Achieving global reach and impact at an international congress
Medical society congresses provide a premier platform for researchers to present cutting-edge scientific advancements on a global scale.
Our medical society client challenged the Beyond team to elevate and promote the research due to be presented at their upcoming annual congress through a strategic international media relations campaign.
Our approach
Following a review of more than 1500 accepted abstracts, we identified four standout topics for press and media activity. Topics were selected based on the quality and novelty of the research, ensuring a diverse showcase of scientific breakthroughs set to shape the future of the field.
In collaboration with the abstract authors and the medical society’s PR Committee, we built a comprehensive press and media toolkit, designed to equip journalists with essential materials required to cover the topics across consumer, healthcare and trade media outlets.
In addition, we held an embargoed press briefing ahead of the congress. This granted journalists the opportunity to delve deeper into the subject matter, conduct follow-up interviews and develop their articles in advance to ensure they coincided with the embargo release date. We also drove the promotion of press registration for the congress, as well as running the onsite and virtual press offices where we managed the resultant media enquiries.
Outcome
Over 1900 media editorials were secured in 71 countries for the four press topics within 2 weeks of the congress. Coverage was achieved in leading international media outlets, including The New York Post (USA), BBC News (UK), El País (Spain) and Bild (Germany). This coverage translated into an opportunities-to-see figure of over 5 billion people.
With 210 journalist registrations, there was a 32% increase in year-on-year attendance at the congress. In a post-event survey, 100% of journalists rated the overall press and media service at the congress as ‘excellent’ or ‘very good’.
“My questions were answered immediately, and the team was very reactive. The press releases were really handy and newsworthy.”
Onsite journalist feedback
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