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Blog
Understanding Customer Engagement Over Time
A bonus to hosting virtual events
António Pregueiro, VP, New Offerings, Field Force Operations, IQVIA
Oct 02, 2020

As the adoption of digital communication with customers has rapidly accelerated during the COVID-19 pandemic, webinars and other online events for healthcare professionals (HCPs) have become an ever-growing part of the channel mix. Even as the number of medical conferences fell in 2020, the growth of digital medical meetings continues to soar. IQVIA foresees that their popularity will extend far beyond the health crisis, and we suggest ways that virtual events can actually inform other sales and marketing activities.

Make It a Series

Whether it’s baseball or streaming video content, audiences love a series. And there are plenty of reasons to offer your customers content via an online series, as opposed to disconnected, standalone events. There are, of course, economies of scale to be realized from a series. But, more importantly, when you build content into a series, you’re able to usher your customers along an experiential journey and set up an expectation with them that you are a continuing source of valuable information. This can generate an appeal beyond the event series itself and onto the brand you represent.

IQVIA’s experience has demonstrated that in a series of four events, more than half of customers attending one event will also attend at least one other.

Gain Insights about Your Audience

Any online event should be part of a larger, orchestrated engagement plan, and you should have an expectation around what each element will deliver. There are multiple ways to measure actual performance against that expectation, and the resulting insights can be used both to improve the success of the virtual event series, as well as to direct other sales and marketing activities.

Here are a few measures worth capturing with respect to an online event or series of events:

  • Conversion from registration to attendance. How good are you at getting people to sign up, and then attend? This can be examined by channel to test not only channel preference, but also branding that you may want to use to engage HCPs and sell your products
  • Message resonance. To evaluate the success of different messages, you can easily perform an A/B test with electronic communications. Again, understanding how well messages work to promote events can inform how to promote brands in the near future.
  • Profile registrants. Who is registering... and who isn’t? What can you learn about each group and how you can influence them?
  • Time spent logged in. Live events with HCPs average 50 minutes, so this becomes your baseline. Is your audience staying with you longer? 
  • Interactivity. Who is participating in the Q&A? Taking part in any poll included in the event? Joining chat sessions?

The results of these various measures can be used to assign an overall engagement score to each participant, which can be tracked over time and used to predict each individual’s behavior. How likely is a given HCP to attend your next event? To participate in it? To prescribe your drug? 

Maintaining this analysis throughout the series gives you the opportunity to refine your messaging and frequency of communications.

 

Online events offer an easy way to measure engagement, understand what is driving it, and then draw some conclusions around individual customers – insight that can be passed on to field reps and to marketing for future campaigns. Perhaps you’ll need to approach those with low engagement scores in other ways. Or, perhaps you’ll conclude that you can call on those HCPs with high engagement scores less often.

You may view our webinar, “Remote Engagement: Virtual conferences that promote connection and exchange,” on demand by registering here. Watch for our next webinar recap on the third presentation in our series which will cover tips on how to mimic a live meeting experience with virtual conferences.

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