EHA2025 Annual Congress Marketing Campaign

Every year, the European Hematology Association (EHA) brings together over 15,000 hematologists for 4.5 days of the latest developments in hematology research and clinical practice. Though I have been in charge of the EHA Congress campaign for the past 3 years, 2025 marked a new achievement in the scale that I had to deliver.

2025 marked the first Congress where EHA's new brand was fully in place. This meant that not only did all assets in the old brand require an update, but we also took the opportunity to go a step further and implement a new approach to how we promoted ourselves leading up to and during the event.

Starting in late 2024, I already established the marketing plan for the Congress, outlining the entire communications approach, messaging, and timeline for core deliverables.

With registration and abstract submission officially opening from January 1, 2025, I began our email marketing campaign as well as organic and paid social media campaigns. As these were running, I also liaised with all internal stakeholders on their representation needs on-site in Milan, Italy. Requests I had to manage ranged from flyer and roller banner creation to additional digital campaigns and giveaways. 

In order to complete the project, I coordinated work with fellow team members and external providers including a PR and Marketing Coordinator, Digital Media Specialist, a junior multimedia designer, our Professional Congress Organizer (PCO), photographer, and external agencies. This entailed following up with regular status updates to ensure that core deliverables such as the promotion campaign, booth and on-site branding, and multimedia creation were on track and brand compliant.

Once on-site, I was responsible for managing the EHA Booth as well as working with the team to staff the Press Office. The booth was high-profile and customer-facing, so it was essential that it ran smoothly. I had to coordinate the IT systems, train staff on core brand points, and ensure that the booth was properly stocked throughout the event. Ultimately, the booth was a success, with over 4,000 leads, while the Congress achieved our aim of attracting over 15,000 delegates.

As an additional achievement, we also saw a 20% increase in membership over the course of our Congress campaign, showing greater interest from our community in EHA's offering.