Hello, and welcome to today's webinar, where we are going to be unveiling the results of the 2025 Life Sciences Digital Engagement Benchmarks. My name is Mark Bornstein. I am the Vice President of Marketing here at ON24. I want to thank all of you for joining today. Really excited to share all of this interesting data with you. Before we get started, a few housekeeping notes. The ON24 experience that you're in right now can be completely customized. You can move windows around, make the slide window bigger if you want. We also have lots of different ways in which you can engage in this experience. That is going to come up in a little bit. You can submit questions to me. I'll try to take those questions throughout, not just at the end. We've also got lots of content that you can download. Yes, you can download a copy of the full Life Sciences report from the resources box somewhere in there. We also have some other complimentary content. I know there is a lookbook: 17 Digital Experiences that Drive Omnichannel Engagement. A lot of great examples if you want to see what really good digital experiences look like. We have some other upcoming webinars that you can sign up for or go binge on on demand as well. Lots that you can do. Let's jump into today's presentation. First of all, a note about what this report is. We have been doing our Digital Engagement Benchmarks for a long time. We are marketers. We all know when you see somebody's got a new survey or a new report coming out, we kind of wonder what that means. You know, you can go to one of those services and get like 50 people to respond to a survey and then say, "Hey, I've got new data." This is not that. We looked at an entire year's worth of data across the entirety of 2024, looking at life sciences companies, everything from pharma companies, big pharma, small pharma, to medical device companies, you know, different HCP types, you name it, and across all theaters. It is a lot of data. This is data that you can trust. We're going to be focusing, obviously, on webinars and other related digital experiences, but it is a lot of data. It's really useful. I think you're going to find, you know, what I'm going to try to do is I'll deliver the benchmarks to you, but I will also try to provide context for what they mean and some best practices to sort of go along with it, to try to make sure that, you know, you don't just see a number and go, "Okay, what am I supposed to do with that?" We'll actually talk about what does that mean in the future, because I do think the future of life sciences is changing and how we market to HCPs is changing. Why are benchmarks so important? Look, we're marketers. We get inputs all the time. There's all kinds of themes always flying around. Let's be honest, data is where the truth is. Benchmarks tell us what's real and what's not real, what works, what doesn't work. We need to continuously measure and improve ROI. If we're going to be really smart about digital engagement moving into 2025, 2026, we need to get better at this. Really doubling down on what works is going to be important. There are a million different trends, but which are the ones that are delivering on their promise? I'm going to be highlighting two trends today in particular, really three, that I think sort of forecast the future of where we are going. What I've done is I've broken these benchmarks into a few key areas. The first one is a very high-level bucket, but I call them the generalized engagement benchmarks, where we just looked at how digital experiences were performing. In the life sciences category, wow, it has been so interesting to look at the data. For one thing, we saw the average number of attendees up 22% year over year to about 211. That is huge. That is huge. Now, there are a lot of different types of events in the study. You know, some pull back. Like, obviously, if you're doing peer-to-peer, you know, experiences where it's just one-to-one or one-to-a-few, that's going to drag that number down. Also, a lot of companies are delivering, you know, huge events to sometimes thousands of people. It pulls the number up and down. The fact of the matter is we are seeing audiences grow. I think that is important. I think what that says is that HCPs are increasingly very selective with their time. The days of sending them a long report to read are maybe, I don't know, not coming to an end, but they're fairly limited. Especially when you're trying to, you know, to reach out to doctors and other practitioners who have a very limited amount of time, they are looking to log on to an experience and get all the information they need in an hour or a half hour. Whatever surrounding content that they might need needs to be all in that single experience. I think that's really encouraging. Excuse me. The other thing is the average duration for a webinar is still about an hour. It's 52 minutes right now. Again, that number gets dragged down a little bit because, you know, there are a lot of events that are only run for 30 minutes. The fact that audiences are staying tuned in for such a long period of time, I think, tells a lot, right? It means that this is where they are coming for information. It means that they are willing to stay with you as long as you've got valuable information. I also think it says another story. That is the evolution of digital events, webinars, that sort of thing for, you know, for healthcare practitioners. They've gone from sort of simple broadcast tools where we're just, you know, some headless voice talking about a new drug solution or whatever. That's changed. These experiences have become much more