Responsive Menu
Add more content here...

Should I be hosting healthcare webinars?

10 Jan 23 | 11:36:06

Webinars are all the rage these days, it seems like companies in all industry are running them, but are they worth it in the healthcare industry? Are you wondering if webinars are something you should be investing your time in as a healthcare company?

Well, we’re here to talk about everything to do with webinars so that you can decide whether they are worth investing your time and energy in?

We’ll cover how healthcare webinars could help you to achieve your business goals, as well as the work involved in making them happen.

What are the benefits of healthcare webinars?

Reaching a wide audience

Healthcare webinars are a great opportunity to expand your reach quickly and get in front of new people, to build your own audience.

Whilst your social media, website and email efforts can take a while to build momentum, webinars are relatively short, concentrated campaigns that can build momentum quickly.

Your panellists should be key opinion leaders in your industry, in which case, they will have their own audience – something that you can take advantage of by asking them to assist in promoting the webinar.

As webinars are ultimately to educate viewers, rather than trying to sell products or services (because realistically, who would register for that?), you could also work with organisations or charities to promote the event. This extends your reach even further, getting in front of people who aren’t yet familiar with your company.

Positioning yourself as an expert

At Podymos, we believe that marketing boils down to one thing and that is building trust. People need to trust you before they feel comfortable buying from you. In order to do this, you need to show them that you care about their problems and provide them with value.

Healthcare webinars are a chance to delve into what interests your audience, including their problems and the solutions, to provide viewers with genuinely valuable information and demonstrate your connections with respected KOLs.

Through webinars, you can start to build a positive reputation through brand association, becoming a trusted partner in your industry.

Unbiased promotion

There is nothing more off-putting than a company that prioritises promoting itself and its products over anything else (unless you’re at a product showcase, then this would be absolutely acceptable).

A constant stream of promotion is like constantly asking for something from your customers, without giving anything in return.

Hosting a webinar gives you the opportunity to give back. You educate your audience on a subject they care about (they have already demonstrated that by registering), portraying your company positively in their mind. They may feel naturally more inclined to do business with you.

Building engagement

Webinars offer plenty of opportunity to engage with your audience. Polls and Q&As allow the audience to interact whilst attending the live webinar. You can also ask them to fill out a questionnaire once the session finishes.

This type of engagement is so beneficial because it helps you to understand your audience better. You have a better understanding of their knowledge gaps, their problems and the topics that they’re most interested in.

Not only will this provide you with ideas for future webinars, but it will also inform your wider content creation. Think social media posts, website articles, email campaigns. Everything you create will be more relevant to what your audience is particularly interested in.

Furthermore, you can use this information to brief your sales team on the feedback from the attendees. This may help them when meeting customers, as they’ll have a better understanding of what matters to them.

Repurposing content

Healthcare webinars are gold mines for content. A one-hour session can generate weeks or even months of content, so that valuable content isn’t only reserved for those who attended, it can be shared to your wider audience as well.

Not only could you write articles on the topics that arise, but you can also record the session and break it out into short videos to post on social media. Short videos are easy to consume and they have a huge impact.

As well as portraying your company as a knowledge leader, having a backlog of social media posts ready is super helpful to create a consistent cadence. When it comes to social media, consistency is the key to growing your following. Hosting webinars is one way to ensure that you have plenty of content.

Lead generation

Lastly, undoubtedly the biggest benefit of hosting webinars is lead generation. Recent studies have shown that 20-40% of webinar attendees turn into qualified leads – this is potentially huge for your ROI.

Beyond that, hosting a webinar is also a great way to collect contact information for your potential customers. During the sign-up process you can users to fill in multiple questions, such as their role, company, location and so on.

These could be contacts that you follow up on directly, or, during the sign-up process, you could ask if they would like to be added to your mailing list (ensuring it is GDPR compliant), so that you can follow up that way.

Either way, sign-up forms provide you with a treasure trove of leads.

Are healthcare webinars worth the effort?

We’ve discussed the benefits of healthcare webinars, now let’s talk about the effort involved in hosting them, because it isn’t necessarily as easy as it may seem. Planning and hosting successful healthcare webinars is a team effort.

Month(s) of planning

Although it may seem as though webinars are over and done within an hour, they actually require weeks, maybe months of strategic planning.

