Overview
Client: Testosteronology Society™
Agency: Zeawis
Industry: Medical Education, Healthcare & Professional Membership
Markets: United States, Canada and Australia
Primary Goal:
Develop a scalable and repeatable webinar strategy that educates clinicians and converts attendees into paid Society members.
Business Impact
+300%
Increase in memberships during webinar months
12X+
Return on ad spend on the day of the webinars
$6.00
Average cost per registration across both campaigns
85%
Average open rate for webinar reminder emails
207
Registrations against a target of 100 for Webinar #1
550
Registrations against a target of 400 for Webinar #2
The Client
The Testosteronology Society™ is a professional medical society committed to advancing standards of care in testosterone and ancillary therapies for both men and women. Its mission is to educate clinicians, encourage professional collaboration, and provide ongoing clinical resources to medical professionals worldwide.
The Challenge
The Society needed a reliable and scalable approach to grow its international membership while maintaining clinical credibility and high educational standards.
Key challenges included:
- Reaching a highly specialized medical audience
- Increasing live attendance for educational webinars
- Converting education-focused engagement into paid memberships
- Delivering consistent results across multiple countries
- Creating a webinar system that could be repeated monthly
The Strategy
Zeawis developed a complete end-to-end webinar acquisition and conversion system.
1. Precision Audience Targeting
- Built custom and retargeting audiences of clinicians specializing in testosterone care
- Launched targeted advertising campaigns across the United States, Canada, and Australia
- Used platform-level targeting and engagement-based retargeting to improve campaign efficiency
2. Webinar Planning and Content Development
- Developed the complete webinar framework and presentation flow
- Created detailed webinar scripts focused on:
- Clinical education
- Evidence-based treatment approaches
- The value of Society membership
- Introduced a limited-time, webinar-exclusive membership offer to create urgency
3. Conversion Assets and Platform Setup
- Designed and developed conversion-focused webinar registration landing pages
- Produced all supporting campaign assets, including:
- Advertising copy
- Static visuals
- Video advertisements
- Hosted each webinar through YouTube Live using a private, unlisted link available only to registered attendees
4. Attendance Optimization and Automation
To maximize live attendance, Zeawis implemented a multi-touch reminder system:
- Automated email follow-up sequences for registered attendees
- SMS reminders leading up to each live session
- Pre-webinar content designed to build anticipation and establish authority
- Timed delivery of the private webinar access link
5. Post-Webinar Conversion and Nurturing
- Launched immediate post-webinar conversion campaigns for attendees
- Created follow-up email sequences for registrants who did not initially become members
- Implemented ongoing nurturing campaigns to capture delayed membership conversions
