CORNEA SOCIETY:

MARKETING FOR WORLD CORNEA CONGRESS VIII​

​​

CHALLENGE

After a two-year COVID-19 delay, my client, the Cornea Society, was able to hold WCC VIII in 2022. Goals included attracting 1,200 attendees, thereby strengthening its position as the U.S. leader in corneal ophthalmic education.​ Challenges: Some potential attendees were still not traveling, and some countries still weren't allowing travel. Also, WCC immediately preceded AAO 2022 at the same venue—convenient, but would people extend their travels?

​

SOLUTION

As Decibel Agency, I developed a strategic marketing communications plan and tactical calendar that included a mix of digital and traditional marketing tactics, such as website content, digital and print advertising, postcards, email campaigns, video, social media promotions and media outreach. The plan was executed with precision, emphasizing the society's leadership in the field and the importance of the event, while differentiating it from the society’s Subspecialty Day meeting a few days later at AAO 2022.

RESULTS

The marketing efforts led to robust attendance at the WCC, exceeding the target with a notable increase in the society's social media presence and engagement, thus contributing to its long-term growth and reputation in the ophthalmic community.

• Achieved 58.5% average email OR and 7.61% average CT

• Grew combined social media audience by 83.2%. (I built new Facebook and LinkedIn pages. Twitter's gain was 29.1%)