Michael Epps Utley {kind=image/jpg}
In pursuit of brand recognition, sales, and market share, the human side of marketing can get lost in the shuffle. When this happens, strategies go sideways, outcomes miss their mark, connections with target audiences are disrupted, and decision-makers start looking elsewhere.
As digital marketing technologies evolve and AI forces the reconceptualizing of generative and search engine visibility, we can’t lose sight of the fundamentals in marketing: meeting customer needs to achieve our business goals.
One of the most effective ways to establish and maintain a valuable human connection is through webinars. Humans are hardwired for genuine connection and authenticity, and webinars set the stage for just that: human-led thought leadership and brand credibility (the stuff that AI can’t create).
In B2B healthcare marketing, the use of webinars is gaining traction. According to various platform developers, 91% of B2B professionals favor webinars for educational purposes, while approximately 68% of marketers can directly link their webinar efforts to revenue increases.
By offering a powerful combination of high-value content, real-time engagement, and presenter expertise, webinars are one of the best strategies for top-of-funnel demand generation and increased conversions. Reports focusing on 2024 and 2025 data reveal that the average number of webinar attendees grew by 7% in the last year (2024), while conversion rates from attendees to leads reached 47%.
What Are Webinars and Why Do They Work in B2B Healthcare?
Intersecting credibility and human connection in marketing is a well-structured webinar. This is where hosts interact directly with decision-makers, allowing thoughts and ideas to be shared among peers and experts alike, thereby building trust and strengthening relationships.
By addressing current trends, relevant topics, and attendee pain points, and offering insightful, innovative, and actionable solutions, healthcare brands and organizations can quickly position themselves as thought leaders and problem solvers.
Compared to static content, interactive marketing webinars with engaging visuals simplify your subject matter, breaking complex technical, scientific, or regulatory topics into digestible insights that can reach hundreds of stakeholders at once.
Topics such as best practices and clinical updates, policy changes and regulatory compliance, emerging technology trends, crisis management and leadership, IT implementation, and new device launches all become accessible and demystified through mindfully structured digital marketing webinars.
Types of Webinars That Perform Well
The best-performing webinars in the B2B healthcare sector are highly educational and interactive, addressing the needs of healthcare professionals, administrators, and IT departments with TED Talk impact. The most effective B2B webinar formats balance in-depth, specific information with interactive elements that resonate with a professional audience.
Here is a list of webinar types to consider, along with their placement within the sales funnel. This is not a rigid schedule, but a guide to help you plan your webinar strategy.
Top-Of-Funnel Webinars
Wellness and prevention webinars: These sessions provide participants with advice, tips, and insights into actionable preventive care strategies and healthy living.
Patient-oriented webinars: Presentations educate patients about specific conditions, treatment options, or preventive care, building community trust and improving brand reputation. In the B2B sector, these webinars influence buying decisions and provide valuable insights for healthcare professionals through content addressing the patient.
Virtual conferences: These are digital versions of traditional (expensive to attend) healthcare conventions with keynotes, sessions, and networking opportunities. Virtual conferences engage large audiences and establish thought leadership, making them highly effective for awareness building and high-reach lead generation.
Panel discussions: These panels bring together experts to discuss industry trends or hot topics. With perspectives from clinicians, researchers, and policymakers, they can attract a wide audience and increase brand or organizational awareness.
Top-To-Middle-Funnel Webinars
Educational webinars: These events teach professionals about new techniques, treatments, or emerging research findings. They build credibility and help position your organization or brand as a trusted source of innovation.
Policy and regulation updates: Changes in healthcare law or compliance standards can create uncertainty. Webinars that clarify these updates provide timely value, positioning your brand as a knowledgeable partner. Here’s where you can attract prospects in the healthcare provider and administrative segments who need guidance before moving forward.
Middle-Funnel Webinars
Training webinars: Designed to build skills, training sessions offer the latest information in areas like surgical techniques, implementing new products, onboarding staff to new software, and more. By providing insights and expertise, these types of webinars are highly effective in positioning your brand as a leader in professional development.
Q&A sessions: Q&A sessions let participants pose direct questions to experts. This highly interactive format builds trust, clarifies uncertainties, and demonstrates transparency.
Middle-To-Bottom-Funnel Webinars
Product demos and technology walkthroughs: Medical devices, software, or pharmaceutical demos show solutions in action, highlighting benefits in real-world scenarios. Panel members can answer practical questions and address pain points directly, helping decision-makers who may be evaluating their options.
Bottom-Of-Funnel Webinars
Case study presentations: By showcasing real-world outcomes, case study webinars help attendees picture their own success with the solutions your brand or organization offers. This is a highly effective tactic for establishing industry leadership in innovation and best practices.
Best Practices for Effective Webinars
Did you know that over 75% of webinars have fewer than 50 attendees? In webinar terms, this is actually a good thing. You don’t want too many people crowding a webinar. These forums establish connections with audience members in ways conventions could never match, creating an environment conducive to audience interaction.
In planning your webinar, goal-setting is the first step. Decide what you want to achieve and how you will measure outcomes. Ideas for goal setting include lead generation, engagement during the event, audience satisfaction, and even positive shifts in long-term brand perception.
Here are some best practices that separate a successful webinar from one classified as a ‘learning opportunity for next time’:
Choose Relevant, Point-Driven Topics
Choose a timely and compelling topic rooted in your target audience’s pain points, desired outcomes, and general level of knowledge. By delivering on these aspects, you quickly establish thought leadership, industry credibility, and a positive reputation for your brand or organization.
Use Engaging Visuals and Incorporate Storytelling
A variety of compelling graphics, such as infographics, bar charts, timelines, and videos, all help simplify complex data. Weave in authentic, relatable stories of patient journeys or staff experiences to humanize both your brand and your event. Images paired with stories about patient recovery or staff dedication evoke emotion and leave a lasting positive impression.
Incorporate Polls, Q&A, and Live Chat for Interactivity
These best practices drive results by combating audience distraction, engaging those on a time-crunched schedule, and building trust with the skeptics in the audience. This is also a highly effective way of obtaining valuable, actionable data.
Post-Webinar Follow-Up
After your webinar, a timely, segmented, and value-driven approach to moving attendees down the sales funnel is imperative. Just like the power that yesterday’s prompt ‘Thank you’ letter once wielded, your first post-webinar follow-up email should be sent while the event is still fresh in attendees’ minds.
For your ‘Attendee’ segment, your email should provide the replay and resources they’ve already shown interest in while expressing your appreciation for their time and participation. To further your lead gen, include a soft CTA in addition to the link to the webinar recording and other resources presented during the event.
For the ‘No-Show’ segment, try to re-engage interest by sending a link to the replay while summarizing the main topics. A more urgent CTA can be an effective means of securing an exclusive connection with in-market decision-makers.
A multi-email sequence over the following weeks can help nurture leads, build authority, and increase conversions.
Webinars Are Your Marketing Multitaskers
As a high-value, high-engagement strategy or tactic, the benefit of webinars in B2B healthcare marketing is undeniable.
If you need help integrating webinars into your marketing plans, our team is here to help! Connect with the specialists at GoEpps for a webinar event designed to help you achieve your goals. Nurture leads, educate your audiences, build trust, and showcase your expertise with a timely and compelling webinar developed by the digital agency known for outstanding performances.
