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Bravida Medical turns webinars into a growth engine with ON24 LinkedIn integration

Bravida Webinar

  • 69%

    reg-to-live attendee conversion rate

  • 12%

    increase in lead volume at no cost using LinkedIn integration

  • 14%

    of attendees consume multiple webinars in series

Capabilities

Industry

Use Cases

Number of Employees

  • 0 to 250

Introduction

For Bravida Medical, educating healthcare professionals (HCPs) is a core part of how the company supports better patient outcomes. The team regularly brings together clinical experts and key opinion leaders (KOLs) to share research, clinical insights and practical guidance with practitioners across surgical, medical and post-acute care environments.

To scale these programs, Bravida Medical needed a webinar platform that could deliver a high-quality experience while providing meaningful engagement data for both marketing and sales. After successfully building webinar programs at a previous company, members of the Bravida team adopted ON24 early to support both external education initiatives and internal training programs.

Within months of launching their first ON24 webinars, the team was running a growing series of clinical education events, engaging healthcare audiences, and capturing valuable insights that help guide future content and outreach.

Problem

Before adopting ON24, the Bravida team had relied on tools such as Zoom, Webex and other broadcast-style webinar platforms. While these tools enabled presentations, they offered limited interactivity, minimal branding options and little insight into how audiences engaged with the content.

This created challenges for both marketing and clinical education programs. Webinars often felt like static broadcasts rather than interactive learning
experiences, and the team lacked meaningful engagement data to understand what topics resonated with healthcare professionals.

The platforms also created friction for audience acquisition and follow-up. Promotion on channels such as LinkedIn required manual setup and registration often involved several steps, increasing drop-off before attendees completed sign-up forms.

Bravida needed a platform designed for engagement rather than simple broadcasting — one that would allow audiences to interact with content, ask questions, access supporting resources and provide actionable data for the marketing and sales teams.

"The LinkedIn integration is already driving a lot of value in growing our audience and driving more registrations and leads. For one event, more than 11% of the leads came from this newly activated channel.”

Morgan McIntyre, Marketing Manager at Bravida Medical

Solution

With prior experience building digital education programs using ON24, some members of the Bravida Medical team knew exactly how the platform could support their goals. They quickly implemented ON24 as the foundation for three key use cases: clinical thought-leadership webinars with key opinion leaders (KOLs), healthcare professional education and certification programs, and internal training for sales teams.

After onboarding with ON24, the team quickly launched their webinar program, introducing a new webinar series and running multiple events within a short time. Each webinar is designed as an interactive experience rather than a one-way presentation. “Launching our first webinar generated tremendous enthusiasm across our team and an equally strong response from customers,” explained Gina Gilbert, Chief Clinical Officer at Bravida Medical. “The platform is highly customizable, user-friendly, and delivers engaging customer experience with seamless interactions that drive meaningful results. Program analytics demonstrate strong conversion rates and sustained participation throughout each session. As our customer network continues to grow, we are building loyalty by delivering thought- leading content from experienced clinicians. With an established monthly cadence, Bravida Academy has quickly gained strong momentum as a trusted source of continuing clinical education.”

Integration with Salesforce now provides Bravida Medical’s sales team with all the detailed engagement data from the webinars.

These insights help sales to prioritize follow-up conversations and enable them to understand the interests of healthcare audiences.

Beyond live webinars, Bravida Medical also uses ON24 to extend the value of its content. With ON24 AI-powered ACE, the team generates summaries, video clips and key moments which has proven useful for creating internal resources for sales education and training. The team is also eager to expand their use of AI for segmentation and personalization as well as scale their global audience by using translation capabilities.

The team has also expanded its audience reach through ON24’s LinkedIn integration. Previously, promoting webinars on LinkedIn required directing users to an external landing page, where many potential attendees dropped off before completing the registration form. With this integration, HCPs can register directly within LinkedIn, removing extra steps and making the sign-up process much simpler.

Todd Gekoski, Director of Program Marketing and Video Producer at Bravida Medical also sang the praises of the ON24 support team. “With their expertise, I’m set up for success every step of the way — from set-up, to integration, to launch and performance. If I run into a roadblock, I know who to reach out to, and get answers almost at a moment’s notice.”

Results

Since launching their ON24 program, Bravida Medical has built a growing webinar series focused on clinical education and healthcare engagement. In just the first few months, the team delivered multiple webinars featuring industry experts and began building a network of engaged healthcare professionals.

The interactive format allows attendees to ask questions, download supporting materials and participate in polls, helping the team better understand what topics resonate most with their audience. These insights guide future webinar topics and ensure the content continues to meet the needs of healthcare professionals.

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