Get Ready for BPCI Campaign

The Challenge

Drive traffic to signup for a webinar that had no date, and theme it without knowing what the content of the webinar would be.

The Details

Remedy wanted to be prepared for an announcement that could change how our partners did business with us. The catch was that we did not know when the announcement would take place, but wanted to have users ready to go for a webinar explaining the changes soon after the announcement was made.

Without having any idea on what the announcement would be, I put forth that it made sense to introduce a concept of connectivity. Connecting users to the webinar, connecting HCPs to information, connecting admins to the nitty-gritty details. We started small with some PPCs and some adwords, then moved into banner ads placed on the Harvard Business Review and other healthcare-driven spaces.

We needed to build an experience for a user that would result in a high webinar attendance, without all of the information that would be expected. This meant creating strong workflows to deliver content to raise engagement and hitting sign-up goals, but also shipping content to keep users interested but over-touched as we waited for the announcement. Using HubSpot, we built landing pages for our partners and for non-partner-but-interested parties. We also created an email workflow that served content based on completion of signup, where those sign-ups came from, and how they responded to our first email blasts.

We decided on video content to encourage interest once blasts were sent but a user didn’t complete signup. We also had different video content if a user converted and signed up to retain their interest. We also curated our other content types meant to align with intriguing specific user groups and coaxing them to signup for our newsletter. Harnessing the power of gamification, though hints and clues dropped into our video content, created a sense of excitement and anticipation. This kept our webinar on our users' minds while we waited for the actual announcement.

The Validation

We converted 16,000 contacts into 1100 signups, and just under 900 attended the webinars.