Case Study: AHIMA | Cushing

Case Study: AHIMA

AHIMA Logo

The American Health Information Management Association (AHIMA) is a health information management (HIM) professional association more than 67,000 members strong. Since its founding in 1928, AHIMA has remained committed to quality healthcare through quality information.

Cushing provided a cross media campaign for AHIMA to promote attendance at their Assembly on Education (AOE) Symposium and Faculty Development Institute (FDI) in Baltimore, MD at the end of July 2013.

Goals and Objectives
  • Engage event attendees before, during and after the AOE/FDI event through multiple touches
  • Gather Open House RSVPs online
  • Schedule one-on-one Symposium meetings with their National Sales Executive
  • Receive feedback on the event through electronic follow-up
Pre-Event | Preliminary Emails

The campaign consisted of three email blasts including personalized subject line, messaging and Personalized URLs to collect recipients’ contact information and RSVP prior to the Symposium.

Pre-Event | Reminder Emails

An event reminder went out via email to all those RSVP’d for the Open House (the day of the Open House).

During Event | Notification Emails

Two subsequent email blasts were distributed during the Symposium to highlight scheduled Author Events and to entice attendees to stop by the AHIMA Press Booth for a chance to win a $10 Starbucks gift card.

Post-Event Follow-up | Follow-up Emails

A follow-up email blast went out the week after the Symposium, which included another chance to win a $50 American Express gift card with a PURL requesting attendees to provide feedback on the Symposium. The Thank You page offered links to the AHIMA events page and store “Save the Date” details on next year’s Symposium.

Calls to Action

Calls to action included being entered for a chance to win a $50 American Express gift card for RSVPing either “yes” or “no” to the event. Those that RSVP’d to the Open House were offered a commemorative charm. Starbucks gift cards were provided during a symposium “coffee break” to attendees.

PURL visits were followed by a customized “Thank You” page based on recipient input. All communication included social media sharing on FaceBook, Twitter and LinkedIn.

AHIMA provided creative look and campaign messaging. Cushing advised on layout, email content and subject lines for emails blasts and landing pages, adding additional Friday “last chance RSVP” email and a Sunday “Open House reminder” email.

Email | First E-blast to All Contacts

Subject Line: John, Attending AHIMA’s AOE Educator Open House?

Eblast 1

Landing Page | Custom Survey

Landing Page Survey

If answered “Yes”, the meeting schedule appeared:

Landing Page Drop Down Yes

If answered “No”, an option to schedule a meeting at a later date appeared:

Landing Page Drop Down No

Thank You Page | Not attending the AOE Symposium, not attending the Open House, no to scheduling a meeting at the Symposium

Thank you page 1

Landing Page | Second Custom Survey
  Landing Page Survey 2
Thank You Page | Final Thank You

Final thank you

Results

Using Cross Media, Cushing helped promote attendance to AHIMA’s Open House and set meetings during the Symposium. By sending out multiple touches throughout the weekend, Cushing ensured AHIMA’s events stayed top- of- mind to attendees.

PURLs, tracking links and customized branching survey pages allowed us to track activity and provide real-time information to the AHIMA team for Symposium appointment setting with potential customers.

  • 436 potential customers responded out of 4,439 = 10% response rate
  • Updated contact information: 382
  • 79 (out of 600) were from GURLs (general URLs) providing additional contact info
  • Open House Attendees: 209
  • Meetings at Symposium: 37 (all scheduled meetings were kept!)
  • Meetings scheduled for later date: 16

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