David Shaman

2023 Principles of GI for the NP and PA MarCom Strategy      Marketing Objectives      Secure 335 attendees (100 in-person, 235 virtual). Secure $30,300 in on-demand sales.     Program Overview    Advanced Practice Providers (APPs) are increasingly called upon to provide patient-centered, high-value care in various GI practice settings. They may handle multiple parts of patient care, from outpatient settings to inpatient settings, caring for patients with acute illnesses, diagnosing and managing chronic GI and liver diseases, and in some case, performing screening colonoscopies and flexible sigmoidoscopies. The Principles of GI for the NP and PA (Principles of GI) course provides GI-specific clinical and practice management instruction that enables nurse practitioners (NPs) and physician assistants (PAs) to work effectively in diverse practice settings. Course sessions touch on the basics of managing patients with a broad range of GI conditions/disorders and are led by physicians, experienced APPs and other experts.  This year’s course continues as a hybrid approach with in-person or virtual participation. As in all previous Principles of GI courses, significant emphasis will be placed on interaction with faculty and peer-to-peer networking through panel discussion and breakout sessions to ensure attendees acquire the knowledge they need. Course content in 2023 will focus on dysphagia, GERD, psychological therapies, and eosinophilic disorders among other topics, and will include breakout sessions in IBS and NASH. Logistical Overview       Principles of GI for the NP and PA, August 18-20, 2023  In-person and virtual, all session and event times are MDT Location: Denver, CO CME – 13.75 (live or virtual course); 19.5 (on-demand course): 33.25 (combined live/virtual and on-demand)    Course directors:   Gregory Sayuk, MD, MPH, AGAF Ashley Salamone, MSN, CRNP   Pricing  In-Person Pricing Pricing Category Start Date End Date Member Non-member Early bird Launch of registration 6/29/2023 $400 $500 Standard 6/30/2023 8/4/2023 $500 $600 Late/On-site 8/5/2023 8/18/2023 $600 $700 Virtual Pricing Pricing Category Start Date End Date Member Non-member Early bird Launch of registration 6/29/2023 $375 $475 Standard 6/30/2023 8/18/2023 $475 $575 Pricing for the on-demand module: $250 member; $450 non-member. Training will provide a list of attendees of the 2023 Gastroenterology APP Bootcamp who will also receive a 10% discount for the in-person/virtual or on-demand course. Situation Analysis    Competition Gastroenterological/Hepatology for Advanced Practice Providers (GHAPP)  September 7-9, 2023  National Harbor, MD  GHAPP characterizes its 6th annual conference as unique because it is the only one specifically designed by APPs for the purpose of meeting the educational needs of APPs who specialize in the management of patients with GI disorders and chronic liver disease. The conference will combine plenaries and small group learning environments to facilitate interaction between attendees and faculty. Areas of focus in 2023 include hepatitis C, cirrhosis, IBD, and functional and upper GI disorders. Attendees will have access to information on the most recently presented abstracts at the DDW & AASLD meetings and networking opportunities. GHAPP notes its 2022 had 655 live attendees and 145 virtual attendees. In 2021, GHAPP said it had 552 attendees. GHAPP also provides free access to video streams of its 2022 conference. GHAPP emphasizes the affordability of its registration costs. GHAPP’s model appears to be to offer low registration fees to build attendance while placing more budgetary emphasis on securing sponsorships. It is interesting to note, pricing for APPs has increased: from $120 in 2022 to $200 in 2023 for the early bird rate; and from $150 in 2022 to $250 in 2023 for the standard rate. Other audience pricing has remained the same. GHAPP’s pricing schedule is as follows:  GHAPP APP Industry Student Group Early bird $200 (until 5/25) $750 Free Buy one, get one at 50% Standard $250 after 5/25 $750 Free Buy one, get one at 50% SWOT Analysis     Strengths Principles of GI offers more robust content than GHAPP. The caliber of faculty is unmatched by competing events with expert guidance from physicians as well as APPs. The course offers tracks that cater to experienced APPs and those new to the field. The on-demand course offers more CME credits compared to GHAPP. In 2022, Principles of GI’s CME credits is 13.75 for in-person and 19.5 for on-demand and 33.25 for a combination of both. GHAPP will provide between 13 and 16 for its in-person event, but accreditation is not yet confirmed for 2023. Course attendance has consistently grown during the past three years. The new hybrid format offers the best of both worlds for attendees. Those wishing to attend the in-person meeting benefit from the face-to-face networking opportunities, while those participating in the virtual format can save on registration costs, spend less time away from the office, and avoid additional costs for travel and lodging. The on-demand course is accessible for two years for purchasers making it easy for learners to educate themselves at their own pace and convenience. Extremely high approval ratings and repeat attendance demonstrating long-term value for the event. AGA generates revenue beyond the live event with an on-demand course. Summer in Denver is an attractive location for in-person attendees.   