Driving awareness of medical Multiple Sclerosis symposium through social engagement

The challenge

Our client, a top 10 pharma company, wanted to drive awareness of their Multiple Sclerosis symposium at the 2021 Congress of the European Academy of Neurology (EAN).

Developed and delivered by Ashfield MedComms, an Inizio Medical company, the symposium was carefully crafted to engage neurologists and encourage attendance at the event.

Our connected solution

Thanks to insights from previous campaigns and congresses, Evoke Galliard — an Inizio MarComms company  — developed a highly targeted paid social media campaign, which ran both in the lead-up to and during EAN 2021. Working closely with the Ashfield MedComms team, Evoke Galliard ensured that the messaging was appropriate for the target audience and channel.

The campaign included the use of paid posts on Twitter and LinkedIn. These were targeted at healthcare professionals, with an obvious focus on Neurologists. The campaign ran for three days, driving traffic to the event landing page. This was measured by click-through to the webpage link.

The value created

The campaign:

• Achieved the highest attendance of all industry-sponsored sessions during its timeslot, with 374 participants
• Reached audiences in 57 countries
• Engaged 127 key stakeholders, resulting in 49 click-throughs

The paid posts also received higher than average engagement rates for similar campaigns at 1.03%.

The campaign was successful in raising awareness of our client’s presence at EAN 2021 – encouraging interest and increasing engagement with the event.