engaging. I think that healthcare practitioners want a different experience now. They want to participate. They want to interact. They maybe want to ask questions. They want to have other content to download related to the topic if they're interested in it. You know, if there are, you know, if there are other, maybe it's, you know, you're talking about a new drug therapy, or maybe you're talking about a new medical device. If they're interested, they want to make sure that all the information about that device is available in that single experience. What we're seeing is for life sciences companies, we're seeing the webinar or the digital experience become something completely different. They're much more interactive. We've got presenters on camera. Sometimes it's just discussion-based conversations instead of presentations. Sometimes there are slides. Sometimes there's not. There is a lot you can do. That is, if we are going to be successful in marketing to HCPs, I think the magic of that is clear. It is that we need to drive more engagement. Through that engagement, we're going to learn more about who they are, what their needs are, where they are in their journey towards figuring out what drug solution they want or what medical device they need. You know, that is how we're more effectively going to convert them. That is why when you think about building your programs, if you have great content, compelling topics, we now know they'll show up. We also know they'll stay with you. Your success is going to be predicated on what they do in that experience. Not just do they watch the presentation, but are they downloading more content? Are they asking questions? Are they asking for an appointment? Are they, you know, signing up for a free trial? Or whatever it is, the more buttons they press, the more things they do, the more comments they make, the more we're going to be able to learn about them. It's why marketers are always talking about first-party data. It is only through first-party data that we're going to figure out who these people are, what their needs are, where they are in their journey. That is why I always say, put an entire buyer's journey in every digital experience, right? You don't know where somebody is. Just have lots of options in there. Let me show you an example. This is a company called Mercury Healthcare. This is a serialized program they run, a webinar called Reader's Roundtable, where they're just talking about topics, you know, in healthcare. There are no slides. It's always just experts talking to other people and having conversations to, you know, about topics that matter to their audience. They're entirely engagement-based. Like, if you look at this particular experience, everything is clickable in that experience. They're pushing out polls. They're taking questions. The audience is an integrated part of that experience. There are surveys where they're asking, you know, some qualifying questions. I mentioned every space being clickable. Even if you clicked on the banner of the event, you would be taken to their webpage. They're doing appointment setting in real time in the webinar, where if you click, you can literally pick a time and a date to set an appointment. Like, isn't that ultimately what a lot of your reps want, right, depending on what you're selling or what, you know, you're talking about? You know, this idea of creating more content-rich experiences, where in this particular case, they were talking about a brand new book on wellness. They had a link to the book and an Amazon page. They had all kinds of links to webpages and different types of content that you could download and places that you can go. That is what great digital experiences do. That is what they look like. It is why we are seeing such impact. I set all of that up to share this next benchmark with you. We have seen a 34% increase in total audience engagement per webinar for life sciences companies. That is huge. You are saying, well, total audience engagement, what does that mean? It's aggregating the fact that people are asking more questions, pressing more buttons, downloading more content, asking for more appointments, you know, clicking on free trials, whatever it is. They're doing more than ever before. Your audience is more active and engaged than ever before. If you just deliver an experience where it's nothing but you talking and there's no boxes, there's no content, there's nothing to click on and nothing to do, they can't have that engagement. Huge learning. I think this is so critical. I hope that you take the note on this one because it's really important. The next benchmark is that we saw a 28% increase in certifications delivered. I know a lot of you are delivering professional certification for HCPs or other folks as well. We see the model of engagement now expanding to delivering testing and certification all in real time. Let me show you an example of that. This is a company called Ansell Cares. I think they do protective equipment for healthcare workers. They have this webinar where they are talking about new advances in healthcare protection. It was a great webinar. Kind of to what I was saying before about engagement, they were linking to all kinds of content and pages. They had links where you could order samples of their new gloves, and you could sign up for a free trial, blah, blah, blah. It was really, and request samples, it was really an engaging and interactive experience. Not only that, at the end of it, if you were interested, you could then take a quick test where you could then get immediate certification. They were generating certificates