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Enterprise Healthcare Company | Case Study | ON24

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Enterprise healthcare company scales member enrollment with ON24

  • 4

    months of work saved

  • 545%

    increase in registration year-over-year

  • 173%

    increase in attendance year-over-year

Capabilities

Industry

Use Cases

Introduction

This enterprise healthcare company sells traditional and consumer directed health care insurance and related services, such as medical, pharmaceutical, dental, behavioral health, long-term care and disability plans. This company uses ON24 to attract new prospects and drive member enrollment through industry-compliant, digital experiences.

Problem

“We have exactly 54 days a year to sell,” said the Director of Operations at a well-known enterprise healthcare company.

Most insurance and healthcare professionals can relate to the hustle of enrollment season. Competition is high, sales cycles need to move quickly and industry regulations put limitations on what marketers can and can’t do.

For example, if meeting owners fail to meet registration minimums for a webinar — which happens often considering most companies are running more than 4,000 of these experiences at any given time — then the insurance company must cancel the event and inform registrants and would-be attendees about the cancellation at least 48 hours before the event was supposed to begin.

This notification process was draining the team of valuable time and resources. “We were simply not going to be able to manage more than 4,000 virtual experiences or manually update slide decks for every cancellation,” said the company’s Director of Operations.

She went in search of a digital engagement platform that would help her scale her enrollment programs, including the
ability to:

  • Run thousands of simultaneous webinars in multiple languages and time zones
  • Automate cancellation procedures to save months of work and resources
  • Easily create and replicate webinar programs
  • Integrate with the CRM (SFDC) seamlessly
  • Generate audience engagement insights and capture “permission-to-contact” prospects

"With ON24, we were able to use our content to sell our solutions to thousands of attendees in the exact same way, every single time.”

Director of Operations

Solution

ON24 turned out to be the only platform on the market capable of meeting the team’s requirements, beginning with the ease of onboarding. “We had to train 700 people on the platform before we could get up and running,” said the Director of Operations.

By using ON24 templates for webinar formats and parameters (including supporting materials) the team could run multiple event types for targeted audiences in various languages, at scale, without having to add to team headcount.

“With ON24, we were able to sell the product and distribute our supporting materials to thousands of attendees in the exact same way, every single time,” said the Director of Operations. This ensured repeatability and consistency while helping to meet compliance obligations as the team scaled its enrollment program across multiple regions and markets.

To help them more effectively convert prospects into members and stay in line with compliance requirements, the team leveraged more than 20 ON24 engagement tools to turn webinar attendees into active participants. This allowed them to capture qualified leads, known by the industry as “permission to contact” prospects, and push them directly through their Salesforce instance for more effective follow up

By asking attendees via chat, polls and surveys if they were interested in hearing more, they were able to get permission to follow up with more than 50 attendees during any given webinar. This kind of personalization-at-scale had not been possible with in-person meetings or video conferencing tools.

“Now we have detailed insights that we never had before,” said the Director of Operations. “We could even see which markets had the highest attendance rates so we could be more strategic with our plans ahead of time.”

Most importantly, ON24 integrated seamlessly with the rest of the company’s techstack, including its CRM (SFDC). “It was easy to set that up,” said the Director of Operations.

This integration helped the team automate the loading, approval and cleansing process of every webinar without the need for tedious manual labor. This also enabled them to automate the very time-consuming cancellation process, saving hours of work.

Results

  • Instant notification to clients at scale, saving team four months of work
  • 545% increase in registration year-over-year
  • 173% increase in attendance year-over-year

"We actually never had this kind of data before, so this was great. With ON24, we could even see which markets had the highest attendance rates to drive strategic planning and resource allocation.”

Director of Operations

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