Case Study:

Developing a Highly Targeted Annual Meeting Marketing Strategy

The Healthcare Information and Management Systems Society (HIMSS) has historically hosted the largest and most advanced health care IT conference and exhibition in North America. However, the sheer size of the conference (more than 24,000 attendees and 850 exhibitors) led some attendees to feel that it was too overwhelming and not specific enough to address their individual needs.

HIMSS sought McKinley’s expertise in devising a marketing strategy to attract more attendees from current and prospective audience segments, increase the number of qualified buyers in the exhibit hall, entice attendees to be more active in the exhibit hall and enhance the value proposition for attendees and exhibitors by promoting the conference’s comprehensive offerings. After reviewing existing research, working with HIMSS staff and conducting a benchmarking study, McKinley gave HIMSS a set of marketing strategies that were ready for implementation.

McKinley’s marketing efforts resulted in the organization’s largest conference ever with record breaking attendance numbers, increased number of qualified buyers and more active attendees in the exhibit hall. The meeting has continued to steadily grow since our engagement.