The Challenge


AwardScriptPro offers a comprehensive line of more than 200 pharmacy automation and management system products that have revolutionized pharmacy operations in the U.S., Canada, and many other countries. Their products operate in thousands of independent, chain, hospital, supermarket, and government pharmacies. Tradeshows and conferences are a key component of ScriptPro’s ongoing lead acquisition strategy, which means that generating foot traffic to their booths is a primary goal for the many conferences they attend.

The Joint Federal Pharmacy Seminar (JFPS) Conference was a key conference for ScriptPro’s government vertical, and in 2018, ScriptPro opted to purchase a Premier Sponsor position. A key part of their trade show booth strategy was to reveal a new robot, but ScriptPro knew they would need to create buzz around this robot before the conference if they wanted to increase foot traffic to the booth.

The Solution


The Joint Federal Pharmacy Seminar (JFPS) Conference was a key conference for ScriptPro’s government vertical, and in 2018, ScriptPro opted to purchase a Premier Sponsor position. A key part of their trade show booth strategy was to reveal a new robot, but ScriptPro knew they would need to create buzz around this robot before the conference if they wanted to increase foot traffic to the booth.

ScriptPro engaged emfluence to create a pre-conference digital marketing strategy that would help them achieve their goal of raising awareness of their presence as a Premier Sponsor at the JFPS Conference and to drive engagement with their new robot demos onsite. To help ScriptPro achieve these goals, emfluence launched a LinkedIn Sponsored InMail campaign to drive demo registrations before the conference. During the conference, emfluence continued to run LinkedIn Sponsored InMail to promote ScriptPro’s sponsored networking event.

For this campaign, emfluence used hyper-specific audience targeting on the LinkedIn InMail campaign—targeting federal pharmacy professionals (people who work for government/military hospitals and pharmacies), with an additional layer of job title targeting to ensure the InMail posts reached decision makers likely to attend this event.

Overall, the LinkedIn Sponsored InMail campaign for the JFPS Conference resulted in a total of 1,459 messages sent, with a 54% open rate on all Sponsored InMail messages sent and a 9% click-through rate on the messages—which beat the goal open rate of 35% set at the beginning of the campaign. For onsite results, ScriptPro saw a 41% increase year-over-year in the number of badges scanned at the JFPS Conference, and they took in an additional 10 VIPs.

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