A PINPOINT MARKETING CASE STUDY
Pinpoint collaborated with the surgeons at New Jersey Plastic Surgery, Influx Marketing, and Red Digital Cinema to create live webinar content for NJPS that included pre- and post-event marketing and visually branded event slide decks to support talks hosted by world renowned plastic surgeon Dr. Barry DiBernardo and his team.
Making Plastic Surgery Accessible + Making webinars Successful… by converting new patients.
Pinpoint set out to demonstrate NJPS’s leadership and expertise in aesthetic plastic surgery, educate patients on top surgical procedures of interest, and create new patient conversions for the practice by:
Create a Captivating Webinar Theme and Execute a Solid Marketing Plan to Attract the Right Audience.
The success of any webinar hinges, first and foremost, on attracting the right audience and ensuring they show up and stay for the entire event. Pinpoint’s creative work in theme development and “sticky” event marketing tactics built momentum and drove audience attendance and engagement. NJPS gathered significant RSVPs, and even better, helped the practice hold live audience attention and presence all the way through the events themselves.
Branding. Educating. Showcasing. Converting.
Pinpoint first serves the brand when undertaking any marketing initiative. Every webinar NJPS hosted was carefully crafted to build their brand through creative execution -- by the intentional use of color, photography, style, and voice.
Our 30 years of experience in event marketing and collaborative spirit with partnering agencies deployed an aggressive set of marketing deliverables to grow audience attendance, including:
The marketing campaign doesn’t stop when the event starts. It continues through the entire event to ensure patient education and the opportunity to convert surgeries. To help facilitate this, Pinpoint coordinated with the surgeons to brand and build the visual decks that were used to guide webinar presentations. These decks included captivating raffles, prizes, live patient video testimonials, B&A’s, and Q&A’s with the surgeons to keep attention high all the way through. Post event, Pinpoint executed close tactics with the practice and extended webinar offers through:
The Phones Ring into the Evening
At the end of each event, partner and event MC Red Digital Cinema provides a list of attendees who are “highly likely,” “likely,” or “unlikely” to convert, which is gathered during in-webinar surveys. This awesome tool gives the practice active leads to pursue and nurture in the days to come. But, the best measure of success has come from learning that the phones ring off the hook immediately following NJPS’s webinar events with patients who don’t need to be pursued, because they want to book consults immediately.
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