Healthcare Marketing Education

Case Study: MD-ID™ On-Site Event

The Client: Sentara Norfolk General Hospital

Serving as a destination medical center in the mid-Atlantic region, Sentara Norfolk General Hospital is one of just five Level 1 trauma centers in Virginia, home to the Nightingale Regional Air Ambulance, the region’s first Magnet® hospital, and nationally ranked heart program at Sentara Heart Hospital.

The Challenge

Sentara Norfolk General Hospital had a goal of driving at least 200 physicians to their on-site Cardiovascular Symposium in downtown Norfolk, VA. This comprehensive CME program required paid attendance, which included interactive discussions and case presentations offered by experts in the field. With only a couple of months before the event, and very low registration numbers, Sentara Healthcare relied on the expertise of BroadcastMed to create a strategy including paid promotional email campaigns to meet their registration goals.

The Solution

    • Highly Targeted Email Marketing Campaigns:
      • Audience geo-targeting based on client-provided zip code sets within the mid-Atlantic area
      • Primary Specialty Targeting – ensuring only Cardiology-related specialists were targeted
    • Network Promotions Campaign
      • Event promotion through a cost-effective ad-spend on Facebook, banner advertisements on BroadcastMed.com, Twitter posts, and a feature in our weekly newsletter that reaches 660k+ AMA-verified U.S. physicians

4 Months Before Event

Campaign planning and design begins

3 Months Before Event

First email deployed

60 Days Before Event

62.5% of goal reached: 125 physicians registered

45 Days Before Event

Network Promotions Campaign begins

30 Days Before Event

Email #3 deployed

ADVERTISEMENT

Day of Event

Pre-event tally shows
290 registrants/attendees
By end of day,
315 physicians were in attendance

The Result

Sentara’s Goal = 200 participants
Attendance Goal exceeded by 63%: Grand total of 315 paid attendees
Through three weeks of planning and design with BroadcastMed, Sentara successfully held an event fully packed with qualified physicians looking to earn CME and ABIM MOC Credits while learning about the latest trends in Cardiology.