Case Study

Transforming Webinars Into CRM-Connected HCP Journeys for AstraZeneca

”Feeding the data back into Veeva was a manual nightmare. It would take three weeks for us to literally have a human being pull the delegate information out and import it over into our CRM system, which meant any momentum that we’d gained from the webinar was lost. 

Now that is automatically pushed through, which means that we’ve got real time information coming through to our field force.”

Andrew Binns, Head of Digital and Innovation, AstraZeneca.

Project Overview

AstraZeneca UK relied heavily on webinars to engage HCPs, but execution was fragmented across nine brands. Each team used its own platform, agency, and process. This resulted in high webinar costs, inconsistent attendee experiences, and no consistent way to track outcomes or follow up.

By adopting Onomi, AstraZeneca transformed its webinars into a streamlined, CRM-integrated channel for omnichannel engagement. Within six months, the team consolidated operations, enabled real-time CRM sync, and equipped reps with the insights they needed to follow up with purpose.

Unified nine brands under one scalable webinar platform.
Captured structured HCP engagement data across every event.
Enabled instant CRM sync to support real-time follow-up.
Improved the HCP experience and reduced operational overhead

The Challenge for AstraZeneca UK

Disjointed Systems: Nine brands using different platforms, vendors, and workflows.
High Costs & Complexity: Each brand had separate agencies managing webinars, leading to inefficiencies.
Slow Data Integration: Event insights took up to three weeks to sync with CRM systems, delaying sales follow-ups.
Limited HCP Engagement Visibility: No unified approach to tracking attendance, engagement, or webinar effectiveness.

Company

AstraZeneca UK

Outcomes

Real-Time CRM Sync: AstraZeneca UK’s HCP engagement data instantly flows into Veeva CRM, eliminating the 3-week administration lag and enabling reps to take immediate action.

Deep Engagement Tracking: AstraZeneca UK’s webinars capture more than just attendance. Engagement data now includes polls, Q&A, content downloads, and watch time, empowering reps to prioritize and personalize follow-ups.

Scalable, Agile Webinar Execution: Onomi consolidated nine fragmented platforms into a single omnichannel solution in just six months.

The Onomi Solution

AstraZeneca partnered with Onomi to consolidate their webinar ecosystem into a single event-powered omnichannel engagement platform. Thanks to the highly streamlined onboarding process at Onomi, AstraZeneca completed their transformation in an astonishing six months.

The Results

“ The big issue we had within the UK was that we had nine of our brands all absolutely bought into the fact that webinars were really important and that there was no unified approach to that. Which meant we had nine separate webinar strategies, nine separate platforms, nine separate agencies delivering the work.

It was a huge cost impact that we were having. It was incredibly frustrating for the brand and the external engagements team to actually create a webinar, host a webinar, facilitate a webinar; and it was almost impossible for us to extrapolate any of the amazing information that we need to deliver really great omnichannel strategies.”

Andrew Binns, Head of Digital and Innovation, AstraZeneca

1. Webinar-to-CRM Sync Time Reduced from Three Weeks to Instant.

Onomi’s Veeva Sync App means that HCP engagement data now flows directly into AstraZeneca’s CRM in real-time, allowing immediate follow-ups by reps.

”Feeding the data back into Veeva was a manual nightmare. It would take three weeks for us to literally have a human being, pull the delegate information out and import it over into our CRM system, which meant any potential prompts to our field force were lost. Any momentum that we’d gained from the webinar was lost.

So now that is automatically pushed through, which means that we’ve got real time information coming through real time prompts, going to our field force.”

2. Increased Webinar Engagement & Impact

Onomi’s highly versatile enterprise event platform meant that AstraZeneca UK could create a consistent and optimzimed attendee experience across all nine brands. HCPs were also able to engagee with AstraZeneca UK prior to each webinar, which helped increase attendance, engagement, and impact.

“ So SpotMe (Onomi) was incredibly easy to integrate into Veeva. And we talk about quick timescales. So we started working with SpotMe (Onomi) in April and in six months, we’ve now completed that integration piece.”

Andrew Binns, Head of Digital and Innovation, AstraZeneca

3. Cost Savings & Operational Efficiency

By consolidating nine different platforms into a single solution, AstraZeneca UK was able to reduce its vendor costs. AstraZeneca UK also reduced their reliance on third party agencies, giving internal teams more autonomy in managing webinars and their reps high quality signals that made follow-ups more effective.

“It’s all very well saying, Oh, you know, we had 280 HCPs on a webinar, but If someone can say, well, ‘Dr. Nick did this’ and ‘Dr. Pierre asked these sorts of questions,’ that’s really helpful for the [reps]. And for me as a marketer [that] is proper ROI, because that means that we’re starting to prompt people on that.”

“The platform is incredible for interactivity. It’s not just about breakout rooms and polls. This isn’t just a platform to dump a load of slides on. This is a platform for us to engage with customers.  

And that mindset shift within AstraZeneca UK has been absolutely fantastic and is now a core part of our Omnichannel strategy rather than what it was before, which was a siloed piece of work.”

Andrew Binns, Head of Digital and Innovation, AstraZeneca

Watch: Veeva + Onomi Sync App Demo

The Omnichannel Webinar Features that Drove Success for AstraZeneca UK

Real-Time CRM Sync

Onomi’s real-time integration with CRMs such as Veeva and Salesforce eliminates the administrative burden on post-event follow-ups, and instead allows reps and marketing teams to use engagement data to send targeted and personalized follow-ups to webinar attendees. Learn more →

Deep Engagement Tracking

Onomi’s Omnichannel Webinars provide the opportunity to capture rich engagement data, such as poll responses, Q&A participation, content downloads, and session watch time. Capturing this data allows reps and marketing teams to deliver more personalized experiences, which increases the chance of continued HCP engagement. Learn more →

Pre-Webinar Engagement

By providing HCPs and KOLs with the opportunity to review materials and submit questions before the event, Onomi’s Omnichannel Webinar suite gives organizers the tools to increase the registration-to-attendance conversion rates and drive higher engagement. Learn more →

Rep-Enabled Next Best Actions

Onomi’s CRM-first approach to Omnichannel Webinars puts reps at the heart of your webinars, providing them with real-time insights into HCP engagement and the data to optimize follow-ups and next best actions. This allows for immediate and personalized outreach instead of delayed, generic follow-ups. Learn more →

Customizable Registration & Compliance

Onomi is built for life sciences companies, offering a compliance-ready solution that includes HCP verification, localized consent capture, ABPI-compliant job code, PI and AE links, support for custom policies, and a compliance-approval package. Learn more →

On-Demand & Post-Webinar Engagement

Maximizing post-webinar engagement is a breeze with Onomi. Companies can instantly make their webinars available for replay, ensuring that all on-demand engagement is recorded directly to the CRM. Post-event surveys and follow-ups emails can also be automated, streamlining webinar administration and ensuring continued interaction beyond the live session. Learn more →

Interactive, High-Impact Experiences

Webinars don’t need to be passive video sessions. Onomi incorporates real-time engagement tools such as live polling & Q&A, meet-the-expert breakouts, and live translations to create an immersive webinar experience that maximizes HCP engagement. Learn more →

Scalable, Agile Webinar Execution

Onomi’s comprehensive platform is tailored to suit the unique needs of each business, with an expert team that can be used to optimize the platform to your needs. Learn more →

15 of the top 20 life science companies use Onomi’s event platform to create immersive experiences for HCPs