New ON24 Report Reveals Significant Increase in HCP Engagement as Digital Transformation Accelerates for Life Sciences Industry
09 Abril 2024 - 7:00AM
Business Wire
Based on analysis of thousands of ON24-powered
experiences, ON24 announces life sciences benchmarks to help
enterprises increase HCP education and results
Today, ON24 (NYSE: ONTF), a leading intelligent engagement
platform for B2B sales and marketing, announced the release of its
“2024 Life Sciences Digital Engagement Benchmarks Report,”
revealing key digital engagement trends for go-to-market teams in
the pharmaceutical, biotechnology and medical device industries,
offering strategic guidance on how to increase engagement with
health care professionals (HCPs) to ultimately drive product
adoption and increase business results.
After analyzing interactions from thousands of life sciences
webinars and content experiences in 2023, the report concluded that
personalization has the biggest impact on elevating HCP engagement.
In fact, life sciences companies have seen a 22% increase in
engagement with calls-to-actions (CTAs) since 2022, and more than
double that growth rate when CTAs are personalized. This
significant growth in HCP engagement demonstrates the impact that
omnichannel marketing strategies are having on life sciences brand
awareness and product adoption as more HCPs interact through
digital channels.
"Today, HCPs are increasingly digitally-savvy and expect life
sciences brands to deliver a customer-first digital experience,”
says Callan Young, CMO, ON24. “Our research demonstrates that the
life sciences companies prioritizing omnichannel commercial
strategies, AI-powered innovation and personalized experiences have
the potential to outperform their competitors and lead the industry
now and moving forward.”
As digital engagement continues to accelerate year-over-year,
the report has identified the following shifts:
- HCP preference for digital interactions continues to
surge – The average number of unique interactions per attendee
increased by nearly 30% since 2021, almost 10 percentage points
higher than the global average.
- Personalization is key for increasing HCP education and
adoption - Personalized CTAs have grown by 91% YoY.
- The rate of virtual peer-to-peer engagement is accelerating
- Breakout room attendance increased by 4X, surpassing the
growth of other industries by more than 40%.
- Continuing medical education (CME) in digital formats is
rising - The number of digital certificates per attendee issued
in 2023 increased by 54%, higher than the 21% annual increase seen
across all industries.
- HCPs and patients are increasing on-demand content
consumption, increasing the need for generative AI - Engagement
with on-demand webinars increased by 17% YoY while videos increased
by 33% YoY.
To get more insights, download the complete 2024 Life Sciences
Digital Engagement Benchmarks Report here.
About ON24
ON24 is on a mission to help businesses bring their go-to-market
strategy into the AI era and drive cost-effective revenue growth.
Through its leading intelligent engagement platform, ON24 enables
customers to combine best-in-class experiences with personalization
and content, to capture and act on connected insights at scale.
ON24 provides industry-leading companies, including 3 of the 5
largest global technology companies, 3 of the 5 top global asset
management firms, 3 of the 5 largest global healthcare companies
and 3 of the 5 largest global industrial companies, with a valuable
source of first-party data to drive sales and marketing innovation,
improve efficiency and increase business results. Headquartered in
San Francisco, ON24 has offices globally in North America, EMEA and
APAC. For more information, visit www.ON24.com.
Forward-Looking Statements
This document contains “forward-looking statements” under
applicable securities laws. In some cases, such statements can be
identified by words such as: “expect,” “convert,” “believe,”
“plan,” “future,” “may,” “should,” “will,” and similar references
to future periods. Forward-looking statements include express or
implied statements regarding our ability to achieve our business
strategies, growth, or other future events or conditions. Such
statements are based on our current beliefs, expectations, and
assumptions about future events or conditions, which are subject to
inherent risks and uncertainties, including the risks and
uncertainties discussed in the filings we make from time to time
with the Securities and Exchange Commission. Actual results may
differ materially from those indicated in forward-looking
statements, and you should not place undue reliance on them. All
statements herein are based only on information currently available
to us and speak only as of the date hereof. Except as required by
law, we undertake no obligation to update any such statement.
© 2024 ON24, Inc. All rights reserved. ON24 and the ON24 logo
are trademarks owned by ON24, Inc., and are registered in the
United States Patent and Trademark Office and in other
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version on businesswire.com: https://www.businesswire.com/news/home/20240409046704/en/
Media: Tessa Barron press@on24.com
Investor: Lauren Sloane, The Blueshirt Group for ON24
investorrelations@on24.com
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