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ASCO Expands Global Oncology Engagement with Adobe Campaign + WhatsApp

Healthcare & Pharma

Connecting oncology professionals around the world through a new, integrated digital engagement channel


THE OPPORTUNITY


The American Society of Clinical Oncology (ASCO) serves a global community of oncology professionals who rely on timely access to cancer research, education, events, and professional resources. ASCO saw an opportunity to expand the way it engages this community, particularly internationally, where WhatsApp can be a primary and highly accessible communication channel.

ASCO needed more than another standalone messaging tool. It wanted to make WhatsApp part of its broader marketing ecosystem, enabling communications to be managed and automated through Adobe Campaign Classic (ACC).


THE CELERITY SOLUTION


Celerity helped ASCO upgrade its Adobe Campaign Classic platform and integrate ACC with WhatsApp, creating a foundation for coordinated, automated communications across an additional high-value channel. With the integration, ASCO could use Adobe Campaign to extend communications to WhatsApp and support a variety of member and professional engagement scenarios.


Celerity enabled ASCO to use the new channel for:

  • Member Engagement:  Deliver relevant communications directly to oncology professionals and caregivers.

  • Conference Promotion:   Increase awareness and participation through event announcements, timely reminders, and meeting updates.

  • Research & Education:  Share cancer research highlights, educational resources, and webinar opportunities with a broader global audience.

  • Personalized Member Journeys:  Automatically welcome new subscribers and members with personalized communications.

  • Targeted Promotions:  Deliver relevant offers and promotions to selected audience segments.

  • Automated Communications:  Extend WhatsApp to transactional and service-oriented communications such as confirmations and reminders.


THE BUSINESS IMPACT


By combining an upgraded Adobe Campaign environment with WhatsApp, Celerity helped ASCO create a more scalable, globally accessible engagement model. The solution gave ASCO the ability to:


EXPAND REACH

Connect with oncology professionals internationally through a channel widely accessible outside the U.S.


INCREASE ENGAGEMENT

Create more timely, direct touchpoints around research, education, conferences, membership, and other ASCO resources.


DRIVE PARTICIPATION

Use personalized event communications, reminders, and research updates to encourage participation in ASCO meetings and educational programs.


SUPPORT MEMBERSHIP GROWTH

Expand awareness of ASCO resources and provide additional opportunities to convert subscribers and members of the broader oncology community.


CREATE A FOUNDATION FOR AUTOMATION

Bring WhatsApp into the Adobe Campaign ecosystem, allowing ASCO to expand automated and personalized communications without managing the channel as an isolated solution.


SUMMARY


Celerity helps organizations go beyond implementing marketing technology. We connect platform modernization, integration, automation, and engagement strategy to create measurable business value from platforms such as Adobe Campaign. Modernize the platform, expand the channels – all with the goal of creating better engagement.


POTENTIAL METRICS


  • ASCO's has a significant international orientation.  Roughly one-third of its 50,000+ members are outside the U.S. across 170+ countries.


  • ASCO now prominently offers WhatsApp as a communication channel for Customer Service on its main Contact Us and Membership pages.


  • ASCO also supports WhatsApp as an authentication method for member/customer accounts, demonstrating that WhatsApp has become part of its broader digital member experience.



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