DEI Tech Spotlight: Launching an Association Broadcast Network

Author: David McMillin       

As HIMSS geared up to welcome attendees to its annual conference earlier this year, the organization also unveiled a new tool for staying on top of healthcare IT trends: a full TV-inspired experience.

Partnership disclosure: INXPO participated in the Tech Spotlights series at PCMA’s Convening Leaders 2018, a paid sponsorship opportunity. The company has worked with a wide range of event partners around the world, including Microsoft, SAP, and ASAE.

More than 45,000 healthcare information and technology professionals attended the 2018 HIMSS Conference and Exhibition from March 5–9 in Las Vegas, but their experience wasn’t confined to the convention and trade-show space along The Strip. This year, in addition to wearing its usual event-organizer hat, HIMSS also took on the role of TV producer with the launch of HIMSS TV, an online broadcast network. “As our global audience engagement increases with more video content,” John Whelan, executive vice president, HIMSS Media, said before the launch, “this first-of-its-kind program will allow them to stream exclusive HIMSS content anywhere in the world.”

And stream, they did. Partnering with INXPO on the inaugural broadcast, the annual conference collected more than 117,000 live views. Viewers could watch anywhere: on Twitter, YouTube, and Facebook, through Roku devices, and on the organization’s official online broadcast destination HIMSS.TV. “HIMSS realized the physical event attendees were only one-third of their total interested audience,” Trilby Lawless, content marketing manager at INXPO, told PCMA. “The show offered new revenue-generating opportunities through sponsorship packages and broadened reach to one million impressions and 104 countries.”

For the annual conference broadcast, HIMSS tapped Adam Johnson, former Bloomberg Television anchor, to host the HIMSS TV news desk. To get a sense of the format, you can browse a collection of 50 videos here. Of course, TV networks don’t limit their operations to three days out of the year. HIMSS is now consistently delivering new videos that cover a wide range of healthcare IT trends and issues.

HIMSS isn’t alone in its hope to connect with a bigger audience. Lawless said that many organizations are working to figure out how to reconcile having a small budget with wanting to reach a large number of participants. “Reaching a geographically dispersed target audience in an engaging way, all while operating on a tight budget, is the most common challenge that our clients face,” Lawless said. “Our live-streaming solutions address these issues while also increasing the event ROI. Hosting a hybrid or virtual event contributes heavily in meeting our clients’ objectives of creating new revenue streams, generating pipeline, and broadening reach to a global audience that’s engaged with their brand.”

Interested in learning more about how INXPO is helping other organizations elevate their digital content strategies? Click here to check out some of the latest success stories that increased revenue and engagement. Also, read this article in Convene to gain additional practical advice from the experts at INXPO on navigating the challenges of live-streaming in China.

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