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UCB | Case Study | ON24

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UCB elevates global webinar into regional success story, delivering measurable impact

CASESTUDY UCB Console mockup

Capabilities

Industry

Use Cases

Number of Employees

  • 2,501 to 10,000

Introduction

UCB used ON24 to launch a global webinar campaign aimed at educating healthcare providers about recent clinical advantages in rheumatoid arthritis. Features such as engagement tools and customization provided an interactive experience that kept audiences engaged with the content, while the integration with their CRM gave the team real-time first-party customer engagement data to measure the impact of the campaign. The team also multiplied the campaign’s reach by integrating the on-demand content into local omnichannel journeys to maximize impact.

Problem

The team at UCB set out to develop a global webinar campaign to promote and educate healthcare professionals (HCPs) about a medication for chronic inflammatory conditions.

The team needed a solution that could propel reach and engage HCPs globally, while also ensuring the collection of meaningful first-party customer engagement data in the CRM to accurately measure the campaign’s impact—and go beyond standard effectiveness metrics.

Solution

The team, already using ON24, saw strong opportunities to leverage the platform for their global promotional campaign and adopted a test-and-learn approach across the various planned webinars. The goal was to educate healthcare professionals (HCPs) who were not yet familiar with recent clinical advancements in rheumatoid arthritis.

Key benefits of using the ON24 platform included seamless data integration with their CRM, supporting a data-driven approach that allowed the team to measure impact and track audience insights. Additionally, they were able to build customized experiences to engage and educate their audience. With all content available on-demand, the team successfully multiplied the campaign’s reach and impact through additional local omnichannel journeys.

For Christina Gkovatsou, Global Rheumatology Division Market Access and Marketing Graduate at UCB, having real-time access to webinar registrations was a game-changer. “The data we captured from ON24 helped inform our campaign decisions. We saw how persuasive this data could be—especially with the ability to personalize content and keep HCPs engaged even after the event, thanks to on-demand viewing.”

Because ON24 integrates with CRMs like Veeva, the team was able to use insights to measure real impact and shifts in HCP behavior—going beyond standard effectiveness metrics. “The key advantage of ON24 is its seamless data integration with our CRM, which is essential for measuring campaign impact,” said Pierre Renon, Digital Transformation Lead, InterContinental at UCB. 

“The key advantage of ON24 is its seamless data integration with our CRM, which is essential for measuring the impact of the campaign.”

Pierre Renan, Digital Transformation Lead, International Markets at UCB

Results

By adopting a test-and-learn approach and leveraging ON24’s engagement and data integration capabilities, the team delivered a successful global campaign.

Across the two webinars, they achieved not only high registration but also strong attendance. The campaign demonstrated a significant impact on HCP behavior—one post-webinar survey revealed that the vast majority of attending HCPs found the clinical advancements in rheumatoid arthritis applicable to their daily practice.

The team is now applying these insights to enhance future webinars.

"The data we captured from ON24 helped inform our campaign decisions. We saw how persuasive this data could be, especially with the ability to personalize and keep HCPs engaged even after the event, thanks to on-demand viewing."

Christina Gkovatsou, Global Rheumatology division Market Access and Marketing Graduate at UCB

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