July 2016
Start up
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Seeing the big picture. Technology helped get the learning and messages out to the wider audience
2) Create a live product for participants.
Increased interactivity through an app, between
speakers, moderators and participants benefited
all attendees. It allowed for active involvement
with remote voting sessions and broadcasts of live
surgeries and Q & A sessions.
3) Pick the right name.
The Organising Committee decided to mix the
host city’s name, Florence, with the word retina,
the main topic of the event. They wanted to create
a link between the history of Florence, known as
the cradle of the Renaissance, expressing progress
and creativity, and this meeting, which would
represent ‘the cutting edge of live surgery of the
retina’, as well as innovative science.
The FLOREtina name has gone on to
become a successful brand.
4) Pay careful attention to
the business plan.
The plan was to create something that would lead
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to a long and established conference to assure
stable growth for the client, while taking into
account relationships with sponsors and delegates.
5) Make sure the price is right.
Careful attention to sponsors’ fees as well as
the price of registration and the marketing of
special packages helped to ensure appealing
registration fees.
6) Generate some buzz.
The post conference communications were
carefully planned to insure the right buzz and
increase interest and participation.
7) Think mobile, think social, think viral.
The creation of an educational platform available
until the end of 2016 where all presentations
are accessible for Internet e-learning with
the opportunity to obtain CME credits after
the congress helped build and strengthen the
FLOREtina community.
Outcomes
The success of creating an
appropriate long-term strategy is
proven by the numbers for this first
edition.
• More than 1,500 attendees came
from 44 countries
• 50 sponsors supported the event
• 1,000sqm exhibition space used
• 18 operations broadcasted live
• More than 800 app downloads
• More than 600 people registered
for CME credits
• A 60% increase in revenue
compared with the initial budget
The inaugural FLOREtina congress
was a success and a second edition
is now in the planning stage for 2730 April, 2017, in Florence of course.
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