Event Marketing for Synaptiq - B2B Telemarketing Case Study

Event attendee conversion rate high as callers drive 1300 customers to Medical Aesthetics conference.

Founded in 1999, Synaptiq is a unique healthcare communications group, providing creative marketing services, education, training, publishing and events to both healthcare professionals and the industry. With offices in London and Edinburgh, Synaptiq currently comprises four specialist divisions, emotive, perceptive, Oxford Medical Training and Aesthetics. Under the Aesthetics brand a free monthly journal is offered for medical aesthetics professionals, as well as an awards ceremony and an annual trade show, The Aesthetics Conference and Exhibition.

Project Background

The Telemarketing Company was chosen to drive attendance to The Aesthetics Conference and Exhibition. This is an annual event held in central London providing customers with an opportunity to learn about the latest developments in the medical aesthetic profession and meet with suppliers and colleagues. Combining a comprehensive scientific programme and free-trade exhibition, this event is attended by all key customer segments relevant to companies in the medical aesthetics field.

Medical aesthetics covers non-surgical cosmetic treatments such as injectables (Botox, dermal fillers) laser therapy (for skin problems or weight loss) and cosmeceuticals (skincare treatments). The medical aesthetic industry is the fastest growing medical sector in the UK and a recent study reported that only 15% of demand is being met. The majority of this growth has come from the growing use of injectables such as Botox and dermal fillers. For several years this growth has been exacerbated by increasing numbers of beauty salons offering medical aesthetic services. However, regulations are getting stricter leading to more healthcare professtionals going in to private practice to offer medical aesthetic services.

The Conference provides a unique opportunity to learn about the regulations and best practice in the industry.

Project execution and results

The data was provided by Synaptiq and was a mixture of previous attendees and publication subscribers. The publication subscribers were important as the Aesthetics Journal is the only free-of-charge monthly journal for aesthetics professtionals. It has a circulation of 7,000 and a readership of more than 20,000. It is read by more Medical Aesthetic professionals than any other aesthetics publication in the UK. Prospects who were not able to attend the Exhibition were encouraged to subscribe to the magazine and current subscribers had their details checked.

The majority of clinics are small set-ups with approximately 4-5 staff. Large chain clinics may have as many as 10-30 staff. The main people the campaign wanted to target were those who influence the products and services on offer by their clinic. This is because there were 100 suppliers exhibiting at the event and so they could meet new customers. The key decision maker in any clinic is the clinic manager who oversees all aspects of the clinic including products and services offered.

With the event taking place in March, The Telemarketing Company began calling in early January and quickly got up to speed with the various facets of the event, including the paid Conference and evening Question Time event. A team was built and feedback from Synaptiq on the call recordings quickly enabled objections ot be overcome and the growing pipeline to be converted into registrations. Speaking to an average of four decision makers an hour, a lot of verbatim feedback was gathered which enabled the planning of the event to be shaped. The project was extended more than once and in total The Telemarketing Company delivered 1372 hours of calling which helped drive 1300 people to the actual event.