Omnichannel Event Promotion for Dental Professionals
Background
An innovative educational initiative was launched to promote an exclusive event aimed at dental professionals. The goal was to enhance attendees' knowledge about a modern dental treatment option (such as clear aligner therapy), drive awareness of its clinical and financial benefits, and boost participation in the Bangalore-based event scheduled for October 6, 2024.
To ensure maximum visibility among dentists, the campaign leveraged a comprehensive omnichannel digital strategy. This included outreach via a medical learning platform's app, website, email, SMS, and WhatsApp, along with supporting tele-calling efforts.
Objectives
- Generate Awareness: Inform dental professionals about the event’s content and value proposition.
- Drive Registrations: Convert awareness into confirmed attendance.
- Deliver Value Messaging: Emphasize components like clinical applications, income potential, and free treatment services to incentivize participation.
Strategy & Execution
- Channel Mix:
- App notifications and web banners on the medical learning platform
- Email campaigns tailored with event highlights
- SMS and WhatsApp reminders to registered and prospective attendees
- Tele-calling outreach to prompt action and answer queries
- Creative Focus: A banner campaign featuring benefits such as clinical utility, earning opportunities, and free treatment planning and scanning services positioned to appeal directly to dentists' professional goals.
- Performance Tracking Real-time monitoring of reach, impressions, click-through rates (CTR), and registrations to optimize messaging and timing throughout the campaign duration.
Results
| Metrics | |||||
|---|---|---|---|---|---|
| Reach | Impressions | Clicks | CTR | Confirmed Registrations | |
| 5,483 | 34,271 | 824 | 3% | 202 | |
Insights & Analysis
- The campaign successfully reached a targeted dental audience using an integrated digital and telecalling approach.
- A CTR of approximately 3% indicates good audience interest and relevance.
- The confirmed 202 registrations show solid conversion from digital engagement to event sign-ups.
- Rich messaging highlighting both clinical value and financial incentives helped the event stand out.
Conclusion
By executing a well-coordinated omnichannel outreach, the campaign effectively engaged dental professionals, drove interest, and secured meaningful event participation. While final registration figures were modest, the campaign significantly reinforced visibility and demonstrated the efficacy of digital promotion strategies in the healthcare education sector.