Biopharma organization delivers omnichannel experiences with ON24, increasing HCP engagement by 59%

“Our audiences have very limited time, and for us to ensure that we retain their attention, it is important to provide the most engaging, interactive experiences possible,” the organization’s Sr. Success Manager.

As the company’s vaccine and research portfolio expanded, so did its need to provide longer and more complex omnichannel experiences to a wider range of target audiences. To get the latest vaccines and preventable disease research into the hands of busy scientists, epidemiologists and HCPs, the team realized that in-person events weren’t able to educate their time-strapped HCPs at scale across their incredibly broad range of vaccine and research topics.

The global pharma organization was delivering individual programs per topic, but realized that to fully immerse HCPs with education and allow them to drive their own learning path, they needed to develop an end-to-end curriculum and deliver it as a multi-session, multi-track experience. This led to the idea to build out a strategic set of courses that could be delivered and orchestrated based on vaccine topic called a “Vaccine Day.” But to effectively host and market this program they’d need one primary destination that could connect each of the unique experience types, collect the data and effectively improve the experience of their HCPs at scale. This is when they turned to ON24- powered webinars integrated with ON24 Virtual Conference and their CRM as a solution.

After launching these integrated, virtual-event experiences, the team increased attendance by 58%, jumping from 11,000 to over 18,000 attendees YoY. They have reached approximately 200,000 life science professionals annually, and increased engagement by 59% YoY so far this year. The biopharma organization plans to continue using ON24 to engage and educate audiences around the world.