The Genentech Ophthalmology team sought innovative ways to extend peer-to-peer education about VABYSMO®, the first and only FDA-approved treatment designed to block 2 causes of vision loss, beyond traditional in-person engagements. Recognizing the potential of digital platforms, CMI Media Group’s Paid Social team worked on a plan to pilot a pharma-first branded LinkedIn Live event for VABYSMO, focusing on real world treatment experiences.
The agency’s goals were to increase HCP engagement beyond the confines of physical events, generate awareness of the product's benefits among a targeted audience, and gather exerpience on the effectiveness of LinkedIn Live as a novel educational platform within the pharmaceutical industry. They aimed to achieve a minimum of 10,000 video views and 100 event RSVPs, establishing a benchmark for future LinkedIn Live initiatives.
CMI Media Group’s strategy centered around creating a valuable, accessible, and engaging LinkedIn Live experience for HCPs. They focused on three key phases: pre-event promotion, live event execution, and post-event engagement.
• Pre-Event Promotion: They leveraged LinkedIn Event Ads targeting a curated list of 1st and 3rd party HCP audiences. These ads encouraged joining the upcoming pre-recorded conversation between two prominent HCPs discussing their real-world experiences with VABYSMO, generating anticipation and driving registrations for the live event.
• Live Event Execution: The LinkedIn Live event featured the pre-recorded HCP conversation and included the opportunity to foster interaction with viewers and the HCPs within the comments section. This format allowed for a controlled yet engaging experience, ensuring the delivery of key messages while facilitating the potential for real-time dialogue.
• Post-Event Engagement: To maximize the reach and impact of the content, they continued the campaign beyond the live event in order to extend the content’s life, allowing it to live on-demand on the LinkedIn page for HCPs to view. They continued promoting the recorded video using Event Ads and implemented personalized Conversation Ad messages, directly encouraging HCPs to watch the recording. This strategy ensured continued engagement and provided on-demand access to the valuable content.
The primary challenge was navigating the uncharted territory of a branded LinkedIn Live event within the pharmaceutical industry. They mitigated this by meticulously planning each phase, closely monitoring performance data, and adapting their approach in real-time to optimize engagement. As a first-of-its-kind initiative, CMI Media Group had to establish benchmarks and best practices.
The VABYSMO LinkedIn Live event significantly surpassed CMI Media Group’s initial objectives, demonstrating the platform's potential for HCP engagement. As of January 8th, 2025, the event garnered 28,039 video views, reaching 17,270 unique viewers, and accumulating 217 event RSVPs. These results far exceeded their initial targets, showcasing the effectiveness of their multi-phased strategy. The campaign successfully pioneered a new avenue for HCP engagement within the pharmaceutical industry, providing valuable insights and establishing a benchmark for future LinkedIn Live initiatives. The high number of video views and unique viewers underscores the appetite for accessible, peer-to-peer educational content within the HCP community, validating the effectiveness of this innovative approach.
