As pharma marketers slowly get their foot through the doors of digital marketing, they begin testing out new methods and platforms for marketing. One of these is video, which is increasing in popularity with pharma marketers with each passing day. Should you add video as part of your pharma company’s content marketing strategy? Let’s dive in.
Video is less competitive than written words
At the moment of writing, there are 2 million blog posts published online, every day. While the bulk of it is poorly written content, it’s still a lot to compete with. While many pharma companies have excellent written resources, it gets really hard to cut through the noise and make your voice heard with physicians, KOLs, and patients.
At the other end of the scale, display ads aren’t really working that well. They are mostly placed in written content such as blogs, and they convert at only 0.05%, which is the lowest in years.
On the other hand, the use of video across industries is on the rise. By the year 2021, 82% of all traffic online will come from video sources. The prevalence of video as a content format is clear – but what does it mean for pharma and how can pharma marketers use this to their advantage?
Videos convert like crazy
It’s no use having the best piece of content out there if it doesn’t encourage physicians to take action. While you can motivate physicians to subscribe to your newsletter and get your latest publication, these conversions rarely happen.
With video, conversions are abounding. In more general research, it was found that 52% of viewers feel more confident about making a decision after watching a video. Furthermore, those people who watch videos about a product are twice more likely to commit to a purchase.
Videos convert incredibly well with physicians, too. For example, HCPs are twice more likely to watch a video about a new product than they were 5 years ago. Physicians are simply used to video as the new format of content and they expect it from pharma companies.
We’ve written extensively about the ways you can use video for your pharma marketing strategy, but one of the best ways to boost conversion rates is by using videos on your landing pages. According to research adding a video to a pharma landing page increases the conversion rates by a whopping 86%!
Instead of getting sales reps into doctors’ offices, you can now actually get doctors to call you. As videos get HCPs to take action, 53% of viewers contact a business after watching their video. With one little tweak to your strategy, you can make sales reps’ jobs and lives easier.
Video helps you reach new audiences
According to research from the marketing giant Hubspot, 53% of all consumers online expect more video content from companies online. At the same time, pharma companies are not investing enough time and resources in video, which makes it the perfect medium to stand out from the rest of the crowd.
Let’s get some more interesting stats out of the way. Physicians will actually remember your videos, unlike reprints or articles. In fact, 80% of physicians will recall the details of a video they watched in the last 30 days.
As brand loyalty is one of pharma’s most burning issues, it’s also good to know that video can help on this front. By using videos for your pharma marketing efforts, you can increase brand association by as much as 139%.
You don’t have to add a video to your strategy on your own
Most pharma companies prefer taking care of their content marketing internally. With a skilled writer and a couple of expert marketers, you can create written content for your pharma website with ease.
However, video is not that easy to do in-house. Besides a scriptwriter, you need a select team of animators and voice-over actors. Most pharma companies do not have this manpower at their disposal. At the same time, it may not make sense to hire a team for this endeavor.
However, you can outsource the work and hire experts for creating video content focusing specifically on pharma. As the cost of creating video content is getting lower than ever and video is gaining popularity, it makes much more sense to delegate the work to someone else.
Give experts a call
At BlueNovius, we know the complexities of the legal landscape and we have a team of medical and digital pharma experts that knows how to create video content specifically for pharma. With almost a decade of experience and successful collaboration with more than 50 pharma companies worldwide, we know how to implement video in your content marketing strategy. Reach out to us today to find out more!
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