Marketing Strategy and Tactics for Live and Virtual Education

We worked hand in hand with a national leader in psychiatry to drive registrations and revenue for its live and asynchronous education portfolio

Challenge

Massachusetts General Hospital (MGH) is ranked as one of the top hospitals in the country each year. It also ranks as high as #1 in the country for psychiatry. That expertise is what fueled the team at the MGH Psychiatry Academy to build a robust medical education portfolio. It included live conferences, live online events, asynchronous online courses, and more. As that portfolio expanded, MGH needed a more dynamic strategy to engage mental health professionals across the U.S.

Our challenge was rather broad. We needed to grow first-party data and create an email strategy to nurture engagement. We needed to plan and execute tactics to build awareness and drive leads. And we needed to analyze and optimize on an ongoing basis to grow revenue.

Marketing Strategy and Tactics for Live and Virtual Education

Solution

Our team embedded with the MGH team to understand needs, goals, market trends, opportunities, and more. That informed our work to create flexible, scalable engagement strategies for multiple education formats. The strategies ran across a multi-year period and included an ongoing cycle of review and optimization. We planned media, managed budgets, and executed online and offline marketing tactics. We also wrote course descriptions, emails, print materials, newsletters, and more. All of this effort was tied directly to the goal of growing registrations and revenue across a diverse educational portfolio. Our work included:

Ideas, copy and creative for email, print materials, and digital campaigns
Media planning to expand reach to frontline mental health professionals
Digital campaigns to drive inbound leads and helped build first-party data
Direct mail concepts and execution for national, regional and local campaigns
Email automation funnels to nurture prospects, build first-party data, and drive access to education and resources
Copy and creative for brand/course materials like presentations, newsletters, and webinar registration emails
Timeline management for dozens of integrated campaigns, product launches, live and online courses, and more