CSL Behring leverages ON24 to improve HCP engagement and capture first-party data

After looking at their options, the CSL Behring team signed on with ON24. One of the key features that led them to choose ON24 is the wide range of engagement tools available on the platform. “[These tools] allow you to do different things that make that experience for your customers far more engaging than Teams or Zoom,” Davis explained. “This is very important because you don’t want a didactic presentation, you want interaction so people stay engaged in what you’re telling them.” 

To make sure their webinars are reaching their entire audience, the team uses the automated on-demand webinar conversion capabilities of ON24 as well as content hubs that host their evergreen digital programs to ensure that all their webinars are available for HCPs to view at their convenience. These content hubs have eliminated manual processes where they were previously working with their web teams to host, and allowed them to scale their programs quickly and efficiently, segmenting and personalizing content across categories and delivering a strong content library of their webinars to educate and engage HCPs.  These digital experiences are also available for use by their 40 affiliates around the world. This saves the affiliates time and money because they don’t need to create new webinars themselves, and has allowed CSL Behring to exponentially scale their digital engagement program impact. 

Because CSL Behring is in the highly regulated pharmaceuticals industry, using on demand allows them to pre-record webinars, have the content approved by their medical, legal and compliance teams, all before delivering it to their HCPs. 

Importantly, the ability to keep HCPs engaged and allow them to access content in segmented and categorized content hubs means far less without the detailed access to their engagement data ON24 provides. Stuart Davis attributes the ON24 integration with their Veeva CRM and having access to that data an important piece of their success. “All our ON24 data flows into the Veeva CRM so we know where customers are in terms of their adoption of our messaging. We take actions like sending them links to new emails based on the content that makes sense as the next step for them.”

The team hasn’t limited their use of ON24 to webinars. They also use the ON24 platform to educate and train HCPs. They provide weekly training sessions for physicians and nurses to learn how to infuse their products. They take the training a step further by providing downloadable materials in the resource center on the platform that HCPs can use in their daily practice.