American Academy of Ophthalmology

Challenge: While the AAO Annual Meeting has a long history of robust registration numbers (26,000 - 29,000 attendees on average) and financial success, the organization had never taken a step back to gain a complete picture of the meeting’s strengths and weaknesses. The organization recognized that a proactive approach to updating the meeting was essential to its continued relevancy into the future.

Solution: MYB joined the AAO team for an in-depth, six-month meeting assessment to gain an understanding of how existing attendees perceive the experience, what they want from the meeting and what the organization can do to expand its reach. Using quantitative and qualitative research, MYB drilled down to analyze every element of the meeting experience from pre-event marketing and registration, to onsite education sessions, networking, the exhibit floor, and use of technology to engage attendees and extend the content value.

MYB delivered 10 key strategic insights and over 50 specific recommendations to enhance the attendee experience. These strategies and tactics provided the roadmap for an ongoing meeting redesign that is generating real results, not only for their Annual Meeting, but in their marketing, branding and membership initiatives as well.

The Client’s Perspective: MYB was the catalyst for our leadership and staff to address the future of our annual meeting. They provided valuable insights and ideas for improving our meeting experience, enhancing our meeting brand and meeting communications. Great investment!”  Debra Rosencrance, CMP, CAE – Vice President, Meeting & Exhibits