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Marketing strategy and execution for the leading biotechnology event

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Forging new business relationships

The Biotechnology Innovation Organization (BIO) is the world’s largest trade association representing biotechnology companies, academic institutions, state biotechnology centers and related organizations across the United States and in more than 30 other nations.

Each year, BIO produces the BIO International Convention, the world’s largest gathering of the biotechnology industry, along with industry-leading investor and partnering meetings held around the world. Due to COVID-19, the event was changed to BIO Digital and was held 100% online for the first time in June 2020. Like many large-scale events during the pandemic, BIO Digital was unable to generate the same level of attendance and revenue as the pre-COVID in-person event.  

In early 2021, most attendees were still unwilling to travel due to the pandemic, and vaccines were not yet widely available. Therefore, it became clear to leadership at BIO that 2021 would need to be a virtual event, and the organization sought strategic counsel from 360 Live Media to help achieve the goals of the event.

By partnering with 360 Live Media, BIO developed and executed the attendee acquisition marketing campaign that attracted 6,000+ biotechnology leaders to attend BIO Digital 2021.

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