Swordfish

New Horizons in Haematology is an annual conference supporting continuing education for European Haematologists. It is organized and funded by one of the world’s leading specialty biopharmaceutical companies. Their agency, Swordfish Advertising, is a healthcare creative specialist.

The client needed an innovative way to showcase the 2011 event to previous year’s delegates. The aim was to encourage sign up, and promote the live webcast function for those that couldn’t travel to the venue in Zurich. The rich and varied program needed to be easily accessible for participants, and they needed to be kept up to date with any developments.

Working alongside Swordfish, a cross channel initiative was devised to promote New Horizons in Haematology to European Haematologist. Kyp developed an interactive direct mailer, using its iKyp webkey technology. It showcased the key conference information in an impactful way, and when plugged into a computer USB port, automatically launched a microsite where healthcare professionals could sign-up to attend, view the current program, or join the webcast. The campaign was primarily delivered via direct mail, and partially via the representative channel.

The campaign achieved an impressive result, with a 30% response rate from the target group.

“We are always looking out for new and innovative ways to engage with delegates around this annual congress. Bringing them up-to-date information, in an easy-to-access format is critical to the success of this educational event. This was a great way for us to drive interaction with congress materials, both preand post-event, with haematologists around the world. We had great client feedback on the campaign and were really pleased with the results.”

Senior Account Manager, Swordfish Advertising