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This year’s Virtual RSNA 2020 will be unlike any previous annual meeting. Strategies and tactics for attracting walk-by traffic do not apply in this year’s model. Instead, vendors will need to find new and creative ways to rise above virtual noise and win the attention and time of busy executives, physicians, and technical leadership in attendance at the show.
Here are a few suggestions on how you can build a virtual presence for this year’s Virtual RSNA 2020 that will stand out. Use them to spark lead generation and networking opportunities that will carry you into the New Year.
1) Your Virtual First Impression
Some vendors have gone all-out on this point. They’ve created virtual booths that rival adrenaline-pumping VR experiences. While they are undeniably cool, these experiences are expensive. Plus, they:
- rival the costs of in-person events
- waste precious attendee time
- add little value to convincing prospects why they should invest in your imaging solutions
Instead, it is much more important to create a consistent and polished presence that is easy for attendees to navigate and gets to the point–quickly. Within 30 seconds of entering your virtual booth, visitors should be able to answer these key questions:
- What problems are you solving?
- How are your solutions unique?
- How can I learn more?
2) Create Engaging Video Content
Video is an excellent marketing medium and has proven to be more engaging, memorable, and effective than more traditional static formats. Create a series of brief clips (<=1 minute) that attendees can view individually or in series. This draws your audience in with the allure of simple, digestible content. It also provides the opportunity for them to “choose their own adventure” according to their own roles and interests (e.g. clinical vs. operations vs. technical).
Video content could include an inspirational overview of your company and vision, a new product announcement, and/or deeper dives into your unique products and features. If you already have these types of videos handy, consider editing them so they present in a consistent format and with unified messaging that appears as fresh content.
3) Build a Microsite
Most virtual conference platforms have inherent limitations regarding the amount of content vendors can host. Virtual RSNA 2020 is no exception.
Creating a microsite is a great way to extend your virtual booth and connect visitors with your perpetual web presence. As individual pages dedicated to your RSNA campaign, they provide the ability to host as many videos and downloadable assets as you want. They also present the opportunity for you to create content that aligns with your RSNA messaging.
Avoid relying on the RSNA exhibition platform as your only virtual presence. Instead, leverage it to host your most engaging and exciting video “teasers.” This will attract attendee attention and drive traffic to your website for more details. There, you have full flexibility to host a variety of engaging content that is more effectively tailored to your target audiences at a much lower price point.
4) Leverage RSNA’s Collaboration Tools
Previously, RSNA pre-registration lists only supported the mailing of postcards through snail mail. Now, as a virtual conference, RSNA offers matchmaking tools that enable healthcare providers and vendors to connect directly with individuals based on specific interests and criteria. This communication framework allows you to search for and freely contact physicians, healthcare executives, and other key decision makers to facilitate an introduction and present an invitation for them to visit your virtual booth or have a virtual meeting.
To make the most of these features, reach out in the weeks before the show to start the networking process. Get pre-scheduled meetings in the books. Use the virtual RSNA platform as a framework for interaction with both prospects and customers. Craft strategic messages for your sales team target each customer profile, their specific problem statements, and the most relevant value propositions to ensure maximum impact and increase chances of interaction with prospects during the show.
Getting the Most Out of Your Virtual RSNA 2020 Investment
By leveraging these suggestions, you can create a polished and professional virtual RSNA 2020 presence. You’ll appeal to your target audience, attract and retain visitor attention, and garner quality lead generation at a more affordable cost.
Need some help getting started? Contact us to learn more.
