— Michael Gavin, President, PRIUM
PRIUM, a medical intervention company serving workers’ compensation payers, works with actively practicing physicians to review the appropriateness of an injured worker’s drug regimen. PRIUM needed to recruit additional physician reviewers to support its increasing client base. The company had traditionally found physician reviewers through word of mouth and phone, but needed to find an alternative recruitment methods to keep up with rising demand for its services. To meet its increasing need, they decided to exhibit at the American Academy of Physical Medicine and Rehabilitation Annual Assembly, which is attended by pain and rehabilitation doctors. The show would also be used as a test to determine if other shows would be pursued in the future.
PRIUM needed to drive traffic to their booth and generate interest among the approximately 2,400 attendees. If the event was to be a success, they needed to secure a minimum of 10 physician reviewers. PRIUM engaged Marketing Works within four weeks of the show due to determine and execute the best approach.
Marketing Works conducted research to determine the target audience, message and positioning of the AAPM&R mailer. After brainstorming with PRIUM”s physician recruitment team it was determined that the most ideal approach was to send a traditional direct mail to physicians who were planning to attend the show. Additional research indicated that physicians were interested in making an impact on opioid utilization as well as other ways to increase practice revenue.
The intent of the AAPM&R mailer was to inspire a response and draw prescribing physicians to PRIUM’s booth at the tradeshow. It was determined that an eye-catching invitation format would catch attention. Benefit messaging was used in the invitation to provide reasoning for why the physicians should stop by PRIUM’s booth to learn more about the physician reviewer network.
Additional supporting elements such as a one sheet, a pull-up banner, a unique landing page and an at-show lead capture form were also created to increase recognition and drive engagement.
The goal of securing a minimum of 10 physician reviewers was exceeded. Other results included:
- The personal, mailed invitation drove traffic to the booth, despite its poor location in the exhibit hall
- The PRIUM physician recruitment team received more than 60 leads of physicians interested in partnering with PRIUM for their physician reviewer network. Additionally, physicians who were unable to attend the conference completed an interest form on the landing page
- Positive feedback of the attention grabbing invitation was received from physicians. One physician mentioned that they were drawn to PRIUM’s booth because it reminded them of the messaging and design of the invitation
- At-show lead generation form captured additional prospects who were interested in partnering with PRIUM