You will have certainly heard the term “Webinar” before, but what does it mean exactly? A webinar is a contraction of the words “web” and “seminar”. In the era of digital transformation, webinars facilitate collaborative work and combine elements of pedagogy and interactivity. A webinar allows the transmission of information to an online audience. Thanks to the video, it is possible to interact with different contributors who are not in the same geographical area. So what is its primary use in the healthcare sector?
Webinars, a valuable tool for healthcare professionals
Due to the constant evolution of communication channels, it is becoming essential to follow new digital trends. Organizing conferences on a complex topic online saves time and money. Thanks to webinars, it becomes possible to collaborate with recognized experts in the medical and healthtech field. Professionals in the sector can assert their expertise and establish their notoriety and credibility.
A webinar makes it possible to reach a wider target. In fact, the user just has to register online with one click to be able to attend a session without travelling. Online registration forms make it possible to collect key information useful in lead generation, allowing an organisation to better segment and market to different groups, optimize its retention strategy and convert the target into qualified prospects.
Webinars grant a better return on investment with a conversion rate of around 30% (ReadyTalk, 2018). The participants have a better knowledge of the subject expertise, and better exchange with the host on relevant subjects and specific cases. Registration for a webinar shows that the prospect has a real interest in the subject mentioned, making a lead conversion easier.
The benefit of webinars is that it can be broadcast live and promotes interaction with the audience. It can also be recorded and viewed in replay for anyone who was unable to attend the live conference. The recorded videos can be relayed on the various digital communication media (Facebook, Linkedin, YouTube, website, etc.), which will generate additional impact.
Many webinar topics are possible:
• People in the healthcare sector can communicate with the target audience on the latest developments in the sector.
• Share the latest advances in medical research.
• Discuss the best strategies to drive patient treatment adherence; discover our article on the advantages of SMS in health, which deals with this subject.
How can you create value in the health industry?
In the digital age, we are witnessing a change in the behaviour of the entire health ecosystem. We have the requirement and expectation that if we look for information we should be able to obtain it at any time. On one hand patients are becoming more ‘digital savvy’ and will research on their own information linked to their pathology. On the other hand, a doctor periodically monitors developments in the sector and seeks training in the various techniques related to his practice.
Being able to offer relevant information with enjoyable content will draw traffic to the website. Using video as a communication tool allows your organization to increase its visibility and improve its brand image. Content marketing is therefore becoming a major challenge for manufacturers to strengthen the link with their target market.
In France, the healthcare sector is highly regulated. The law prohibits the medical promotion of a drug subject to medical prescription to the end consumer. Health manufacturers must therefore find new communication channels to relay information. Several strategies can be deployed; it is possible to directly address health professionals or communicate about the therapeutic areas of the drug.
Webinars are an alternative to these communication strategies. Health manufacturers can organize online exchange sessions on the prevention of serious or chronic pathologies or even organize “live events” in order to communicate/market a drug to doctors and pharmacists. Speaking in public and talking about your expertise creates value and allows you to create deeper connections with the audience.
How should a webinar be set up?
To set up a webinar, you can use your webcam as well as professional audio and video equipment. For a simple setup, the presenter can use screen sharing and use a webcam and computer audio to host the webinar. There are several online webinar tools that require basic equipment and require no download.
If you need a more professional webinar service, it is possible to create a virtual space to carry out your event. The presenter will be placed in a professional studio under the direction of a technical team. This can add a real advantage to better capture the audience and invite Key Opinion Leaders (KOL).
In addition to the various technological tools, preparing a webinar requires time and planning before the day itself. It is recommended to carry out a brainstorming in advance to draw up the plan and the objectives of the webinar. In addition, it is important to dedicate time up front to optimize the marketing strategy of the webinar. It is also necessary to carry out tests before going live with the webinar to avoid technical bugs.
After the event, it is important to establish a post-webinar strategy to optimize the retention of your audience:
Analysis of KPIs: number of participants, commitment, follow-up appointments, etc.
Qualified follow-up: thank you email, newsletter, invitation to another webinar, etc.
Availability of the Replay on the website
Communication on social networks
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