Its custom, so there no pre-fab plan. The world just turned on a dime, and today were going to walk through how you can make that same turn and pivot your marketing. An invitation to participate was circulated through multiple groups on social media, namely, Facebook, WhatsApp, and Telegram. Lets talk real quick about your digital marketing foundation. One such transition has been the move from physical meets and classroom-based programs to online classes and webinars. You can pitch in the webinar, but keep it out of your webinars main topic, and even your landing page for the webinar.

12. A: The best tactic weve found is actually building it through gated resources. How are you measuring all this stuff? What do you actually include? We have a digital marketing retainer that is more of a monthly cadence to help clients hit whatever their goals are. The biggest question right now for marketers is what should I do? And more specifically, what should I pivot? Well, some of these choices have already been made for us. So, lets get into it. The organization that was hosting the webinar was the least important for trainees (10.8%). The median score when asked for overall usefulness of the webinars in general was 8 (inter-quartile range [IQR]: 2). [13,14] Our survey showed that, irrespective of the year of training, trainees found the webinars they attended to be useful from a theoretical knowledge standpoint as well as practical knowledge and surgical learning. Now you have a clear end result. We had plans for lead gen and sales from that and those are gone. You want to use any and all distribution channels youve built, so that could be email, paid ads, website promotion, social media, personal invites, use your network (reach out to other professionals in the business community). Ali SR, Dobbs TD, Whitaker IS. We'll treat your information with the utmost respect; we won't sell it, rent it or let it eat junk food. (on a scale of 1-10, with 1 being least useful and 10 being extremely useful), 10. PLASTA National Webinar Series: A developing model for remote surgical education. You need some sort of webinar software like GoToWebinar, Zoom, or Webex. How would you rate the webinars you attended in terms of enhancing practical knowledge/surgical learning? Is it updated? We do A/B testing with every Vital email and sometimes were surprised with what works best. Ask for people to reply to the emails. Id say thats ground shifting beneath our feet. At Vital we help our clients with a wide range of digital marketing strategies, strategizing and launching webinars is one we love to help with. in Business Administration, How to Create a Webinar: 10-Step Guide + Best Practices, Supporting Data/Approaches/Insights Slides, Actionable Advice Next Steps Slide (that are actually helpful and practical), Social Media Promotion Copywriting + Posting, Paid Advertising Promotion Copywriting + Setup, Website Promotion Copy + Setup (Pop Ups, Announcement Bars, etc. Often times, inadequate bandwidth or due to other connectivity issues, attendees are unable to participate. What are your gated content offerings? In this survey, a total of 768 responses were recorded: even though this is a large number, the authors acknowledge that this does not represent all the ophthalmology trainees in India. Which are the factors that help you in choosing to attend a webinar? Hearing industry leaders speaking on the latest in molecular diagnostics or refractive surgery may not necessarily be useful to the average trainee ophthalmologist, who probably wants to master corneal and retinal drawings or learn how to perform indirect ophthalmoscopy. Q: Any recommendation on how to make a webinar interactive for internal usages, like for a team meeting? You dont need to hit them over the head with a sledgehammer of hire me messaging. Our survey showed that ophthalmology trainees were very receptive to webinars as a mode of knowledge dissemination, and most respondents found them to be useful. Q: How are virtual events or webinars marketed differently than face-to-face meetings? Its either radio silence or everyone talking at the same time without a game plan in place. The choice of topics was the most important factor in choosing to attend a webinar and shorter programs focusing on topics of relevance for ophthalmology residency and case-based approach to learning were preferred by trainees. Then we offer a clear result by the end of this webinar, youll be able to identify which marketing activities to pivot, strategize offers, and get your webinars up and running. Think of your newsletter as a product and market it that way. Put them into a lead nurture campaign thats tailored to the topic of the webinar, so thats sending 3-5 emails to everyone who attended the webinar over the next week or two. This includes changed in structured training programs such as residency and fellowships, as well in other continuing professional development programs for physicians in practice. Ultimately, test subject lines. Q: Whats the ideal length for a webinar? Open rates and clickthrough rates: Look up stats for industry averages.

