European Society of Cardiology
2024 Congress Communications Campaign
The European Society of Cardiology (ESC) is one of the leading forces within cardiology, hosting its world-renowned annual event; ESC Congress, to connect the global cardiology community with the latest practice-changing innovations.
Following a successful partnership in 2023, the ESC partnered with TMC again in 2024 to lead congress digital communications. Tasked with delivering a fully integrated, multi-channel communications strategy, in tandem with branding, creative and engagement, the challenge was to reach new and returning delegates across multiple demographics while providing globally relevant, yet locally adaptable messaging.
To achieve this, a three-phase communications strategy was developed, combining digital, social, and traditional media to increase engagement and drive both scientific submissions and registrations over a 9-month period. Based on learnings from the huge volumes of data gathered, emotional connections and value-focussed messaging were core to the campaign’s success.
With the congress taking place at the world-leading Excel Centre in London, TMC collaborated with the ESC communications teams to develop a suite of tailored messaging that not only emphasised the benefit of attendance, but drew inspiration from London’s iconic landmarks, history and culture.
Key Metrics
13m+ Campaign Impressions
550k+ Content Engagements
31.8k Participants
The Partnership
Strategic Audience Profiling and Segmentation
Extensive audience analysis segmented delegates by age (under and over 40) to reflect typical career stages in cardiology.
This profiling informed a messaging approach that emphasised networking and learning for younger professionals and mentorship and leadership for more experienced cardiologists. The campaign was unified by the theme “Your journey to the heart of cardiology”.
Tailored Messaging and Omnichannel Approach
The campaign built upon the “journey” narrative across email communications, with each phase marking milestones such as abstract submissions, pricing deadlines, and late-breaking science.
Over nine months, 63 long-form emails and 37 news bulletins reached segmented audiences, with defined members leveraged as advocates to help strengthen delegate interest and engagement.
Social and Paid Media Integration
The ESC’s social media presence of 720k followers across Meta, LinkedIn, and X was leveraged to amplify campaign updates via frequent organic posts. In addition, a Paid Media strategy across Google, LinkedIn, and X was developed to strategically reach beyond the ESC’s existing audience.
Advocacy toolkits equipped volunteers and members with branded content, ensuring consistent messaging and maximising the campaign reach.
Measurement and Optimisation
Monthly and end-of-phase reporting provided real-time insights on engagement and conversion rates, enabling responsive adjustments to communications.
This data enabled agile adjustments to communications, allowing for dynamic responses to audience behaviour and maximising impact.
A comprehensive measurement framework ensured the campaign remained data-driven and continuously aligned with the ESC’s commercial goals, optimising performance across all channels.
The Impact
With 266 million uses of the #ESCCongress hashtag across social media, and some 32,000 health professionals from 171 countries attending the event, the co-ordinated communications campaign played a major role in bringing the cardiology together to create positive impact in 2024.
‘In addition to the presentation of four major ESC Clinical Practice Guidelines and a new consensus paper on obesity, ESC Congress 2024 had a record number of abstract and late-breaking science submissions . Novel research was revealed in more than 4,400 abstracts, with China, the United States and Japan leading the way with the most abstracts. Practice-changing research was presented throughout the congress, with major new findings in the 12 Hot Line sessions. Some 112 studies were simultaneously published in prestigious journals.’ – ESC Press Office, 4 September 2024
“A huge thank you to all the TMC team for your contributions and unbelievable support. From design, promotion, press release and media training, video testimonials, social media and so much more! You have been the most amazing creative and delivery partners, not to mention just be great fun to work with!”
Rachel Wattel – Senior Brand & Communications Manager, European Society of Cardiology
What next?
With over 20 years of experience, TMC partners with leading medical societies to elevate their impact.
From growing and retaining membership to engaging healthcare professionals, we help you connect with industry partners, deliver unforgettable events, share scientific knowledge, and expand your global reach.
Ready to take the next steps? Contact our team to book an introductory call by emailing hello@wearetmc.com.
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