The Partner
The 3rd Annual Naples Cardiovascular Summit targeted primary care physicians, clinicians, nurses, and first responders. The event featured acclaimed physicians from both the NCH Rooney Heart Institute and the Allina Health Minneapolis Heart Institute. For nearly 25 years, the award-winning NCH Rooney Heart Institute has provided the highest quality of cardiovascular care in Southwest Florida. The summit’s sessions focused on key topics and advancements in the prevention, diagnosis, and treatment of cardiovascular disease.
Opportunity
To attract more attendees to the annual event, The Partnership planned and executed an email newsletter campaign. Secondly, we wanted to increase awareness of the Cardio Summit while effectively communicating important conference information, including the agenda, registration details, speaker line-up, and continuing education credits.
Approach
We collaborated closely with the NCH communications and marketing team to develop a comprehensive email marketing plan that led up to the event. To start, the Partnership developed the visual identity for all event marketing materials, ensuring a cohesive and professional look.
We planned, scheduled and sent sixteen targeted emails through Constant Contact, leveraging an email list compiled from past registrations and lists of physicians associated with NCH. Through cross-team collaboration between accounts, creative, and development departments, we implemented best practices in email marketing, which led to a stronger performance outcome. This collaborative effort ensured that every aspect of the email campaign was optimized for maximum impact.
Impact
Patients notice newsletters and email campaigns in their inboxes, but studies show they’re not engaged past the first click. Marketers must hold patients’ attention and give them more news they can use. Focus your digital marketing outreach on audiences near your healthcare practice, offer educational article links and other health-related information that speak to common conditions, and include a link to your hospital’s online scheduler so patients can easily fill up open appointment slots.
This email newsletter campaign resulted in over 75,000 emails sent, achieving a 48% open rate. This significant engagement translated into 100 more attendees compared to the previous year. Year after year, the event has seen substantial increases in attendance, reflecting the effectiveness of the Partnership’s integrated marketing strategy and the growing interest in and awareness of the summit. In turn, the attendees made up of physicians, clinicians, nurses, and first responders are better educated and informed of the advancements in the prevention, diagnosis, and treatment of cardiovascular disease.
