Boosting congress attendance using a full service digital marketing strategy

Successfully converting regional and international web visibility into registered delegates

The Challenge

A large medical federation organises an international congress every four years. Due to its rotating regional schedule and gap between meetings, the challenge was to create a regional as well as global awareness of the event and ensure a high number of participants for the 2016 edition in Hong Kong.

  • 16031_verzameling pictogrammen_annual report 113,808 online visitors
  • 17,000 new online visitors
  • 16031_verzameling pictogrammen_annual report deel 2 +3,000 database acquisitions
  • 16031_verzameling pictogrammen_annual report deel 2 47,752 Social Media impressions

Solutions & Results

To meet congress attendance goals, the MCI Digital Marketing Department developed a comprehensive engagement strategy from website, e-mailers and e-commerce to SEO, digital advertising and social media.

  • The full digital package increased awareness of the event and converted web visitors into abstracts submitters and registered participants.
  • 96,808 unique visitors were generated to a website that was built with no previous history
  • A monthly e-mailer campaign with newsworthy content informed and engaged delegates resulting in over 6000 opens per newsletter
  • Search Engine Optimisation and Calendar Listings ensured that the congress and its related topics were high on Google search rankings
  • Database acquisition forms gathered over 3000 new interested parties via the website, onsite promotions and competitions
  • The global Pay Per Click campaign brought over 17,000 new visitors to the website at a fraction of the cost of print and other advertising
  • Remarketing adverts further reinforced calls to submit abstracts and register
  • Social media exposure of regular posts leading to the congress not only built brand recognition but had 47,752 impressions on Facebook and Twitter

I have been very impressed with MCI at this event. As a matter of fact, I am so pleased with this experience and now most confident in our next meeting in Rio, Brazil which will be coordinated by MCI.

Federation’s Committee Chairman