Proscia’s Concentriq^® is a leading platform in the field of digital pathology, which replaces glass slides and microscopes with digital images that are easier to view, analyze and share with collaborative partners. Leading life sciences organizations use Concentriq to research and discover treatments for diseases such as cancer.

To introduce an important new digital pathology offering, Proscia sought more than just a launch event.

The Challenge

To introduce an important new offering, Proscia needed to raise the profile of Concentriq for Research — and of the company itself. They envisioned an event focused on the application of data for the acceleration and advancement of life sciences research — an event that would be an opportunity to gather leaders from across the life sciences and technology fields to share how digital pathology is driving innovation and speeding the development of new disease treatments.

This event and its promotion had to strike a balance between respecting the specialized intelligence of the audience while at the same time demanding attention and conveying the streamlined experience of using the Concentriq platform.

The Solve

Striking that balance made “Pathology at Life Speed” a standout.

“Pathology at Life Speed” was a solutions-focused event that spotlighted how Proscia customers use Concentriq.

• Sessions shared new Concentriq capabilities, features and solutions created to rapidly advance research.
• Speakers demonstrated best practices for using modern digital pathology technologies that accelerate discovery at scale.
• The keynote session, “The Impact of Data-Driven Pathology on Research,” featured a former FDA commissioner and the CEO of a prominent life sciences organization.

To promote the event, StudioNorth and Proscia developed the event theme and new branding with a research-centric look. A video background animated the event name on the landing page and social ads, with the word “Pathology” changing to “Collaboration,” “Development,” “Workflows,” “Discovery” and “Research.” This technique helped the audience experience the title of the event as “Collaboration at Life Speed,” “Development at Life Speed,” etc.

This look and feel were extended to post-event marketing and nurture campaigns for Proscia life sciences products and solutions, opening the door for technology-driven, sub-segmented and audience-specific post-event campaigns and nurturing opportunities.

The Result

Programmatic ads:

• Clickthrough rate exceeded the industry average by 62%.

Social ads:

• Clickthrough rate exceeded the platform average by 30%.

Publication eBlast:

• Open rate exceeded the publication’s average by 22%.

Social newsletter platform:

• Clickthrough rate exceeded the platform average by 37%.