By Beth Cooper, JD / MBA

The Healthcare Internet Conference (HCIC), a conference for healthcare marketers, is always a hotbed of innovation, not just in healthcare technology but also in marketing strategies. This year, in this veteran marketer’s opinion, two companies stood head and shoulders above the rest: Invoca and SocialClimb. Both brands showcased how to elevate the attendee experience through immersive, thoughtful, and innovative marketing approaches that left a lasting impression.

 Invoca: a masterclass in immersive and interactive marketing

Invoca, the conversation analytics software, didn’t just participate in HCIC—they owned the event. Their multi-pronged approach was a brilliant demonstration of how to balance visibility, engagement, and creativity. Here's why Invoca’s strategy deserves an A+:

1. Sponsorship + visibility  

Invoca sponsored the attendee badges, ensuring their brand was front and center throughout the conference. In isolation, a seemingly simple move, but this was just one tactic they employed at HCIC. This move kept their name in constant circulation, making them a familiar presence before attendees even stepped onto the exhibit floor.

2. A themed local event with thoughtful details  

Invoca hosted an event at a local bar, and they went all-in on creating a memorable experience that connected with the area’s culture.  

• Local flavor: They served barbecue, offering attendees a taste of what the region is known for. This touch made the event feel authentic.  
• Interactive spice rub station: Attendees could create their own spice rubs, an activity that was not only fun but also encouraged interaction and creativity. (The only thing missing was a lightly branded bottle to take the rub home!)  
• Custom hat making: A standout feature of the event was the hat-making table. With a wide variety of unique patches and pins available, attendees spent time designing their hats while mingling and chatting with Invoca representatives. The variety of options kept people engaged for extended periods, creating the perfect opportunity for organic conversations.  
• Comfortable setup: Unlike many events with awkward round tables that stifle conversation, Invoca provided plenty of smaller tables and chairs, facilitating easy discussions.  
• Adaptable + attendee-centric: When the hat-making station was announced as closing, the team quickly decided to keep it open longer when they saw attendees still engaged. This flexibility ensured everyone left happy and cemented a positive perception of the brand. 
   

3. A booth that stole the show  

On the exhibit floor, Invoca’s booth went above and beyond.  

• Custom video game: They designed a custom 8-bit video game with telephones as a core theme. It was nostalgic, relevant to their solution, and drew a steady crowd.  
• Lightly branded "Game Boy"-style giveaway: Winners of the game received a handheld gaming device preloaded with 400 classic games, from Mario Brothers to Tetris. While not the highest quality device, it was certainly better than a stress ball. It generated excitement and conversation, both on the floor and beyond. Plus, it was a hit with attendees’ families—talk about extending brand reach!  

Overall, Invoca came across as successful, generous, and innovative. They didn’t just market their solution—they created experiences that attendees will remember long after HCIC.

Honorable mention: Tealium  

Tealium deserves a nod for their efforts as co-sponsor of Invoca’s local event and for embracing their brand identity with bold, teal visuals (yes, I’m talking about that teal sequined blazer–*chef’s kiss*). While they did well, they didn’t leave as strong of a lasting impression, as I actually was not able to recall the brand name and had to look them up. Once I did, however–recognition kicked in.

 SocialClimb: intimacy + authenticity at its finest

SocialClimb took a different but effective approach, focusing on quality over quantity. Their strategy was less about flashy booths and more about creating genuine connections through a carefully crafted experience.

1. Exclusive event: a sunset cruise  

SocialClimb invited attendees to sign up for a sunset cruise along Austin’s river, either at their booth or during their session. This event was intimate, thoughtfully curated, and showcased the charm of the host city.  

• Local BBQ: They brought in barbecue from a renowned local restaurant, staying true to the Austin vibe.  
• Relaxed atmosphere: With a cooler full of drinks and a few boxes of wine, the event was casual yet inviting.  
• Unique setting: The cruise allowed attendees to enjoy stunning views of Austin at sunset, offering a welcome escape from the typical convention environment.  

2. Balanced engagement  

The two-hour cruise provided ample time for SocialClimb’s representatives to connect with attendees. Instead of forcing business conversations, they struck the perfect balance of personal and professional interactions. They created an environment where attendees felt comfortable initiating business discussions, fostering genuine goodwill toward the brand.

3. Thoughtful details  

The boat’s setup was ideal for conversations, with seating around a fire on the top deck and indoor tables for groups to gather. It felt more like a gathering of friends than a corporate event, which left attendees feeling valued and connected to the brand.

By the end of the evening, the positive feelings toward SocialClimb were undeniable. They not only demonstrated the value of their solution but also showed themselves to be good people—people you’d want to work with.

 Key takeaways for healthcare marketers

Both Invoca and SocialClimb set the bar high for what exceptional marketing looks like at a conference. Here’s what we can learn from their success:  

• Create immersive experiences: Go beyond traditional booths and host events that reflect the local culture and encourage organic interaction.  
• Engage attendees with interactive elements: Whether it’s designing hats or playing custom video games, hands-on activities foster meaningful connections.  
• Focus on quality connections: Intimate events like SocialClimb’s cruise offer a deeper opportunity to build relationships and trust.  
• Be adaptable: Flexibility, like Invoca extending their hat station hours, ensures attendees leave with positive experiences.  
• Show generosity + personality: Invoca’s premium giveaways and SocialClimb’s casual, friendly approach left attendees feeling valued and appreciated.  

At KNB Communications, we’re always looking for the best examples of healthcare marketing to inspire our clients. Invoca and SocialClimb’s HCIC strategies are now at the top of our list. They didn’t just market; they connected, engaged, and left a lasting impression—and that’s the gold standard for conference marketing.

AI disclosure statement: This content was written by me, but I used AI assistance to refine and enhance its clarity and overall flow. The ideas and insights are entirely my own; though in the spirit of transparency, AI helped polish the final version.