A worldwide congress and education campaign for one of the world's largest pharmaceutical and healthcare organisations — driving registration and building awareness of new endoscopic techniques and updated clinical guidelines among gastroenterologists.
Gastroenterology is not a broad-reach category. The audience — practising gastroenterologists and endoscopy teams — is small, dispersed across every market, and immune to generic health messaging.
The mandate was threefold — and every part of it had to land with the clinicians who apply it.
Creative, delivery and cadence were all traced back to that sheet.
Ahead of production we locked four things:
Qualified registration intent over audience volume.
And the exact procedural vocabulary they search in.
Would play in the journey.
Every channel would be held to.
Objectives first. Channels second. Creative third.
Every touchpoint had one job, and every job handed off to the next. Nothing ran in isolation.
Search built on live procedural terminology — the language clinicians actually type when researching endoscopy technique and congress programming, not the terms marketers assume. Social carried technique previews and guideline updates to a global specialist audience.
Live procedural video moved the audience from passive exposure to active attention. In endoscopy, watch-through is a genuine clinical signal — not a scroll metric.
Every engaged click landed on a purpose-built page: congress programme, technique sessions, guideline sessions and registration in one place. The page did the work the ads couldn't.
Email sequences re-engaged clinicians who showed interest but didn't register, sequenced around the specific sessions each segment had engaged with.
Acquired HCPs remained inside the owned ecosystem after the congress closed — a standing specialist audience for the next cycle, not a rented one.
Built the full paid architecture across search and social around gastroenterology-specific intent
↗Produced and scheduled live procedural video, technique explainers and guideline-update content across the campaign
↗Ran continuous keyword and creative optimisation against live performance
↗Reweighted delivery toward the formats proving out — video and link-driving content
↗Reported channel-level performance against KPI through the Kepler AI engine
↗Measured across paid social, organic social and paid search inside a single reporting period.
The five highest-performing assets delivered, between them:
One procedural post reached 44.6K and drove 1.5K clicks to registration. Another reached 12.1K but generated 22.6K video views — more views than people served, meaning clinicians re-watched it and passed it on inside their own networks.
A 3.37% search click-through rate in a sub-specialty this narrow reflects intent, not volume. The audience was searching for exactly what we were showing them.
We built on procedural language, not category language. Fewer people saw it; the right people acted on it.
In endoscopy, watching is understanding. Live procedural content carried the campaign's deepest engagement and its widest organic spread.
Social found them, video qualified them, the landing page converted them, email closed them. Each stage was measured on its handoff to the next — not on its own vanity metric.