SRE/2021
Making a Name for MedTech
THE ASK
During the pandemic, a leading global healthcare company was faced with a challenge when its primary society conference was cancelled. The client needed a platform to showcase its new corporate brand, unveil a groundbreaking solution, and feature the company’s transition from a medical device company to a medical technology innovator.
THE CHALLENGE
Execute a 4-day global virtual conference and design a promotional strategy that gains traction, drives awareness and maximizes registration numbers.
KPIs: Target Metrics
- 5,000 Registrations
- 30% Healthcare Professional (HCP) Attendance
- 70 Poster Sessions
- Global Attendance (3 Time Zones | 4 Languages)
THE SOLUTION
The approach began by aligning sales and marketing strategies across four organizations – including client leads from internal sales, marketing, and communications teams along with three agencies: BCD Meetings & Events (owning event branding, content production and communications strategy), PR Agency (owning content delivery in social space) and Branding Agency (owning the design and launch of the new client corporate brand). The solution involved leveraging existing channels to ensure compliance, expedite approvals and maximize the short campaign runway time.
EXPERTISE PROVIDED
- Event Naming / Identity / Branding
- Promotional Strategy & Consultation
- Promotional Content
- Event Platform Design
- Event Planning & Management
- Event Registration
- Event Production
THE APPROACH
THE DELIVERABLES
- Segment Audiences
- Create Effective Sales Tools
- Align Internal/External Strategies
- Leverage Existing Channels & Platforms
Direct Sales Outreach
- Internal Sales Competitions/Incentives
- Intranet Communications Campaign
- Internal Communications Campaign – Newsletter Series
Internal Marketing Campaign
- Internal Communications Strategy
- Virtual Platform Education Strategy
- Intranet Advertising Campaign
- Sales Team Toolkits
PR & Advertising
- Society & Conference Outreach
- Social Media Campaign
THE IMPACT
Fueled by pandemic context, we were faced with an audience that was primed for virtual fatigue and disinterest. A powerful agenda, valuable content and renowned KOLs helped to ensure impressions turned into registrations. Content will remain on demand throughout 2021 and the client sales team has a prospect list of over 7,500 qualified HCP leads.
12,200
REGISTRANTS
62%
HEALTHCARE PROVIDERS
128
COUNTRIES REPRESENTED
167
WORLD CLASS SPEAKERS
65+
CLINICAL DISCUSSIONS & DEBATES
"This was an incredible opportunity to keep up with innovation, research and technology. I improved my knowledge and can use this learning in clinical applications. It was so nice that all of the experience was translated across languages."
