As a pharma marketer, one of the biggest challenges is to attract physicians’ attention toward your products. Healthcare professionals are busier than ever before. As a result, there has been a steep decline in face-to-face interactions with sales reps. This is forcing pharma to think outside the box and find new ways to approach doctors and other HCPs through video marketing.
Video marketing is more than advertising. It creates engaging and relevant content that delivers memorable experiences to healthcare professionals without violating compliance. For this, video can be the way you reignite doctor interest and level up your pharma interactions.
And remember, “The quickest way to lose someone’s attention is to demand it.”
Why choose video marketing for increasing brand engagement?
In the last few decades, the pharma industry has suffered significant changes. These have led to a radical shift in marketing, leading to:
- A rise in sophisticated and complex products;
- An increased number of “hard-to-see” HCPs;
- Traditional marketing channels that have failed to cater to HCPs’ personalized interests.
Today in pharma and life sciences marketing is no longer just about making content digitally available. It is about delivering engaging, personalized experiences that are memorable and valuable. That is exactly what video marketing brings to the table.
When bombarded with extensive information that lacks conceptualization, it becomes harder and harder to stay engaged. Effective video marketing alleviates this by delivering simple, engaging, and relevant content in a timely manner.
Videos can further help marketers:
- Explain complex products through animations, charts, interactions, and real-life experiences.
- Condense and modularize scientific and clinical information to provide better interpretability and convenience to healthcare professionals. Videos are short, crisp, and to the point.
- Customize content to suit individual preferences.
How do you decide whether video is the right option?
Videos are an engaging digital content format. In fact, statistics prove that the human brain interprets visuals 6000x faster than text or graphics. Nonetheless, it is important to remember and understand that not every content type can be converted into a video.
To know if you need one, you must ask yourself the following questions:
- Is the content going to lose its meaning and relevancy?
- Do you think text or graphics can keep your content engaging enough?
If the answer to the questions above is yes, then you probably don’t need a video.
Statistically, anything more verbose and technical is better suited for conventional formats like reports or presentations. That is because HCPs might want to analyze the presented information at a later point. Having this in a video format wouldn’t make it easier for them.
Video, in its turn, should be used for presenting an abstract idea of a product, demonstrating how a treatment option works or educating HCPs and other key stakeholders on the latest research in the field.
The power of video marketing
There are three primary reasons why video marketing is the future of content marketing and we’re going to tell you a little bit more about them.
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 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 minute 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.