Healthcare Conferences arranges 80-100 CPD accredited conferences and masterclasses each year, covering a range of topics from Cancer Survivorship to Nursing Appraisals and Revalidation.
Healthcare Conferences wanted to increase delegate bookings to their events at a time where their own marketing resource was decreasing.
Wilmington Healthcare took on the management of Healthcare Conferences’ event emails and in turn generated a 75% increase in marketing qualified leads (MQLs). Fully managed, targeted and intelligent email marketing campaigns
Healthcare Conferences’ database had become highly inaccurate, leading to a 30% drop in delegate attendance. This was coupled with the fact that Healthcare Conferences no longer had a working office and the marketing team all worked remotely with no feasible email platform to effectively get through NHS servers. There had been issues with a high level of hard bounces and they were also struggling to managed their unsubscribed data (suppression file).
Wilmington Healthcare developed a simple process whereby the Healthcare Conferences’ marketing team would send an email to their dedicated Account Manager outlining the details of the conference they wish to promote and the copy for the delegate invitation.
We would then provide a fully managed service including advising on who within the NHS they should target, supplying the relevant email data, creating the HTML email and sender profile, handling the email send and managing the suppression data.
Reports of activity and all MQLs were then provided back to Healthcare Conferences’ marketing team.
We will continue to work with Healthcare Conferences to help them understand the ever-changing NHS. We are rolling out our marketing automation system which will automate the sending of follow up emails based on the recipients’ actions towards the initial send. Marketing automation has proven to increase the effectiveness of email communications as it simplifies the process of tailoring messages and nurturing leads until they are sales ready.