For seven years, Reingold helped AASLD brand, shape, and promote The Liver Meeting (TLM), leveraging enthusiasm for the conference to cement AASLD’s position as the leading hepatology medical society. But with the emergence of the COVID-19 pandemic, we had to quickly transform this premier educational and social event into an all-virtual experience and build excitement about networking and learning online.
AASLD needed a custom brand, comprehensive event website, and multichannel digital marketing campaign to reach its TLM registration goal. Beyond attaining strong registration numbers overall, AASLD called on Reingold to increase registration among nonmembers in associated medical fields, including gastroenterologists, endocrinologists, and clinical pathologists.
Reingold focused the digital marketing campaign on serving tailored messages to each of AASLD’s target audiences, both members and nonmembers. Across integrated channels including email marketing, Facebook, and LinkedIn, we engaged target audiences with program highlights and drove them to the TLM website where they could start the registration process.
To expand our reach beyond contacts in AASLD’s database, we used look-alike modeling to serve digital ads to people who share attributes with past attendees and AASLD members. We also retargeted ads to people who had visited the website without registering.
Our marketing campaign helped drive 7,245 meeting registrations — 47% more than AASLD initially projected. Of those, 65% identified a specialty other than hepatology. The $38,000 investment in digital advertising yielded estimated net revenue of $327,879.24, a 10 to 1 return on investment.
2020 marked the first year that TLM was entirely virtual, but Reingold has supported the meeting’s programming and experiential design since 2013.