The Critical Care in Obstetrics Course leaders were in trouble.
It was the end of September and registration sat at 122, less than 50% of their goal.
The Course would start on November 7th, giving them roughly 43 days to pull off a miracle: get 128 healthcare professionals to register for a 3-day course in Scottsdale, Arizona, on short notice.
A friend asked if I could help them out, and so we got to work.
Below, I’ll show exactly how we used social media and an online presence to meet their attendance goal.
SWOT Analysis:
Strengths (Internal, Positive):
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Features the most advanced simulation-based training in critical care obstetrics.
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Located in a 55,000 sq. ft. simulation center in a decommissioned hospital.
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Taught by nationally recognized experts, passionate about the topic.
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Supported by a dedicated and engaged administrator.
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Backed by a 10-year track record of glowing reviews.
Weaknesses (Internal, Negative):
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Minimal web and social media presence related to the course.
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Faculty planners busy with clinical responsibilities.
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Limited promotional materials.
Opportunities (External, Positive):
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Strong demand and preference for hands-on, simulation-based training.
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Important topic of high interest to variety of healthcare professionals.
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Target audience reachable through social media.
Threats (External, Negative):
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Competition from other training programs with larger promotional budgets.
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Cost barrier ($950 - $1850 for pros; $300 - $500 for trainees).
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Ever-growing competition for attention on social/web.
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Travel required for participants outside Scottsdale.
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Short notice and multi-day time commitment.
Results:
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125 new registrations.
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247 registrants in total.
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$350 invested in promotion.
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41 emails collected with interest in 2025 Course.
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$112,500 estimated additional revenue generated.
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ROI = 32,043%
Quick Definitions:
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Owned Media: Channels you control, like your website, blog, email list, or social profiles.
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Earned Media: Publicity gained organically through word-of-mouth, PR, reviews, or shares (e.g., social media mentions or news coverage).
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Paid Media: Advertising you pay for, like Google Ads, sponsored posts, boosts, etc.
Owned Media
Landing Page (Website)
Before launching social media campaigns or investing in advertising, the Critical Care in Obstetrics Course needs a strong landing page to convert visitors to registered participants. Key elements to include:
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Compelling headline to get value proposition across quickly
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Basic information that is easy to find, in large typeface
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Place to enter email address if interested but unable to attend this year
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Visual proof of the Course’s legitimacy and teachers’ expertise
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Text highlighting the uniqueness of the Course and 10-year track record
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Concrete information on what the visitor will get out of the Course
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Social proof in a “wall of testimonials” from past Course participants
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Images from prior Courses for additional credibility
Result: Landing Page
Email List
The Course leaders have and should use the following email lists:
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Prior attendees
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Send email encouraging prior attendees to share the upcoming Course with colleagues, and to provide positive testimonials
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Current registrants
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Send email encouraging current registrants to invite colleagues/friends to join them at this year’s Course
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Sponsoring institution’s Ob/Gyn Dept listserv
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Send email to recruit as many local participants as possible, given the barrier of travel
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Blog/Social Profiles
While these assets could help in the future, there is not enough time to create a blog, newsletter, or social profiles and optimize them for reach.
Earned
Use Course leaders’ social media channels to share information about the Course and generate interest. Amplify messaging by strategically commenting, reposting, and liking each others’ posts.
Post types:
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Favorite memories from past Courses
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Images showing active learning from previous years
Paid
Given time constraints, paid social media campaigns are the best option to reach as many members of the target audience as possible.
Use A/B testing to find the most successful ads and funnel ad dollars accordingly.
Examples of ads:
When Planning an Educational Event (Course, Conference, etc.):
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Start advertising for your event well in advance
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Make sure you have a solid website or registration page before you do anything else
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If you have the time, use individual or organizational social media accounts to drive traffic to your website
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If you don’t have much time, Google and/or Meta Ad services can help you reach a large number of people in your target audience on a relatively small budget
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Run multiple ad versions and spend more of your budget on the ones that are most successful
Download the Educational Event Advertising Checklist
Ready to go pro?
Medical misinformation is running rampant and your expertise could make a difference.
If you’re interested in joining the fight, I’ve put together everything you need to build a brand and make a difference with your medical knowledge.
Go to kyanlynch.com for free resources and to learn more.
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