Perfecting Scientific Webinars for Lead Generation

Andy Henton Martin Hess Creative Director, Business Manager, InsideScientific InsideScientific InsideScientific is an online environment rich with information for life science researchers.

Resources include educational webinars, workshops and training programs, laboratory protocols, application notes and more. Our mission is to augment scientific discovery by facilitating and continually improving the exchange of scientific information.

To learn more about our services, visit www.insidescientific.com/isc-marketing To view the recording of this webinar, click here A long time ago, “we met in 2006, when trade show floors were still buzzing. But as at a trade show scientists turned to the internet for product information, far, far away…. conferences started to yield less than ideal results for lead generation and (okay… it was only Orlando) nurturing…” “There must be a “…recognizing that trade shows were still a better way, where we cornerstone of our marketing strategy, we can control the time, were seeking a complimentary platform place and quality of whereby we were in information control of the time, the information that was exchange” exchanged and the interaction process.” Why 1. BECAUSE THEY COMPLIMENT TRADE- Webinars? SHOWS!!! 2. The format follows how researchers discuss and share their science… they present to one another, listen, and learn from their peers (that includes you by the way) 3. You are in control of the topics, objectives, date, time, and duration of the discussion

4. They have no geographical boundries 5. They are not a single “touch-point” What are • Phone call Touchpoints? • Email thread • Meeting (trade-show, on-site) • Product demonstration • Presentation (live or virtual) • Content consumption • Application Notes, Technical Guides, Videos, FAQ… Audience Poll: How do you currently capture leads? Audience Poll: How many touchpoints are typically required to make a sale? The Big 5 in Webinar Planning

We asked ourselves…

“if we are going to help people run great webinars for lead generation, what are the important areas to focus on?” then we continued… 1. Objective-Based It got bigger… Strategy generate mind-maps at bubbl.us The Big 5 in Webinar Planning

The Who?

Scientists are most valuable to you when they focus on research APPLICATIONS. 2. Content: Who, What and How

The Who?

InsideTip: Bring big numbers by focusing on broad subjects within your specific area of science.

Example: Join this webinar to hear Dr. Smith explain why “X” measurement is essential to studying “Y” disease… 2. Content: Who, // Case Study // What and How

Pressure-Volume Catheter Calibrations “…Dr. Dimitrios “Jim” and Experimental Design Georgakopoulos — an expert in the View this theory, history and application of Webinar ventricular pressure-volume science — discusses pressure-volume technology, the importance of resistivity and parallel volume calibration, and how experimental conditions can (and should) influence your approach... Key topics covered in this webinar will include designing a successful PV Loop experiment with the end in mind, and identifying markers for quality and reliable pressure-volume data…” 2. Content: Who, What and How The Who? The Who?

Your staff, including product managers, engineers and sales staff, are most valuable to you when they focus on PRODUCT awareness. 2. Content: Who, What and How

The Who?

InsideTip: Bring big numbers by focusing on how to help your prospects, and customers, do better science.

Example: Join this webinar to hear experts from company “X” show how to properly acquire “Y” measurements and optimize lab throughput. 2. Content: Who, // Case Study // What and How

Implantable Infusion Pumps “…discussion will focus on clarifying the most View this Webinar common misconceptions circulating within the research community about implantable infusion pumps… This information will help researchers make more informed decisions when choosing the most appropriate dosing method for their study…” 2. Content: Who, What and How

The What?

BE A PROBLEM SOLVER! Identify common challenges, [if possible, regardless of the technology a scientist is using], and promise to deliver answers!. 2. Content: Who, What and How

The What?

JUST ASK! Simple ways to identify these “challenges” include online surveys, asking sales and support staff (they are in touch with your clients), and reviewing your FAQ and support docs. 2. Content: Who, What and How

The How? Go heavy on images, graphs and charts that support your message. Use video for product set up, operation, and data acquisition. Show live analysis, data processing and interpretation. A don’t forget… tell a story! 2. Content: Who, // Case Study // What and How

24/7 Automated Behavior Tracking “…Dr. Will Redfern and Dr. Sara Wells discuss 24/7 monitoring of group-housed rodents in their true IVC racked home cage environment for safety pharmacology and phenotyping applications.. Key topics will include the value of studying mice during the dark View this period when they are most active, Webinar the importance of monitoring rodents in their group-housed social environment, integrating technology with IVC cage racks, and animal welfare (3Rs): less surgery, fewer animals, more data. Adapted from Redfern WS et al. SOT 2011

‘Nonclinical’ Phase I Phase I-III Phase III / MKTG Post-Marketing Post-Marketing Phase   

Information: Causes of attrition Serious ADRs Causes of attrition ADRs on label Serious ADRs Withdrawal from sale

Stevens & Baker Source: Car (2006) Sibille et al. (1998) Olson et al. (2000) BioPrint® (2006) Budnitz et al. (2006) (2008)

Sample size: 88 CDs stopped 1,015 subjects 82 CDs stopped 1,138 drugs 21,298 patients 47 drugs

