American Health Information Management Association, a not-for-profit association for health care professionals, specializes in the coding and processing of medical records and information management. Their mission is to be the professional community that improves healthcare by promoting bestpractices for health information management, and be the most trusted source ofinformation for patients.
To promote attendance at AHIMA's annual convention, Kokopelli was called upon to increase a relatively flat number of attendees over the past few years. Instead of printing and mailing the traditional large program book, filled with information on every session, activity and break-out class, Kokopelli leveraged technology.
Each AHIMA professional who received Kokopelli's message was shown information vital to that individual's career, information and the look and feel of the conference to show this is a must-attend event.
The first communication was a mailed postcard. The digitally printed card had 120 versions depending on gender, race, professional specialization, level of certification and geography. It informed the health care professional that a personalized website was created for them. Scroll down to view the creative and read about the hundreds of microsites!
The personal websites were created via a Personal URL (or PURL). As stated, the attendee was classified into 120 individual segments compelling them to attend with only relevant information. Kokopelli even struck a deal with Groupon.com to showcase local offers in the Orlando area to further compel the invitee to consider attending.
Below are several versions of the PURL. Further below are the subsequent HTML email follow-ups.
Below are several versions of the PURL. Further below are the subsequent HTML email follow-ups.
After the initial PURL was distributed, an HTML email was sent depending on if the recipient visited their PURL and if they did, how they responded to a one-question survey.
The final result was the first increase in attendance for AHIMA in four years...and an increase of 16%!
Relevant information, sent to the correct target, will carry the day every time!
