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how to build a community of engaged physicians through webinars?

october 25, 2020 — published by Pyramidale Communication

Comment générer une communauté de médecins engagés avec des webinaires ?

1/ how can you generate physician engagement during your webinars?

The health crisis we are experiencing has changed the game:

+ 801% increase in video conferencing
+ 594% increase in emails sent
36% average open rate

Currently, digital engagement tools have grown rapidly: the world as we knew it will not return.
Almost everyone has subscribed to a streaming service, and teleconsultations have exploded.

When well designed and tailored to specific needs, WEBINARS have become an essential tool in any communication strategy.

EDUCATE, CONVINCE, AND BUILD a community of engaged physicians:
Before the crisis, Pyramidale Communication generated 15 to 50 registrants per webinar: today, that number has doubled.
However, on average, 50% of registrants will not attend the live session.
This makes it critical to focus on maximizing engagement among the 50% who are present:

A speech on a specific topic
Interactive elements to « sustain » audience attention
A systematic replay option for those unable to attend live.

2/ How do I invite physicians?

Your webinars must be scheduled at key moments within your communication strategy: news/congress-related communications, recent studies, public health topics, Training sessions/experience-sharing around clinical cases, etc.
… They should therefore be fully integrated into medical visits: the first invitation to a webinar should be delivered through the visit channel. This allows direct dialogue with the physician, helps convince it to attend, and enables you to send a follow-up email to facilitate registration.

Another option is push email campaigns, which allow you to reach a broader audience who may not be necessarily visited but are potentially interested.

HOWEVER, a well-designed, attractive push email, sent at the right time, can generate high registration rates. Follow-up reminders should be sent and personalized as much as possible to optimize response rates.

When possible, create a dedicated “Webinars” page on your website. Sections such as “Replays” and “Upcoming” encourage interaction with physicians and position you as a “provider of high-quality contents”.

Key success drivers for effective webinars include the support of learned societies, congresses, and the reputation of a KOL or expert center. Social media also plays a role and should not be overlooked.

Choosing the logistics

The best logistics are those that ensure a high-quality, “bug-free” event, without wasting time while maintaining your target audience engaged.

Continuing to hold webinars even at this time requires a few adjustments: if they are hosted by centers with sales force support, we must ensure that healthcare professionals do not have to deal with any “technical constraints”: with an “easy-to-use” streaming platform, a secure high-speed internet connection and a minimal travel requirements.

Today, effective technologies allow everything to be done remotely.

Reduce the webinar duration: maximum 1 hour, with carefully selected interactions
Encourage more human interaction to “strengthen group cohesion”
Include topic-related interactions, such as short activities requiring rapid responses from physicians

3/ How do I extend the lifespan of my webinar?

A satisfaction survey is sent along with a request for feedback on the content presented, and all participants are thanked with a personalized email. Information on upcoming webinar topics and dates is also shared.
A push email is sent to announce that the Replay is online, highlighting “key moments” from the session.
Social media is activated to showcase the “success” of the event, featuring speakers, images, and videos.

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