Webcast: Connect with doctors and patients in an innovative way

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The relationship with doctors and patients is increasingly stronger in the digital world. With the growth of communication channels , choosing innovative solutions has become the great differentiator to promote a new experience for the target audience and generate brand recognition.

Amidst the different strategies, Webcast emerged : a powerful communication solution, capable of sharing information in a clear and engaging way to engage the public.

But after all, what is Webcast and how to use this trend that guarantees different marketing advantages for healthcare ?

What is Webcast?
Webcast is a combination of the words “web” (internet) and “broadcast” . In other words, it is nothing more than the transmission of audio and video content over the internet.

Unlike traditional videos recorded and made bolivia mobile phone number available online, Webcast allows content to be transmitted in real time, allowing direct interaction with the audience.

Why invest in a Webcast in pharmaceutical marketing?
One of the main advantages of Webcasts is their reach. Through live or non-live broadcasts, pharmaceutical companies can impact patients, physicians, and other HCPs in different ways, expanding the reach of their messages to establish genuine connections with the company.

Furthermore, when live, Webcasts allow for a high level of engagement. This allows the audience to ask questions, participate in polls and interact with participants in real time. This interactivity strengthens the relationship between the pharmaceutical company and the audience, providing a more engaging and personalized experience.

Another great advantage is the ability to measure results . With the right analytics tools, you can track the performance of your webcast by analyzing the number of views, retention time, engagement rate, and other key indicators. These metrics provide strategic data for planning new actions to increase results.

How to use Webcast in health marketing actions ?
In health marketing , Webcast can be used for different strategies, which vary according to the business objectives established by the pharmaceutical company. In general, it can be advantageous for:

Product launch;
Continuing medical education;
Training for health professionals;
Scientific events and virtual conferences;
Disclosure of clinical study results;
Patient support programs;
Disease awareness;
Chat with experts or patients.
What is the difference between Webcast, live and podcast ?
Because it is an audio and video broadcast content, Webcast can be confused with other formats, such as live broadcasts or even podcasts. However, there are specific characteristics that differentiate these broadcast models.

Webcast
Webcasts are audio and video broadcasts over the internet. They usually take place in a studio, with one or more guests, and the broadcast can be live or recorded.

In the live model, the audience can interact with questions, polls and comments in real time. When recorded, it does not allow real-time interactions, but it is possible to review the episode after it is published and interact through comments on the posts. Webcasts can be broadcast on different channels, such as YouTube, portals or on the pharmaceutical company's own website, and made available by episodes.

One of the main goals of the Webcast is to promote dialogues on different topics and allow people to continue sharing this information, even after the broadcast.

Live
Live broadcasts are online and real-time broadcasts of events, conferences or any other content, whether informative or not. It is common to find live broadcasts that take place on social networks, such as Instagram, YouTube, Twitch, but they can also be done on company websites, event platforms or specific tools, such as Zoom.

One of the great features of live streaming is that it creates a sense of urgency in the audience. Since it is a broadcast format that is not always saved on profiles, companies from different segments use it to share first-hand news or exclusive content of the moment.

Podcast
A podcast is an audio content format, usually recorded in episodes and made available on streaming platforms or company-specific online spaces, such as portals. Podcasts are similar to radio programs, but are available on the internet and can be listened to at any time.

In general, the main difference between a webcast , a live broadcast, and a podcast is the way the content is delivered and consumed. Webcasts and live broadcasts are audio and video broadcasts, while podcasts are recorded audio episodes. Each format has its own specific advantages and can be used to achieve different marketing or communication goals.