The Brief
The European Association for Cardio-Thoracic 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, learn about the latest techniques, find out about new research and engage in debate. In 2021, EACTS chose to invite people to the fabulous city of Barcelona. 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. Barley achieved this by:
- Designing branded assets to promote the event
- Developing a social media strategy with diverse organic and paid content.
- Running a focused e-mail marketing campaign
- Publishing newsletters and newspapers covering the world class scientific programme on offer – this included EACTS News in the run-up to the Annual Meeting and three issues of the Daily News newspaper released during the event
- Working with Go Forth to create high quality video footage to appeal to delegates
- Targeting 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 coordinated approach led to significant reach and engagement levels across a number of platforms. 3000 people participated in the 2021 Annual Meeting in Barcelona in a year when EACTS overcame obstacles to make sure the Annual Meeting went ahead.
Barley has been reappointed to help promote the Annual Meeting in Milan in October 2022.
3k
participants from 87 countries
2.5k+
social posts
7k+
engagements with #EACTS2021
3
issues of Daily News
