IMEDEX MEDICAL CONFERENCES
Email and social media marketing
Imedex is a multi-channel leader in healthcare meetings, content, and education, with a mission to improve patient care. They produce accredited continuing medical education events and clinically relevant, evidence-based content for the healthcare community across a range of therapeutic areas.
Brandee Plotte, the firm’s director of marketing, had a staffing conundrum: an upcoming maternity leave during the busy fall conference season. Brandee and her team needed experienced event marketing support to drive awareness and registrations for three CME events, for three different physician provider audiences
She and her team needed to scale up event marketing communications for multiple highly specialized CME conferences two quarters in advance in preparation for a key staff member to be out on leave. Yet with her staff immersed in day-to-day programs, there wasn’t an abundance of capacity.
With a full workload of their own, she and her staff simply had no time or bandwidth to co-labor in the effort — meaning she needed strategy, tactics, content and design presented for each event, wrapped up with a bow. And she needed all three completed in eight weeks just in time for her team member’s maternity leave.
We know the challenges that marketing directors face. They rarely have the staff count or budget they truly need. They often would love a counterpart equivalent to their acumen within their business, yet can’t find real talent they can afford. And they don’t have the additional time to manage another highly specialized firm. It’s for these reasons we created our firm — and why projects like this are our sweet spot. – Kimberley Kelly
To compound the matter, competitors were emerging into the medical training space. For the first time, Imedex had challengers competing with its lineup of CME events to fill conference seats.
MASONKELLY was hired to fill the capacity gap and design a standout fall conference promotional campaign that would persuade physicians to choose Imedex events over alternatives.
Before we begin any engagement, we conduct a proper discovery process. In this case, we started with a thorough review of current and past event marketing programs and a listening tour; tapping our physician and nurse network around the country.
During our listening tour, we asked the medical professionals to “tell us why they attend one conference over another, and what they really, really wanted” from continuing medical education events. They weren’t shy in sharing!
We learned that location was secondary to time away from their practices and total CME credit value. Guest speakers and presenters were also tremendously important to attendees. In a nutshell, they wanted value for their time and real clinical insight.
We discovered that Imedex was missing a tremendous opportunity by not fully promoting the conference speakers. Imedex was also missing a huge opportunity in its event marketing programs — the power of social media.
We took our discovery information and transformed the conference content and communications to meet the needs of the Imedex audience.
Our network shared with us that the agenda of the CME event is typically the star, but agendas alone wouldn’t get them to select a particular event.”– Kimberley Kelly, Managing Principal
Imedex needed a socially savvy, digital-first approach for the three CME events. Our campaign strategy was modern, straight-forward and budget-friendly.
We took a different approach to communicating conference value to doctors. We spoke to their personal need for networking and their clinical desire for sharing best practices as well as receiving meaningful education to help their patients. – Kimberley Kelly
MASONKELLY designed and delivered in a methodical, iterative and non-disruptive way, Using a blend of social media marketing, email marketing, landing pages, LinkedIn posts and Facebook ads, we took communications to where attendees already were: online and in their inboxes.
Each campaign consisted of
- Intelligent email marketing that allowed the conference agenda to remain a focal point, however, we “red-carpeted” the rock-star speakers by featuring their pictures and expertise
- An infographic library consisting of an “all under one roof” conference theme
- Digital content highlighting conference location and CME benefits
- Copywriting that presented a comprehensive view of each conference
- Implementation of the digital content on the Imedex social media platform for an automated, effortless campaign
- A Facebook ad campaign to capture potential new attendees
We knew our communications had to stand out in a sea of competition for the audience’s attention, so we used colorful infographics, video content and vivid descriptions in email marketing communications.
Imedex’s conference marketing communications underwent a metamorphosis from a nuts-and-bolts approach to one that made meaningful connections.
MASONKELLY demonstrated how the Imedex team could extend their marketing approach into social media to curb competition so they could reach their registration goals. The systems we created were duplicatable and replicable to ensure the team could continue to use our methods beyond the fall conference season — which they did.
And what makes our heart sing the most is a happy client.
The marketing director, Brandee Plotte, was absolutely wowed. She knew she needed to transform the company’s traditional approach to conference promotion, but simply did not have the capacity to do so. We were honored to use our expertise to help.
Brandee was so happy with what we did for Imedex, that after she moved to another company, she hired MASONKELLY again within two months of starting her new role!
Kimberly was so professional and such a joy to work with. I was so happy with her company’s approach to the infographics, visual content and visual communications. It is just what our audience needed.
Brandee Plotte, Marketing Director