Drove over 500 website sessions from MQLs

Speaking session reached over 350 active participants

Achieved 32.1% engagement rate on Facebook live video

Gaining Visibility When In-Person Networking Isn’t Possible

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.

A Full Panorama Approach to Penetrate Virtual Barriers

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.

Building Connections Beyond the Trade Show “Floor”

Through our integrated virtual trade show strategy, ARPR secured a media interview with top-tier industry publication Medical World News and Updox’s CEO. During the event, Updox was able to gain not only visibility but also strong engagement from key target audiences. For instance, one of Updox’s sponsored sessions reached over 350 attendees that were highly engaged through the show’s chat features. The conversation was then continued on social media through an  unofficial session held on Facebook live -- which garnered a 31.2% engagement rate (5x higher than the channel’s average that month). To keep up the momentum, ARPR created compelling content such as a byline and blog, honing in on Updox’s key virtual care messages during the event. Combined, all efforts surrounding the virtual conference drove over 500 new prospects to Updox’s website.

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