Webinars tailored to these educational needs of trainee ophthalmologists is essential. Its how can you help and present unique insight. A: We offer webinar production services. They are productized. 8600 Rockville Pike Its prescriptive and diagnostic and we have a full team here for the planning and execution. So, if youre wondering why you should do a webinar, youre in luck. And then what type of unique insight can you offer in that topic? The mean scores of the 1st year, 2nd year, and 3rd year trainees were 7.1, 6.9, and 6.6, respectively. Connectivity issues, audio/voice issues, and the long duration of webinars were some of the problems faced while attending webinars. [3] Several teaching hospitals in the United Kingdom, too, suspended medical and observership students from attending clinical attachments. As people get more and more used to it, it becomes the new normal, so they arent necessarily different. An online survey was sent to trainee ophthalmologists across India through various social media platforms. In India, ophthalmology trainees reported that the pandemic had adversely affected their learning, especially surgical training. In ophthalmology, the World Ophthalmic Congress (previously scheduled to be held in Cape Town, South Africa), the annual conference of the American Academy of Ophthalmology (previously to be held in Las Vegas, USA) and the annual meeting of the American Society of Cataract and Refractive Surgery (to be conducted in Boston, USA) were some of the prominent meetings that went "virtual." Long-term though, its important to remember your digital marketing foundation matters. Weve got urgency right off the bat in the beginning tradeshows and conferences are canceled, marketers are scrambling, thats urgency. Id go back to that framework approach. 15. Anyone can do this. To be clear, unless your webinar is legitimately a demo, your topic should be devoid of all sales pitch nonsense. Is there a benchmark? Youre also going to be more polished and comfortable the second time around so its going to be a good product overall. [5] The most benefitted from these multiple online teaching programs have been residents and fellows who now have access to multiple platforms with global experts available for direct interaction, albeit through a virtual platform. Issues such as internet connectivity and audio problems were also reported by many respondents. When we need to pivot, we can pivot hard and get results out of it. Impact of COVID-19 pandemic on residency and fellowship training programs in Saudi Arabia: A nationwide cross-sectional study. There are also things to do with remarketing ads to stay in front of people. 17. Thats OK. Dont let that stop you. The median response was 7 (IQR: 3). In your opinion, what topics should be covered in future webinars? And thats what everyone should be doing. Thats promoting, marketing, producing, and all the follow-ups. The preparation for this is key. These are all the activities youll need to complete in order to have a successful webinar: It seems like a long list, but Ill let you in on something: We started this webinar project last Thursday. This is how we approach coming up with a compelling offer, and you can reuse these points in email, social media, etc. Nothing. sharing sensitive information, make sure youre on a federal Have we passed the peak? Q: How can you measure success with your webinar?

First, dont lose sight of the Help Without Pitching framework. And we are just trying to be helpful we provided all the tools you need to do a webinar. How many ophthalmology webinars have you attended since the COVID-19 pandemic began? What are you going to go over in the webinar? Learn more

Youre going to get more out of any marketing activity if you have a solid marketing foundation to deploy it from. A survey of ophthalmologists in India indicated that an overwhelming majority (72.5%) were not seeing any nonemergency patients during the COVID-19 lockdown that extended from March to July 2020, with a near-total cessation of elective surgeries. Vital is a digital agency. A lot of people dont have time for longer webinars. Weve been working with 40+ clients in digital marketing retainers for the last 10 years, we know how be successful with these types of projects. Have we passed the peak? reported that 75.7% of the ophthalmology trainees who were surveyed found the webinars being conducted to be useful. Then theres Drifts favorite move. National Library of Medicine He has been a featured speaker at marketing conferences and events such as the University of New Hampshires Digital Marketing Symposium, the UNH Digital Marketing Conference, and New Hampshire UXPA. Compared to seniors, some junior colleagues reported that they were less comfortable with online lectures. Conferences, tradeshows, events are canceled. We are living in unique times right now.