all in the same experience. I think this is the future of professional certification. We're seeing the same thing, by the way, in accounting, financial services. Those numbers are going way up as well. I think the days of delivering CE certification in the, you know, hotel ballroom are over. HCPs don't have time to leave the office and go do that anymore. They want easy certification. This is a way in which it is happening. That's really great. We're also seeing huge increases in peer-to-peer learning experiences, which is really great. A 2x growth in total number of breakout attendees, where—we've got webinars where you're delivering content and then you're breaking out into other sessions. I'm sorry, breaking out into smaller group discussions. We've seen a lot of healthcare organizations do that, where they'll bring in an expert, bring in a physician to talk about something that's going on. Then they'll group people into breakout sessions to have conversations about what they just talked about. It's a great way to engage with those HCPs a little, you know, a little more. We're also seeing the rise in advisory sessions and single peer-to-peer sessions. These technologies are advancing. What's different about these advisory sessions and peer learning sessions is even when they're one-on-one, but, you know, these smaller advisory sessions where maybe everybody's on camera, although in this example, it looks like only two people went on camera and everyone else is off camera. You know what I mean? We're inviting people now to actually participate in one of these experiences. I just did a forums-like experience where I had, you know, there were 30 people in the audience, but everybody was on camera. I was able to talk, but I was also able to converse with them as well. I think that there is directionally something interesting about that too. Now we start to get into some of the newer trends. Let me just check in with you guys. How are you all doing? I see some questions coming in. A great question from—was it Michelle asked, "Do you worry about having too many options and distracting the audience?" It is a great question. No, I do not. I think increasingly we are all habituated to all these crazy apps and the average Facebook page or whatever. Like, there is just stuff coming at us all the time. I think what draws the audience away more, the bigger danger is that you are delivering a presentation and there is nothing there but that presentation. I think that is more likely where you are—there are distractions everywhere. You know, especially if you are communicating with, you know, hospital administrators or doctors or whatever or, you know, nurse practitioners, they are busy and they have all kinds of distractions happening in their offices. The idea of not providing them with a lot to do and ways to participate and things, you know, to do, I think is the bigger danger. Great question, though. All right. I wanted to talk about personalization because there were a few benchmarks that came across that I thought were really instructive and I think show that now we're getting into sort of the future of where digital engagement is going. If you have not seen, probably one of the biggest evolutionary changes in digital engagement, digital events, webinars, content experiences on websites is personalization. This idea that we can deliver an experience just like I am delivering to you today to the many, but we can personalize it for the one or for different unique segments. We have the ability today on most modern digital engagement platforms, or at least some of them, to segment the audience. Instead of everybody seeing a single fixed digital experience, a single fixed webinar in this particular example, we can get different segments seeing different things. Let's just take a prospect client example here. You might have different CTA boxes. Let's just say you're trying to set appointments for, you know, HCPs that you're not currently working with. You may be providing education for some HCPs who you are working with. You do not need to make an appointment with them. You already have a relationship with them. Maybe you want a completely different CTA for them. Maybe you're linking them to a portal where you've got some additional resources. We can now customize what people see in the experience. We can have them see different content, right? Right now, you all have a set of content that you can download. I could, if I wanted to, though some of you are medical device manufacturers, some of you are pharma companies, I could literally have different resources available for you if I wanted to. I could have different survey questions in a survey if I wanted to. I could move you into different breakout rooms. I could deliver certification and testing in different ways for different audiences. Like I said, breakout rooms before. We can personalize these experiences in ways we could not have even dreamed of even a year and a half ago. It is a game changer. By the way, we have been doing this now for about a year, and it has absolutely transformed our own marketing. I know this at a genetic level. This works. I invite you to—let's see what it looks like, okay? Let's just say, and think about how you might segment your audiences. For maybe you're doing it by HCP persona, right? You might have doctor specialists, general practitioners, nurses, physicians, assistants. Or maybe you segment by specialty areas, right? Oncology, cardiology, gastroenterology, endocrinology. Maybe it's, you know, patient risk populations. It could be, I don't know, it could be adoption layer. It could be by territory. It