Firstly, you need to ensure that you have a topic your audience are genuinely interested in, and then you need to gather engaging speakers who will ideally be Key Opinion Leaders in your industry. We talk about this more in our article on maximising webinar attendance.

Getting to the initial stage where you have a topic, date and panellists can take a lot longer than you might think, before you begin to factor in promotion. You need to give yourself ample time to get all of this in place.

Gathering and organising panellists

Once you have decided who your panellists will be, you’ll need to manage them and keep them informed at all stages of the webinar.

You will need to collect promotion assets from them, including their photos, bio, title and any slides they are planning to present.

Oftentimes, webinar promotion schedules end up running behind due to delays in response from panellists. That it is why it is so important to keep on top of chasing panellists, so that the whole campaign can run smoothly.


Promotion is probably the most time-consuming area of running healthcare webinars. It requires posting across multiple platforms to gather momentum and maximise registrations, and it needs to begin at least a 3 weeks before the live event.

You may also wish to collaborate with your panellists or an organisation to promote the event to extend your reach, in which case someone will be required to manage that, ensuring people not what they should be posting and when.


As we stated before, webinars are great for generating several weeks worth of content to keep your social media feeds rich and engaging.

Creating these materials can naturally be quite time-consuming. As it requires video planning, editing and copywriting. That being said, it’s totally worth it to make the most out of your webinar.

When you come to promote your next webinar, you’ll already have a number of people excited to sign-up as they have already seen highlights from your last webinar, and potentially signed up from a post-webinar email you sent out.

If you’d like to learn more about everything involved in hosting Medical Device / Healthcare webinars, why not check out a few of our related articles:

Should you be hosting healthcare webinars?

The true answer here is ‘it depends’.

Webinars are proven lead generators, and they can also elevate your brand awareness to new heights, but it depends on your company and your industry. Your webinars would need to be on topics highly relevant to your potential customers, and if these topics aren’t appropriate for webinars, then they may not be the best choice for you.

If you need any help deciding if webinars are right for you, don’t hesitate to get in contact to discuss how we can support your future webinars to help you to hit your business objectives.

Join the mailing list

Related Articles

should you have a chatbot on your website cover image
8 June 2023 | 12:19:19
Should I have a chatbot on my website? The pros and cons.
Have you ever wondered if you should include a chatbot on your website? Do you want to know the advantages...
man looking at computer with confused expression because of medical device branding mistakes
6 June 2023 | 14:10:52
What are the most common medical device branding mistakes?
Are you just getting started on creating the branding for your company? Maybe you have a well-established brand, but are...
Two women editing video
5 June 2023 | 14:39:54
Video vs Animation: Which is better for medical device companies?
Are you considering introducing videos into your marketing efforts, but aren’t sure whether you need a video or animation? Maybe...
Marketing team working on a new project
30 May 2023 | 09:20:05
How much does a Medical Device messaging project really cost in 2023?
When launching a new medical device, the first thing needed is to create clear, concise and easy-to-understand messaging that resonates...
Marketing professionals smiling and discussing a client
29 May 2023 | 13:00:58
Why is consistency so important in Medical Device marketing?
Are you looking to bring more consistency into your brand? Is your marketing looking a bit messy? Consistency in marketing...
Coworkers sharing content
25 May 2023 | 12:00:25
How much does an effective content marketing strategy really cost in 2023?
Are you looking to stand out from the crowd and reach your target audience in a way few others are?...
Business woman talking with client on mobile phone
25 May 2023 | 09:15:59
How does Podymos ensure efficiency and accuracy when onboarding new clients?
Starting work with a new agency can be a nerve-wracking time for a Medical Device company. How can you be...
Co workers reviewing a presentation
23 May 2023 | 09:22:39
Medical Device Marketing: What you can and can’t say in 2023?
Are you wondering what you can and can’t say about your Medical Device in 2023? Are you confused about what...


We use cookies to give you the best online experience. By agreeing you accept the use of cookies in accordance with our cookie policy.

Privacy Settings saved!
Privacy Settings

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. Control your personal Cookie Services here.

These cookies are essential in order to enable you to move around the website and use its features. Without these cookies basic services cannot be provided.

Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages.

Used on sites built with Wordpress. Tests whether or not the browser has cookies enabled

Decline all Services
Accept all Services
Thank you! Your subscription has been confirmed. You'll hear from us soon.