Case Study: Informa

[300% ROI on 6 markets]

What you will learn from this case study:

Our approach: Multichannel marketing campaign focused on increasing awareness and driving online ticket bookings for one of the most important international health industry conventions.

Main results:  In this case study you will find more about the results brought for the biggest conference around medical devices.

Actionable advice: You’ll find actionable advice that will help your company take advantage of the digital tools available in order to get the best possible ROI.

[About Informa]

The biggest, content focused conference around medical devices

Informa KNect365 Life Sciences organised the 2nd global, expert-led conference focused on medical devices & new regulations: MedTech Summit.

Streams: 8 different topics, incl. regulations for medical devices, clinical evaluation, IVD regulations, etc.

Audience: Large & SME medical devices, regulatory authorities, notified bodies, law firms, etc.

Attendees: 300+ attendees from across the world, incl. Europe, USA & Asia

[The challenge]

Increase awareness and obtain a positive ROI from marketing activities

In the past, Life Sciences mainly focused their marketing efforts on advertising conferences in relevant trade magazines and reaching out to past attendees via email marketing.

Underselling channels

Due to underselling conference places, they wanted to try new ways of advertising events to their target audiences.

Reaching target audience

They wanted to be able to increase awareness of the event among their target audience and encourage them to book a place.

Limited budget

They wanted to understand the impact different channels would have on their ROI to spread their limited budget in the most efficient way.

Measure impact & results

When promoting events it is essential to work with measurable channels that enable them to take fast and data-driven decisions.

[The solution]

Multichannel campaign focused on increasing awareness and online sales

1. Strategy

WBS prepared a digital marketing strategy with ROI estimates and recommended the best marketing channels to use. These included Paid Search, Display as well as Social Media advertising on LinkedIn and Facebook. Due to having a limited budget, marketing activities had been focused on 2 channels: Paid Search and Display.

2. Plan

A detailed plan had been put in place to effectively reach their target audience, incl. targeted countries, remarketing implementation as well as offers planning (e.g. VIP tickets). WBS recommended the advertising budget split between channels and targeted countries to maximise ROI.

3. Management

WBS ran digital marketing activities for 3.5 months. Those activities were localised for different target countries, including the UK, Germany, Belgium and the Netherlands. WBS monitor and optimise campaigns daily to bring the best results as well as having regular, weekly calls with the client to update on the results and discuss performance.

3. Measure

WBS also improved the Google Analytics set-up to ensure that conversions would be tracked and attributed correctly. In addition, we implemented remarketing tags to be able to retarget users who visited the MedTech Summit site but had not previously converted.

[The results]

Positive ROI with multichannel digital campaign

300%

positive ROI

60%

traffic increase

73% traffic

from desktop (Search campaigns)

73% traffic

from mobile (Display campaigns)

All digital activities brought an increased visibility for the event as well as direct bookings bringing a positive ROI of 300%. PPC campaigns brought over 1,000 visits to the site with a conversion rate of 0.8%. PPC accounted for 3 direct and 6 assisted conversions which resulted in a positive ROI of over 400%. We delivered over 800,000 impressions to the relevant audience via the display advertising campaign with a 0.28% CTR (click-through-rate). The display campaign also delivered 4 assisted conversions (being the 1st or middle step in the conversion funnel) bringing a positive ROI of 67%.


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