{"id":198691,"date":"2020-07-21T09:49:51","date_gmt":"2020-07-21T07:49:51","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=198691"},"modified":"2022-08-24T12:04:21","modified_gmt":"2022-08-24T10:04:21","slug":"best-medical-explainer-videos","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/healthcare-marketing\/best-medical-explainer-videos\/","title":{"rendered":"4 Things Best Medical Explainer Videos for Pharma have in Common"},"content":{"rendered":"\n
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If you\u2019ve decided to get up to speed with digital marketing by using videos \u2013 excellent news. Video is by far the most effective digital marketing strategy<\/a> for pharma brands wanting to dive deep into multichannel. Explainer videos especially have become increasingly popular as a way to get great results with large numbers of physicians in a short time. But what makes the best explainer videos work?<\/p>\n\n\n\n

Here are some of the characteristics of the best explainer videos for pharma and how you can replicate them to create a successful digital marketing campaign of your own.<\/p>\n\n\n\n

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The best medical explainer videos are short<\/b><\/h2>\n\n\n\n
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You\u2019re probably well aware, but physicians have to read, quite a lot. With scientific publications coming out at a rapid pace, they have to dedicate hours to reading every week just to stay up to date with advancements in their therapeutic area. There are just two problems, though:<\/p>\n\n\n\n

–        They don\u2019t have the time for this<\/p>\n\n\n\n

– \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0They only read abstracts because this fact<\/p>\n\n\n\n

The best explainer videos are based precisely on this data. According to research, the best-performing videos in pharma are less than two minutes long. We\u2019ve also seen this from our own experience.<\/p>\n\n\n\n

A short explainer video draws the physician in from the start, unlike a reprint of a scientific publication. Within a dozen seconds, they know what kind of information they can expect. As an added bonus, they can watch it in less than two minutes, instead of putting aside 20 minutes of their day to read and understand a scientific publication.<\/p>\n\n\n\n

At the same time, it\u2019s useful to know that 70% of physicians read medical journal reprints published on pharma company websites. As they\u2019re already on the website, they could spend 15 minutes reading it \u2013 or simply watch an explainer video in 90 seconds. Seeing how the human brain retains 95% of information from video, compared to 10% from text, a short explainer video is a much better option instead of the text.<\/p>\n\n\n\n

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The best explainer videos put focus on the physician<\/b><\/h2>\n\n\n\n
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Do you know one of the most common complaints that doctors have about the current pharma marketing methods? It\u2019s that too much stress is put on the product, with sales reps presenting canned data, often repeating what a physician already knows. Physicians demand fresh data \u2013 and if you have an upcoming product launch, it\u2019s best to have fresh data in the first place.<\/p>\n\n\n\n

By making your explainer video short, you\u2019ve already made sure you\u2019re catering to the HCP audience. Second, use the opportunity to present your scientific publication in full. Physicians want to be familiar with the latest advancements, so don\u2019t give them abstract-sized bits of information \u2013 you can easily fit a 15-page publication into a 90-second explainer video. We know because we\u2019ve done it.<\/p>\n\n\n\n

Finally, if your explainer video focuses on a product, tell a story of what it brings to the table for the physician<\/a>. How does the product help improve patient outcomes? What makes it superior to generics and alternatives on the market? By providing this information, you\u2019re centering the content around the physician and creating the best explainer video you can.<\/p>\n\n\n\n

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The best explainer videos have an excellent script<\/b><\/h2>\n\n\n\n
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The script is the backbone of every good explainer video, and great scripts don\u2019t just happen. They require a dedicated, talented expert behind them.<\/p>\n\n\n\n

Here\u2019s the problem. Life science professionals aren\u2019t really good at writing video scripts. On the other hand, video scriptwriters don\u2019t have medical expertise and can\u2019t effectively single out the most important information from a scientific publication.<\/p>\n\n\n\n

The solution is somewhere in the middle \u2013 you need a dedicated medical writer if you want the best explainer video. This person needs experience writing medical content, as well as creating engaging video scripts. This is a rather unique skill set that not many pharma marketing experts know how to fill.<\/p>\n\n\n\n

So, what kind of script does the trick? It needs to start strong and encourage physicians to keep watching, to stress the most important bits of data, and leave out the boring ones, while bringing value to the physician.<\/p>\n\n\n\n

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The best explainer videos make physicians take action<\/b><\/h2>\n\n\n\n
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If you\u2019ve gone through the trouble of creating and promoting a great explainer video, there are probably thousands of physicians watching it at any given time. While that\u2019s a great success on its own, it\u2019s not enough. What are those physicians doing after watching?<\/p>\n\n\n\n

The best explainer videos make physicians do something right after watching. Whether it\u2019s leaving their email, asking for more information, requesting a reprint, or going to your pharma brand website \u2013 the choice is yours. Once the physician is familiar with your scientific publication or product, it\u2019s time to get them to act.<\/p>\n\n\n\n

You can use this with aptly titled calls to action. Whether you put them at the beginning, middle, or the end of the video, they\u2019re a great video to maximize the use of an explainer video and reach out directly to physicians, using their preferred channels of communication.<\/p>\n\n\n\n

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Can you create the best explainer videos on your own?<\/b><\/h2>\n\n\n\n
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Since their shift to digital, pharma companies of today have established excellent digital marketing departments. However, they often lack the know-how to create amazing explainer videos. Although they know the product and the audience, they don\u2019t have the possibility to create the best explainer videos for their brand.<\/p>\n\n\n\n

At BlueNovius, we\u2019ve recognized this gap and came up with a solution called PubExplainer<\/a>. Using this medical explainer video solution, we help pharma companies across the world tell the story about their scientific publications \u2013 and we turn them into engaging 90-second explainer videos.<\/p>\n\n\n\n

Do you want to know how we helped more than 50 pharma companies use PubExplainer to reach more physicians? Reach out to us<\/a> \u2013 we\u2019d love to talk with you.<\/p>\n\n\n\n

Did you know that we publish digital pharma content weekly on the BlueNovius blog? If you want to stay updated, you can subscribe to our news<\/a>l<\/a>etter<\/a>, and we\u2019ll send you the newest content once per week.<\/p>\n","protected":false},"excerpt":{"rendered":"

If you\u2019ve decided to get up to speed with digital marketing by using videos \u2013 excellent news. Video is by far the most effective digital marketing strategy for pharma brands wanting to dive deep into multichannel. Explainer videos especially have become increasingly popular as a way to get great results with large numbers of physicians […]<\/p>\n","protected":false},"author":1,"featured_media":198692,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"categories":[69],"tags":[],"yoast_head":"\n4 Things Best Medical Explainer Videos for Pharma have in Common<\/title>\n<meta name=\"description\" content=\"What makes some medical explainer videos great? 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