could be by language. It could be by their engagement level. The point is, you could—all of you have different segments that you're marketing to. That much I know because I work with giant, you know, I work with a lot of life sciences companies and talk to them every day. I know that this is a major truth. Let's just pick one. In this particular case, let's say specialty area. Let's say we're going to be delivering a webinar and we've got, I don't know, let's say we've got 500, you know, doctors coming to this event, but they're going to have a lot of different practice areas. We can segment them. You may have that segmentation in your marketing automation pre-segmented. In this particular case, let's just say we're going to let them self-identify at registration. Somebody who—an oncologist registers, they, you know, they self-select oncology. When they get into that webinar experience, they will see resources and boxes and things that are specialized just for them. We'll have uploaded specific resources that we've got created just for oncologists. We're going to invite them to maybe an upcoming event that we're, you know, that we've got aimed at oncologists. Maybe we're going to invite them to, you know, check out a new report that was aimed specifically at oncologists. For cardiologists, they're going to see different content. They're going to see different boxes, different CTAs. They may get different questions. We may be sending them to web pages. We may be sending them to, you know, on-demand content. We can completely customize the experience. It has changed everything. For those of you who are going, "What? We can do this now?" Yes, we can do this now. Look at the results from the benchmarks report. As you can see, I'm trying to—I'm trying to do more than just show you the data. I'm trying to set it up, explain it so it really lands. 3x increase in demo requests when those requests are personalized. 2x increase in meetings bookings. 68% increase in content download. This is all from the life sciences report. We have a generalized report. We are seeing the same results across almost every industry. This is huge. This is huge. If your goal is to, you know, get, you know, get doctors to sign up for an appointment with a rep, look at that. Doubling the number of meetings that you are getting from an experience or demo requests, I mean, this is huge. I cannot say enough about this as an opportunity. You know, make sure that you have the ability to do this and employ it. There is low-hanging fruit. It does not have to be complicated. You can just have two different CTAs. You could just have—if you do not have a ton of content for your different segments, just try different CTAs. Even if it's the same CTA. If, you know, if you've got a, let's just say, a free trial of a new drug treatment and you, you know, and you've got four different practitioner types, you can even just have different language for them that's specific to them. And yeah, by the way, you can also tokenize and greet them by name and hospital name or whatever. What we can do today is pretty amazing. It's great. All right. The next area that I want to talk about that we've got benchmark data on, and this is a really enlightening one, is what happens post-live in on-demand. We are now moving to an always-on culture. Digital engagement is no longer about the live experience. I will say this: in the high-level all-industries combined benchmark report, the live-to-on-demand ratio is still like—it is like 57-43, somewhere in that, getting perilously close. Look at this. For life sciences companies, we have—you are the first industry, I think, that you did it. You got there. Way to go. 51% watching live, 51% of audiences taking in content on-demand. There is a 2% people will watch live and then go back and watch on-demand. It makes the numbers look a little funny. Think about that. Think about that. That is crazy. What do we learn from this? I think that it is healthcare practitioners telling us, "Hey, we have—our time is limited. Our time is valuable. We are going to take in content on our time on our terms," which is fine. There is nothing wrong with that. I think they're also saying, "It doesn't really matter to us whether it's live or whether it's on-demand. As long as the content is good, the engagement is available, we'll do the stuff." It is incredibly informative. It also tells you that you need to make sure that your promotional strategy is not just promoting a live event, that you've got a whole promotional strategy for your on-demand events as well. I just saw a question come in from somebody earlier. It went by really fast, but I saw it go by. I'll come back around to it. Somebody was asking about engagement on-demand as I unveiled that. I have the answer for you here, which is, look at this. On-demand life sciences webinars drive higher engagement than the live experiences. I don't even understand this result. I don't understand how it's possible. More people are clicking on the buttons, doing the things, asking the questions, commenting, chatting, you know, signing up for stuff in the on-demand experience than they are in the live experience. When I saw this, I'm like, "Can you double-check that data?" What it tells us is that it does not matter to them. They will still engage with you. They'll still submit a question. They expect that you're going to hit them back with an answer. You still—and you can, right? It's a great opportunity, by the way, for somebody to pick up a phone and make a phone call. You know, they'll still download content. They'll still ask for an appointment. They'll still