Lessons in HCP event amplification

[vc_row][vc_column][vc_column_text]Lauren Kress, Senior Content Manager and Jon Simmons, Creative Director [/vc_column_text][vc_column_text]How to generate additional customer engagement out of an event is a question that almost every brand or agency team will wrestle with each year. This was also Pharmacy News’ challenge when covering the 2016 Australian Pharmacy Professional conference run by the Pharmacy Guild of Australia. Building on success from the 2015 coverage, we took away many lessons from this year’s event. Here are two simple, but important ones.[/vc_column_text]

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1 – Make it easy for social

Pharmacy News is gated so that we can provide HCP only content to our audience. This also creates an email list which traditionally has been our strongest driver of traffic. However, a registration gateway all but kills social traffic and so in 2016 we created a dedicated open site app.pharmacynews.com.au – the objective of which was to deliver the latest industry news, insights and in-depth evergreen content as well as fun moments from attendees and the exhibition stands. What we found was that ungated and accessible, mobile-friendly content was crucial during the event and that social media was equal to EDM newsletters as a traffic driver to content – a first for us with this type of coverage. Turns out that HCPs love social too![/vc_column_text][vc_single_image image=”5232″ img_size=”large” alignment=”center” title=”Traffic sources, APP 2016 microsite”][vc_column_text]

2 – The right content, at the right time, on the right platform

We also confirmed that the type of social media our users preferred altered between Facebook and twitter depending if the time of engagement was before, during and after the event. This we did by using a mix of in-session social live-streams via Periscope and Facebook live, together with pre and post event content, some of it evergreen, distributed across the platforms. The chart below shows the sum and timing of the engagement for Facebook and Twitter through the different phases of the event, with the days of the event highlighted in red.[/vc_column_text][vc_single_image image=”5233″ img_size=”large” alignment=”center” title=”Facebook and Twitter Engagement, APP 2016″][vc_column_text]As is well documented elsewhere, Facebook is the king of traffic drivers for content. However, when it comes to live interaction during an event, Twitter comes into its own. For social amplification strategies, it’s not an ‘either/or’ but rather a ‘what/when’ approach.[/vc_column_text][/vc_column][/vc_row]

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