Cost-effectively broadening the footprint of an educational initiative
KEY OBJECTIVES
Following an insightful rheumatology meeting, our client was looking for clever ways to:
- Continue the event conversations
- Engage key customers
- Minimise cost per interaction
THE SOLUTION
We saw the opportunity to increase engagement with attendees through a succinct multichannel campaign at minimal cost. Through an interactive Q&A webinar with a global KOL from the US, delegates were invited to pose their burning questions. Subsequently, an HTML email campaign was designed to capture delegates and drive them to a central resource microsite, containing video clips of the Q&A session with the KOL, and an opportunity to comment and shape content for the following year’s meeting. Additional resources were created to aid delegates at point of care.
RESULTS
Results of the email campaign
- 78% open rate on the customer centric email
- A range of comprehensive case studies submitted by rheumatologists
The ongoing conversations formed a successful teaser campaign for the following year’s meeting while also increasing engagement from attending doctors, and all of this on a very tight budget.