How to extend reach and awareness in educational events

Challenge

Our client needed to provide an educational programme for a diverse group of European specialists on the warning signs and symptoms of a rare disease. With a short treatment window and a rapidly progressive condition, the programme strategy had to deliver measurable results.

Approach

We identified congresses with the greatest potential return on investment, ensuring budget was focused on the most impactful events.

Our campaign strategy was informed by our psychological and behavioural research, recognising the different attitudes and motivations of each specialty. This was used to guide the narrative combining two threads: the burden of disease on patients, and the concrete actions HCPs could take to make a difference.

When COVID restrictions struck, we pivoted plans into fully digital experiences, designed with repurposing in mind for post-pandemic use.

Execution

We delivered hybrid exhibition experiences on an intuitive interactive platform, giving stakeholders access to tailored, engaging content.

Materials were adapted into case-based interactives for live exhibition stands, drawing queues of physicians eager to engage and learn more.

We designed symposia around fireside chats, case challenges, and debates — moving away from dry data to pragmatic, real-world stories that resonated with audiences.

Impact

• We captured awareness and action metrics throughout the campaign to show that it was reaching audiences and having impact

• Exceeded the target of new subscriptions to the focused education programme

• Extended campaign content into a digital paid media initiative