Case Study: SI-BONE
Extending the reach of live seminars
SI-BONE is an organization focused on helping patients in one of the most under-served, under-diagnosed, and under-treated areas in orthopedics, the sacroiliac (SI) joint. SI-BONE has developed an innovative, patented implant to treat the SI joint and has been a leading voice in educating the public on the various treatment options for the many conditions that relate to this condition. While typically SI –Bone has run inperson seminars, the challenge has been to extend the reach of these events to a wider audience. Delivering a series of city-by-city live seminars was not cost-effective or scalable enough to ensure that the messaging around SI issues and treatments would\ be widely available. Endless seminars were also logistically challenging and took too long to effectively roll out. SI-Bone needed to capture their live events and make them available for anyone to view, in a simple format that could be accessed anytime, from anywhere.
In 2011, SI-BONE elected to work with ON24 to capture their live seminars and deliver them as a webinar, to allow a greater number of people access to their events. The live presentations were delivered by an orthopedic surgeon who spoke about the various conditions and treatment options for SI-related issues. These presentations were captured on high-quality video and delivered live as a webcast to people that could not attend the event in-person.
The webinars included video of the speaker, a slide window that integrated animated video clips and PowerPoint slides, and featured a live Q&A session at the end of the presentation. The webinar registration page was also customized with a box to submit questions that the doctor could then answer during the presentation. To extend the life of these events, SIBONE then archived the webinars on their website for on-demand viewing, allowing them to promote their events long after the live date has passed, to a much larger audience who could now view the presentations at their leisure.
Larger audience, lower cost
By leveraging ON24 Webcasting Platform 10, SI-BONE created a program that is exceeding all expectations in terms of numbers of registrants, attendees and leads captured. The conversion rate averages 40%, including on-demand viewers, which is much higher than the conversion rate of previous virtual communication initiatives.
By capturing just a few live seminars and delivering them as on-demand webinars, SI-BONE was able to dramatically increase the size of their audience at a fraction of the cost. Using the ON24 webcasting platform allowed SI-BONE to integrate animate video clips and slides, as well as video of the presenter that completely replicated the live presentation.
Promoting the on-demand version of the webinars, by buying keyword search on Google, SI-BONE was able attract a large number of people that were seeking information on lower back conditions. Over the first year, 6,944 people viewed one of two SI-Bone webinars, a majority of them viewing on-demand. Using the campaign tracking capabilities of the ON24 webcasting platform, SI-BONE was able to analyze which search words were performing best and increase their response rate over time. This targeted promotion strategy led to a 65% registrant to viewer conversion ratio (considerably higher than average webinar benchmark of 42%), with 65% of registrants viewing the webinars on-demand.