HCPs engaged across the globe
increase in virtual event attendance
increase in HCP engagement
This global biopharma company’s purpose is to unite science, technology and talent to get ahead of disease together.
As one of the largest vaccine providers in the world, this enterprise organization tackles some of the world’s most devastating diseases — including pneumococcal disease, meningitis, hepatitis, rotavirus, whooping cough and influenza — and has been helping to protect people from serious disease for well over 100 years.
“Our audiences have very limited time, and for us to ensure that we retain their attention, it is important to provide the most engaging, interactive experiences possible,” the organization’s Sr. Success Manager.
As the company’s vaccine and research portfolio expanded, so did its need to provide longer and more complex omnichannel experiences to a wider range of target audiences. To get the latest vaccines and preventable disease research into the hands of busy scientists, epidemiologists and HCPs, the team realized that in-person events weren’t able to educate their time-strapped HCPs at scale across their incredibly broad range of vaccine and research topics.
The global pharma organization was delivering individual programs per topic, but realized that to fully immerse HCPs with education and allow them to drive their own learning path, they needed to develop an end-to-end curriculum and deliver it as a multi-session, multi-track experience. This led to the idea to build out a strategic set of courses that could be delivered and orchestrated based on vaccine topic called a “Vaccine Day.” But to effectively host and market this program they’d need one primary destination that could connect each of the unique experience types, collect the data and effectively improve the experience of their HCPs at scale. This is when they turned to ON24- powered webinars integrated with ON24 Virtual Conference and their CRM as a solution.
“As we explored ON24’s capabilities we discovered the platform had the capability to help us deliver large-scale, fully-integrated user experiences,” said the Sr. Success Manager. “By integrating together multiple experience types we’ve made it effortless for audiences to navigate everything our virtual events have to offer, all in one place.”
With ON24, the team could create immersive and multi- touch experiences, track the first-party data of attendees across each unique experience type, and integrate that data directly into their CRM and marketing automation workflow to trigger relevant pre-and-post event communication.
These automated and highly-targeted nurture tracks saved the team valuable time, increased registration to attendance conversion, and ensured that audiences received information that was tailored to their unique speciality, market, region and topic of interest.
Their most recent virtual conference spanned the course of two-days and included interactive live and on-demand experiences in different time zones and languages across the globe. Webinars linked to networking lounges, which linked to multimedia content offers, which linked to upcoming events, on-demand sessions and more. And the team was able to capture and store every single interaction for a 360-view of each attendee.
“This integrated approach to audience engagement enabled us to capture an incredible amount of first-party data across every user touchpoint, deepening our ability to influence audiences and improve patient outcomes,” said the Sr. Success Manager.
After launching these integrated, virtual-event experiences, the team increased attendance by 58%, jumping from 11,000 to over 18,000 attendees YoY. They have reached approximately 200,000 life science professionals annually, and increased engagement by 59% YoY so far this year. The biopharma organization plans to continue using ON24 to engage and educate audiences around the world.
“This integrated approach to audience engagement has enabled us to capture an incredible amount of first-party data across every user touchpoint, deepening our ability to influence audiences and improve patient outcomes.”
Sr. Success Manager