This report will evaluate the performance of digital experiences in the life sciences industry. It looks at how companies are deploying digital experiences and how audiences are consuming and interacting with this content. It also evaluates this data against all industry data, providing takeaways for areas of improvement.
When evaluating life sciences’ audiences, conversion to live and on-demand viewing is better than all industry average. Additionally, attendee length remains inline with other industries. However, life sciences marketers need to evaluate the engagement techniques for digital experiences. Seeing that during and post-event engagement rates come in lower than average, requires marketers to evaluate whether they are selecting engagement techniques aligned to the audiences’ preferences.
Digital Experience Conversion.
The conversion rate for live and on-demand consumption of webinars was 62.9%, 7.5 percentage points higher than other industries average. Interestingly, the conversion rate for live was 10.6 percentage points higher than average.
Attendee Time.
While the all industry average for length of webinar attendance clocks in at 53 minutes, the life sciences industry average was 54 minutes.
Attendance.
The average number of webinar attendees in Q1 2021 was 110 overall. The life sciences industry surpassed that average with 188 per webinar.
Questions.
Life sciences audiences are on par with all industry of average number of questions shared during a webinar, at 19.7 and 18 respectively.
Engagement Actions.
Life sciences audiences were less engaged during digital experiences, taking 44.2% less engagement actions during digital experiences.
Calls to Action.
Life sciences audiences also were less likely (26.8%) to take a CTA following a digital experience.
Conversion.
When evaluating conversion to attendance for personalized and curated content experiences, life sciences audiences outpace other industries. Life sciences audiences converted, respectively, 6 and 12.2 percentage points higher than industry average.
Engagement Actions.
Following trends seen in webinars, engagement actions taken by audiences also lacked for on-demand and personalized experiences. Average content views was 17.8% less for content experiences and 11.5% for personalized experiences.
The key themes coming from life sciences organizations for digital experiences include:
Life sciences marketers have work to be done when it comes to creating more engagement opportunities during digital experiences. With higher than average conversion and length of attendance rates, there is a major opportunity to find ways to deploy more engagement techniques that will further drive engagement and opportunities for additional participation.
This report will evaluate the performance of digital experiences in the manufacturing industry.
This report will evaluate the performance of digital experiences in the financial services industry.