Promoting the world’s largest cardiothoracic surgery event

The Brief

The European Association of Cardiothoracic Surgery (EACTS) runs the largest event in the world for the cardiothoracic community.

That’s thousands of cardiothoracic surgeons, allied health professionals and representatives from industry all coming together to educate themselves. Learning about the latest techniques, finding out about new research and engaging in debate. In 2019, EACTS chose to invite people to the fabulous city of Lisbon. Barley was appointed to encourage people to attend.

Insights and Approach

The Annual Meeting is an established event but the surgical community is busy. There are other events they can attend so it was important to find ways to reach surgeons and highlight the benefits of attending.

We developed a social media strategy with diverse organic and paid content. We used footage from previous Annual Meetings and content from the Secretary General to appeal to delegates. We also emphasised the fun social side of the event. We targeted key geographies around the world where the data showed there was a strong likelihood we could reach out to more EACTS members and others in the surgical community.

The Outcome

Our transformative approach to content led to significant reach and engagement levels on social media, helping to secure over 6,000 delegates at the 2019 Annual Meeting in Lisbon. Barley has been reappointed to help promote the Annual Meeting in Barcelona in October 2021.

2800

%

increase in Twitter impressions

89

%

increase in LinkedIn followers

93

%

increase in Facebook followers