check out your free trial or whatever it is. That is huge news for us because initially, when we saw the on-demand numbers beginning to rise, I think there was a little bit of panic, like, "Oh, no. Are we going to lose the engagement?" No, not at all. Quite the contrary. The engagement still stays active and important. One of the things that I think has been the result of this now 50/50 live-to-on-demand engagement has been the rise of the on-demand content and the rise of the on-demand content hubs and portals and whatever we want to call them, where we see life sciences companies increasingly creating these bingeable hubs where they're taking all of their best webinars or maybe all of their webinars for different practice areas or whatever, and they're putting them in these, you know, these very specific hubs. They're driving their HCPs to those hubs to then go and binge on the content that they want. In some cases, I see some companies just pre-recording events, running them and just putting them in the hub and then just promoting the hub. They don't even promote a live event. Here is where you can get resources on all these different topic areas. The rise of these educational hubs is huge. We see companies using it in life sciences for—there's like professional certification hubs. For device manufacturers, we'll see like one hub per device and everything you need to know about this topic for different practice areas. It is increasingly—we're seeing companies create these content hubs where there is a, you know, there—it's not just one. It's not like the resource center on your website where it's like, "Here's all of our webinars. Here's all of our white papers. Here's all of our reports. You're asking people to wade through all that stuff. Your audiences want you to deliver, "Here are the four things, the 10 things that you need to know about on this specific topic area right now." They want you to specify that. I think it's led to the rise of these experiences. I have seen this with my own eyes. You know, really successful life sciences companies are doing a great job of creating these bingeable portals or whatever you want to call them and making sure that they're directing people just to the content that they need, which has been really good. The other thing we're seeing is that this rise in on-demand engagement is not just in a virtual event or a webinar. Some of you are probably thinking like, "Oh, Mark, we're only going to talk about webinars today." No, we're talking about something else now. Interestingly enough, the same rules apply. We are seeing on-demand engagement increase in the hubs and the hubs becoming just as engaging and interactive as a webinar, for example, would be. A lot of these hubs will have like just on-demand webinars. Sometimes they mix up PDFs and videos in there as well, which is cool. Now we're seeing companies integrating CTAs on there. You know, would you like an appointment? Would you want to sign up for this upcoming event? We've got this big conference coming up. There may be live chat buttons. There may be, you know, event promotions. We talked about that. Like, just a lot of different CTAs integrated onto the hubs themselves so that, once again, you're trying to accelerate that journey. Find those hand raisers. Find those not interest signals, but intent signals, which, again, like kind of takes our marketing to a whole other level. I think this is really important. What does it look like? Let me just zoom in on that. Like, here's one where there's a contact us button. Like, really, do you want to talk to somebody right now? From a hub, not from a live event. I see chat bots. I see, you know, giant advertisements. You got a big conference we're sponsoring or whatever. Like, there's so much that we can do in these hubs that has been really interesting. I show you all this because, yes, there's benchmarks behind it. Content hub conversions also going way up. We saw an 85% growth in total meetings bookings from content hubs. A few years ago, I didn't—I didn't—this is not even something we reported on. It was not—it was just not something we did. 56% increase in contact us requests. Sort of similar. Some people categorize them different. The point being that we're able to use these bingeable content experiences as places not only where people can see more content, but where they can engage. I think that there is a real message here for all of you, which is—and honestly, I think if there's maybe one takeaway, this applies to webinars, digital events. It applies to anything on your website. It applies to customized landing pages, nurture pages that you may be creating. Every touchpoint should be experiential. What do I mean by that? Every single touchpoint. I don't care if you send somebody a targeted landing page or they navigate to some page on your website. They should always be not only confronted with great content, but there should be little boxes to, you know, sign up for the next thing or to, you know, check out the free trial or to learn a little bit more about this new, you know, go here to this content portal or, you know, a free consultation. Everything should be experiential. That's what the data is telling us. Write that one down. Like, what the other anecdotal thing I wanted to share with you because I am seeing this across the board. Remember I showed you that Ansel Cares example, their webinars, their professional certification, and also Demand Gen webinars. They always link at the end to their content hubs. Every time you deliver a webinar of any kind or a virtual event of any kind, you should all—no dead ends. You should always be linking to some on-demand experience where they can go binge on more content. This is clearly where we are going. Like I said, some people are literally promoting the hub over the individual event. It is a new game that we are playing here. I hope I've made that point. All right. A couple last things I wanted to cover off on. You guys doing all right? I see some good questions coming in here. Oh, yeah. A lot of good questions about the hubs. Thomas asks, "How much content do you recommend putting in a hub? And do you believe in mixing and matching—mixing and matching content?" Yeah. I don't have a magic number for that, but I will tell you this. I think as a best practice, I don't love, you know, 30 things in a content hub. I think when you've got a lot of content, what I see a lot of really good companies do is they will create a hub, and then in that hub, there's like practice areas. Let's just say you've got, I don't know, like maybe oncology, whatever, you know, cardiology. You click that, and it takes you to a subpage where then you've got maybe you can choose between some options there. I like that approach, that model better than a single hub with a ton of content. When you get to the place that you should be, I don't think there should be more than—I don't know, you know, 6-12 really effective pieces of content, on-demand webinars, a PDF or two, some videos. You can mix it up. I do think mixing and matching is fine. I think that's great. We are clearly seeing that people are looking to the webinar and the video more than they are the written thing until they need those counterindications or whatever that is important. Yeah, if you've got a lot of practice areas and a lot of content, then just create hubs that direct them to subpages so you can zoom in on getting them exactly the content they need. Great question. All right. Can't talk about anything without talking about AI. We did have some data on AI. Before I get into AI, what we're not talking about here is just generalized large language models and using them to create your content. There is that, and there are plenty of people talking about that. We now have AI being integrated into all of these systems that we've been talking about today. It is pretty incredible what we can do. I talked about the amazing evolution of personalization. AI has kind of changed the game in terms of the value of a digital event, of a digital, you know, a virtual event or a webinar. I just ran a webinar the other day. Literally, as soon as it was over, we have AI integrated into the platform, and it created a transcript from my webinar. It took a little time, did a little work. From that transcript, it was like, "Hey, do you want a blog post about your webinar?" "Yeah, I do." Boom. It created a blog post. It created it. "Would you want a summary page?" It created a summary, which then I took that summarizing my webinar. I took that content and created some sales emails and things like that. "Do you want an ebook?" "Yeah, I definitely want an ebook." And it created an email. It's not formatted content. Ignore these examples. It's just the raw content. You know, sometimes it's like the other day we did two blog posts. One of them was spot on, perfect. We did not change a note. Another one of them was pretty good. We changed a few things here and there. The fact that we can do this gives it, it just changes the ROI level of webinar programs, digital event programs, because now we're able to take that content and turn a single webinar into an entire campaign in a box, which is so valuable because then you can use that content to feed on-demand promotions. You can use that content in a myriad of different ways. By the way, it's not just written content. We now, we can heat map a webinar after it's over, see where the engagement was. You know, when I did this one the other day, it was like, "Hey, Mark, you know what? There were two or three really great moments in that webinar where people were really engaged or asking a lot of questions, downloading stuff." Do you want video clips? It snips video clips from those moments, which I can then do a lot of stuff with. You know, you can use them for promotions or other, I went too fast. You can use them for promotions or other or net new content or whatever. That is kind of a game changer. It has been amazing for me to be able to finish a webinar and suddenly have this giant sort of array of net new content that I can use to be successful. The reason I show you all of this is the numbers in the benchmarks report were pretty amazing. We saw a 10x increase in automated transcript requests, a 6x increase in AI-generated content pieces, a 2x increase in the use of AI for promotional content. I do not even know that we fully can measure that. My guess is that number is probably pretty low because I didn't even get into that. Yes, we have AI that can help you sort of create promotional content in advance of your webinars and that sort of thing. The fact is AI is really changing how we perceive a digital event because we always thought, "Well, you give a webinar and it's a live experience, and maybe we'll get a little, you know, tail of on-demand viewing." That's the value. That's it. Now it's like, "Well, we've got value from the live experience. We're getting big value from the on-demand experience. Now we're going to take it and repurpose into a ton of other types of content and get even more value," which just changes everything. This is really one of the last things in terms of the data I wanted to share with you. I thought this was really interesting. Now, we're like literally just