A large healthcare technology organization needed to make a meaningful impact at a major industry conference—not just in booth traffic, but in sustained platform usage. The objective was to increase awareness and adoption of a SaaS-based healthcare solution among a highly specific audience of decision-makers, including legal professionals and technology leaders.
Rather than relying on a single touchpoint at the event itself, the goal was to create momentum that started before the conference, peaked onsite, and translated into measurable engagement once attendees returned to their day-to-day roles.
KNB Communications developed an integrated, omnichannel event strategy designed to surround attendees with consistent, compelling messaging across multiple moments and formats.
The program included:
A pre-conference email campaign designed to spark interest and drive booth traffic
An exclusive off-site cocktail event for VIP prospects to encourage deeper, relationship-driven conversations
A custom video running continuously at both the physical and virtual booth to reinforce key messages
A high-impact booth experience, complete with branded giveaways and a raffle tied directly to product positioning
Audience research revealed that target personas valued being “in the know” within their organizations. The strategy leaned into this insight by offering behind-the-scenes knowledge and insider-style access attendees could take back to their teams.
The integrated strategy delivered strong engagement before, during, and after the event. The pre-conference email campaign achieved an open rate of 38%, more than double typical benchmarks, successfully driving booth awareness ahead of the show.
Onsite, the booth and VIP event generated sustained interest, with 100% of branded giveaways taken and multiple high-value conversations with key stakeholders. The momentum carried forward: in the week following the conference, the platform experienced a 20% increase in logins and new users, signaling true adoption rather than one-time curiosity.
By treating the conference as a multi-phase engagement opportunity—not a standalone moment—KNB helped transform event visibility into measurable platform growth. The campaign successfully elevated awareness, encouraged meaningful conversations with decision-makers, and drove immediate post-event usage of the product.
Most importantly, the program demonstrated how a well-orchestrated event strategy can bridge the gap between marketing activity and real business outcomes—turning attention into action and engagement into adoption.
Every breakthrough starts with a clear strategy and the right partner. At KNB Communications, we help healthcare, health tech, biotech, and life sciences brands turn complex challenges into measurable growth—through smart PR, strategic storytelling, and data-backed execution. If you’re ready to elevate credibility, expand reach, and create real momentum in the market, let’s write your case story next.
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