What works, what doesn't, and what's next — straight from the life sciences professionals across pharma, biotech, medical devices, and healthcare who actually attend them.
Despite a crowded content landscape, Informa's Life Sciences audience treats webinars as the most valuable B2B format for professional learning.
The top two registration drivers are a clear connection between the topic and the attendee's role, and the opportunity to learn something new.
With only 1% of attendees saying they always stay through to the end, sticking with a session is a vote for relevance, not loyalty.
The winning formula for the Life Sciences audience blends real-world stories with rigorous data, fronted by people they trust.
The Life Sciences audience rates webinars the most valuable format for professional and educational content — ahead of articles, whitepapers, and social. Depth and credibility consistently outperform convenience-first channels.
Question: How valuable do you find the following formats for accessing B2B professional / educational content? Base: All respondents (n=289).
The Life Sciences audience is split on how they want to engage. Keynotes and thought leadership edge ahead, but short-form mini-series, panels, and workshops are close behind. One format won't cover everyone.
Question: Which webinar formats do you prefer? Select all that apply. Base: Respondents attending at least one webinar in the past year (n=252).
Busy professionals want value without surrendering an hour. Flexible access turns a 'maybe' into a download.
Attendees prefer an average of 43 minutes — but a meaningful share want 20–30 minute formats. Lack of time is a primary barrier to attendance.
Most plan to attend, but competing priorities take over. On-demand isn't a fallback — it's the access pattern.
Slides, recordings, and related materials are now expected — for personal reference and to share with colleagues. They extend the perceived value long after the session ends.
Two short lists every program owner, host, and producer should pin above their desk.
The opportunity mandate distilled from what the Life Sciences audience actually told us.
Position the topic, audience and outcome clearly on the registration page. No bait-and-switch.
Avoid sales pitches at all costs; when unavoidable, education must precede promotion.
Offer webinars that are short (around 30 minutes), focused and disciplined. 43 minutes is the ceiling, not the target.
Expertise plus presenting skill matters. Vet speakers for communication, not just credentials.
On-demand recordings, slides and post-event assets are mission critical to perceived webinar value.
Insight-led. Evidence-based. Practitioner-delivered. Honest about trade-offs.
Industry leaders who've reached Informa's Life Sciences audiences through webinars.
