Sponsored content takes many forms. Webinars are an effective way to harness expertise and deliver in-depth information to audiences and generate leads.
Senior healthcare decision makers (CEOs, CTOs, CIOs and policy advisers).
Mimecast is a cloud-based email management platform specialising in business mail security. They approached Mahlab to develop a sponsored content program to run on Healthcare IT News Australia to gain the attention of the healthcare market.
Mahlab produces Healthcare IT News on behalf of HIMSS Media. The news website explores cutting-edge issues at the intersection of healthcare and IT. It has an audience of more than 8500 subscribers and 27,000 unique monthly visitors as of March 2018. The threat of cybercrime and the security of patient records are key concerns for the readers of Healthcare IT News Australia.
Mahlab developed and organised a webinar that brought together a panel of legal, health regulation and data security experts for a hour-long lunch-time discussion.
The date of the webinar coincided with the introduction of new security compliance rules, including a mandatory data breach notification regime. The scheme increases the obligations of healthcare providers when it comes to handling customer data and exposes them to six-figure fines if they fail to properly protect privacy. The highly engaged audience of healthcare professionals was provided with useful and timely information about what steps health organisations should be taking to protect themselves and their data.
By running an extensive pre-webinar marketing campaign, we were able to build hype and brand recognition for Mimecast among the Healthcare IT News audience. The company was provided an opportunity to position itself as the industry leader for healthcare security and provide information with immediate application for the audience.
The webinar produced over 140 qualified healthcare leads. This exceeded targets by 46%, with a tune-in rate of 58% to the live webcast.
The webinar exposed Mimecast to its desired audience. Data from registrations showed the webinar attracted senior healthcare decision makers including CEOs, CTOs, CIOs and policy advisers. These decision makers came from large healthcare facilities and organisations across Australia such as the Australian Medical Association, Queensland Health and ehealth NSW.