Global pharma company transforms omnichannel webinar engagement with Onomi

Situation

Effective communication and engagement with HCPs is pivotal in the pharmaceutical industry. Companies frequently use webinars to educate and engage HCPs across markets and therapeutic areas — but managing them efficiently is a significant challenge with disparate tools and high dependency on third-party agencies.

A leading pharmaceutical company approached Onomi to produce exceptional HCP webinars with a compliant solution fully integrated into their CRM.

Challenge

• Fragmented tools — ON24, Zoom, and other tools varied by market, producing inconsistent data and processes
• Low engagement — webinar attendance rates sat at 35%
• Decentralized data — data from the various tools wasn’t actionable and couldn’t be integrated with CRM systems
• Dependence on third-party agencies — roughly 75% of webinars were delivered through third parties, complicating standardization and performance measurement

“Before Onomi, we used other platforms, which were either not customizable or required us to send them materials every time in order to create the right experience for our participants. This created a significant bottleneck as we have strict style guidelines and lots of back and forth with our past platform provider.”

— Associate Director, Digital & Omnichannel Engagement, top 20 pharmaceutical company

Solution

Onomi implemented its omnichannel webinar solution:

• Unified platform — a single, integrated platform for all webinar activities, ensuring consistency across tools and processes
• CRM integration — deep Veeva integration with real-time syncing of engagement and attendance data
• Standardized practices — workflows for pre-event engagement, live interactivity, and post-event follow-up, with optimized templates and email cadences

“Onomi has allowed us to bring this process in house, and we now have complete control over the layout, style, content and much more. We have seen increased demand for our webinars since moving to Onomi, and our audience feedback is always very positive. Consequently, our portfolio of virtual events has grown to match this demand, significantly benefitting our business and stakeholders.”

— Associate Director, Digital & Omnichannel Engagement, top 20 pharmaceutical company

Implementation

• Deep CRM integration — webinar data feeds follow-up and engagement strategies directly from the CRM
• Certification of third-party agencies — local agencies onboarded and certified on the platform, so external partners follow the standardized practices
• Centralized licensing — the license procured centrally, reducing costs for local markets and supporting global deployment and adoption

“From a production perspective, the custom features and functions included in Onomi are extensive and allow us to fine-tune our content across all our different events. Everything can be linked across the platform, dramatically improving the audience experience over other platforms we have used.”

— Associate Director, Digital & Omnichannel Engagement, top 20 pharmaceutical company

Results

• Improved attendance: registrant-to-attendee conversion rose from 35% to 68%
• Consistent performance across markets: one view and one set of performance metrics across all markets and therapeutic areas
• Reduced production costs: a 66% self-service rate for webinars significantly cut event production costs
• Cost efficiency: overall event technology spending down 55%
• Enhanced engagement: standardized KPIs and performance objectives, targeting engagement with 50% of the addressable population annually

Conclusion

Onomi’s omnichannel webinar solution overcame fragmented tools and low engagement. A unified, CRM-integrated platform with standardized practices lifted HCP engagement while delivering significant cost savings and operational efficiency.

Deployment: Omnichannel webinar solution — webinar interactivity, compliance, Veeva CRM integration, insights and reporting, content templates. Company size: 50,000–100,000 employees.