In recent years, pharma marketing has experienced a real digital revolution. The time when people got their health info from a face-to-face conversation is gone and an increasing number of patients and physicians are turning to the Internet for medical and health information. Over 72% of internet users search for health information online. And about 50% of physicians do the same.
With an increasing number of people turning to online sources for health information, an increasing number of pharma and healthcare companies are investing more and more into their online marketing campaigns. And nothing has proved more efficient for marketing online than video content.
Adding video content to your landing page will increase conversion rates by 86% and will improve your chances of getting on the first page of Google by 53X. Using video in healthcare marketing has a lot of benefits. But making good video content can be difficult to do.
That’s why I’ve written this blog post to make sure that you get the most out of your video every time. Trust me… it’s easier than you think. Just follow these 4 tips and make a video everyone will want to see.
Use data in your pharma marketing video campaign
Marketing videos can take on a variety of forms. It can be a clinical trial video, a medical device explanation, or a brief summary of a medical congress. But regardless of the type, every pharma marketing video has to be backed up with data.
Physicians are rational people. They are going to need some hard cold facts before they make a decision about your product/device. That’s why you should make sure that your video is packed with scientific info. And statistical data that prove your claims. Only when you have that sorted, you can go off and show your video to the next healthcare professional.
Animate your video
When it comes to pharma and healthcare marketing, animation is the way to go. Using animation works well on many different levels. On one side, people identify with animated characters. They listen to what they say and follow their lead.
Also, animation is great for showing various medical images people often find frightening. Blood, hospitals, or even needles look much less intimidating when turned into cute animations.
Animated videos can be used in so many ways. You can make a medical educational video about a new treatment. Or a video about your pharma brand or patient journey. It’s in these complex fields such as healthcare where animation shows its true power.
Focus on simplicity
Medical research and terminology can be hard to explain. That’s why you have to make sure to simplify the terminology before you let your video out. This is particularly important for healthcare videos that are aimed at patients. Pharma companies have to convey their message in a fun and engaging manner. Turning your message into a medical video can often be the most effective approach. Vivid animated videos have the power to explain even the most complex concepts.
Humanize your content
Remember – when we talk about health, we are talking about people. That’s why you should make sure to humanize your content and make people more susceptible to your message. Use facts and numbers but add real people’s experiences into your video. Adding a human touch can completely change the tone of your video and fill it up with new energy.
Medical explainer videos can be the most effective healthcare messaging tool out there. But only if they are properly executed. And with these four tips for bringing your videos to perfection, you are sure to get it right every time. So use these tips in your next medical explainer video. And push your pharma marketing efforts onto the next level.
Hope that you’ll find these tips as valuable as I did when I first used them. Before you leave don’t forget to sign up for more tips and tricks that will make your marketing strategy better. And your job a whole lot easier.