19 Dec 22 | 09:09:44
Did you know that for B2B webinars, on average, 73% of the total attendees become qualified leads?
Well, we’re going to help you run webinars that not only get huge numbers of registrations, but also convert to give you lots of leads to follow-up on. We’re going to let you in on the top mistakes that people make when running webinars in the healthcare industry.
Promotion should include different platforms, including social media and email. If you want to learn more about promoting your webinar, head over to our article on maximising Medical Device webinar attendance.
The time you decide to host your webinar should totally depend on when would be best for your audience. We often find that healthcare webinars receive the most attendees when they’re hosted in the evening (6 or 7 pm), as clinicians are often too busy during the day to attend.
So, before you set the date and time for your webinar, consider your audience and what works for them. You may want to test hosting webinars at different times, to see when you get the most registrations and live attendance.
Instead, when choosing a healthcare webinar topic, you need to focus on something that your audience already cares about – this means knowing your audience well. In healthcare, this can often be a topic like ‘challenges cases’ or ‘new surgical techniques’.
More importantly, your panel should be diverse. This means presenting from different points of view for an engaging conversation that is truly valuable for your attendees. If your panel is made up of people in similar roles, discussing similar topics, you’ll likely find that engagement in your webinar is significantly reduced. Opposing views can often be a real audience pleaser.
You should also choose a moderator for your session. They should be an industry expert and should be confident in asking questions and steering the conversation. They can provide input themselves but are mainly there to keep the webinar on topic and manage elements like Q&As and polls.
Always ask your panellists to join the webinar call at least 30 minutes before going live, so that you can check that their mics and cameras are working well, and they’re comfortable sharing their screens (if needed). You can also use this time to run them through how everything will work.
The result is a polished, professional webinar that seems completely seamless to the viewers. They’re more likely to engage in the webinar and reach out to your company afterwards.
That’s why having a back-up plan in place is critical. You should always have a co-host in a different location to you, who is ready to take over if things go wrong. The chances of both of your internet connections failing are pretty slim.
When you have interactive elements, it acts as an incentive to your viewers to stay on the live version. Q&A sessions and polls give people the chance to get involved and encourage the conversation down a route that more specifically interests them.
A top tip for Q&A sessions is to have a few questions pre-prepared, so people feel comfortable getting involved. You can find more top tips in our webinar top tips article.
If the content of the webinar is all directed at selling products or services, viewers will very quickly get bored, or annoyed. People don’t tend to join webinars to hear a sales pitch, instead, they are looking for some genuinely valuable information.
Promotion can actually hurt your company, rather than help it in this case. Although healthcare webinars are essentially a marketing tool, you should be selling yourself by showing the level of knowledge you possess, rather than the benefits that working with you offer.
We have found that after an hour, webinar attendance drops dramatically, simply because people have only planned an hour into their diary. It also shows a lack of respect to both panellists and attendees, who have taken time out of their day to be there. So, set a time frame and try your best to stick to it!
You can release a full recording of the webinar, which can be sent out on your mailing list. You can also repurpose your webinar, by editing it down into short clips to share on social media. Short clips can gain a large amount of interest as they are so quick and easy to digest, but often have a big impact.
Make sure you have a plan in place to capitalise on the webinar – it can become a full marketing campaign rather than a one-off session. For instance, at the end of your webinar is the perfect time to announce your next webinar and begin promotion that way.
To take time out of their busy days, people expect quality, and quality takes time, effort and experience. Successful webinars require different skills in different areas and trying to juggle all the activities involved can be overwhelming.
Depending on your resources, it may be worth working with a freelancer or agency to help things run smoothly.
A freelancer can help you with the design elements of your webinar, as well as coming up with a promotion strategy for you – whilst this is extremely helpful, they won’t be able to help run the webinar and you will probably have to host it on your own platform.
An agency should be able to manage everything for you, from the speakers and pre-promotion, all the way through to running the webinar and post-promotion. Additionally, Medical Device webinar costs can be quite reasonable.
It completely depends on the resources and budget at your disposal.
At Podymos, we specialise in Medical Device marketing. We’re experts in many areas of Medical Device advertising and promotion, but we particularly have a lot of experience when it comes to running healthcare webinars.
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