in the infancy stages of the usage of all of this. I'm literally just measuring quarters instead of years. We pulled this data because it was startling. We saw a 7.4x more article views per quarter. Let me go backwards. A 2.8x more articles created per quarter than the last quarter. I wanted this to be the pretty recent data. What does it mean? We're using AI to create more content from our existing events than ever before. The consumption of that content is far outpacing the creation of that content. If you can see what I'm trying to say here is like the audience is hungry for this more content, and we clearly need to feed them more content. We have the ability to do that. We just need to take advantage of it. I just think this is really, really interesting stuff. It is big. It really is big. The point here is, I want to get to your questions, but we have an opportunity to rethink how we engage audiences in the future. I have seen from big pharma to little pharma to medical device companies to, you know, medical software companies. I am seeing how we think about digital engagement change because we have many audiences with many needs. This idea that all audiences are the same or they're going away and how we engage with them needs to be different. It needs to be personalized. It needs to be more segmented. It needs to be more persona-based. What I'm seeing is that digital experiences, webinars in particular, we're seeing companies creating unique experiences across the entire funnel. It's not just delivering a little thought leadership, or it's not just announcing a new treatment. We've seen everything from, you know, demonstration-based webinars. Here's GE Healthcare talking about a new heart imaging something where they're literally, instead of telling you about it, also they're showing it. They did like a real-time demo and, "Look, here's somebody's heart." It made me a little queasy, I'll be honest with you. You know, and then they're linking to, you know, "If you want to go check these out, you can here's a free trial or here you'll link to these pages or whatever." It's remarkable, you know, what you can do. They are showing, not just telling, and, you know, then linking you to all the resources that you need. If you want to get to know more about it, here is a link. Pharmaceutical companies doing the same thing. You know, even at the thought leadership level, these events and these experiences are becoming so much more interactive and engaging across the board. I am going to guess, if I pushed out a poll right now and asked you how interactive and engaging your webinars would be, I guarantee you that a majority of you would say, not that much. There is a new way to webinar. There is a new way to deliver digital experiences, whether it is live or whether it is on demand. They are much more experiential than ever before. It is not just for them. It is for you. Because at the end, if we embrace all the things that we talked about today, the real mana from heaven, the real goal here is how well we get to know the healthcare practitioners that we are talking to. The fact that digital engagement drives our ability to get that first-party data, to figure out who's interested, who's not, where our more qualified leads are, to find interest signals, but more importantly, to find those intent signals, which are so incredibly important, which will make, you know, our reps' job a lot easier. The people that are picking up the phone and calling these people afterwards is going to make their job so much more effective to be able to, you know, open up a, you know, a page and see everything this person said or did in that webinar and to be able to continue a conversation instead of just starting one. It is, you know, it is the future of where we are going. That is why these digital engagement platforms, in most cases, are or should be a top three pipeline-generating, you know, platform for life sciences companies. This is big. It's important. I think this is the future of where we are going. To summarize, we're doing more webinars than ever. Create experiences across the entire journey. Make them interactive. Make them engaging. Put all the ads and stuff in there and the content in there. Personalize those experiences for your unique personas and target segmented audiences. Make sure you've got an on-demand strategy. Create, you know, bingeable hubs, things like that. Make sure those are experiential as well. Leverage all the AI. Create more content from that wonderful content that is yours already. I think we're just the sky is the limit from what happens there. All right. With that, I wanted to leave a little time for some questions because I do see a ton of questions coming in. Let's see. Shelly asks, "Are there benchmarks or best practices for what the best times are to run a webinar?" We used to do that. We stopped doing it because it just changes and differs from industry to industry. What works for one industry does not work for another. The generalized rule was always, you know, if you are in the U.S., for example, it would be 11:00 A.M. Pacific, 2:00 P.M. East Coast time. Increasingly, what we have seen for life sciences companies is you serve unique audiences. I talked to a lot of different companies who are serving different types of physicians, for example, who have unique doctor's hours. They try to schedule around those doctor's hours. I think it is a matter of knowing your audience more than anything else. There is no wrong or right answer. Now, of course, with the on-demand, you know, stats that you're seeing, and I know you answered that, you asked that question