The leaders of the Critical Care in Obstetrics Course were in trouble.
With just 43 days until the event, registration was stuck at 122, less than half of their goal. They needed 128 more healthcare professionals to commit to a 3-day, high-ticket course in Scottsdale, Arizona, on very short notice.
The faculty planners were busy with clinical responsibilities, their web presence was minimal, and they were competing against programs with massive promotional budgets. A colleague asked if I could help, and we got to work.
Before diving into the strategy, here is what we achieved in just six weeks:
25 new registrations (bringing the total to 247)
$112,500 in estimated additional revenue generated
$350 total invested in paid promotion
32,043% ROI
41 new email leads collected for the 2025 course
We didn't have time to build a long-term organic audience. We needed a highly targeted, high-conversion sprint. Here is exactly how we did it:
1. The Foundation: A High-Converting Landing Page Before spending a single dollar on ads, we had to fix the website. If the landing page doesn't convert, advertising is just a waste of money. We rebuilt the page to include:
A compelling headline that communicated the value proposition immediately.
Visual proof of the course's 10-year track record and the 55,000 sq. ft. simulation center.
A "wall of testimonials" from past participants to build instant social proof.
A lead-capture form for people interested in future years.
2. The Network: Mobilizing Existing Assets We leveraged the assets the course leaders already had but weren't using effectively. We sent targeted emails to prior attendees asking for referrals, encouraged current registrants to invite colleagues, and tapped into the sponsoring institution's listserv to recruit local participants who didn't face travel barriers.
3. The Amplifier: Strategic Paid Social Given the extreme time constraints, paid social media was the only way to reach a large audience quickly. We ran A/B tests with multiple ad variations, quickly identified the winning message, and funneled our small $350 budget entirely into the highest-performing ads.
When planning an educational event, start your promotion early and never run ads until your registration page is optimized to convert. But if you find yourself behind schedule, a highly structured combination of clear messaging, targeted outreach, and tested ads can still turn things around.
KML Consulting is part of Aloe Digital Solutions, LLC
Questions?