The world’s largest meeting in its medical specialty approached MYB to improve its strategy for the long-term. With 14,500 attendees and 285 exhibitors, the annual gathering offers more than 500 educational sessions and abstract presentations and opportunities to explore cutting-edge medical advances and connect with the field’s brightest minds.
Suffering from a decade of flat attendance, the organizers recognized the need to develop a more compelling marketing strategy. The event is hosted by four separate professional societies, and information about the event’s attendees was spread across a road map of member databases, abstract submission portals, social media accounts, and many more separate, individual data files. The results? Data in multiple locations making it difficult to understand the holistic activity of any one attendee.
The event organizers and stakeholders have a deeper understanding of the needs of their diverse audiences and what is important to each of them. The data-driven marketing strategy and newly created attendee personas have not only guided more targeted communications, but also informed what should be delivered at the meeting.
