The webinar at the heart of an inbound marketing strategy
Interview with Fanny Rannaud, Global Digital Producer at Health Agency
Professionals in the medical sector are often overworked and lack the time to participate in conferences or other events, taking place in other cities
or countries and which could nevertheless interest them.
Inbound marketing is therefore an interesting solution for educating professionals in the medical sector in a new and personalized way while encouraging the creation of a community; the long-term objective being to support them in the use of the web as a new system for sharing knowledge and experiences.
Hello Fanny, can you tell us about Health Agency in a few lines?
Health Agency is an international communication and marketing agency, specialized in the medical and healthcare field.
Created in January 2016, Health Agency takes an approach focused on the marketing message by offering a global strategy. Our added value lies in the analysis of online behavior that feeds the creation of targeted content, produced by a network of copywriters specialized in the healthcare field. It is the content that then guides creation and digital solutions.
You are Global Digital Producer for several clients in the medical sector, what are the business challenges for your client?
The medical sector was impacted by the web much later than other sectors. Companies now find themselves forced to undertake a more substantial and faster digital transformation.
Health Agency supports these companies in making this digital shift through consulting services on new web tools.
Our client, one of the market leaders in biotechnology specialized in the treatment of rare diseases, is faced with a double challenge: reaching a niche target that is already heavily solicited by a demanding daily routine. The objective is therefore to raise awareness of the disease and the treatment with an educational and non-intrusive message.
Why use video conferences in this client’s marketing strategy?
Congresses and meetings bringing together opinion leaders are part of the client’s communication strategy. These are essential stages for communicating about the disease and treatments.
The webinar thus makes it possible to digitalize these events and therefore make them easily accessible. We will cover 4 of them during the year. We then create captivating, new content, live.
We have therefore developed an evangelization strategy to succeed in capturing prescribers wherever they may be. There are several levels of maturity; at first, the objective is to educate by providing informative content on the symptoms and diagnosis of these diseases. We then spark interest and manage to create a base of interested people whom we will inform about the live events (webinars).
Participants in these webinars will then reach a more advanced level of maturity. With the expertise acquired, they will be able to identify the disease in question more easily.
It is a golden rule on the web: you give before you propose.
Indeed, education on diagnosis is an essential step for brands in this sector; they cannot afford aggressive advertising, they must establish a relationship of trust by proving their expertise.
How does this fit into an overall strategy with Marketing Automation?
The primary objective is therefore to qualify the degree of maturity of prescribers. Thanks to marketing automation, we are going to gather valuable information about their behavior.
We will therefore segment them (according to their specializations) and score them (according to their actions and engagement).
The synchronization of the Automation tool with Gotowebcast allows us to automatically score prescribers who register and attend webinars. They move from the list of interested prescribers to mature ones and automatically follow the implemented scenario.
Through a nurturing strategy, they are fed segmented and increasingly qualified content in order to support them as effectively as possible in their prescribing decisions. We capture customer data, which we qualify directly and automatically on the client’s brand platform.
The brand is visible and offers a unique innovative experience.
What results are expected?
The expected results over 6 months – 1 year are increased visibility for these webinars through a substantial participation rate.
Then it will be important to track the re-engagement of physicians, so that they move from a prescriber position to that of a community member. We will thus have created a real community around this niche and positioned the client’s brand platform as a hub in its sector.