before I showed the on-demand stuff, but we're at a place where it almost doesn't matter because if they can't see it live, they'll come back and watch it on demand. Good question. Let's see here. Thomas, I worry that you'll lose all the engagement when people watch on demand. Why do you think they're clicking on all the tools? That's a really great question, Thomas. As I mentioned before, I'm not exactly sure why engagement is higher on on-demand than live. I think maybe we're aggregating all the engagement across all the different experiences. I just think that is the way in which we, you know, I just think that we live in an on-demand world. Everything we do is on demand, right? When you're in Netflix, everything is on demand, except for the occasional live event on HBO or whatever. You know, when you're in Instagram, everything is not, nothing's live. There is live streaming, I guess. For the most part, there's no difference to us as a society anymore. I think it's just, it's okay. It's okay. Let's see. I saw a couple of AI questions come in. I want to get to some of that. Here we go. Fallon writes, "We have compliance teams that we have to go through for any new content. How does this differ from using standard LLMs?" Great question. I should have mentioned that when I was talking about artificial intelligence, there is a big difference between applying AI to your webinar transcript versus going to an LLM, you know, like Claude or ChatGPT. Let us just say you are talking about best practices for, I do not know, heart imaging. Yes, you could go to ChatGPT and ask it to create a, you know, white paper for you on the topic. This is using content based on your own content, so it is much more likely that it is going to be compliance officer friendly. It is not saying that we are bypassing compliance officers. By the way, it is why we see a lot of, and this is going to answer a question that somebody asked, I think it was Shauna earlier, about should we, can we go live or can we prerecord webinars. Was it you, Shauna? Yeah, it was. A lot of companies will actually prerecord their webinars, run them through a compliance officer, and then run it simulive as if it is live. Nothing wrong with that at all. You even, and then once you do that, by the way, you can then, you've already got it recorded, you can generate a transcript, you can create all those sub-pieces of content and run those through the compliance officer before anything goes live. Again, it is content based on your content, not content based on some LLM's version of your world. This is, I think, directionally where AI is going. Increasingly, I think the future is you're not going to be relying on general large language models. You're going to be building your own internal LLMs. This is the beginning of that. This is like, we want to apply AI to our content, to our voice, to our expertise, instead of just, you know, whatever the heck they scraped out there. It is much more compliance friendly, for sure. Great, great question. All right. Let's see if I can squeeze one more. I do want to give you guys some time. Okay. Marchon, I think is the way to pronounce your name. I'm surprised to see that the average viewing time is still so high. I assume that webinars were becoming shorter and more "snackable." It's more of a comment. Yeah, that is, it drives me crazy when people say to me, I keep hearing it, "Well, isn't there webinar fatigue?" No. There is not. The benchmark data clearly shows there is not webinar fatigue. Now, there very much may be bad webinar fatigue. Those boring experiences where maybe you're not, you don't even have anybody on camera and you're just presenting some boring slides and some stats on the latest drug treatments or whatever. Yeah, that's probably not a great experience. The benchmarks are clearly showing more people are showing up. They're staying for a whole hour in most cases if it's an hour long. That said, there's nothing wrong with delivering a presentation for the duration or length of great content that you have. A lot of companies have a mix of programming. They've got some one-hour long best practices or professional certification programs. They may have 30-minute updates. I see some companies that are literally doing a monthly what's going on in the industry, you know, little 20-minute like news style shows. It's all good. There's no right or wrong answer. This idea that attention spans are short and everything needs to be snackable, especially when it comes to life sciences, I think does not apply. I think healthcare practitioners are desperate for good information, reliable information. They're looking, there is a greenfield of opportunity, or maybe a better way to say it is there's a lot of white space out there to fill digitally. Can you become the voice? Think about this. Write this down. Can you become the voice in your sub, sub, sub, subcategory genre, whatever it is, by creating, you know, some regular programming where you're addressing, you know, relevant topics that relate to whatever it is you do or whatever area you focus on? That could be some serialized programs. It could be just product updates, whatever it is. There is a huge opportunity out there for all of you. All right. With that, I'm going to cut it short here, give you guys some time. Don't forget to click on all the stuff. If you want to download a copy of the report, you can do it right here. We've also got some other complimentary content for you as well. You can sign up for some other webinars. I hope you got a lot of really great ideas from today's experience. We'll see you next time. Thanks, everybody.