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Abbvie Transforms In-person Events Digitally To Drive Ongoing Engagement

Watch webinar

35

Digital experience program optimized and leveraged in 35 markets for go-to market needs

80

Webinars produced in April 2020

200%

Year-over-year increase in engaged healthcare professionals

ABOUT ABBVIE

Name: AbbVie

Headquarters: North Chicago, IL

Founded: 2013

Employees: 47,000

Industry: Pharmaceuticals

AbbVie’s mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. AbbVie is an international biopharmaceutical company that manufactures medicines made from living material, rather than traditional chemical pharmaceuticals. The organization explores new medical innovations and ways to enhance access to patient care.

AbbVie has offices in over 70 countries, and more than 30 million patients in over 175 countries are treated by its medicines every year.

INTRODUCTION

In the pharmaceutical industry, peer-to-peer interaction is crucial for healthcare professionals to stay up to date on treatment options. As part of AbbVie’s go-to-market strategy, it is important that the company embraces its audience’s need to engage in scientific exchange, share experiences and knowledge, and establish trust in the fact that they have the latest news and science related to the medicines they’re prescribing to their patients.

Name: AbbVie

Headquarters: North Chicago, IL

Founded: 2013

Employees: 47,000

Industry: Pharmaceuticals

AbbVie’s mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. AbbVie is an international biopharmaceutical company that manufactures medicines made from living material, rather than traditional chemical pharmaceuticals. The organization explores new medical innovations and ways to enhance access to patient care.

AbbVie has offices in over 70 countries, and more than 30 million patients in over 175 countries are treated by its medicines every year.

In the pharmaceutical industry, peer-to-peer interaction is crucial for healthcare professionals to stay up to date on treatment options. As part of AbbVie’s go-to-market strategy, it is important that the company embraces its audience’s need to engage in scientific exchange, share experiences and knowledge, and establish trust in the fact that they have the latest news and science related to the medicines they’re prescribing to their patients.

PROBLEM

Sharing scientific information with a global audience, digitally.

The pharmaceutical industry has a long standing tradition of
in-person conferences, which are critical for enabling companies to share their research and products. However, as technology has progressed, physicians’ need to travel has decreased. The COVID-19 pandemic exacerbated this trend, but even before the public health crisis AbbVie had seen a decline in conference participants and an increase in interest for digital engagement.

Learning from medical conferences is as important as ever before, so AbbVie needed to reimagine how the company could engage healthcare professionals, as it had done for many years, by creating digital event experiences.

The organization wanted to reach global audiences, gather insights on audience interests and integrate the data into its CRM to help scale the efforts of its sales team. AbbVie also needed a technology solution that would showcase the details in its scientific research, making the information easy to consume and memorable.

We have incorporated the integration with our CRM, Veeva, so we are capturing all the data from our events and making it accessible in the same data lake where we maintain our global analytics.”

CHARLOTTE NIELSEN
GLOBAL SUBJECT MATTER EXPERT FOR VIRTUAL EVENTS

SOLUTION

A highly interactive digital experience in multiple languages and time zones.

AbbVie uses the ON24 Digital Experience Platform to create engaging digital event experiences that scale peer-to-peer scientific exchange. The company uses ON24 for three different types of digital peer-to-peer events: digital conferences, seminars and on-demand webinars. AbbVie also gets more value from its in-person events by using recordings to create on-demand digital events and engage new audiences.

With ON24, AbbVie can accommodate the time zone differences and language requirements of its global stakeholder groups. “For example, my colleague in Brazil had a need to create a webinar in Portuguese, but also to have a simultaneous voiceover translation to Spanish and English,” said Charlotte Nielsen, Global Subject Matter Expert for Virtual Events, AbbVie. “That was possible with ON24.”

A highly interactive digital experience in multiple languages and time zones.

AbbVie uses the ON24 Digital Experience Platform to create engaging digital event experiences that scale peer-to-peer scientific exchange. The company uses ON24 for three different types of digital peer-to-peer events: digital conferences, seminars and on-demand webinars. AbbVie also gets more value from its in-person events by using recordings to create on-demand digital events and engage new audiences.

With ON24, AbbVie can accommodate the time zone differences and language requirements of its global stakeholder groups. “For example, my colleague in Brazil had a need to create a webinar in Portuguese, but also to have a simultaneous voiceover translation to Spanish and English,” said Charlotte Nielsen, Global Subject Matter Expert for Virtual Events, AbbVie. “That was possible with ON24.”

In addition, the organization uses ON24 Target to create personalized content experiences that activate AbbVie’s best content and highlight key opinion leaders.

“Our speakers are often international experts who’ve performed
scientific studies on our medicines. They’re popular, and
everyone wants a piece of them, so by hosting them digitally, we can share the information with many more customers around the globe,” Nielsen said.

AbbVie tracks specific audience interests based on the content the audience consumes on ON24 Target pages. The company then personalizes the subsequent touchpoints with that person by providing them with another related experience, helping continue the content journey.

RESULTS

AbbVie is training all of its business owners to use ON24, and has onboarded 35 markets so far, which have different teams such as oncology and immunology. The business owners in each market work with ON24 to create engaging experiences for their target markets and promote various AbbVie products.

“ON24 does a great job helping us make more strategic decisions in line with webinar best practices,” Nielsen said.

With ON24, AbbVie produced 80 webinars in April 2020 alone. The company achieved a 75% attendance rate for its webinars in Q2 of 2020, up from less than 25% in Q2 of 2019. AbbVie’s webinars receive an average engagement score of 6, higher than the pharmaceutical industry standard of 4.

“ON24 helps us make more strategic decisions in line with best practices and planning programs.”

