Social Media platforms transformed from inactive to a hub of engagement!
Challenge
CRT is one of the world’s leading interventional cardiology conferences that is attended by more than 3,000 interventional and endovascular specialists yearly. The conference, held each year in Washington, DC, serves as a forum for physician and health-care professional education about new cardiovascular technology and interventional procedures in the field. The organization who runs this conference came to PBJ Marketing looking to set up a strong social presence to inform their audience about the upcoming CRT conference, as well as provide them with the latest news in interventional cardiology.
Solution
The first step was to take a deep dive into MedStar Health’s current social media accounts to investigate their low engagement. PBJ Marketing discovered that an old agency had run non targeted ad campaigns to help pad their follower statistics month over month. This led to CRT having a social following made up of an audience uninterested in their subject matter. Thus, PBJ began working to help improve this audience problem by creating brand awareness campaigns that targeted their exact market and informed them about CRT. Additionally, a well-rounded content calendar was set up to make sure social content was being shared regularly. This social content played two main roles: one, inform their audience about all CRT announcements, create excitement around the event, and drive registration. Two, share the most recent interventional cardiology news and videos of key thought leaders in the field.
Results
Through Facebook, Instagram, and Twitter, PBJ Marketing was able to create a strong and consistent social presence that MedStar Health's audience could rely on. Their social sites became a hub for interventional cardiologists to learn the latest news in their field and interact with one another. Excitement was also built around the CRT conference itself and prepared people with all the registration information and conference agenda details beforehand. Due to the audience’s trust that had been developed from making active social pages, social channels became a key avenue for the target audience to reach out and get their questions answered. During the conference itself, the social channels served as a very successful medium to showcase all the events and speakers, and also inform of any last-minute announcements.
PBJ Marketing
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