PhRMA Digital Campaign Unites Annual Meeting Participants
ServicesAnalyticsCampaignMulti-Platform Web DesignSocial MediaWebsite Development
Pharmaceutical Research and Manufacturers of America wanted to ensure participation for members even if they weren't at the 2014 Annual Meeting. Connections Media was able to help.
Each year, The Pharmaceutical Research and Manufacturers of America (PhRMA) holds an Annual Meeting bringing together the leaders of the biopharmaceutical industry. In anticipation of the 2014 Annual Meeting, PhRMA wanted to ensure that those who were unable attend in person could still engage and follow the event as if they were there. PhRMA sought to promote the event on their website and across social media in several ways, including:
- Creating a real-time experience for thousands of participants outside the meeting;
- Driving engagement among health care influencers, policy elites, and member companies;
- Positioning PhRMA’s social channels as a reliable source of content for media and outside analysts.
Connections Media created and executed a plan to promote the event on PhRMA’s website and social media properties both in advance of and during the Annual Meeting. The effort included special event landing pages on the website, exclusive social content using the #PhRMA14 hashtag, and a series of shareable graphics.
In addition to organic promotion and outreach through PhRMA’s social channels, Connections Media launched a strategically targeted paid promotion campaign to generate awareness and drive engagement from key stakeholders in the biopharmaceutical industry. A dedicated landing page allowed site visitors to watch the event live and interact through social media. The Connections Media team monitored the social conversation, distributing real-time updates on the meeting and its discussion points to key stakeholders.
The combined organic and paid efforts on social media exceeded PhRMA’s goal of generating 3,000 tweets around the Annual Meeting by nearly 30%. The landing page also acquired over 10,000 page views during the course of the 3-day event. Overall, the digital campaign helped significantly amplify an important event for the U.S. biopharmaceutical industry and its stakeholders.