Global pharma company transforms omnichannel webinar engagement with Onomi

Situation

Effective communication and engagement with healthcare professionals (HCPs) are pivotal in the pharmaceutical industry. Companies frequently use webinars to educate and engage with HCPs across various markets and therapeutic areas. However, managing these webinars efficiently is a significant challenge due to disparate tools and a high dependency on third-party agencies.

A leading pharmaceutical company approached Onomi to help them produce exceptional HCP webinars with a compliant solution that was fully integrated into their CRM.

Challenge

The company was grappling with several webinar management issues:

• Fragmented Tools: Various tools like ON24 and Zoom were used across markets, leading to inconsistent data and processes.
• Low Engagement: The attendance rate for webinars was only 35%, indicating poor HCP engagement.
• Decentralized Data: Data collected from various tools was not actionable and could not be integrated with customer relationship management (CRM) systems.
• Dependence on Third-Party Agencies: Approximately 75% of webinars were delivered through third parties, complicating process standardization and performance measurement.

Solution

Onomi addressed these challenges by implementing its Omnichannel Webinar Solution, designed to streamline operations and enhance engagement. Key components of the solution included:

• Unified Platform: Onomi provided a single, integrated platform for all webinar activities, ensuring consistency across tools and processes.
• CRM Integration: The platform deeply integrates with Veeva, allowing for real-time syncing of engagement and attendance data.
• Standardized Practices: Onomi established standardized workflows for pre-event engagement, live interactivity, and post-event follow-up, including optimized templates and email cadences.

Implementation

The integration of Onomi’s solution transformed the way the client managed webinars:

• Deep Integration with CRM: By integrating the webinar data with CRM systems, the company could now leverage webinar insights for better follow-up and engagement strategies.
• Certification of Third-Party Agencies: Local third-party agencies were onboarded and certified on the new platform, ensuring that all external partners adhered to the standardized practices.
• Centralized Licensing: The license for the Onomi solution was procured centrally, reducing costs for local markets and supporting global deployment and adoption.

Results

The adoption of Onomi's Omnichannel Webinar Solution led to impressive outcomes:

• Improved Attendance Rates: The conversion rate from registrants to attendees increased dramatically from 35% to 68%.
• Consistent Performance Across Markets: The solution provided a consistent view and performance metrics across all markets and therapeutic areas.
• Reduced Event Production Costs: With a 66% self-service rate for webinars, the company saw a significant reduction in event production costs.
• Cost Efficiency: Overall spending on event technology was reduced by 55%, demonstrating the cost-effectiveness of the Onomi platform.
• Enhanced Engagement: Standardized KPIs and performance objectives enabled the company to set clear targets for engagement, aiming to engage with 50% of the addressable population annually.

Conclusion

Onomi’s Omnichannel Webinar Solution has enabled pharmaceutical companies to overcome the challenges of fragmented tools and low engagement in their webinar programs. By providing a unified, CRM-integrated platform with standardized practices, Onomi has not only enhanced HCP engagement but also achieved significant cost savings and operational efficiencies. This case study exemplifies how digital solutions can transform educational outreach and engagement in the pharmaceutical sector.