Precision NPI Targeting Accelerates Early Registrations for SCCM’s 2026 Critical Care Congress
PRODUCTS
NPI Audience Targeting
Display
Video
When the Society of Critical Care Medicine (SCCM) set out to build momentum for its 2026 Critical Care Congress, the goal was clear: maximize early physician registrations before discounting periods, increase attendance within a practical travel radius, and sustain awareness that extends beyond the live event, which would include post event access to recorded content.
Advance Healthcare designed a pre conference digital approach that prioritized verified medical professionals and consistent message delivery, resulting in measurable registration lift by month three.
About the Event
SCCM’s annual Critical Care Congress is the consortium’s premier conference for critical care teams, offering education, research, and networking for multidisciplinary professionals.
Winning Early Registrations Without Marketing Waste
Medical conferences face a familiar problem: the audience is high value but hard to reach efficiently. SCCM needed to connect with busy clinicians where they actually spend time, across devices and digital environments, without relying on overly broad targeting.
To do that, the campaign required two ingredients:
Verified audience precision
(to avoid wasted impressions), and
Sustained frequency
(to break through clinical workload and shifting schedules).
Advance Healthcare built a premium audience strategy focused on medical professionals verified by NPI number, then activated it across display and video.
This structure ensured SCCM could maintain a consistent presence with the same verified clinicians as they moved across sites, devices, and daily routines. That means reaching them between shifts, at home, and in workplace browsing moments.
During the December reporting window, display reached 2,641 distinct physicians at an average frequency of 20 impressions per physician. Critically, video achieved depth of exposure: 2,645 distinct NPIs at an average frequency of 33 impressions per physician.
By month 3, trending +18.3% ahead of 2025 pace
In 12 weeks, registrations were trending 18.3% ahead of the 2025 pace.
Precision + Repetition + Cross-Device Presence
The SCCM campaign succeeded because it avoided the most common pre conference pitfall: broad impressions with minimal behavioral impact. Instead, it combined:
- Audience verification (NPI targeting) to keep spend focused on clinicians
- High frequency (33 impressions per physician on video; ~20 on display in the reporting window) to drive recall and decision making
- Cross device delivery, with meaningful engagement patterns—particularly strong mobile click behavior that aligns with on the go physician consumption
- Optimization by specialty, identifying areas of responsiveness and engagement
Takeaway for Conference Marketers
If you can identify and verify the right clinicians, then deliver sufficient frequency across formats they actually consume, you can lift registrations earlier—before discounting windows and last minute urgency take over.
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