How we helped the Czech Association of Artificial Intelligence to bring hundreds of healthcare professionals and companies to the conference

The Czech Association of Artificial Intelligence (CAUI) approached us at the end of the summer to help promote its AI Transformation in Healthcare conference. Right after the first meeting with the association's chairman, Lukáš Benzl, it was clear that this would be a project where precise targeting and rapid response to campaign developments would be crucial. The goal was to get as many tickets sold as possible for a conference that brought together medical leaders, technology innovators and healthcare companies. Our challenge was thus to fill the capacity of the event and reach not only association members but also the wider professional and business community.

Who is behind the project?

The Czech Association of Artificial Intelligence is an independent platform that brings together experts, researchers, companies and institutions in the field of AI to promote the use of AI in practice. The association organises expert conferences, workshops and educational events that connect the world of technology, business and public administration and TRITON IT has been a member of this association since summer 2023.

Two different target groups, two different strategies

The AI Transforming Healthcare conference was specific in that it was aimed at a very narrowly defined audience. In order to target it as precisely as possible, we divided it into two groups with different motivations and ways of communicating:

1) The professional public

Healthcare professionals, researchers, academics and hospital representatives.
Targeting:

• PMax campaigns targeting apps and websites for health professions,
• RTB advertising targeting selected hospitals, universities and laboratories,
• Meta Ads and PMax campaigns targeting health profession contact lists,
• PMax targeting competitor conference sites.

2) Non-professional but related publics

Companies and institutions closely related to healthcare such as device and software suppliers, insurance companies, innovation centers.
Targeting:

• PMax campaigns and Meta Ads targeting segments related to healthcare,
• users looking for terms related to bioinformatics or grant funding for healthcare projects.

Communication to these two groups was different:

• Professional public - focus on content, speakers, presence of three ministers and the conference agenda.
• Non-professional public - motivation through networking, opportunity to meet industry leaders in the prestigious setting of the event.

Campaign timeline

Work on the campaigns was carried out in rapid succession. Despite the tight deadlines, we were able to respond flexibly to requests and strengthen performance according to sales developments.

22. september - launch of campaigns

We launched the first wave of PMax and Meta campaigns, which began to build awareness of the conference and test the performance of individual messages. RTB targeting of selected locations such as hospitals, universities and lab centres ran in parallel.

Continuous optimization

In the first few days, we monitored audience behavior, testing different variations of texts and visuals. We used the data to gradually refine the PMax signals, increasing relevance and conversion rates.

7. october - request for increased performance

We received a request from CAUI to boost the campaigns. We proposed to complement the campaigns with a video spot featuring the association's chairman, Lukas Benzl, who personally invited the participants and increased the credibility of the whole communication. We subsequently deployed this video in PMax campaigns and Meta Ads.

12. october - ten days to action

We were informed that there are still about 100 tickets left to sell. Therefore, we decided to increase the budget and redirect some of the RTB funds to the highest performing segments of PMax and Meta Ads.

14. october - new creative wave

We came up with a new concept based on the popular educational series Once Upon a Time. Creative referencing this theme was able to reach a wider audience and attracted the attention of other potential conference attendees.

17. october - meeting the objective

The Association announced that all tickets were sold. We met the plan five days earlier than needed and therefore ended the campaign.

Promoting the AI Transforming Healthcare conference showed that even professional events with a narrow target audience can be promoted effectively if campaigns are built on data, precise targeting, ongoing evaluation and flexible content work. The sold-out conference is proof that performance and creativity can go hand in hand and that maximum results can be achieved even with limited time.