“The quickest way to lose someone’s attention is to demand it.”
As a pharma marketer, the biggest challenge is to get physicians’ attention towards your products.
After all, healthcare professionals are getting busier. There has been a decline in face-to-face interaction with sales reps. Forcing the pharma industry to look for an alternative approach.
I explained how video marketing is more than just advertising. And also how pharma marketers can create engaging and relevant content for healthcare professionals, without violating compliance.
In this blog post, I am going to discuss how video marketing can improve interactions with physicians. In addition, I will provide tips on how to create relevant, engaging, and personalized content.
Why Choose Video Marketing for Increasing Brand Engagement?
Over the last few decades, a few aspects of pharma have changed. These have led to a radical shift in marketing:
- The pharma industry has seen a rise in sophisticated and complex products.
- “Hard-to-see” healthcare professionals have increased in number.
- The traditional marketing channels have failed in catering to the personalized interests of healthcare professionals.
It’s no longer just about making the content available in digital format. It’s about creating engaging and personalized experiences for healthcare professionals.
That’s what video marketing brings to the table.
- Videos let you explain complex products through animations, charts, interactions, and real-life experiences.
- They’re short, crisp, and to the point. The information is generally condensed and modularized to provide better interpretability and convenience to healthcare professionals.
- Videos can be customized to suit individual preferences.
It’s hard to stay engaged when you’re bombarded with extensive information that lacks conceptualization.
An effective video marketing strategy alleviates this pain point by delivering simple, engaging, and relevant content in a timely manner.
How to Decide Whether Video is the Right Option for a particular piece of content?
Videos are an engaging form of digital content. Actually, stats prove that the human brain interprets visuals 6000x faster than text or graphics.
However, you have to understand that not every content type can be converted into video.
What you got to ask yourself is whether the content would lose its meaning and relevancy without a video. If yes, do you think text or graphics would be able to keep your content engaging enough?
Is the answer to the above questions “yes”? Then you probably don’t need video.
Statistically, anything that is more verbose and technical, is better suited for conventional formats like reports or presentations.
It’s primarily because the healthcare professional might want to analyze the presented factual information at a later point, and having it in a video format certainly won’t make things easier for him.
Videos should be used for presenting an abstract idea of the product, demonstrating how the provided solution works, or for educating the healthcare professional. I’ve discussed more offbeat video marketing ideas for pharma brands, here:
The Power of Video Marketing
There are three primary reasons why video marketing is one of my favorite pieces of the digital marketing puzzle, and why I term it as the future of content marketing.
You can always adapt to the latest technological trends, but if you’re not creating content that matters, you’ll always be at the end of the curve.
Consider the example of the eDetailing technology that has succeeded in getting incremental acceptance in the pharma industry, but despite that, has failed in gathering the right outcomes.
The reason? They went for digitalization, rather than going for digital engagement.
What you, as a pharma marketer, need to understand is that adopting technology is just one aspect of digital marketing. The other key aspect is to deliver personalized information to healthcare professionals and engage them through actionable and engaging content.
Video marketing improves interactions as it delivers information in a crisp and intuitive manner. By modularizing content, you can provide information according to every healthcare professional’s individual preferences (Think: A-la-Carte), and pace (Think: A 7-course dinner).
Improved Brand Engagement
Video marketing helps in sending a powerful brand message to the community, and helps in increasing engagement with multiple digital channels.
When a healthcare professional or patient sees a video on your website or email that engages them, they’re much more likely to interact with your website or follow up on the actions enlisted in the email.
Your target audience is much more likely to respond or give feedback if they feel you understand their pain points and are driven toward solving them. Since videos help in connecting with your audience on a much deeper level, it helps in effectively closing the marketing loop.
Improved Online Presence
The impact of a good 1-2 minutes video that captures your brand’s core values or simplifies the essence of your product can certainly not be underrated.
In fact, that’s the reason why Roche, Novartis, AstraZeneca, Boehringer Ingelheim, and more have already invested in video marketing and are reaping great rewards by improving their reach in the community.
An effective video marketing strategy can improve your online presence and increase your brand’s value in the community.
After all, “Digital marketing is not about how much you can take; it’s about how much you can give, and still get back.”
Video Marketing is a very exciting form of content marketing for pharma businesses around the world. It’s a powerful connection link that blends technology, creativity, and insights to create an engaging and immersive experience for your target audience.
If you do it successfully, you’ll end up improving your interactions and making your products and services more accessible.
How excited are you about including video marketing as a part of your content strategy? Let us know in the comments section below.
And, oh, if you wish to catch up on more such stuff, feel free to reach out to us.