With the need for social distancing, most industries have turned to online and virtual events like webinars and virtual conferences to substitute for in-person engagement. While some industry segments struggle to maintain interest in these types of events, our experience in the life science community demonstrates continued success with scientific webinars, in terms of attracting audiences and facilitating active participation.
Life science and biotech companies value thought leadership
Companies in the life science industry closely compete with one another by offering similar services and products. Posters and white papers are common ways to demonstrate thought leadership in this space, but consider webinars as an increasingly powerful tool to accompany these assets. Webinars showcase thought leaders and provide space for discussion of research or development. Try offering a panel discussion with internal and external speakers on a certain research topic. This format is great for audience engagement and an easy ask for the panelists, who won’t need to prepare any slides.
Biologists have a need for continuous learning
Natural curiosity and desire for intellectual challenge have led the scientific community to embrace webinars and virtual events for their utility as quick knowledge-boosting sessions. Life science companies that provide educational content position themselves as leaders in the field. Webinars attract scientists who are working in your market, even if they are not using your products. Providing education is a great way to turn knowledge-seekers into loyal customers. We suggest a presentation by a key opinion leader (KOL) followed by an interactive questions and answers session as a great way to present an educational webinar highlighting knowledge over a specific domain or application.
Webinars stand-in for traditional conferences
The biotechnology industry seeks to improve the lives of patients through advances in testing, diagnosis, and treatment of diseases. The pace of innovation is brisk, and staying up-to-date on the current research of colleagues, collaborators, and competitors is vital. Without the option to attend in-person lectures at conferences, webinars and virtual events have filled the void. Whether it’s a fear of missing out or falling behind, the biotech world has not succumbed to screen fatigue when it comes to attending webinars. Pairing a short tech talk with a presentation from a KOL about research utilizing the tech is an excellent webinar model to help the community stay up to date and attract interest in your products. Take a look at this blog post to read about how to improve the audience experience of your next webinar.
Peer-to-peer references educate, reassure, and inspire
Consumers are increasingly discerning when it comes to the products and brands they trust. With a wealth of online information, it’s easy for your potential customers to formulate an opinion on your products, services, and company without ever interacting directly with you. A peer reference is a great way to positively influence your audience. When properly framed, a webinar can feature a KOL discussing their research and partnership with your company in a way that instills confidence in the audience and inspires them to take a similar approach toward achieving their own goals.
On-demand viewing of evergreen video content
With the ever-demanding schedule of working from home (and in many cases balancing childcare and educational needs), the ability to view content on-demand is essential. Considering using the webinar for a marketing campaign after the original broadcast date – some of our webinars have been viewed hundreds of times after the live presentation. You can also build an online learning library of videos on your website to complement your written content. Take a look at this video library on Fabric Genomics’ website as an example.
The world is anxious to return to in-person events, but webinars and online events are here to stay. Even when people begin traveling more regularly, webinars will continue to be an excellent way to engage a global audience. Samba Scientific offers webinar packages to make hosting and promoting webinars simple. Contact us today to get started.