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Building Physician Trust in Pharma Through Valuable Medical Video Content


As the healthcare industry evolves, pharmaceutical companies look for new ways to adapt and build physician trust effectively. 

Establishing trust with physicians is critical to gaining access to patients, but also to ensuring the success of your products and/or services. One of the most effective ways to achieve this goal is to use valuable medical video content. 

Read on to discover more about how pharma companies can build physician trust through video content, and how to create and distribute that same content successfully. 

Why physician trust is essential for pharma companies

Trust is essential in any business or customer relationship. This is particularly vital for pharma companies looking to build long-lasting, strong relationships with physicians. Physicians are the gatekeepers to the healthcare system. They are crucial decision-makers that have a direct impact on patient’s health and well-being. Therefore, if pharma companies want to be successful in today’s patient-centric healthcare environment, it is vital to establish trust with physicians. 

To build and boost physician trust, you must keep in mind the combination of 3 different factors:

  • Transparency;
  • Honesty; and 
  • Consistency. 

First and foremost, pharma companies are obliged by regulations to be transparent about their products, how they work, and the benefits they offer. Then, they must be honest about the potential risks associated with these same products. Last, but not least important, brands must be consistent in their messaging, so physicians know exactly what to expect. 

How medical video content can help build physician trust

One of the most skillful ways to build and boost physician trust is through the use of valuable medical video content. Videos are a powerful digital tool that can help you educate physicians about:

  • New products;
  • Procedures;
  • Treatments;
  • …and more! 

Medical videos are an equally excellent way to provide physicians with the information they need to make informed decisions about patients’ health care. In truth, 49% of physicians have claimed that online medical videos have influenced their clinical decisions.

Medical videos can help you build trust in several ways:

  • They provide physicians with access to high-quality, evidence-based information that is presented in an easy-to-understand format. 
  • They allow pharma companies to demonstrate their expertise and knowledge in specific therapeutic areas. 
  • They can help build relationships between pharma companies and physicians by providing a platform for ongoing communication and collaboration. 

Creating valuable medical content

Creating valuable medical video content requires careful planning and execution. You want to ensure that the videos you create are valuable and relevant to your audience. But equally engaging, and visually appealing. 

“The beauty of developing a video marketing plan is that you are making it easier for the viewer to be exposed to the information you are trying to communicate.” – Chris Sandoval

Here are some tips for creating effective medical videos:

1. Know your audience

The first step in creating competent medical videos is to understand your target audience. Who are you trying to reach? What information are they looking for? By knowing your audience and its needs, you can create video content that is tailored specifically to the viewer. This way you will be more relevant and resourceful to your audience. 

2. Keep it simple

Your medical video content should be clear, concise, and easy to understand. Avoid presenting your scientific data and information in a way that is difficult for physicians to assimilate and consume. You want to be time-efficient and effective in your communication. For that, you can use graphics, animations, and other visual aids to help simplify and summarize information. 

3. Be evidence-based

Physicians are trained to evaluate evidence, so it is essential to ensure that the information and the content you present in your medical videos are based on solid scientific evidence. This will showcase your authority and credibility in the field, thus making you a trustworthy source of information. For this, you can share your research and results to support your claims and overall message. In the end, it’s all about making the most out of your research and expertise.

4. Provide practical information

Physicians are looking for time-efficient, practical information that they can use to improve patient care. All in all, medical video content should provide practical tips and advice that physicians can apply in their practice. 

Here are some insights you can share:

  • Clinical trial results;
  • Treatment guidelines;
  • Drugs mode of action;
  • Protocols, …

Distributing medical video content

Creating valuable medical video content is half your battle for boosting physician trust. The other half is certifying that your content is distributed in the right channels, at the right time. 

Here are some tips for being successful in your medical video distribution strategy: 

1 . Use a variety of channels

To reach your largest possible, and most relevant audience, you should use a combination of different channels to distribute your medical video content. This can include email, social media platforms, and HCP portals. 

2. Optimize for search engines

Your medical videos must be accessible or, in other words, discoverable. Toward that end, you ought to optimize your content for search engines. Some of the ways you can do this are to use relevant keywords in your video title, description, and tags. 

3. Engage with your audience

Engage with your audience. Show that you are willing to listen to their feedback and answer their questions. By responding to comments and other digital interactions, you will build stronger relationships with physicians. 


In conclusion, building and boosting physician trust is critical for pharma companies looking to succeed in the healthcare industry. Valuable medical video content is an effective tool for establishing trust with physicians by providing access to high-quality information, and showcasing expertise. By creating and distributing medical video content that is tailored to your target audience’s needs, you can build trust and establish yourself as a trusted partner in the healthcare ecosystem. 

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