DISCOVER
RSNA is the world’s largest radiological conference, in which McKesson, its competitors and a large amount of their target audience will be present. McKesson’s objective was to engage buyers and persuade them to schedule a booth demo to learn more about the solutions that McKesson provides and help them understand how their value proposition centers on the user.
FORMULATE
McKesson called on Nelson Schmidt to develop an integrated event marketing campaign to deliver traffic, produce leads and increase scheduled product demos at their RSNA 2010 booth. Primary target audience consisted of national and international decision makers (CEO, CIO and CTO) and influencers (IT, Radiologists and PACS Administrators) at healthcare organizations, diagnostic imaging centers and academic institutions who planned to attend the annual Radiological Society of North America (RSNA) conference 2010 in Chicago, Illinois. Secondary audience was above titles that were unable to attend the 2010 conference.
EXECUTE
Built upon Nelson Schmidt’s effective 2009 “All About You” campaign for McKesson PACS (Picture Archiving and Communication System), this new message and creative platform positioned McKesson’s imaging products and services as “All About Your Success” — which reinforced McKesson’s brand purpose and proven record to provide its customers with the most comprehensive, advanced solutions. The integrated campaign included print, online and conference daily publication advertising, multi-language direct mail, e-mail marketing, thought leadership microsite and booth graphics. For buzz-generating impact and differentiation, a 160-foot 3-D wallscape was featured on a prominent building adjacent to the convention center and QR Tag technology was used across multiple components. To extend the campaign positioning after the conference, Nelson Schmidt mined user-generated microsite content by asking visitors to share their success stories on how PACS has improved their organization. These online content curated stories will be featured in future McKesson PACS marketing communications.
MEASURE
As a result of this event marketing campaign, McKesson experienced a 91.5 percent increase in page views to allaboutpacs.com during the campaign, as well as increased traffic and product demo activity at their show booth over 2009’s efforts.
During RSNA, the world’s largest annual radiological conference, vying for the time and attention of McKesson’s primary target audience was fierce. To help them rise above the competition, we placed a 160-foot 3-D wallscape banner on a prominent building adjacent to the convention center. The banner incorporated QR Tag technology as a key entry point to the supporting “All About You” integrated marketing campaign, which reinforced McKesson’s brand purpose and value proposition. As you can read below, the campaign resulted in significant traffic increases to both event and website traffic.
