In 2017 and continuing in 2018, the American Thoracic Society (ATS) embarked upon the use of marketing automation, geo-fencing, attendee beacon tracking, web-based audience response and surveys, increased mobile functionality and more to enhance the value and engagement across its attendees, exhibitors, members and other constituencies. With the goal and intent of leveraging all of the collected data to increase registration, participation and engagement for the following year.
Hear the ATS story, learn new tactics and benefit from its lessons learned to increase your conference attendance, expand reach, value and applicability across prospect and member segments and improve content resonance and revenue gain.
The ATS, in 2018, leveraged marketing automation, geo-fencing, attendee beacon tracking and audience response across the hundreds of its sessions, business meetings, events, exhibits, theatres and general movement areas to gain insight into the following:
Attendee engagement and participation
Exhibitor performance, popularity and lead capture
Logistical and operational performance
Objective understanding of knowledge gaps, education needs and topic popularity
Capture and recordation of attendance/CME participation
Creation of data oriented and validated educational outcome research and reports
ATS is the only US based medical specialty association leveraging tracking and response technologies at this level of depth. As such, the association is both bringing forth lessons learned while blazing trails in uncharted waters for others seeking similar gains, knowledge and outcomes.
Learn how ATS is leveraging its collected data to improve awareness and engagement at its conference, across its digital based content, raise knowledge and applicability of its publication content and deepen the overall value proposition of the organization, to its members, attendees, subscribers, followers and constituents.
The American Thoracic Society (ATS) was founded in 1905, strives to
improve health worldwide by advancing research, clinical care, and
public health in respiratory disease, critical illness, and sleep
disorders. The ATS International Conference is the premier forum for
physicians and scientists who work in pulmonary, critical care, and
sleep medicine. It attracts a range of 15,500 to 17,500 National and
International attendees across all age groups and specialties.
The International Conference offers more than 500 educational sessions
(many of which are MOC and CME designated), networking centers,
theaters, hands-on boot camps, events and access to more than 200
exhibitors, sister associations and corporate partners. Late-breaking
scientific research and data, posters, journal articles, studies and
other content are first released during the conference creating high
levels of anticipation and interest.
CEO, Founder and Chief Strategist at 2040 Digital
As a seasoned association, business, publishing and government executive and founder and CEO of 2040 Digital, Kevin Novak has spent nearly two decades helping organizations find their place in the digital world.
Novak is the former vice president of new business development, strategic partnerships and digital strategies for the American Institute of Architects. He built the association’s digital, publishing, advertising, marketing and technical strategy, and led product and partnership development to maximize existing revenue streams and build new ones His leadership led to revenue growth and market offer diversity for the Contract Document product line representing a base of $20 million in annual revenue and transitioning the product base to a digital and data-oriented cloud solution. The transition led to the collection, curation and packaging of built industry data that was available solely from AIA.