In the digital era, sharing knowledge and fostering scientific communication across diverse audiences has never been easier. Among the varying channels, webinars have emerged as powerful tools for scientists, researchers and educators to disseminate information, discuss new findings and collaborate across the globe. But why should your company consider running a science-based webinar, and how can you ensure its success?

Why Run a Science-Based Webinar?

1. Reach and Accessibility

Webinars and online virtual events have a very low barrier to entry for attendees. The only requirement is an internet connection and a device to view the content. The availability of content on-demand after the live event makes it even easier to access, regardless of schedule, time zone and other restrictive factors. As a result, webinars are truly accessible by anyone, anywhere, at any time.

2. Cost-Effectiveness

Traditional conferences and in-person meetings require travel, accommodations and other expenses. As a result, the potential audience is limited by the availability of funding, as well as the time required to travel and participate. In comparison, online events and webinars require no travel, and there is no cost to presenters or participants. With many researchers facing limited budgets, as well as the environmental impact of travel to consider, webinars are a great alternative to traditional conferences and other in-person events.

3.  Collaboration and Networking

Webinar platforms have improved greatly in recent years, particularly in regards to interactivity features. In addition to the ability to share resources (such as papers and links) directly with the audience, features such as Q&A panels, chat, polls, surveys and breakout rooms are all now widely available. Attendees can even join the presenters “on stage” for questions and discussion. As a result, webinars and online events are more interactive than ever, closely approximating traditional conferences and providing further opportunity for collaboration and networking.

4. Versatility and Convenience

Although participation in live events gives viewers an opportunity to participate in real time, most interactivity features can also be enabled during on-demand viewing. As a result, participants may benefit fully from the content without being restricted by a fixed presentation schedule, such as at in-person conferences. On-demand content may be viewed (and reviewed) at the participant’s convenience from the office, lab, home or even while traveling.

5. Continuing Education

Continuing education (CE) and development is a common requirement in many professional disciplines and roles. Webinars are ideal for CE as they can be viewed at the convenience of the attendee, and most webinar platforms include some form of certification functionality, allowing for documentation of participation. In addition, dissemination of findings is often a requirement of funding, and webinars and online events can also fulfill this requirement without added expense.

How to Run a Successful Science-Based Webinar

As evidenced by their increasing popularity, webinars and virtual events are a great alternative to traditional in-person conferences. If you or your company are considering running a science-based webinar, here are  a few things to keep in mind:

1. Define Your Goals and Target Audience

• Determine the purpose of your webinar. Is the goal to share research results, launch a new product, capture leads or all three?
• Identify who will benefit most from the content. This will guide your outreach strategy as you invite potential attendees.

2. Choose the Right Platform

• Compare different webinar platforms based on features, audience size and technical support. It’s always a good idea to see who your competitors or similar companies within your industry are using for their webinars. 
• Ensure the platform you choose can handle the anticipated level of interaction (e.g., polls, Q&A) and attendance.

3. Plan and Prepare Engaging Content

• Curate content that is both informative and engaging, NOT purely salesy. 
• Consider different formats, such as presentations, panel discussions and interviews. This will keep the audience engaged. 
• Use visuals and interactive elements, like handouts and polls, to enhance the learning experience and be sure to make some of this material available to the audience afterward.

4. Promote Your Webinar

• Utilize email marketing, social media and partnerships to reach potential attendees, drive registration and ensure high attendance. 
• Provide clear information on the benefits of attending and how to register.

5. Conduct a Technical Rehearsal

• Test your equipment, internet connection and the webinar platform to avoid technical issues during the actual webinar. 
• Train speakers and moderators on the platform’s features and functionality so they feel comfortable and can focus on the material they’ll be presenting.

6. Engage Your Audience

• Encourage interaction through live Q&A sessions, polls and discussions.
• Remind presenters and hosts to maintain energy and enthusiasm to keep the audience focused and involved.

7. Follow Up Post-Webinar

• Send a thank-you email to attendees with additional resources or a recording of the webinar within 7 days. 
• Collect feedback from attendees and participants to improve future webinars.
• Analyze attendance and engagement metrics to measure success.

Running a science-based webinar can be a rewarding way to share knowledge, generate leads, connect with peers and drive scientific progress. By understanding the why and how of webinar execution, you can create an impactful and memorable virtual event that resonates with your audience.

Andrew Davies has an MSc and PhD in Neuroscience from the University of Western Ontario, and was based at the UCL Queen Square Institute of Neurology before joining Scientist.com.  He is currently a Senior Project Manager with the Marketing Services team, planning and coordinating projects promoting scientific research and supporting effective marketing strategies.