Sunday, August 23, 2015

Tired of bad & boring healthcare vendor webinars?

I don’t know about you, but I for one am becoming very tired of attending webinars that for lack of decorum or tack on my part, are frankly, boring. 

All that time spent by the sponsoring organization  developing  the topic and content, PPTs,  marketing slick titles with content learning promises, gaining an audience and then flatness. The speakers show few or any signs of being alive or even excited about the presentation.

Then there is the speaker or speakers attempting to sound professorial as if the attendee is hanging on every word of wisdom to flow from them. Better yet are the slide readers, who are followed by the going over the allotted time resulting in no Q&A. And my personal favorite, 60 minutes of why the company’s solution is the best thing since sliced bread. 

On a separate note, I am writing this as I listen half hardily to several people with a moderator do a preplanned Q&A. It’s as dead as a doorknob.

At least they provided slides which look really interesting but have never been referred to at all.

In an age when executive leadership in hospitals and health systems are looking for solutions to solve incredibly difficult business challenges, thought leadership webinars are a great way to reach that audience and generate Marketing Qualified Leads (MQLs) for becoming Sales Accepted Leads (SALs). 

Even better if one takes the content from the slides and recorded audio to produce a research or issue brief for after-market use. Better yet for the vendor is when webinar sponsorship is by an industry association, is cobranded and marketed, and has one of a client’s senior leaders to co-present.

One can really have the greatest thing since sliced bread but if it is presented in a flat sounding boring webinar, you may have already lost the sale.

Webinar “boringness” usually happens when marketing acquiesces  control of the development of the webinar and allows the content thought leaders do their thing.  Everyone knows that marketing is easy attitude.

Good webinars require marketing leadership and exercise of control. Period, end of discussion.

Now that being said, I am not saying that development of an engaging webinar is a marketing dictatorship. On the contrary, it is a collaborative shared effort where there is a free exchange between all the parties involved to arrive at the best possible product.
And that means people place their egos in the closet and work together, so that the webinar reflects the value proposition, delivers a problem solution orientation and a  way  for solving the business issue and positions the company with the solution as to go to leader. In turn, the webinar should generate MQLs that become SALs to become closed sales driving revenue and growth.

Stop with the boring, professorial sounding, talking head webinars.

Do make them:
  • Topic timely. Engaging. Enlightening. Participatory. Knowledgeable. Rehearsed. Delivered on time and solution focused. Deliver what you promised in the marketing campaign.
  • With plenty of time for Q&A.

  •  Provide slide versions of  War and Peace, less is more.
  • Tell people what they already know.
  • Give a history lesson of healthcare and how we got to where we are today. The audience is smart.  Read from the slides.
  • Thought leadership in webinars is not about what one knows, but the application of that knowledge is a new and different way.

After all, the end result should be sales, revenue and growth. Not boredom, lack of interest and no sale.

For more topics and thought leading discussions like this, join Healthcare Marketing Leaders For Change, a LinkedIn Professional Group.

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