VEP Healthcare
See how Bryant Brown Healthcare’s micro-targeted digital programmatic campaign helped VEP Healthcare draw a crowd at conferences.
Hospital marketing case studies, health systems marketing case studies, healthcare marketing agency case studies, healthcare marketing case studies, healthcare marketing agencies case studies, healthcare advertising agencies case studies, VEP Healthcare marketing case studies, VEP Healthcare, digital programmatic case studies
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VEP Healthcare

How our micro-targeted digital programmatic campaign helped VEP Healthcare draw a crowd at conferences
Category
Hospitals & Health Systems
About This Project

Challenge:

VEP was attending one of its most important conferences of the year: the American College of Emergency Physicians annual meeting. The goal was to drive traffic to the booth and increase engagement with visitors. The problem: a significant number of large, well-funded exhibitors at the show vying for this same audience.

 

Solution:

Bryant Brown planned, wrote, designed, and implemented a digital programmatic campaign that consisted of three approaches:

 

1. IP targeting at the conference center: We pushed our targeted ads to the IP addresses of all devices – phones, laptops, desktops, and tablets – using the conference center WiFi network.

2. Geo-fencing around the conference center: Attendees using their phones to surf the internet while in the “fenced” area were served our ads.

3. Retargeting for 30 days after the conference: Once we captured attendees’ mobile device IDs, we retargeted them with a series of new ads when they returned home.

 

Results:

The campaign has been among the most successful in VEP’s 35-year history. It garnered more than 110,000 impressions, more than 500 clicks, and a click-through rate of 0.47%—6.65 times the national average. Booth attendance was also the highest of all years the company has exhibited at the meeting.

 

Takeaway tip:

At conferences, focus on mobile campaigns since attendees use their phones more often than desktops or laptops.