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EBMT
Communication Strategy
Create a robust and comprehensive communications strategy, elevating the position of EBMT within the scientific community and as a leader in industry congresses.
With a shared goal of improving patients’ lives who are fighting life-threatening blood cancers and diseases, the European Society for Blood and Marrow Transplantation (EBMT) brings together healthcare professionals from across Europe. EBMT creates the critical connection between patients, researchers and other stakeholders to anticipate the future of cellular and stem cell-based therapies.
With a comprehensive calendar of communications released across the year, EBMT continually focuses on growing their community through engaging content and annual meetings. Working collaboratively with TMC, EBMT were keen to develop a robust multi-channel communications strategy for 2023, delivered by their in-house team and with the goal of accelerating their membership.
Our Solution
The foundation of the strategic plan spotlighted the specific audiences which would need to be targeted across the eventual channel strategy. These outlined the traits, emotional triggers, challenges and behaviours, across roles including Physicians, Nurses, Laboratory Technicians, Pharmacists, Medical Students, Patient Advocates, Research Directors, and Department Heads. Once these were documented, a messaging matrix could be developed.
Each piece of content created would need to support the EBMT vision statement: “Fighting life-threatening blood cancers and diseases, improving patients’ lives.”. From tone of voice to motivators and calls to action, EBMT could effectively leverage this messaging to each of the defined target audiences, ensuring optimum engagement.
From here, the channel strategy was developed. Each social media currently in use by EBMT would be utilised for different purposes. When spotlighting X, community building was a major focus, seeing the opportunities available from the high engagement found within the key HCP demographic. In addition, it enabled EBMT to act as a thought leader in their specialist therapy area.
“You can tell TMC is a team of superstars. The congress communication strategy they created for us was not only comprehensive but delivered on-time and intelligently prepared. On behalf of EBMT, I would like to thank TMC for all their hard work and research that will help elevate our brand and international marketing campaigns.”
Preston Ray Pearson – Marketing Manager, EBMT
Omnichannel Communications
In line with this, strategies for LinkedIn, Instagram, and Facebook were also clearly defined for EBMT. LinkedIn would offer routes to reaching the target audience through features such as Q&A sessions, and conversations within industry/member groups. These formats would create opportunities for real-time conversations for aiding promotion and establishing greater relationships between the organisation and their audience. To drive this further, the addition of paid social media activity was also suggested, using Campaign Manager to define highly targeted audiences with specific messaging.
Complemented with impact measurement, TMC explored ways to evaluate this activity from custom conversion events within GA4 to UTM tracking – using all these pieces of data to inform the next steps of their strategy.
Further to this, an email strategy was proposed, fostering brand loyalty, community engagement, and education, to segmented lists.
TMC assess the current landscapes of clients and evaluate areas to elevate and grow to gain high engagement from key audiences. For clients such as EBMT, there is an opportunity to establish strong relationships, built from personal connections between audience and organisation.
What next?
Developing your omnichannel reach to better communicate with target audiences?
If you are interested in an obligation-free conversation about how we can build an communications strategy, please contact us on: +44 (0)1260 295700 or email hello@wearetmc.com.
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