Digital Platform to Engage with Physicians

How a branded platform drove a successful launch of a webinar series to promote genomic understanding of precision medicine.

Digital Platform to Engage with Physicians

How a branded platform drove a successful launch of a webinar series to promote genomic understanding of precision medicine.

Digital Platform to Engage with Physicians

How a branded platform drove a successful launch of a webinar series to promote genomic understanding of precision medicine.

Challenge

A leading pharmaceutical company desired to gain greater understanding of and closeness with the genomic field due to its relevance to the present and future of cancer treatments worldwide. What they needed was an interactive and friendly digital experience that could be attractive to specialists from all over the world.

Approach

We designed and developed a digital platform to interact with specialists before, during and after the webinars. In order to be able to implement ideal functionalities in each moment, we identified which were, according to the specialists, the most relevant aspects of each stage.

We discovered that before the webinar, the most valued points were to be able to pre-read the material, to have feedback forms to measure perception, and to be able to “add to calendar” options.

Furthermore, poll questions, a Q&A section, a satisfaction survey and live participation were the most appreciated aspects during the webinar.

Finally, after the webinar specialists valued recordings, as well as forms to share ideas for upcoming activities.

Impact

Our design allowed the company to hold 5 successful webinars with healthcare professionals from all over the globe. Overall, more than 1,300 specialists registered, and each webinar was joined by around 100 live participants. Importantly, our strategy led to a 40% to 70% conversion rate in e-mail marketing campaigns.