The Society of Interventional Radiology needed a fast, credible way to promote its new SIR Guidelines Mobile App once its annual meeting went fully virtual. Transitioning to a fully virtual annual meeting meant competing for attention against digital noise. They needed to humanize complex data instantly, bypassing the friction of traditional production. SIR pivoted to using Gather Voices to collect short launch videos from the engineers who built the app, all within a few hours. Those user-generated clips powered email and social campaigns that outperformed SIR’s average engagement by 220%
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Real voices drove 220% higher engagement than average posts, proving that perfect video is often the enemy of effective video.
SIR moved from a request to a finished, branded asset in hours, not weeks, meeting the window of maximum launch buzz.
One person did the work of an entire production agency, keeping the project on budget and ahead of schedule.
Real voices drove 220% higher engagement than average posts, proving that perfect video is often the enemy of effective video.
SIR moved from a request to a finished, branded asset in hours, not weeks, meeting the window of maximum launch buzz.
One person did the work of an entire production agency, keeping the project on budget and ahead of schedule.
Before Gather Voices, SIR’s video strategy was vulnerable to agency bottleneck.
Traditional production was too rigid to support a virtual pivot, leaving the team with two bad options: expensive, slow-moving videos or forgettable static graphics that failed to convert.
SIR turned experts into their most powerful sales force, using Video Relationship Management to bypass the following production hurdles...
1. They went straight to the engineers, capturing first-hand experiences that carried more weight than any scripted ad.
2. The platform gave engineers the mechanism to record high-quality content on their own devices without technical training.
3. Branding, captions, and edits were handled in-platform, allowing for immediate deployment.
As Communications Manager Lottye Lockhart put it, the tool “allowed me to swiftly gather video content from multiple people for a last minute request… place a video request, receive the videos, edit, and share them online with our community” in a matter of hours.
The Takeaway: When your mission cannot wait for a three week production cycle, you need a platform that turns expertise into engagement instantly.
