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Using this registration information as guidance, Cynosure can star names for specialized webcasts and send out about 7,000 e-mails. When an average of 200 physicians register, they instantly receive e-mail confirmation with the webcast date, URL and system test URL. On the webcast date, Zajac says, typically half of the registrants attend.
“We usually start about three to four weeks out, and we usually do about three e-mail blasts, one definitely either the day before or the day of the webcast,” Barron says of the efforts to register physicians for the webcasts.
Cynosure ensures the webcast content is educational and promotes its products—especially, considering many of the webcast viewers may have just purchased Cynosure products and would like to see how other physicians use them, what kind of results they get and how the doctors market those results to prospective patients.
“When we do one webcast, the other archived webcasts also get additional hits,” Zajac adds.
Far from ending when the webcast is finished, this lead generation effort serves as a way for Cynosure to continue the dialog with physicians. E-mail and direct mail communications are added to sales representative follow-ups. The representatives say that the webcast-generated leads are quality.
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