Hitachi Healthcare
Amplifying Hitachi and Driving Booth Traffic at RSNA
The Project
Humanizing Healthcare Through Social Storytelling
At the Radiological Society of North America's annual conference, we worked to affirm Hitachi Healthcare as a leader in medical imaging and connect with physicians by publishing content that spoke to the patient experience.
- Increase brand awareness to drive booth traffic at RSNA
- Stand out from competitors who had social followings 2000% larger than Hitachi’s
- Establish Hitachi Healthcare as a leader in medical imaging
- Drive digital and in-person traffic to key products, measured by increase in product page leads and in-booth demos
- Produce shareable content that would compel radiologists and influential attendees to amplify
- Grow social audience during event as the brand prepared for 365 publishing
Amplified Hitachi’s presence at RSNA by utilizing Instagram, Facebook, and LinkedIn to broadcast live product demos, share real-time customer insights, live-tweet thought leadership sessions, and promote Hitachi’s exclusive evening event.
The Partnership
For three consecutive years, we partnered with FreemanXP to amplify Hitachi Healthcare's presence at RSNA, the premier radiological conference held annually in Chicago.
Over the 4 event days, we live-tweeted thought leadership sessions, captured customer insights, highlighted the sales team, promoted and broadcasted live product demonstrations, offered conference tips and travel recommendations for attendees and curated top show conversations for Hitachi's live Twitter & Instagram wall.
Through our efforts, we secured the #1 spot for Share of Voice for the event, despite having a significantly smaller social following than other enterprise brands. We also:
- Achieved 34% follower growth over 4 day event
- Drove 1.1M amplified impressions of key brand messaging
- Increased traffic to web product pages by 28% over course of the event
- Recognized as an RSNA influencer
- Won PCMA Convene’s “Best in Show” award for social media strategy
“The RSNA is #1 global trade show event for Hitachi Healthcare. Due to the growth of “what’s happening now” on social media channels, we believe it was important to leverage these channels and increase our brand awareness at an event hosting over 60,000 attendees.
Spark Social was critical in helping us establish our social footprint, drive web traffic to product pages, and we had the largest share of social voice than any other exhibitor at RSNA.”
- Ray Wtulich, Marketing Communications Director
Hitachi Healthcare
Hitachi Healthcare
