256 dentist registrations for two manufacturers – through one webinar

The starting point

Two manufacturers, one treatment step: one supplies the composite, the other the instruments for finishing and polishing. Both could have invited their customers separately – with the familiar problem that an invitation from a manufacturer's sales team arrives in the practice as advertising and stays unopened.

What we did

IDS.online ran the webinar as neutral training. The manufacturers supplied the speaker and the subject matter, we supplied everything else: landing page, registration with double opt-in, campaign and participant acquisition from our audience.

• Co-branding instead of competition: two complementary manufacturers, one workflow
• Hands-on instead of slides: those who wanted it received a material kit for € 99
• Double opt-in: every contact passed on actively confirmed
• Recording for everyone who could not attend live

The result

Within four weeks 256 people registered, 213 of them confirmed their email address and with it the consent to share their data with the partners – a confirmation rate of 83 per cent.

47 participants additionally ordered the material kit for € 99. So almost one in five registrations was willing to pay to take part – a far stronger signal of interest than any click.

The funnel kept running after the event: 13 people requested the recording.

Why it works

The difference is the sender. An invitation from IDS.online comes from the environment of the association that stages IDS – it reads as a training offer, not as a sales move. The manufacturers keep their professional stage and receive contacts who actively opted in.