It is known that pharmaceutical companies invest a significant portion of their budget in new drug development to improve patients’ quality of life. Nonetheless, without an effective marketing strategy, these new drugs are most likely not to reach the intended target audience. Thus, leading to poor sales and lost revenue. Your focus should then lie on how to increase your pharma brand awareness.
Valuing and investing in brand awareness will allow you to reach a wider and more qualified audience which will result in an increase in the uptake of your new drugs. One way to achieve this goal is to make medical explainer videos part of your strategy.
Continue reading to dive into the realm of pharma brand awareness and uncover the advantages of incorporating medical videos into your overall marketing and product launch strategy.
Why is brand awareness important for pharma companies?
Brand awareness is the key to differentiation. Particularly in pharma, where there is strong competition to stand out, brand awareness is the missing puzzle piece to help brands take their marketing strategies to the next level. Firstly, it allows you to establish your brand identity and communicate your message. Then, it helps to build trust and credibility with patients, which is essential in the healthcare industry. Remember, patients are more likely to trust and use drugs from companies they are familiar with.
The role of medical videos in boosting pharma brand awareness
Medical explainer videos are short, engaging animations that attempt to simplify complex scientific data and terminology into easy-to-understand content. These videos can be used to educate:
- Key stakeholders;
- Healthcare professionals;
- Patients; and
- General public.
The functionalities of medical explainer videos are endless. You can use them to showcase the benefits of a drug and how it works, its mechanism of action, and guidelines for use. The possibilities are endless. It all depends on who your target audience is.
For example, for physicians, BlueNovius presents a strain of its explainer videos called PubExplainer that focuses on sharing detailed insights into:
- A drug’s MoA;
- Treatment guidelines;
- Medical devices, etc.
Whereas for patients, we have MedExplainer, snackable animations that help turn complex scientific terminology and information more accessible to patients, such as:
- General disease characteristics;
- Causes & symptoms;
- Treatment options, etc.
The use of medical explainer videos in healthcare has been increasing over the years. One of the main reasons is because of the growing and stronger competition in the field. Through a short, simple video, you can not only turn your scientific data more accessible to your audience but also leave a lasting impression by making your brand’s values known. This way, pharma, and life science organizations are using medical explainer videos to increase brand awareness.
With increased reach, accessibility, and value-packed interactions, your brand becomes more easily recognizable.
Benefits of medical explainer videos
The benefits of medical explainer videos are multi-dimensional. And using these animations in your pharma brand awareness strategy has even more advantages.
1 – Explainer videos are an excellent content format to help you simplify hard-to-understand scientific information and medical concepts. Patients are alien to medical jargon, so oftentimes it is difficult for them to connect with a pharmaceutical brand due to the language and terminology used. Medical explainer videos help you, then, bridge this gap by presenting the needed information in an easy-to-understand format.
2 – Medical explainer videos are more engaging than traditional text-based content. Videos are more likely to hold the viewer’s attention than long manuscripts and can convey more information in a shorter time span.
3 – You can extend your reach and message to a wider audience. You can share your medical explainer videos on different online digital platforms that can effectively increase the reach of your message.
How to create an effective medical explainer video
To create an effective medical explainer video, you need to bear in mind the need for careful planning and execution. You want to ensure that way you present to your target audience is of the utmost relevance and interest to them. Only then, you can successfully work toward increasing your brand awareness.
Here are some tips that will help you create a video that speaks to your target audience:
- Know your audience
Before creating content, it is important to understand the audience you intend to target. Who are they? What are their pain points? What are their interests? Answering these questions will help you create a video that specifically attends to their needs and concerns.
- Keep it simple
Scientific data and medical information are usually complex and difficult to comprehend. Therefore, when creating your medical explainer videos, you need to keep the used language and visuals as simple and accessible as possible, so your message is easy to understand.
- Keep it short
People’s attention span is ever decreasing, mostly due to our access to the most varied types of information and content whenever we want. The key to successful content today is to grab the target audience’s attention right in the beginning. You want to be time-efficient and captivating enough to keep the target audience engaged throughout the whole video. A good video length for you to work with is between 60 and 90 seconds.
Brand awareness is essential for present-day pharmaceutical companies to reach their target audience and increase the uptake of their drugs and services. Medical explainer videos are a powerful digital tool to achieve this goal. These can simplify your complex scientific data, engage viewers and increase the reach of your message – all in 2 minutes or less. By creating effective medical video content, you can establish yourself as a trusted and credible brand in the healthcare industry.