Consolidating and Improving Live Event Media Measurement for an Established Medical Thought Leader
The Client
The client, a global leader in eye health in more than 60 countries, recently presented important research and innovation results at the 2022 American Society of Cataract and Refractive Surgery (ASCRS) Annual Meeting in Washington, D.C.
Previous attempts to analyze conference coverage through a multitude of other vendors had been fractured, inconsistent, and not very helpful. With this in mind, the client requested that Fullintel monitor owned and earned coverage of the company and its competitors in traditional and social media during the event using a consistent methodology across all content.
The company’s goal was to build a program allowing for consistent, clean measurement of media data around its many conferences and similar events. The company also wanted to have the tools to consistently track, measure, and benchmark success for future events across social and traditional media.
Fullintel proposed a consistent and templated reporting approach to event measurement to provide accurate one-off results for single events and campaigns, along with comparable and repeatable metrics to allow for the comparison of media performance between various events, to track effectiveness and progress
Many companies aspire to be thought leaders in their industry through expert content creation, media engagement, and public speaking. Our client – already an established thought leader in its industry – aimed to bolster this reputation by presenting important original research at a well-known industry conference.
But the client’s PR team didn’t have the bandwidth or proper tools to accurately drill down into the brand impact of its presentation. Fullintel implemented its flexible event monitoring package – which includes around-the-clock human curation of traditional and social media and expertly curated analysis reports on any event, from earnings calls to conferences – to gauge the company’s return on investment (ROI).
Fullintel’s media intelligence ultimately provided so much value that the company now relies on us to benchmark impact around every important public event with which it’s involved.
The Challenge
Past media monitoring had led VP of External Communications Rachel Faulkner Perez to lose faith in the accuracy of the data being delivered. Four problems stood out:
Coverage scattered across regions
At one point Genesys used nearly 20 PR agencies for measurement and monitoring — each with their own process. The result was inconsistent data and no true apples-to-apples comparison between regions.
Irrelevant and missing results
Fully automated monitoring flooded the team with irrelevant hits — "Genesys" is a common brand name — costing hours of cleanup each day, while still missing real coverage.
No view of coverage quality
The team saw high-level reach numbers but was essentially blind to the quality of coverage, especially relative to competitors.
Multilingual gaps
Previous providers struggled to source multilingual coverage, and what made it into reports wasn't translated — leaving the team relying on Google Translate to gauge performance.
It was a complete time suck. We didn't have the headcount to spend that kind of time on the data — but without someone that lives and breathes it, you're left with not a lot of confidence.Rachel Faulkner Perez, Genesys
The Solution
Fullintel built an analyst-curated campaign report around the client's ASCRS Annual Meeting presence, applying a consistent, templated approach that could be repeated for future conferences and live events.
- Multiple vendors, no shared method
- Fractured, inconsistent reporting
- Limited team bandwidth & tools
- No way to benchmark across events
- One analyst-curated campaign report
- Consistent, templated methodology
- Two-month before/during/after window
- Repeatable benchmarking, event to event
Two-month coverage window spanning before, during, and after the ASCRS Annual Meeting to capture the full arc of event-driven coverage.
Analysis limited to top trade and business publications preferred by the client, keeping results focused and relevant.
A trade media dashboard built for benchmarking and contrasting media impact across events.
Owned and earned media integrated across traditional and social channels, with Facebook and LinkedIn manually monitored by media analysts.
A consistent, templated reporting approach applied to both one-off event results and repeatable, ongoing metrics.
The Deliverables
Fullintel delivered an integrated view of owned, earned, and social coverage tied to the ASCRS Annual Meeting, pairing traditional and social analysis side-by-side in a single campaign report.
Coverage tracking
- Owned and earned media: social accounts, news releases, earned coverage
- Broad media types: online news, newspapers, blogs, newsletters, newswires, broadcasts, magazines, journals
- Social channels: Twitter, Facebook, LinkedIn
- Key source list of verified trade and business publications only
Performance analysis
- Share of Voice (SOV) vs. competitors, by product line and key topic
- Media Impact Score (MIS) weighting reach, sentiment, prominence & key messages
- Spokesperson quote tracking for frequency and quality
- Integrated traditional + social reporting, presented side-by-side
Facebook and LinkedIn coverage was monitored manually by Fullintel media analysts rather than through automated tools alone, to preserve accuracy on social channels.
The Result
The goal was to create a consistent process for measuring media data around conferences and live events — and give the client a repeatable way to benchmark performance from one event to the next. Fullintel's campaign report delivered exactly that.
The client came away with a clearer understanding of its brand visibility, audience reach, and competitive standing following the ASCRS Annual Meeting, plus the ability to track social media sentiment and brand mentions down to the minute. Share of Voice metrics from the report were shared with the client's entire executive team, including the chairman, and the program now gives the company a consistent way to benchmark past, current, and future events. The work went on to receive an AMEC Award Gold. According to the client's director of global communications, the data also helped the company focus on increasing public and media awareness — which, ultimately, helped increase sales and market share.
Fullintel's data helped the company focus on increasing public and media awareness — which, ultimately, helped increase sales and market share.
Prior to Fullintel, we relied on different vendors to provide these metrics for conferences and other events, which isn't very consistent. There were multiple hands on it.
Fullintel provided a consistent, holistic report that was more efficient and consistent than media analysis reports we've gotten in the past, and that gives us consistent measurement we can use to benchmark against future events.
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