In this case study, we’ll talk about our experience promoting a medical conference, specifically how our marketing department brought many participants to an international congress.
Project — international training platform for doctors Medvoice.
Project CMO — Serhii Soloviov.
The service — marketing department: auditing of lending, SMM (pranking), setting up and running Facebook & Google ADS, email layout, advertising creatives, and texts.
Briefly about the results:
Navigation of the case study of the promotion of a medical conference in Odesa:
- Solve marketing team composition;
- first step. Identify needs;
- finalized the conference website;
- we designed the e-mail chain;
- designed and launched a promotion;
- launching advertising campaigns in Facebook ADS and Google AdWords, setting up remarketing, raising posts;
- advertising creatives;
- advertising texts;
- developing scenarios for a video message;
- results of complex marketing.
Approximate time for learning the case – 15 min
Solve marketing team composition
The lead generation team consists of 6 specialists:
First step. Identify needs
Medvoice is an international medical training platform for developing doctors’ professional skills.
The service holds a large-scale event each year – BLACK SEA PEARL. It is an international congress of anesthesiologists designed to share experience in this field.
In 2021, the VII Congress was held, bringing together speakers from 12 countries and 30 practitioners.
For visitors to the event were prepared:
- masterclasses and workshops;
- presentation of new developments in anesthesiology;
- lectures and practice;
- an exhibition with the participation of pharmaceutical companies and medical equipment manufacturers;
- raffle prizes;
- coffee breaks and a grand gala dinner.
To participate, all you had to do was register and pay for any package of your choice: STANDART, SILVER, GOLD, and ONLINE.
During the consultation we identified the following features of the project:
No. 1: we need to attract 500 visitors;
No. 2: the advertising campaign starts only 2.5 months before the event. For the promotion of a medical conference, it is almost the day before.
Before Covid-19, the congress was held annually. But in 2020, quarantine restrictions canceled offline conferences around the world. The organizers did not know until the last minute when the pandemic restrictions would be lifted. Therefore, the decision to hold the congress was made only 2.5 months before the event.
After discussion, we suggested the following solution:
- form a work plan that would help us achieve our goals quickly;
- without losing time, start working to attract 500 visitors.
Spoiler – WE DID IT!
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You will get a solution to the 3 main objectives of digital marketing for business:
- the cost-effective flow of leads;
- the conversion of leads into sales;
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What did we do to achieve our goals?
1. Finalized the conference website
To promote the conference, the client created a separate website.
The main task of the site is selling tickets. Therefore we developed and monitored the implementation of recommendations to increase the conversion of the site, namely:
- recommendations for improving the structure of the pages;
- improvement of navigation;
- use of interactive elements;
- accentuating colors, fonts;
… and many other recommendations.
Example:
Translation of the list:
RECOMMENDATIONS FOR CREATING A HIGH CONVERSION RATE LANDING PAGE
1.General recommendations for the design of a landing page.
1.1. A modern user is looking for information on the Internet but does not read the entire page. A typical website user visually captures only the details he is looking for. Therefore we recommend using as little text as possible.
1.2. For convenience, information should be provided in blocks. One block is one idea. To do this, the material must be presented succinctly.
13. Each block should visually stand out among the others. We recommend using a contrasting background for this purpose:
One meaningful block should occupy no more than one screen of the monitor without scrolling.
We recommend alternating a contrasting background of white and blue for ease of visual perception.
2. We designed the e-mail chain
Our experience with email suggested that email chains work effectively. A chain differs from single emails in that each email in the chain has a predetermined subject, content, and time of sending. Letters work simultaneously with other communication channels, which enhances the overall result.
We designed and sent over 16 letters to engage conference attendees.
We duplicated the content of the letters on social media, providing constant informational contact with the audience.
Examples of letters:
Translation of the list:
VII INTERNATIONAL CONGRESS OF ANESTHESIOLOGISTS
in Odesa, August, 27-29
Hello,
We are pleased to announce that we are opening registration for the VII International Congress of Anesthesiologists BLACK SEA PEARL REUNION!
If you’ve been missing live events, we have a great occasion to get together and discuss the most exciting things that have happened in the world of anesthesiology over the past two years.
This is a kind of pause we were forced to make in order to keep the congress format real and alive as we all love it.
Still, unfortunately, this year the number of participants is limited to 300 according to Ministry of Health of Ukraine requirements.
Therefore, it is advisable to register in advance if you want to attend our event this year.
Some facts about the event:
More than 30 speakers from 10 countries
Useful information in two streams
If you miss something, don’t worry – we will send you the recordings of all presentations after the conference!
Up to 50 CPD points and participation in master classes
Information about speakers
Master Classes:
Emergency ultrasound
Basic regional anesthesia
Peripheral blockages and punctures
Respiratory support
Noninvasive precision ventilation
Emergency hemodialysis
Spinal/epidural anesthesia
Bronchoscopy
EXCOG, ALS, ITLS, BLS
Register for the VII International Congress BLACK SEA PEARL REUNION while there is a special early bird price on your ticket!
Regards, Medvoice Team
Translation of the list:
PRICE INCREASE FROM JULY 15
If you haven’t bought your ticket to the Seventh International Congress of
Anesthesiology, we advise you to hurry up, because the early price is valid until July, 15!