Whatever you offer will be specific to your company. A neurosurgery resident's response to COVID-19: Anything but routine. Hows your SEO? You need to be empathetic, be helpful (even better, be insightful), dont try to make a sale (thats not the webinars job), and make an impression (so viewers want to talk to sales after). Not only were health-care systems overwhelmed with doctors having to care for patients with an unfamiliar illness but also soon nonemergency services in all specialties were also feeling the repercussions. Check out the recorded webinar or the webinar transcription below. In response to these events, major medical meetings and congresses have been cancelled or postponed. Specifically, the most preferred topics were clinical problem-solving (40.9%), clinical examination techniques (21.7%), and basic sciences (15.8%). Our survey shows that, as of now, ophthalmology trainees in India found online teaching programs and webinars to be useful in enhancing their theoretical knowledge and practical skills/surgical learning. A one-way ANOVA was performed to assess if the year of training impacted the reported score. A framework we use here at Vital for topic ideas is the Help Without Pitching framework. This is an open access journal, and articles are distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 License, which allows others to remix, tweak, and build upon the work non-commercially, as long as appropriate credit is given and the new creations are licensed under the identical terms. [6] The use of social media platforms to promote and screen the webinars has also contributed to the popularity of webinars. Distribution of the respondents based on their year of training. This is great but weve found that overall, newsletter sign-ups come from gated resources. (on a scale of 1-10, with 1 being least useful and 10 being extremely useful), 8. In response, 73.7% of the surveyed trainees wanted more webinars that were more reflective of their residency curriculum, followed by subspecialty webinars (20.2%). Balhareth A, AlDuhileb MA, Aldulaijan FA, Aldossary MY. The site is secure. Getting through spam filters is always tricky. This is being forced on me and I need to make a better decision. Speakers should be mindful of the fact that nearly 60% of the surveyed ophthalmologists viewed the webinars on the mobile phone screens. Its time to be helpful. The responses were tabulated and analyzed. Thats it, thanks for your time today, I hope you all found this helpful and that youre now feeling empowered and fired up to pivot your marketing and start kicking off your own webinars! (you may choose more than one). If you havent done webinars before, how are you going to practically do one? Clinical problem-solving (40.9%), clinical examination techniques (21.7%), and basic sciences (15.8%) were the specific areas of interest for trainee ophthalmologists. Those are the services at a higher level. First, the webinar recording email. If you want to produce high-quality webinars and videos to feature on your website and use for digital marketing, were your agency. This information can be used by administration and educational authorities and regulatory societies to tailor webinars that are able to deliver learning to trainees, successfully. There was a significant effect of the year training on the reported utility of the webinars in preparing manuscripts, research projects, and theses at the P < 0.05 level (F = 3.392; P = 0.03). ), Heres the Recording Email (Post-Webinar), Add On-Demand Webinar to Your Resource Center, Add CTAs for Your New On-Demand Webinar to Relevant Pages. Have a game plan before you dive in and a small number of people you will interact with during it so you have momentum going into it. Get people involved early on so once you have the meeting, you can throw it back to different people. government site. Bethesda, MD 20894, Web Policies Administrators and educational institutes should tailor online teaching programs as per the needs and preferences of the residents. If you need a website built, were your agency. This is more the case for nonemergency branches, not directly involved in COVID-19 patient care. Once people have self-qualified with the topic, you want to increase the odds theyll sign up by providing an outline of points youll hit that really pushes the visitor or viewer over the edge in their decision thats stacking the deck. Even if we give you all the steps and tools to do this on your own, people might not have the time to do it. In fact, nearly two-thirds of the respondents felt that there was 50% or more reduction in their surgical training.

In large teaching hospitals across the globe, students and faculty are being additionally tasked with COVID-19 rotations. Classrooms in medical colleges and universities have shifted online. We should ask how we can help solve the buyers problems. Students have also reported that lack of interaction with the teacher and lesser in-depth group discussion for clarification as drawbacks of e-teaching program.[21]. Were going to fill it with valuable ideas and frameworks you can use for your own webinar strategy. Careers. Then you need to write a compelling offer.

The median was 8 (IQR: 2). The first step should be assessing the problem to obtain feedback from trainee ophthalmologists that can help in identifying specific areas of teaching/topics that would be helpful. What does that do? Leave a little room for Q&A at the end of it. A: Weve done this with clients a few times. The landing page was where we worked out the idea for the webinar and the overall outline. Further questions were answered using a 1-10 Likert scale (1: least useful and 10: extremely useful). 5. Marketers may be in crisis-mode right now, but the benefits of webinars present a new tactical opportunity. We recently recorded a webinar to discuss this opportunity, and offer tips for creating, promoting, and running your very own webinar! The respondents were asked to score the utility of the webinars toward writing manuscripts, research projects, and theses. We work with them to come up with a custom plan of marketing tactics. In addition, the trainees' self-reported stress levels were higher than normal. The objective of the study was to assess the perceived utility and the impact of web-based teaching programs being conducted following the COVID-19 pandemic. You can also use an external microphone if youre feeling fancy, but you dont really need it. Weve done this a few times and been very pleased with the attendees. With tradeshows, conferences, and events canceled for just about everyone, the new coronavirus COVID-19 is forcing businesses everywhere to pivot many of their marketing plans and strategies overnight. The COVID-19 plastic surgery webinar pandemic. A: You wouldnt necessarily market a face-to-face meeting, but I see where theyre going with this. I like my webinars to be between 30 and 45 minutes. Thats not the job of the deck. The [17], While webinars allow the convenience of remote teaching and accessibility, one of the criticisms is the sheer number of webinars being conducted simultaneously. Given that there were numerous webinars being held every day and multiple simultaneous webinars being conducted over the weekend, the respondents were asked what they felt about the number of webinars currently being conducted. Classrooms, coronavirus, e-learning, fellowship, residency training, virtual classrooms. People can connect the dots. Figueroa F, Figueroa D, Calvo-Mena R, Narvaez F, Medina N, Prieto J. Orthopedic surgery residents' perception of online education in their programs during the COVID-19 pandemic: Should it be maintained after the crisis? The number of prior webinars attended, the gender of the trainee, and the year of training had no statistically significant impact on any of these scores. Navia A, Berner JE, Pereira N, Reisses D, Rakhorst H, Cuadra A.