Weaknesses GHAPP’s registration fee continues to be lower than Principles of GI. GHAPP’s early bird and standard fee has increased in 2023 but is still just one-half of Principles of GI (in 2022, it was about one-third of Principles of GI’s rates). This may cause Principles of GI to lose market share. GHAPP’s free registration for APP students may solidify a loyal customer-base moving forward. GHAPP’s registration opens well in advance of AGA’s, and its registration period lasts much longer than ours. GHAPP offers free access to video streams of its 2022 conference while AGA requires purchases for access to its 2022 on-demand content. Opportunities   Based on current trends, GI practices are relying more on APPs thereby making course content critical. GHAPP attendees have questioned the value of its content allowing Principles of GI to make a case regarding the expertise of its faculty. GHAPP's faculty is limited to APP experts while Principles of GI features both GI and APP experts. Threats   GHAPPs pricing attracts attendees and continues to put pressure on Principles of GI to maintain its attendance levels. Concurrently, APPs have limited budget for education and training opportunities and based on pricing alone may see GHAPP as a viable alternative to Principles of GI. GHAPP has instituted a series of free regional events and free access to its 2022 conference which may further impact Principles of GI's market share. The hybrid approach with both in-person and virtual programming will likely dilute in-person attendance. Audience Analysis    Primary Target Audience    Advanced practice providers who have not attended in the past. Advanced practice providers who have attended in the past.    Campaign Impact and Duration    From May 2023 through the conclusion of conference in August 2023, MarCom will utilize a multimedia campaign to secure in-person and virtual attendees and build awareness for the conference and its topics.    Event faculty will be surveyed to identify what makes their session a “must attend” for registrants and this content will help with driving messaging to differentiate Principles of GI with GHAPP. Positioning Strategy and Messaging Messaging will seek to emphasize Principles of GIs value proposition that its faculty is a mix of seasoned physicians and APPs who will provide comprehensive expert instruction on managing GI patients through case-based learning, Principles of GI caters to both experienced APPs and APPs new to the field, and there will be extensive networking opportunities to those who attend in-person. We will include any available information from faculty identifying what makes their session a “must attend” for registrants. Messaging will note the availability of both in-person and virtual attendance to maximize interest in participation. Also, messaging will note the ability to garner significantly more CME than competing events through live/virtual and on-demand participation. More time to enjoy summer in Denver beyond the course will be featured for in-person promotions. Messaging     Overall messaging For new attendees: Learn new patient care guidance and GI diagnostics and therapeutics through tailored instruction from expert physician and APP faculty that will improve the care you provide your patients. For previous attendees: Refresh your learning with the latest best practices in diagnostic and therapeutics for GI patient care through tailored instruction from expert physician and APP faculty. Messaging will include promotion of a 10% discount opportunity for attendees of the 2023 Gastroenterology APP Bootcamp. If available, marketing will include testimonials. Audience: NPs and Pas Value #1 Value #2 Value #3 Value #4 Value #5 Value Statement Fine tune your diagnostic and therapeutic skills to improve the care you provide GI patients. Tailor your learning experience. Increase your value to your patient care team. Choose how you will participate. We’ve incorporated 2022 attendee feedback in designing the course. Value Points Learn about new patient care guidance and GI diagnostics and therapeutics. Learn effective ways to diagnose, treat and manage dysphagia, GERD, eosinophilic disorders, IBS, NASH, gastroparesis, pancreatitis, cirrhosis and more in this year's course. Gain practical knowledge with case-based scenarios often seen in practice. Benefit from a faculty and curriculum unmatched by competing events. Choose a track that corresponds to your career stage and experience. Receive targeted instruction from expert physicians and APPs who built the tracks and curriculum based on input from past attendees like you. Gain a multidisciplinary perspective from a diverse faculty of expert physicians and seasoned APPs with a firm grasp on how effective GI teams work in everyday settings. Network with faculty and peers as you build your professional circle. In-person offers you numerous opportunities to network and refresh yourself by enjoying the Denver area. Virtual saves you money and time away from work. Either way, on-demand access is included with registration, allowing you two years to reference and refresh what you learned as needed. Combine your learning with in-person/virtual and on-demand to earn 33.25 CME, more than any other competing course. Featured topics this year cater to the needs cited by 2022 attendees. The course is organized so you have time to enjoy your visit to Denver. Audience: Past attendees Value #1 Value #2 Value #3 Value #4 Value #5 Value #6 Value Statement Continue fine tuning your diagnostic and therapeutic skills to improve the care you provide GI patients. There is new programming you won’t want to miss. Tailor your learning experience. Increase your value to your patient care team. Choose how you will participate. We’ve incorporated your feedback in designing the course. Value Points Learn about new patient care guidance and GI diagnostics and therapeutics. Gain practical knowledge with case-based scenarios often seen in practice. Benefit from a faculty and curriculum unmatched by competing events. Learn effective ways to diagnose, treat and manage dysphagia, GERD, eosinophilic disorders, IBS, NASH, gastroparesis, and more in this year's course. Take advantage of breakout sessions in chronic pancreatitis, cirrhosis and liver topics. Choose the early career or advanced track that corresponds to your career stage and experience. Receive targeted instruction from expert physicians and APPs who built tracks and curriculum based on input from past attendees like you. Gain a multidisciplinary perspective from a diverse faculty of expert physicians and seasoned APPs with a firm grasp on how effective GI teams work in everyday settings. Network with