Cardiovascular: 27% 9% 21% 36% 15% 45% Hepatotoxicity: 8% 7% 21% 13% 0% 32% Haematology/BM: 7% 2% 4% 16% 10% 9% NERVOUS SYSTEM 14% 28% 21% 67% 39% 2% Immunotox; photosensitivity: 7% 16% 11% 25% 34% 2% Gastrointestinal: 3% 23% 5% 67% 14% 2% Reprotox: 13% 0% 1% 10% 0% 2% Musculoskeletal: 4% 0% 1% 28% 3% 2% Respiratory: 2% 0% 0% 32% 8% 2% Renal: 2% 0% 9% 19% 2% 0% Genetic tox: 5% 0% 0% 0% 0% 0% Carcinogenicity: 3% 0% 0% 1% 0% 0% Other: 0% 0% 4% 16% 2% 2% The various toxicity domains have been ranked first by contribution to products 0% 1-9% 10-19% >20% withdrawn from sale, then by attrition during clinical development. Features of the home cage 24 h monitoring system

VIDEO CAPTURE Infrared lighting panel • High quality video capture for manual analysis by expert Side-view • Automated analysis of video camera common behaviours by behavioural recognition software (Part of) cage rack • Additional behaviours can be annotated for training the software Mini-computer and power supply IVC home cage Baseplate RFID chip reader (under home cage) Manual analysis of behaviours in a single rat over 22 h Performed as part of behavioural annotation of video Effects of single-housing on subcutaneous temperature

• Decrease in subcutaneous temperature Single vs. Group Housed Rats immediately upon housing singly after being housed in groups of 3

• Possible causes: group housing or rats enables intermittent ‘huddling’ with two cage mates, and may achieve a higher ambient temperature (with two additional rats generating heat)

• Illustrates just one of several physiological stressors associated with single housing (not to mention the psychological stressors). The Big 5 in Webinar Planning

1. Objective-Based Strategy 2. Content: Who, What and How 3. Registration & Attendance Strategy 4. Market Intelligence 5. Post Webinar Plan: Content Creation, Personas, and Action! 3. Registration & Attendance Single Email Engagement Trend Email 1: 4-5 Weeks Out Registration 4800 EMAIL IS KING. You need the means to reach a large audience. If you don’t 15% have the numbers, 720 15% 40% outsource! 108 43

Target List Opens Click-thru Registration 3. Registration & Attendance Single Email Engagement Trend Email 4: 7 Days Out 4600 200 registrants Registration confirmed… your list is now Approximately 25% of the smaller! total audience will register more than 3 weeks out. The rest pile in at the end, with click-thru and registration % increasing as the event 15% draws closer. 690 18% 50% InsideTip: start large, start 124 62 early, and simplify the

Target List Opens Click-thru Registration registration form. 3. Registration & Attendance

Driving Attendance

Not everyone is going to show up… that’s okay. There are a few key things that will increase live attendance… 1. Reduce Obstacles. Make it as easy to get online and participate 3. Registration & Attendance

Driving Attendance

Not everyone is going to show up… that’s okay. There are a few key things that will increase live attendance… 2. Get personal. Have sales & service reps send direct invites to your top prospects 3. Registration & Attendance

Driving Attendance

Not everyone is going to show up… that’s okay. There are a few key things that will increase live attendance… 3. Highlight benefits of the live session (think polls, engagement, live Q&A) The Big 5 in Webinar Planning

Lead Classification

It is incredibly important to leverage each engagement opportunity to collect the information you need. 1. Registration Form InsideTip: ask open ended questions about the challenges they face 4. Market Intelligence

Lead Classification

It is incredibly important to leverage each engagement opportunity to collect the information you need. 2. Polling InsideTip: ask your “Lead qualification” type questions early 4. Market Intelligence

Lead Classification

It is incredibly important to leverage each engagement opportunity to collect the information you need. 3. Survey InsideTip: create a strategy for delivering poll and survey questions to on- demand viewers The Big 5 in Webinar Planning

Content Creation

Starting with the end in-mind, identify the types of collateral that will permit you to collect leads on-demand. InsideTip: cut chapters of your full webinar, and transcribe the content (voice-over) in different languages 5. Post Webinar Plan

Personas

Create buying personas for your leads so they can be properly classified, and receive tailored follow up. InsideTip: use data from your master report to assign buying personas (A, B, C). Now import into your CRM. 5. Post Webinar Plan

Action!

Develop a post-webinar game plan, and ACT ON IT. This is often where most fall short. InsideTip: plan your post- webinar activity just like your pre-webinar map. Define and allocate tasks, apply deadlines, and track touchpoints InsideTips

• BRING BIG NUMBERS by • INCREASE ATTENDANCE rate • CREATE POST-WEBINAR focusing on broad subjects by removing obstacles, getting CONTENT where one piece within your area of science, and personal during registration, and supports creation of another. how you can help researchers providing exclusive content or Cut chapters of your full do better science. interaction during the live event. webinar, and transcribe the content (voice-over) in • BE A PROBLEM SOLVER! ASK • MARKET INTELLIGENCE begins different languages your prospects and staff where at the registration form. Ask the major pain points are – run open ended questions about the • CREATE BUYER PERSONAS, your webinar on these subjects. challenges they face, and and use the data from your include fields that will help you master report to assign buying • SHOW & TELL. Use engaging assign a “buying persona” media including charts, graphs, personas (A, B, C). Now import images and video • POLL EARLY, and ask your lead into your CRM. qualifying questions first • EMAIL IS KING. start large, early, • PLAN YOUR POST-WEBINAR and simplify the registration • Have an ON-DEMAND POLL & ACTIVITY. Define and allocate form (without compromising SURVEY collection (this will tasks, apply deadlines, and market intelligence) apply to 50% of your leads) track touchpoints. For more information on planning successful life science webinars that deliver results, please contact us!

Andy Henton Martin Hess Creative Director, Business Manager, InsideScientific InsideScientific [email protected] [email protected]