Some facts about the event:
More than 30 speakers from 10 countries
Useful information in two streams
If you miss anything, don’t worry – we’ll send the recordings of all the talks after the conference!
Up to 50 CPD points for taking part in the masterclasses
You can win the certificates totaling 30 000 UAH from Medvoice.
Regards, Medvoice Team
3. Designed and launched a promotion
Promotions, gifts, and raffles speed up purchase decisions. So it was appropriate to hold a raffle promotion that would interest the audience.
For this purpose, we have formed a prize fund on gift certificates of the organizer of the conference – The Medvoice platform. Certificates can be used for full or partial payment for any course on the platform. This solution had two advantages:
- the promotion didn’t need an additional budget for the prize fund, we used the available resource without unnecessary expenses;
- conducting the promotion with such prizes had a positive effect on the Medvoice platform brand promotion.
We used social networks, e-mail letters, and the website to inform about the terms of the promotion.
Translation of the list:
GIVEAWAY OF 30,000 UAH!
50 certificates by the Medvoice educational platform will be raffled off among participants of the International Congress of Anesthesiologists. The certificate allows you to get a discount or take part in any Medvoice platform event.
To join the lottery, all you need is to register and pay for any package.
Among participants who paid for the STANDARD, SILVER or GOLD package we will play out 20 certificates for 1000 UAH. Hurry up, the number of participants is limited to 300 people and the low ticket prices are valid until July 15!
If you can’t make it in person, join us online! Among the participants who paid ONLINE, we will raffle off 20 certificates 500 UAH each.
Register on the event website: https:// blackseapearl.org/
The action was successfully implemented and had a positive response from the audience.
4. Launching advertising campaigns in Facebook ADS and Google AdWords, setting up remarketing, raising posts
During the entire period of work we used all the possibilities of advertising tools to get the maximum number of registrations and sales:
- set up an advertising account;
- wrote texts for advertisements;
- generated the creativity for the advertisement;
- operationally launched promotional posts;
- set up and launched remarketing.
Tested were:
- audiences by interest;
- look-a-like audiences;
- broad audiences (without interests) based on data from the pixel.
Different targeting settings by parameters were also tested:
- gender: men and women separately;
- geo: cities of 500,000 and up to 500,000 inhabitants;
- platforms: separately Instagram and Facebook;
- gadgets: separately Android and iPhone.
5. Advertising creatives
We used both static and dynamic creatives in our work.
Here are some examples:
Translation of the list:
Headlines:
What do the best anesthesiologists in Ukraine have in common?
Become the leading anesthesiologist in your city
International Congress of Anesthesiologists
6. Advertising texts
During our testing of ad texts, we found out that it is better to use short advertisements. So we also tried to minimize all texts in newsletters and social networks.
Example text:
Translation of the list:
Gain new knowledge in anesthesiology from 37 speakers from Ukraine and around the world
— Where? VII International Congress of Anesthesiologists in Odesa
— When? August 27-29 at Gagarin Plaza Hotel
— How much? From 1500 UAH including a video recording of all sessions
Less than 30 places left!
Why is it worth a visit?
Unique information for anesthesiologists
Up to 50 CPD points
Combine learning and relaxation
Check out the full presentation topics on the website
Organizer: Medvoice Medical Platform
Ukraine, Odesa, Shevchenko Ave, 4D, office. 43
+38 (096) 37-18-716
7. Results from the Facebook ADS channel:
8. Developing scenarios for a video message
With the help of video, you can convey emotions and make a personalized message. That’s why we wrote a technical assignment for speakers on how to make a video message that attracts potential conference attendees:
Translation of the list:
REFERENCE FOR THE RECORDING OF THE VIDEO MESSAGE
“Dear colleagues,
I invite you to the VII International Congress of Anesthesiologists, which will take place August, 27-29, in Odesa!”
Please cover the following topics and answer the following questions:
Why do you recommend attending the congress?
Remind about the specifics of holding mass events during the pandemic: “According to the recommendations of the Ministry of Health, the number of offline seats is limited to 300 people, so if you plan to attend the congress, it is advisable to register in advance.”
Why will it be interesting and useful not only for anesthesiologists?
Point out that the congress will feature over 30 speakers from 10
countries.
Also, mention networking with colleagues.
The video should end with the fact that you are very much looking forward to the event. Say that you’re looking forward to meeting your colleagues and socializing after a two-year hiatus.
Our recommendations for filming and editing:
1. The final video should not exceed three minutes.
2 It is optimal to record the video in sunny weather and with a view of the sea.
З. For sound recording, it is better to use a loop microphone.
4. When editing, you should use video fragments from previous
events. You should also put placeholders with the caption “As it was in 2019”.
Results of comprehensive marketing of promoting a medical conference (offline):
- fulfilled the plan and collected more than 500 visitors in 2.5 months;
- allocated 200,000 UAH for marketing activities for this event. All marketing costs amounted to 132,000 UAH. It means we reached our aim with big budget savings;
- the conducted complex of works has not only attracted the necessary number of visitors but also enhanced the reputation of the Medvoice training platform.
The client was very satisfied with the result, so he accepted our offer to continue the cooperation without any doubts.
We are now working with the Medvoice project and ensuring that our lead generation plan is fulfilled. Read more about this case study at this link.
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