Clinical Education 

 Covidien

Covidien (formerly Valley Lab)
Duke University Health System
Raleigh, North Carolina

“ Our mission is to inform doctors about our technology in an educational and efficient way ”
- Peter Murphy, Director Professional Education, Covidien

CHALLENGE
Develop a means of helping field representatives get more face time with hard-to-reach surgeons and physicians.
With physician workload increasing in hospitals all over the country, sales representatives for medical device manufacturer Covidien were finding it more and more difficult to get an audience with surgeons and doctors. With the majority of hysterectomies in the U.S. being performed abdominally, Covidien wanted to show how two of their products, LigaSure™ and TriVerse™, were being used to perform minimally invasive laparoscopic hysterectomies by some of the most talented surgeons in the country.

Discussion of Total Laparoscopic Hysterectomy performed by Dr. Sobolewski Using Electrosurgery.

Discussion of Total Laparoscopic Hysterectomy performed by Dr. Sobolewski Using Electrosurgery.

SOLUTION
Create buzz around a live, invitation-only broadcast for a cutting- edge surgical webcast featuring Covidien medical devices.
ORLive produced a live webcast that featured a roundtable discussion and showed Covidien’s devices during a total laparoscopic hysterectomy using electrosurgery. Covidien chose to sponsor a program from the Duke University Health System, in which the co-directors of Duke’s Center for Minimally Invasive
Gynecological Surgery discussed the benefits of using LigaSure™ and TriVerse™. The studio portion of the broadcast was done live with footage of the surgery pre-recorded and rolled into the program. In order to get the most traction out of the live event, ORLive helped Covidien sales personnel around the country
organize special screenings for surgeons in their territories. These premieres were held locally at restaurants and hotels, and were followed up with question and answer sessions with live speakers who had used LigaSure™ and TriVerse™ in the operating room. In order to get the most out of the concept of hosting live
premieres, ORLive recreated the live webcast three times for different time zones in Europe and the United States.

ROI REPORT

Total Live Audience

6,841

Total Live Viewership

833

Page Views

7,942
first 6 days

Total Viewership

1,514
first 6 days

Average View Time

19 minutes

28 seminars for the premiere
Viewership from 55 countries, 36 states, 126 cities
Most viewership from California, New York, Massachusetts, Florida, and England

 

BENEFIT
The webcast armed field reps with content their prospects considered valuable and made it easier to schedule follow-up meetings to discuss the benefits of their products.
Because of the uniqueness of the event, the U.S. sales force was able to schedule 28 local seminars surrounding the premiere of the live webcast. The seminars attracted over 250 doctors, many of whom agreed to meet with their Covidien representative after seeing the products in action. An internal poll showed that
Covidien’s U.S. sales force rated the webcast a 4.5 out of 5 as an effective way to generate interest with their prospects. The event’s success not only led the company to broadcast it globally the following month, but the show was also repurposed as a podcast for mobile viewing, and it was distributed on DVD as a leave behind.

Covidien’s Live webcast discussion of Total Laparoscopic Hysterectomy performed by Dr. Sobolewski

Covidien’s Live webcast discussion of Total Laparoscopic Hysterectomy performed by Dr. Sobolewski

“ ORLive came up with a great solution.”
- Peter Murphy, Director Professional Education, Covidien