When the trade show world moved virtual in response to the COVID-19 pandemic, companies were forced to rethink how they could best maintain personal connections and drive the leads that typically accompany events. Client Updox, the place for virtual care and complete healthcare communications, called on ARPR to assist in navigating its first virtual trade show experience at MGMA’s annual Medical Practice Excellence Conference (MPEC20). Specifically, ARPR was tasked to help Updox generate visibility of its sponsored event sessions and to engage target prospects, event attendees and industry media with the company’s full virtual care messaging.
Without in-person interactions and networking, ARPR knew that in order to help Updox make an impact at MPEC20, it needed a full pre-, “on-site” and post-show strategy that included full execution of our Panorama Approach. To gain attention among prospects and attendees ahead of and during the event, ARPR executed strategic organic and paid social media campaigns aimed at gaining virtual booth and Updox speaking session sign ups. The tactics included live engagement, Twitter ads, a virtual booth giveaway and Facebook live content. ARPR also issued a press release coupled with proactive pitching targeted to key industry publications to build on the company’s full virtual care messaging and executive thought leadership. To capitalize on progress in the weeks after the event, ARPR implemented a post-show strategy that included media follow-ups, content marketing and social media recaps.