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Webcasting & Online Event Case Study: GSK

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About

GlaxoSmithKline (GSK) is a worldwide healthcare company who wanted to explore a more efficient way to communicate with their global audience.

Specifically, GSK’s Human Performance Lab (HPL), an innovation centre dedicated to research in areas such as nutrition and psychology, created an online hub that hosted expert content and thought leadership articles. However, it was decided that this information would best be shared through a series of high-quality, interactive, live webcasts to maximise engagement.

That's where WorkCast came in…

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The Challenge

From the beginning of the project, it was apparent that a desire for excellence and high production quality was paramount, as we wanted the webcast series to mirror GSK’s distinctive reputation. 

Human Performance Lab required a consistent user journey housed within the HPL environment, while simultaneously building a strong sense of sponsorship opportunities. 

A desire to grow attendees and attract worldwide audience with zero time zone restrictions was the objective for this project.

The Goal

  • To provide a fully branded and premium online event experience for attendees
  • Maximize attendees and offer on-demand streaming abilities
  • To use highly customisable templates for a bespoke webinar interface
  • Deliver a series of webcasts with interactive functionality for increased audience engagement

How WorkCast Helped

Using WorkCast’s fully customisable branded templates HPL were able to maintain its professional reputation and brand visibility throughout their webinar series. Making use of the branded templates, HPL were able to secure sponsorship and supporting brands.

As well as broadcasting live, WorkCast’s platform enabled HPL to benefit from other types of events, depending on purpose, such as on-demand or scheduled reply. Not only did this allow for the duration of a live event to be extended, but it also enabled HPL to attract a worldwide audience of viewers, with zero time zone restrictions.

WorkCast’s high level reporting capability provided HPL with meticulous analytics to measure registrations, attendees, drop-off points and click-throughs. This, coupled with the ability to create secure user access, which can be managed on an individual event basis, allowed HPL to capture accurate information from viewers and restrict access when necessary.

The ability to incorporate live interactivity throughout the webcast series provided HPL with a superior channel of communication, which allowed for a direct line of engagement between speaker and attendee via polls and Q&A.

The Results 

Webcasts at Human Performance Lab continue to go from strength to strength. With the number of viewers continuing to grow, they have started hosting webcasts through a dedicated video channel, embedded in their own website.

 
Registrations
Watched the live session
Watched either live or on-demand
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“We have benefited in a massive way using the WorkCast platform at the centre of everything we do for our online activities at the Human Performance Laboratories.

The consistent branding and high quality of our online events has enabled us to represent ourselves in exactly the way we want, with physical and online audiences boosting one another using WorkCast.

We have achieved so much more with WorkCast than we were able to with other platforms.

We are very happy to recommend them to anyone!”

Lynn Clay
Global Expert Director, Nutrition & GF Category, Consumer Healthcare @ GSK