From medical education to lead generation: The winning equation

Customer Context

An international leader in solutions for medical analysis laboratories, this company designs and commercializes innovative technologies used daily in hundreds of hospital laboratories, private labs, and research institutes around the world.
Its mission is to make medical analysis clearer and more accurate, enabling healthcare professionals to improve the quality of patient monitoring and diagnosis. This responsibility comes with a duty to train: every customer must have a thorough command of instrument use and result interpretation.

A complex audience ecosystem

Unlike a traditional B2B model, this company must navigate a multi-layered ecosystem — spanning direct, indirect, and internal contacts:

• Biologists (physicians and pharmacists) who manage laboratories
• Laboratory technicians who operate equipment on a daily basis
• Prescribers (clinicians, general practitioners) in indirect contact through laboratories
• International distributors who sell the company's solutions across different geographic regions
• Internal teams spread across multiple subsidiaries worldwide
  
  
  

The Teams → Livestorm Turning Point

2020–2021, during the COVID period: like many companies, this organization was suddenly thrust into a fully digital environment. But unlike others, it couldn't rely on improvised Teams invitations. The stakes were too high: advanced technical training, qualified lead generation, and compliance with industry standards.

The Group then adopted Livestorm to digitize and professionalize its engagement strategy with healthcare professionals on a global scale. Four years later, webinars have become a strategic pillar for lead generation and engagement.

The challenge: Strategic webinars, at global scale, for a time-pressured audience

Running webinars in the medical sector means navigating a maze of legal, technical, and operational constraints where every detail matters.

1 | Compliance & Security: zero margin for error

• European data storage required by IT (a dealbreaker during platform selection)
• Rigorous GDPR consent management at every registration
• Participant visibility controls to ensure professional confidentiality
• Advanced moderation to block competitor access
  
  
  

2 | Countries: a regulatory patchwork

• Promotional restrictions based on product commercialization status and local regulations
• Multi-language organization (English, French, Spanish, Italian…)
• Issuance of attendance certificates
  
  
  

3 | A flawless brand image to uphold

• Need for a premium look and feel for high-level educational events
• Strict visual consistency enforced by corporate brand guidelines
  
  
  

4 | Doing more with less

• Teams juggling webinars for customers, distributors, and subsidiaries
• Automated follow-ups and lead collection to save time
• CRM integration (HubSpot) for sales tracking and ROI measurement
  
  
  

5 | Capturing the attention of a high-pressure audience

• Healthcare professionals with packed schedules and constant demands
• Engaging prescribers who have never been met in person
• Need to measure engagement

Why Livestorm: Two decisive selection criteria

Faced with a demanding set of requirements, the Group quickly identified two non-negotiables for choosing its webinar platform: absolute compliance and radical simplicity. Livestorm checked every box:

1 | Compliance & Security: The dealbreaker criterion

All solutions with data hosting outside Europe were immediately ruled out. European data storage was a non-negotiable IT requirement. Livestorm not only met this critical constraint, but also delivered additional layers of security: SSO to centralize user management, granular visibility settings (participant names and videos hidden from others), and most importantly, advanced moderation enabling registration validation or rejection upfront — including the ability to block competitor access.

2 | Radical Simplicity: 5 minutes to get up and running

Ease of use was a decisive factor in democratizing webinars across global and local teams. The Marketing & Digital Manager can onboard subsidiaries in 45 minutes on a platform they'll have fully mastered in just 5.

The strategic impact: From one-off webinar to long-term marketing asset

With Livestorm, this Group has transformed its webinars into true reusable marketing levers. Replays are:

• accessible to registered attendees
• available on the website (for healthcare professionals), after logging into their user account
• shared with sales teams via SharePoint to win over new prospects
• used in targeted nurturing campaigns with lead capture forms
• repurposed as "free" customer testimonials drawn from expert client sessions

After 5 years of intensive use, the company has never encountered a major issue with the platform. And when a question does come up, Livestorm support responds quickly: a crucial point when organizing international events with demanding audiences.