Webinars: Engaging at scale now and tomorrow

Almost overnight, webinars have become a key resource for pharma during the COVID-19 pandemic.  In May for example, Reuters Events Pharma witnessed the biggest virtual audience of any of its online events, when 3000 attendees joined the webinar on “The new normal of HCP engagement.”    It was just one demonstration of the powerful reach webinars can have. In March webinar use soared across multiple industries – a huge increase in frequency from the same time last year when audiences typically avoided Mondays and Fridays for online events.  The benefits of webinars A chief advantage of webinars is that they are not location dependent and so can reach a geographically broad audience, a vital quality for maintaining engagement during the pandemic.    A further benefit is that pharma is able to engage more customers at a lower cost than in-person conferences. Attendees also gain the benefit of being able to participate in virtual healthcare events without leaving their home or office and without having to set aside time for traveling, booking hotels, and other logistical requirements. While webinars don ’t offer the chance for after-event chitchat or dinners, pharma marketers can nevertheless harness them to build customer relationships, according to Frank Armenante, Director of Commercial Execution at Novo Nordisk.  “Webinars are one-to-many, but in many ways they are also one-on-one,” he says. “As an audience member, I am watching you and listening ...
Source: EyeForPharma - Category: Pharmaceuticals Authors: Source Type: news