Driving engagement with a specialized, niche audience.
Driving engagement with a specialized, niche audience.
302 attendees for Precision Health 2023 Website
4,586 new users sent to the website
5,442 sessions attributed to our campaign
Meta: 210k impressions, 13,060 link clicks, 14.6% increase in followers
LinkedIn: 35,811 impressions, 684 clicks, and 42.73% increase in followers
X: 88,555 impressions, 5,226 clicks, and 12.95% increase in followers
Conferences and other in-person events serve as crucial platforms for professionals to exchange knowledge, discuss new findings, and build networks. The AGBT Precision Health 2023 conference aimed to do just that by gathering a community of experts to contribute to the future of precision health, setting an ambitious goal to attract 300 registered attendees.
The challenges were two-fold: First, to penetrate a specialized market in healthcare and genomics, a sector filled with discerning professionals and a multitude of competing events. And second, to execute a marketing strategy that would resonate across multiple platforms, each with its unique audience and targeting capabilities.
Zen Media was tasked with executing a campaign that would be consistent in its message, but customized to the idiosyncrasies of each platform—Meta, LinkedIn, and X (formerly Twitter).
We created paid and organic target audience profiles based on past attendees, focusing on individuals in healthcare and genomics, previous event attendees, sponsors, and lookalikes of these groups. We turned interest into commitment by retargeting and re-engaging individuals who had previously visited the webpage or interacted with our social media posts.
Minority and Women-Owned | DBE, MBE & SBE Certified | Creative + Communications + Conversions
