In an increasingly digitalised world, pharma companies are having to reconsider their communication strategies. Some, such as Swiss giant Roche, are turning to online webinars to better engage with healthcare practitioners (HCPs) across the globe.
Today’s doctors are time-crunched and digital-savvy, and they want targeted and relevant communication solutions that fit their lifestyles
Fierce Markets
On Thursday March 28th, 2019 at 15:00 GMT, PharmaBoardroom and ON24 will host the webinar: ‘How Roche Uses Webinars to Pioneer Cancer Diagnostics’. Click here to register and learn how Roche uses its webinars to save time, money and provide better patient treatment.
As Fierce Markets has reported, “Reaching doctors today with traditional marketing materials and programs is more challenging than ever. For pharma reps, the days of in-person sales calls and free lunch seminars are dwindling. Today’s doctors are time-crunched and digital-savvy, and they want targeted and relevant communication solutions that fit their lifestyles.”
Additionally, with HCPs not necessarily concentrated in developed urban centres, virtual solutions are ever more vital to ensuring even patients in remote areas have access to the latest technologies, administered properly.
Bridging the Gap?
Online webinars – whereby a company can introduce best practices to HCPs to ensure patients are diagnosed and treated optimally – are emerging as an important method of bridging the gap between experts and healthcare professionals. Roche, pharma’s biggest investor in R&D and with over 94,000 employees worldwide, is looking to webinars to educate and train physicians on the latest innovations in cancer diagnostics.
In a statement, Roche said that, for a small team covering 50 countries, webinars provide the perfect medium to connect with difficult-to-reach physicians across the globe in an engaging, informative way.
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“We’re seeing more life sciences companies turn to webinars to engage with healthcare providers. Viewers like the ability to create their own personalized interaction with the content,” says Don Lewis, senior director of life sciences at ON24, a San Francisco-headquartered webinar solution provider that has been working with Roche. “On the back end, marketers can use data and analytics to gauge individual levels of engagement during after a webinar and provide that information to our clients for additional sales and marketing uses,” he continues.
The goal is to change the landscape of patient treatments to optimize their outcomes
Gilles Erb, Roche
Gilles Erb, Roche’s scientific affairs lead for breast, gastric and colorectal cancer in the EMEA and LATAM regions, adds, “The goal is to change the landscape of patient treatments to optimize their outcomes. We are educating HCPs and, with ON24 as a communication channel, we can reach many, many countries.”
Success Stories
Roche and ON24’s partnership has already reaped considerable rewards. The five webinars that Roche has hosted so far have seen over 650 registrations and 450 HCP attendees from 30 different countries. Attendees have reported 80 percent satisfaction and 95 percent would recommend the sessions, while 76 percent planned to change their practice based on what they learned in the webinar.
Clinical outcomes have also improved. In a presentation, Erb notes that – thanks in part to greater communication and collaboration with HCPs in Africa – the whole landscape for breast cancer patients across the continent has shifted. Time to diagnosis has dropped dramatically from 24 to three weeks and access to targeted therapies has increased from less than one percent to 15 percent.
On Thursday March 28th, 2019 at 15:00 GMT, PharmaBoardroom and ON24 will host the webinar: ‘How Roche Uses Webinars to Pioneer Cancer Diagnostics’. Click here to register and learn how Roche uses its webinars to save time, money and provide better patient treatment.