What you should strive for is something better than your baseline. Everyone will have different metrics. Majority of respondents (52.2%) felt that the ideal duration for webinars was 1 hour or less. The number of webinars being conducted is adequate. The respondents were asked what issues/problems faced while viewing webinars; they had the option to select more than one option [Figure 2]. Q: Is there a best practice in developing a subject line that is eye-catching but also gets through spam filters? Dharini, Kumar S, More A, Harikar M. The impact of COVID-19 and lockdown on plastic surgery training and practice in India. Go through the framework we went over earlier and apply it to your newsletter. And theyve built a company around it. [4] Similar findings were reported by Balhareth et al., who surveyed residents and fellows across all specialties: 84.6% of them reported a reduction in training activities due to the pandemic. Srivastava V, Pandey P, Tiwari P, Patel S, Ansari MA, Shukla VK. That means we can help you produce your webinar. Everyone has a CTA at the bottom of their website that asks visitors to subscribe to their newsletter. These people were attendees. [20] Multiple studies have shown that accessibility, flexibility, and increased interactivity with co-participants and communication in a coordinated manner are key to student satisfaction when it comes to online learning. With regard to the content of the webinar itself, the respondents indicated that long duration of lectures was an issue they would like addressed (25.8%). The median score when asked about the utility of the webinar programs in acquiring skills for writing research papers/thesis was 7 (IQR: 3). Now that everyone is working remotely, they are very similar. The respondents were asked about their preferred device for viewing webinars and 450/768 (58.7%) indicated that they were attending the webinars through their mobile phones. SEO Strategy (Search Engine Optimization), Vitalian | Brand Messaging & Shaking Hands w/ Prince Charles, 12 Digital Marketing Trends to Help Higher Education Differentiate their Programs in 2022, the University of New Hampshires Digital Marketing Symposium, University of New Hampshire with a B.S. If the sales teams says theyre bad quality leads, it might just mean the topic of the webinar didnt represent the right type of qualified leads. It doubles your promotion and distribution channels and basically you get 2x the promotion out of it, without having to do 2x the work. The new PMC design is here! People are going to resist heavy-handed messaging and it comes off as insincere. Trainees were asked the type of webinars that they would see more of, in future. The https:// ensures that you are connecting to the

Your first webinar might not be a home run. The median response when asked about utility of webinars in enhancing theoretical knowledge was 8 (IQR: 2) and the median for utility of webinar-based teaching programs in enhancing practical knowledge/surgical learning was also 8 (IQR: 2). Filled with useful tips, tools and tricks of the trade its free to download right here. The ease of logistics and the economical nature of webinars vis--vis physical meetings/conferences have led to a "pandemic of webinars. You might already have software you use for conference calls, so see what their webinar offers are like. Thats the whole pitch. Heres a basic outline for the types of slides youll need in your deck: Lets start tying all of this stuff together. [7] Furthermore, in spite of such a high number of webinars being conducted, our results show that 489/768 (67.7%) had attended 10 webinars over the past few months. Especially right now. If we look at the landing page that everyone signed up for here, what do we see? When they give up early, they never end up building up or getting to where they could. We sent the first email promoting this two days ago and 250 people registered for it. Additionally, Chris has been featured as a guest speaker in multiple marketing classes at the University of New Hampshire. Respondents had the option of adding their names and e-mail addresses. In response, 49.5% indicated that the number of webinars taking place was adequate. (on a scale of 1-10, with 1 being least useful and 10 being extremely useful), 7. Received 2021 Mar 17; Revised 2021 May 28; Accepted 2021 May 29. And then you want to throw in urgency. (on a scale of 1-10, with 1 being extremely dissatisfied and 10 being extremely satisfied), 11. We can measure the outcome of attendees and include those numbers in reports. Q: What does your firm specifically offer in relation to this webinar? Drift does it a lot. We need to pivot some marketing activities quickly in order to get results. Perception and experience of academic Jordanian ophthalmologists with E-Learning for undergraduate course during the COVID-19 pandemic. Its not one-size-fits-all, so we assess each persons audience differently. Webinars and online conferences have multiple advantages: nonexistent venue and traveling costs for faculty and audience go a long way in reducing the carbon footprint in addition to giving participants the flexibility of accessing talks at their own convenience. Post hoc feedback should also be actively sought in order to fine-tune subsequent webinars. An official website of the United States government. A very small proportion (0.06%) used desktop computers. How is your website performance? We also believe our survey highlights important issues such as the ideal duration of webinars, the preferred topics, and the issues faced by students while attending webinars. As a result, the biggest area of concern is the disruption of structured curriculum-based classroom and clinical teaching for training ophthalmologists, which needs to be addressed.

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