The Challenge

The Latin American Society for Paediatric Gastroenterology, Hepatology and Nutrition (LASPGHAN) aims to provide knowledge and education in its narrow sub-specialty field through its biannual event. With varying participant numbers throughout the years, LASPGHAN recognized the need to raise its profile in the paediatrics field to progress towards sustainable growth and development. Part of the strategy was diversifying the congress program and educational value of the event.  As well, to begin working with a strategic local partner who could provide strong expertise in growing medical congresses and improving the event’s overall profile. In 2012, Kenes Latin America was selected as the local PCO to support the development of the 2015 congress that would take place in Lima, Peru.

With the main objectives put in place and already having an agreed strategy in execution, a large challenge occurred only a year before the event. A significant in size competitive event was moved from its original location to Lima, and was to take place only days before LASPGHAN 2015. This triennial congress had similar rotation patterns, as well as attracted a large number of delegates, covering the profile of LASPGHAN’s delegates, a paediatrics sub-specialty topic. This posed a large threat to the success of LASPGHAN and a limited time to react.

 

The Solution

Kenes has a dedicated in-house marketing and social media department providing congress marketing strategy and promotional services, which was key to delivering a strong strategy on brand awareness, but also a quick and flexible reaction when this challenge occurred. The department, Kenes Marketing, with its proven track record in planning and executing marketing strategies and plans through a wide variety of channels, effectively enhanced the congress visibility of the brand in the region, among the doctors working on this sub-specialty or related fields as nutrition or endoscopy. This translated into growing numbers of participants but also built and supported the congress brand. Kenes further leveraged sponsorship activation solutions and key industry contacts to ensure a successful event.

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The Outcomes

Working together with the Local Organizing Committee (LOC) Kenes maximized the congress revenues by exceeding the preliminary expectations. The outcomes of the strategic actions and quick adaptability of the strategy by the Kenes team led to 40% more abstract submissions and more than a 30% increase in delegate numbers (compared to the previous event that took place in Natal, Brazil). Kenes’ global know-how and regional expertise made LASPGHAN’s success possible. Flexibility and a strong local knowledge and network, led to satisfied delegates and keeping the event on the path to its eventual success.

Dear Kenes Team, I’m writing to thank you for your excellent job during LASPGHAN 2015 and congratulate you on the meeting success. It was a pleasure to work with you.

Warm regards,

Dr. Aldo Maruy, LASPGHAN 2015 Local Organizing Committee

This success story was first published by IAPCO, as part of the Beyond Congress Management series. Download it here.

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