After years of pandemic-related caution, patients are finally catching up on delayed appointments and regular check-ups. Yet one particular group is still neglecting potentially life-saving preventative care—women.
A recent Healthgrades study revealed that many women continue to focus on being household healthcare advocates for their loved ones—but not for themselves. In fact, 55% of women reported postponing or skipping a health screening or annual exam in the past year.
This roundtable discussion highlighted what hospital marketers can do to help women overcome healthcare roadblocks, find the right care, and encourage them to better prioritize their well-being. Healthgrades advertising solutions can attract new patients and connect them to care.
Objective
This webinar served as opportunity for Healthgrades to promote our clients and ourselves as thought leaders. Our goal was to showcase Healthgrades’ original research, build on our overarching Women’s Health theme, and generate leads for our health systems advertising product.
My Role
Campaign Planning
Project Management
Client Outreach
Email and Social Strategy
Presentation Abstract
Webinar Production
Process & Solution
- This industry panel was aimed at a B2B audience. We targeted health systems marketers who were interested in learning more about “post pandemic” trends in women’s healthcare and gaining key takeaways for their marketing strategies.
- Featured panelists were selected from three of Healthgrades’ advertising partner organizations: University of Maryland Medical System, Premier Health, and Virtua Health. By collaborating with clients, we maintained a conversational tone and amplified our reach.
- We promoted the event on Healthgrades’ LinkedIn and Twitter channels—and via an Eloqua drip campaign and our email newsletter.
- The webinar was made available on-demand after the live event concluded.
Email Marketing
Six promotional emails were sent ahead of the roundtable, and we continued to promote the webinar with “in case you missed it” messaging after the live event concluded.
Webinar Production
Results
For reporting purposes, I removed contacts from Healthgrades, Virtua, Premier, and UMMS from the registration list. We had 164 registrants for the event, and an excellent Show Rate, even after removing 20+ Healthgrades- and panelist-affiliated attendees:
- Registrants: 164
- Live Attendance: 79
- Registrant Show Rate: 48.2%
- Industry Benchmark for Show Rate: 35%
Attendee interest in the content presented was high! The webinar was just under 45 minutes long, with the following attendee stick rates:
- 87% of attendees watched 50% or more
- 76% of attendees watched 75% or more
- 65% of attendees watched 90% or more
Key insights, video clips, paid social promotion, and emails generated additional views and lead-gen form fills after the live event concluded.
Audrey Keller 