Video is a powerful digital marketing tool, that has been pushed by consumers’ preference for it over written content. More important, it has been shown to exercise a great influence over the audiences’ decision-making processes. Thus, proving to be undeniably valuable to pharma marketing.
According to Forrester Research, a video is worth around 1.8 million words. So, it is a tool that can have a significant impact on patients’ and physicians’ health education journeys. Especially as its acts as a positive opinion influencer, that can, in the ultimate instance, increase sales and brand awareness.
Video Marketing and Pharma
Video marketing is a trend, not only in pharma but also in other fields of work. In 2021 already 86% of businesses used video as one of their chosen marketing tools (Wyzowl). Why?
Video is a valuable marketing tool that detains a powerful impact on the consumer. For example, most European patients and HCPs use the Internet to learn more about health, treatments, and other relevant topics in the field. For this, video can be just the right digital tool to target pharma’s audience while being interactive and engaging.
Gen Zers make up 25% of the global population and a further 40% of global consumers (WP Engine). This is a generation brought up by technology and digital platforms, and so these are more influenced by opinions and ideas shared online.
Moving consumers down the funnel is a priority for marketers. And it is important to do it effectively, and in a way, that transparency and honesty persuade customers into buying your products.
Furthermore, Gen Zers as digital natives already hold high expectations towards their online experience. Believing that the websites they visit already know what they want due to cross-information and personalization. To an extent, they are ready to be influenced in their decisions, as they expect brands to exactly know what is it that they are looking for.
So, that is why a video is a digital tool that detains a significant influence over viewers’ decision-making. First of all, consumers seek to learn more about health-related topics. In fact, 96% of people surveyed by Wyzowl have watched explainer videos to learn more about a determined product and/or service. While a further 78% say that video has convinced them to purchase that same product or service.
With greater access to information comes a demand for quicker-to-consume content that is as informative as text, but more interactive. And video is just the tool that responds to such demands. Allowing marketers to effectively boost engagement.
Gen Zers already demand the personalization of their online experience. But also do other consumers. They want to find all information they need in a way that matches what they are specifically looking for. So, including video in your digital marketing strategy will boost engagement.
How? Whereas in 2018 consumers already watched an average of 1.5 hours of video per day, this number has risen to a whopping 2.5 (Wyzowl). In truth, 76% of consumers say they prefer to watch a video over reading the same information in a text (11%).
All in all, video helps humanize your brand and turn it into a household of information and innovation. When including it on your website, you ensure that consumers spend more time on it. And that when putting a video on a landing page you boost engagement by at least 80% (UpCity).
Increase online traffic & ROI
- As a digital tool, video enriches the brand’s online presence. While it helps them equally rank higher on search engines, fostering the generation of more online traffic that, consequently, increases ROI.
Videos retain viewers’ attention on your website for at least its duration. By being more interactive, people don’t get as uninterested that easily. So, staying longer improves your website’s SEO. And consequently ranking on search engines, such as Google. The better your SEO, the higher you will rank.
Perse, your ranking and online traffic depend on the different tools you include in your digital strategy. Google picks up not only on your written text, but also on your images, built-ins, and videos that enhance your content.
For that, marketers that have used video in their marketing strategies have reported experiencing an increase of as much as 86% in traffic in the past year of 2021 (Wyzowl).
Generate new leads
Lead generation is one of the priorities of marketers, who consider it a determining factor in their digital marketing strategy.
According to Optinmonster, through video marketers experience an increase in brand awareness of as much as 54% and a further 66% in qualified leads.
Including video in your communication strategy fosters, then, an increase in lead generation. By better understanding your consumer and presenting them with the right information that it is looking for, you maximize the effectiveness of your content. Increasing, in that way, satisfaction and consideration of your product and/or service.
The use of video in pharma marketing is a trend that is here to stay. Due to its informative and interactive value, it exercises a great influence over consumers’ opinions toward a specific brand and/or product. And so, it is a strategy and tool worth considering.
It is never too late to start…
PubExplainer targets the physician, and MedExplainer the patient. Turning your data and research into snackable, 90-second videos, allow you to engage with your audience. While strengthening your brand’s credibility and product quality.