Growing Globally

Expanding in new markets

With 60 offices in over 30 different countries, MCI is a truly global brand of more than 1,800 professionals – more than double the size and reach of our nearest competitor.

In 2014, we not only delivered world-class meetings, events, congresses and incentives for clients in 67 different countries, we also helped them to define comprehensive growth strategies for their target countries and regions.

From delivering global event programmes to developing tailored association products for emerging markets,
in 2014 our work enabled clients to grow their global brand awareness, engage new stakeholders and build engaged communities in new regions.

The UAE Cancer Congress

Growing Delegate Attendance by Over 870%

  • The Challenge

    In 2009, the first UAE Breast Cancer Summit was held and attended by 132 delegates.

    Recognising the need to diversify the scientific programme in order to reach key audiences, the Congress President engaged MCI as a strategic partner to help raise the profile of the congress and position it as a key regional meeting.

  • The Solution

    The local MCI team helped the congress to widen its target audience by rebranding itself as the UAE Cancer Congress and raised its profile by partnering with a number of renowned regional and international institutions.

    By sourcing some of the best local and international speakers, we enabled the congress to revamp its scientific programme, cover a wider range of topics and provide up-to-the-minute educational lectures, congress sessions focused on practical
    case studies as well as interactive discussions and workshops.

    Leveraging sponsorship activation solutions and key industry contacts, our healthcare experts also ensured the success of the medical exhibition.

    In 2014, we once again developed new initiatives to
    grow delegate numbers and improve the overall
    congress experience. These included:

    • An incentive-based referral and travel programme:
      an online campaign encouraged potential delegates to refer their colleagues to attend the congress, while an incentive-based travel programme was designed to attract more international delegates, in particular those from China.
    • New digital marketing and media campaigns:
      to drive registration uptake through online tools and to increase overall awareness of the congress.
    • New sponsorship and partnership deals.
    • Innovative new sessions.
  • Results

    The MCI team succeeded in maximising congress revenues and profitability by 20%
    year-on-year and growing delegate attendance by 872% in just 6 years: from 132 delegates in 2009 to 1,283 delegates in 2014.

    2014 also saw an increase in international participants,
    with 37% of delegates coming from outside of the Middle East and Africa region, including over 40 delegates attending from China.

    Comprehensive online marketing campaigns generated a 162% increase in online registrations, over 7,000 users with over 35,000 website visits, and over 58,000 impressions and 5,700 likes via a Facebook campaign.

    A focused media campaign also gave the congress a total overall advertorial campaign value of $950,000.

    Today, the UAE Cancer Congress is regarded as a ‘must-attend’ oncology scientific meeting for healthcare professionals from all over the Middle East and South Asia, and is successfully growing its international reputation.

  • 20%

    Revenue growth year-on-year

  • 872%

    Increase in delegates since 2009

  • 162%

    Increase in online registrations