faculty and peers as you build your professional circle. In-person offers you numerous opportunities to network and refresh yourself by enjoying the Denver area. Virtually saves you money and time away from work. Either way, on-demand access is included with registration, allowing you two years to reference and review what you learned as needed. Combine your learning with in-person/virtual and on-demand to earn 33.25 CME, more than any other competing course. Featured topics this year cater to the needs cited by you. The course is organized so you have time to enjoy your visit to Denver. Tactics   Design   Design elements will be created for the following: Email header. Gastro.org banner. eDigest news item. AGA University Update Spotlight and On-Demand sections. LMS asset and LMS banner spotlight. Print and digital advertising. Social media (all channels). Event signage and notepads. Gastro.org asset     An assets for AGA University (or microsite) will be deployed in May 2023 as the venues for showcasing Principles of GI information. The assets will provide readers with: Overview of the conference. Agenda.   Pricing by audience type. Link to the LMS (or microsite) for registration for in-person attendees.   Link to AGA meeting app for virtual attendees.   Cancellation policy. Sponsors.   AGA membership link      A vanity URL of gastro.org/nppa will be created for the LMS asset or microsite. Other marketing channels will direct audiences to the LMS/microsite to register. The agenda section will include session summaries acquired by the program manager from faculty. Principles of GI will be cross promoted on the NP and PA Resource Center on Gastro.org, and as the featured banner on AGAU. Articles about Principles of GI will be periodically featured at the top of the Gastro.org homepage and in Discover AGA section (as space allows). Additionally, a conference promotion can run in Gastro.org’s home page section for Upcoming Events from June through August 2023.   Email   Beginning in May 2023 through August 2023, emails with customized messaging will be sent monthly to segmented audiences and will feature campaign-specific design elements that adhere to AGA’s brand guidelines. Emails will focus on key conference sessions and breakout topics such as dysphagia, GERD, psychological therapies, and eosinophilic disorders as well as prominent faculty delivering content. Links within the email should go to the LMS/microsite. Sponsors will be acknowledged in emails. Emails will have CTAs directing recipients to the LMS/microsite for registration.   Emails will use UTM codes to further track audience behavior. Marketing will research the rental of email marketing lists that cater to APP audiences to increase awareness and participation with the conference. Articles MarCom will place two articles in AGA eDigest that provide a program overview and issue-specific focus of key sessions during Principles of GI. AGA eDigests during the promotion period will list the course in its Upcoming Events section. If the program manager can secure 1-minute videos from course directors, we will include links in articles promoting the conference. MarCom will place two articles in the AGA University Update that provide an overview or alerts to key event deadlines. AGAU Updates without articles during the promotion period will list the course in its Upcoming Dates section. Links in articles will include specific UTM codes (for AGA eDigest, for AGAU Update) to further track audience behavior. Digital Advertising Digital advertisements will be created in the skyscraper and leaderboard formats and will appear on Gastro.org from May 2023 through August 2023 (as space allows). Digital ads will link to the LMS or microsite asset.   Digital advertising will also be conducted via Google Ads to push audiences to visit the conference website from May 2023 through August 2023.  Social media All social media will include the hashtag #AGANPPA. Marketing will research additional hashtags for advanced practice providers.     Marketing will showcase faculty and will share AGA e-Digest articles and key registration deadlines on AGA channels for LinkedIn and Twitter. Design will create images that can be used with social posts. Twitter posts can emphasize in-person attendance by noting the number of limited seats available. Marketing will post on Twitter one-minute videos from course directors if available. If secured, these can be used on Instagram as well. Otherwise, one Instagram post can be posted using course visuals. Course directors and faculty Twitter handles will be included in Tweets and LinkedIn posts to promote sharing on their social networks. Marketing will review course director and faculty lists to see who is active on social with an eye on creating a toolkit with messaging and images for them to use on their channels of choice.     Post-Meeting Communications   An email offering a special discount for early 2024 registration will be sent to 2023 attendees.        An LMS asset with an on-demand module for purchase will be maintained on AGAU from the conclusion of the conference through August 2024.  Implementation        Timeline All tasks, with accompanying dates, will be listed in WorkZone.         Measuring Campaign Effectiveness/Metrics MarCom will track various vehicles to gauge channel effectiveness and audience behavior:  Email open and click through rates.   AGAU traffic.   AGA eDigest and AGAU Update opens, page views and unique page views.   Social media shares and likes. Web advertising open rates.       UTM codes will track electronic MarCom promotions to determine which promotional efforts drove the most traffic to the web page. Surveys, evaluations, and interviews will be utilized upon completion of the program to gauge participants’ satisfaction, what should be replicated at future events and what event organizers can do to address their needs more effectively. We should also provide an opportunity to provide a “quote” to be used for promotional purposes. Contacts would provide their name, organization, and state.