National broadcasts have an excellent impact on investment in education, as measured by both market share change and return on investment, but there are still many myths to overcome.
Let’s shed light on the most common myths we encounter and share what the reality looks like for companies that have successfully leveraged this powerful format to advance peer-to-peer communication for their brand.
Myth #1: National broadcasts are only good for new product launches
Reality: While product launches benefit from the wide-reaching impact of national broadcasts, their utility extends far beyond this single use. National broadcasts are perfect for announcing newly approved indications, sharing significant clinical milestones, communicating important study results, or even reinvigorating legacy brands with a fresh market perspective. This format generates at least 60 minutes of messaging utilizing your top speakers.
Myth #2: Broadcasts are too expensive
Reality: A single national broadcast can generate thousands of cumulative messaging minutes among your target HCP audience—exponentially extending the reach and impact of your sales force. See how this calculates in our infographic.
Myth #3: Broadcasts are too much effort to organize and execute
Reality: While national broadcasts do require thoughtful planning, they’re the only highly produced peer-to-peer event that brings KOLs together to provide your targeted HCPs consistent and compliant messaging across all sales territories. Alignment with sales leadership will make the overall process smoother to execute. A key point to remember is to provide enough recruitment time. In one evening, your reach with your customers can have a significant impact on sales.
Myth #4: Broadcasts aren’t true speaker programs
Reality: While the most engaging broadcasts typically take place in a professional studio where KOLs present as panelists akin to television newscasts, at their core they still optimize live KOL and peer interaction. Today’s broadcast technology enables real-time Q&A, polling, and breakout discussions that create the same meaningful engagement you’d expect from traditional speaker programs. From a production standpoint, there are many techniques that can be used to keep HCPs engaged throughout the broadcast. Read about tips and best practices for executing live studio broadcasts in our blog.
Myth #5: Broadcasts are a “one and done” event
Reality: The strategic value of broadcasts extends well beyond a single event. It’s more than a one-and-done event. You can utilize the tool to leverage your top KOLs throughout the year to provide specific messaging, maximizing your reach and frequency through field engagement. This provides KOLs with access to your top thought leaders throughout the year. A considerable value in maintaining your connection with customers.
Download our white paper
Interested in learning more about the value of broadcasts? Check out our white paper “Developing and Delivering Engaging Virtual Speaker Programs for HCPs”:
