The strategy developed by the team was to target a highly relevant audience over a variety of online marketing channels. The strategy was implemented by:

• Continuing to target previous attendees
• Boosting wider awareness of the congress to encourage abstracts submissions and registrations from potential audience members outside Europe
• Deploying a live and post-congress advertising and social campaign, which not only ensured the engagement of registered participants, but also reminded potential attendees to register in order to access the recorded sessions