Every February, health IT professionals from around the world descend on the annual HIMSS conference to learn about the next big advancements in healthcare technology, and to showcase their products and services to perspective buyers. In 2017, five of ARPR’s health IT clients including, Influence Health, the Metro Atlanta Chamber (MAC), Nuance Communications, Office Practicum (OP) and Vaporstream had a presence. As the agency of record (AOR) for each, ARPR’s challenge was to help all five clients cut through the noise of 40,000+ attendees and 1,300 exhibitors to achieve specific goals and objectives ranging from lead generation, media relations and awareness building, among many other important priorities.
Beginning in late 2016, ARPR’s health IT practice group began regular one-on-one meetings with clients to collaborate and strategize on custom integrated communications activations that would support each company’s goals and objectives. While each strategy was unique, most clients saw value in ARPR’s recommendation to use a mix of media relations, content marketing, social media and digital marketing initiatives before, during and after HIMSS17. In addition to individualizing each client’s strategy, ARPR built out storylines that could benefit more than one client. For example, ARPR actively pitched media that Georgia, represented by MAC, was the only state with a presence on the show floor; in return, obtaining multiple pre-show interviews. Leading up to the show, ARPR pitched clients’ news and key messages to attending media to secure on-site briefings and aggressively pitched bylines to drop in conjunction with the conference. Other tactical outputs included drafting custom social media content that capitalized on the appropriate HIMSS hashtag for each client, managing live social engagement, including content and video (Facebook Live, Periscope), and developing lead generating content, like blogs, that showcased top trends in real-time.
Celebrating a successful event for five clients was not easy, but ARPR was able to help each client cut through the clutter. In total, press briefings, interviews and media coverage surpassed well into double digits, with articles publishing in some of the industry’s most authoritative publications such as, Health IT Outcomes, Healthcare Informatics, HIMSS radio, Aging in Tech and more. In fact, an analyst from Aging in Tech was so impressed by her briefing with Vaporstream that the two companies signed an ongoing content partnership. Influence Health also scored an important byline surrounding the importance of healthcare marketers, which ran on the second day of the conference. Further, all clients’ social channels saw impressive results. Specifically, during the week of HIMSS, Influence Health benefitted from a 75% increase in organic Twitter impressions and OP achieved a 500% increase in link clicks on Twitter compared to the previous week. In addition, MAC obtained 542 total engagements in only three days.