Even strong events can’t rely on repeat attendance alone to sustain growth. In this case-study session, Lily Doerfler from AdvaMed and Rachel Scharmann from mdg walk through how the MedTech Conference expanded beyond its core audience by building a deliberate top-of-funnel strategy.

The discussion focuses on the specific decisions behind MedTech’s awareness and paid media efforts, how data was used to identify and prioritize new audiences, and how cross-team collaboration supported a healthier registration pipeline. They provide practical insights into what it takes to complement retention with audience development—and how to apply similar approaches within other events.