myMatrixx was seeing too limited attention to their Drug Trend Report, a value added service that they and their competitors all produce annually. They invested significant effort into the report, feeling it added credibility to their position as an industry and subject matter expert. Unfortunately, given the levels of response and engagement, management felt this activity seemed undifferentiated and consumed lots of resources without much obvious marketing benefit.
We believe the client’s reaction often says it best. Upon looking at the registration list our client told us with amazement "There are top executives registered that have industry purchasing power above $100M per year". Overall, our client saw an improvement from less than 5 attendees at the previous year’s conference call, to over 500 registrations and over 300 attendees for the new significantly improved webinar event. When all was said and done, attendees included internal company teams, parent company executives, key clients, competitors, industry experts, and most importantly prospective clients.