.
With the collective use of specialized advertising, email marketing, and social media, the health organization received increased registrations and record number of abstracts of 5% and 18% respectively.
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