CHARLOTTE NIELSEN
GLOBAL SUBJECT MATTER EXPERT FOR VIRTUAL EVENTS

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ABOUT ABBVIE

Name: AbbVie

Headquarters: North Chicago, IL

Founded: 2013

Employees: 47,000

Industry: Pharmaceuticals

AbbVie’s mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. AbbVie is an international biopharmaceutical company that manufactures medicines made from living material, rather than traditional chemical pharmaceuticals. The organization explores new medical innovations and ways to enhance access to patient care.

AbbVie has offices in over 70 countries, and more than 30 million patients in over 175 countries are treated by its medicines every year.

INTRODUCTION

In the pharmaceutical industry, peer-to-peer interaction is crucial for healthcare professionals to stay up to date on treatment options. As part of AbbVie’s go-to-market strategy, it is important that the company embraces its audience’s need to engage in scientific exchange, share experiences and knowledge, and establish trust in the fact that they have the latest news and science related to the medicines they’re prescribing to their patients.

Name: AbbVie

Headquarters: North Chicago, IL

Founded: 2013

Employees: 47,000

Industry: Pharmaceuticals

AbbVie’s mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. AbbVie is an international biopharmaceutical company that manufactures medicines made from living material, rather than traditional chemical pharmaceuticals. The organization explores new medical innovations and ways to enhance access to patient care.

AbbVie has offices in over 70 countries, and more than 30 million patients in over 175 countries are treated by its medicines every year.

In the pharmaceutical industry, peer-to-peer interaction is crucial for healthcare professionals to stay up to date on treatment options. As part of AbbVie’s go-to-market strategy, it is important that the company embraces its audience’s need to engage in scientific exchange, share experiences and knowledge, and establish trust in the fact that they have the latest news and science related to the medicines they’re prescribing to their patients.

PROBLEM

Sharing scientific information with a global audience, digitally.

The pharmaceutical industry has a long standing tradition of
in-person conferences, which are critical for enabling companies to share their research and products. However, as technology has progressed, physicians’ need to travel has decreased. The COVID-19 pandemic exacerbated this trend, but even before the public health crisis AbbVie had seen a decline in conference participants and an increase in interest for digital engagement.

Learning from medical conferences is as important as ever before, so AbbVie needed to reimagine how the company could engage healthcare professionals, as it had done for many years, by creating digital event experiences.

The organization wanted to reach global audiences, gather insights on audience interests and integrate the data into its CRM to help scale the efforts of its sales team. AbbVie also needed a technology solution that would showcase the details in its scientific research, making the information easy to consume and memorable.

We have incorporated the integration with our CRM, Veeva, so we are capturing all the data from our events and making it accessible in the same data lake where we maintain our global analytics.”

CHARLOTTE NIELSEN
GLOBAL SUBJECT MATTER EXPERT FOR VIRTUAL EVENTS

SOLUTION

A highly interactive digital experience in multiple languages and time zones.

AbbVie uses the ON24 Digital Experience Platform to create engaging digital event experiences that scale peer-to-peer scientific exchange. The company uses ON24 for three different types of digital peer-to-peer events: digital conferences, seminars and on-demand webinars. AbbVie also gets more value from its in-person events by using recordings to create on-demand digital events and engage new audiences.

With ON24, AbbVie can accommodate the time zone differences and language requirements of its global stakeholder groups. “For example, my colleague in Brazil had a need to create a webinar in Portuguese, but also to have a simultaneous voiceover translation to Spanish and English,” said Charlotte Nielsen, Global Subject Matter Expert for Virtual Events, AbbVie. “That was possible with ON24.”

A highly interactive digital experience in multiple languages and time zones.

AbbVie uses the ON24 Digital Experience Platform to create engaging digital event experiences that scale peer-to-peer scientific exchange. The company uses ON24 for three different types of digital peer-to-peer events: digital conferences, seminars and on-demand webinars. AbbVie also gets more value from its in-person events by using recordings to create on-demand digital events and engage new audiences.

With ON24, AbbVie can accommodate the time zone differences and language requirements of its global stakeholder groups. “For example, my colleague in Brazil had a need to create a webinar in Portuguese, but also to have a simultaneous voiceover translation to Spanish and English,” said Charlotte Nielsen, Global Subject Matter Expert for Virtual Events, AbbVie. “That was possible with ON24.”

In addition, the organization uses ON24 Target to create personalized content experiences that activate AbbVie’s best content and highlight key opinion leaders.

“Our speakers are often international experts who’ve performed
scientific studies on our medicines. They’re popular, and
everyone wants a piece of them, so by hosting them digitally, we can share the information with many more customers around the globe,” Nielsen said.

AbbVie tracks specific audience interests based on the content the audience consumes on ON24 Target pages. The company then personalizes the subsequent touchpoints with that person by providing them with another related experience, helping continue the content journey.

RESULTS

AbbVie is training all of its business owners to use ON24, and has onboarded 35 markets so far, which have different teams such as oncology and immunology. The business owners in each market work with ON24 to create engaging experiences for their target markets and promote various AbbVie products.

“ON24 does a great job helping us make more strategic decisions in line with webinar best practices,” Nielsen said.

With ON24, AbbVie produced 80 webinars in April 2020 alone. The company achieved a 75% attendance rate for its webinars in Q2 of 2020, up from less than 25% in Q2 of 2019. AbbVie’s webinars receive an average engagement score of 6, higher than the pharmaceutical industry standard of 4.

“ON24 helps us make more strategic decisions in line with best practices and planning programs.”

CHARLOTTE NIELSEN
GLOBAL SUBJECT MATTER EXPERT FOR VIRTUAL EVENTS