Boosting event registrations for IAPO, a health organisation that spans 71 countries


Over registration target




The brief

Since 1999, IAPO have promoted patient-centred healthcare around the world, managing an alliance of 300 member organisations across 71 countries.

They do this by acting as a global focal point for healthcare organisations worldwide, encouraging discussion amongst decision-makers through regular virtual and in-person events.

But with the need to boost registrations and reach across their campaigns, IAPO wanted to run their next event a little differently – and that’s when we entered the frame.

The challenge

IAPO often focus on a global audience but for their next online event – the Asia-Pacific Patients Congress– they wanted to go regional, targeting local innovators, patients and development partners who could influence and change healthcare policy within the region.

For the two-day event to be successful, IAPO required the support of a solid social media strategy that could quickly boost brand awareness in regional areas as well as increase registered delegates – all within a short space of time.

Here’s what we did…

Our approach

As a starting point for the campaign, we had to understand IAPO’s current influence and network across Asia, as well as their objectives, target audience and key messages.

Once this was established, we focused on building brand awareness with new prospects – as well as strengthening trust with existing contacts – through organic and paid social media content in tandem.

From previous campaigns, we learnt Facebook was the most successful and cost-effective platform to reach new audiences, with every new registration costing an average of just 61 pence.

With engagements starting to increase, we worked closely with the IAPO communications team to secure more registrations by testing and tweaking our content, as well as reallocating budget to regions that required more sign-ups.

Since partnering with Social Firefly, we’ve seen a huge increase in our registrations, followers and subscribers. Their support and knowledge with global social media campaigns as well as their warm and accommodating approach has made the whole experience a huge success. They’ve helped us build the blocks we need to move forwards with our global activities. I couldn’t recommend them enough – thank you.

Rachel Githinji

Communications Manager, IAPO

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