Leading a multi-market coding contest campaign
I directed a healthcare coding competition campaign across the United States and India, adapting targeting and distribution when the markets responded differently.
Healthcare education and professional participation
Campaign strategy and specialist-team coordination
Campaign and registration journey delivered
Audience segmentation, channel strategy, campaign review
The business context
The campaign needed relevant registrations from two markets with different audience access and acquisition dynamics. Initial targeting focused on selected U.S. locations and Indian cities. Early response indicated stronger traction in India and a need to revisit the U.S. approach. The leadership challenge was to adjust the plan while keeping the participation objective and reporting clear.
The decisions I made
Treat each market separately
I reviewed the U.S. and India as distinct acquisition environments. Aggregate activity could obscure the difference in response, so market-level interpretation mattered.
Revisit targeting and distribution
Audience and geographic adjustments followed management direction or approval. The team broadened relevant coverage and considered additional routes when the initial approach did not generate the same traction in both markets.
Connect channels to registration
Paid and organic LinkedIn activity worked alongside email, communities and event or QR touchpoints. The registration experience needed to remain understandable wherever participants encountered the campaign.
How I led delivery
I directed the marketing approach, audience and channel planning, budget recommendations and performance review. Content, design, web and paid-media specialists supported execution, with event and operational stakeholders contributing to the wider competition. The work included campaign creative, registration assets and coordinated distribution. Email follow-up connected registration with supporting information and subsequent engagement.
The approach at a glance
- Market-specific outreach
- Registration
- Confirmation email
- Supporting information
- Participation review
Registration, eligibility and completed participation are distinct stages.
What changed
Campaign assets delivered
The team produced a registration journey and coordinated paid, organic, email and event touchpoints.
Market response informed decisions
Stronger initial response in India and more difficult U.S. acquisition provided a basis for adjusting the approach.
The leadership lesson
A global proposition can require different local acquisition choices. Market response should inform targeting and channel decisions without obscuring the distinction between registration and participation.
Related work: Connecting campaigns to sales follow-up
Let’s discuss the work ahead
For a marketing leadership opportunity or a business challenge, share a brief note.