GE HealthCare | ISUOG World Congress
Scope: Digital guest registration and lead collection at the conference club lounge
Category: Manage Guests, Innovate with NFC
Message on Wristbands: A Healthier Future For Women
Technology Highlight: Applying NFC Wristbands to record attendance during side events
Location: Global conferences in Singapore, Seoul, London, Berlin and Vienna
About
GE HealthCare focuses on providing advanced technology and integrated solutions to improve and drive innovation in healthcare. Once a year, the company’s Ultrasound Women’s Health division showcases their innovations at the global summit in obstetrics and gynaecology.
GE HealthCare is a global leader in medical technology and diagnostics. The company focuses on delivering innovative and integrated healthcare solutions. Once a year, the Voluson Ultrasound Women’s Health division showcases their newest devices and innovations at the ISUOG World Congress, a global summit in obstetrics and gynaecology.
Interacting with a diverse range of stakeholders including doctors, medical imaging professionals, hospitals and researchers in a short amount of time requires discipline and advanced guest management systems. The goal being to inform and inspire their audience while at the same time generating feedback and sales leads.
A Healthier Future For Women
The Voluson team required a sophisticated solution to streamline attendee registration and active engagement with sales staff. One of the challenges was to create a user-friendly and efficient workflow that could handle large volumes of guests while providing insightful data collection.
Premium Wristbands made from vegan leather were designed with the message company’s inspiring slogan A Healthier Future For Women, reflecting GE HealthCare’s commitment to advancing Women’s Healthcare. The Wristbands not only served as a useful tool during registration at the Voluson Club Lounge but also signalled brand awareness to other congress guests.
Equipped with a powerful but charming NFC feature, customers were able to access the VIP lounge and were invited to express their interest for the exhibited Ultrasound machines. A simple tap with the NFC Wristband at dedicated kiosks adjacent to the Ultrasound devices recorded sales leads for the respective product.
The number of tapped Wristbands integrated seamlessly into GE HealthCare’s live CRM system and recorded marketing and sales qualified leads, ready for internal processing and streamlined sales follow up.
Our Approach
Create unique experiences for visitors and organizers
Pre-registration service
As a special service for the highly valued healthcare audience, the premium NFC Wristbands were digitally personalized and presented to all pre-registered guests in a premium packaging folder explaining the benefits of the gadget. The introduction of this service had a surprising impact, significantly enhancing the quality of the customer relationships.
Smarter attendance recording
Registration workflows at conferences can be challenging, especially when the audience is rushed for attending sessions and workshops. The Voluson team created a place for customers to network in a relaxed atmosphere. Our pre-registered NFC Wristbands allowed for quick access to the Club Lounge.
Efficient data collection
Inside the exhibition Club Lounge, customers found dedicated kiosks to tap their wristbands, thus showing interest in the displayed ultrasound machines. The taps were captured digitally, therefore generating marketing and sales qualified leads. The prospects were transferred directly to the CRM sales software.
Conclusion
Insightful event and user behavior data are invaluable for strategic sales and marketing decisions. Implementing technology into the customer journey must be done thoughtfully and accessibly to ensure users adopt and enjoy the experience. This approach not only facilitates better decision-making but also enhances user engagement through playful interactions.
Image credits: Tamooz Marketing Communications, Anna Wasilewski, Marko Zlousic, Stefanie Lischka, Swapnil Bapat and K8 via Unsplash