{"id":198694,"date":"2020-07-28T09:00:19","date_gmt":"2020-07-28T07:00:19","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=198694"},"modified":"2023-04-19T11:19:23","modified_gmt":"2023-04-19T09:19:23","slug":"medical-videos-patient-engagement","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/videomarketing\/medical-videos-patient-engagement\/","title":{"rendered":"Medical Videos and their Importance for Patient Engagement"},"content":{"rendered":"\n
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What\u2019s the first thing a patient does when a physician tells them about their new diagnosis? Immediately, they\u2019ll whip up their phone or open up a laptop to go online. They will probably research their disease and the product they were just prescribed. Among the sources found on Google, they\u2019ll find blogs, forums, patient groups, and finally, medical videos.<\/p>\n\n\n\n

Engaging online has become more common for patients than going to their physician. In fact, many of them will Google their symptoms before booking an appointment. There\u2019s only one issue \u2013 in a sea of information available online, it\u2019s hard to determine what\u2019s useful.<\/p>\n\n\n\n

Pharma companies can take advantage of this situation and inform patients through medical videos, and here\u2019s how.<\/p>\n\n\n\n

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Patients love watching video content<\/b><\/h2>\n\n\n\n
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When it comes to the type of content people consume online, video is holding a steady position at the top for several years now. In fact, soon enough, the video will account for 80% of the total traffic online.<\/p>\n\n\n\n

It\u2019s not just the general video that gets lots of attention. According to research, one in three people watch medical videos online regularly. They do this to stay informed about their symptoms, before even coming in for an appointment with an HCP.<\/p>\n\n\n\n

It turns out that one-third of all patients watch a medical video before they book an appointment. This is great news as it\u2019s untapped potential for life science professionals to influence patients\u2019 health literacy before they take a step in the office.<\/p>\n\n\n\n

Some things are certain \u2013 patients love videos and patients want to stay informed before, during, and after visits to a physician. However, pharma companies and life science professionals are simply taking advantage of this fact.<\/p>\n\n\n\n

The reason to do this is quite obvious \u2013 medical videos get tangible results<\/a>. After viewing a medical video, 93% of patients take some sort of action, whether it\u2019s making an appointment, getting in touch with their HCP, or looking up product information online. To be specific, 60% of all patients who watch a video interact with their physician as a result.<\/p>\n\n\n\n

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How to create medical videos that engage patients<\/b><\/h3>\n\n\n\n
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Create medical videos that patients really want to watch.<\/b> The reason why patients want to stay informed is that A) they don\u2019t have the knowledge about their disease B) they don\u2019t have the health literacy to comprehend expert medical literature C) they\u2019re afraid of the unknown.<\/p>\n\n\n\n

Patients want videos that break down complex medical terms and ideas into easily digestible content. If the information is too difficult to understand, they will derive no value from the video. Ensure that the script is written by a medical professional who knows their target audience well.<\/p>\n\n\n\n

Fortunately, investigating your target audience is easier than ever before. To check what patients are really searching for online, you can use a simple keyword research tool and find out what therapeutic areas and diseases demand immediate attention and answers for patients. By analyzing what else is out there, you can spot gaps and find areas where you can make an effect.<\/p>\n\n\n\n

Put the focus on the patient.<\/b> Pharma companies and physicians have seemingly different goals, but their end-game is the same: provide better products for patients and foster better health outcomes.<\/p>\n\n\n\n

As such, videos that focus on the product are good, but they\u2019re not enough. Instead of putting the product in the spotlight, stress the benefits that patients get from using it. What makes it better than the generic competition?<\/p>\n\n\n\n

Even though patients can\u2019t directly influence what their physicians prescribe them, properly educated patients can ask their physicians for a specific brand. Moreover, if physicians see that there\u2019s an increased demand for a product, they\u2019ll be more likely to prescribe it on their own.<\/p>\n\n\n\n

Needless to say, just stressing the benefits without any evidence to back them up won\u2019t be an effective solution. One of the best uses for videos which we found when working with our clients is when they\u2019re used to explain the mode of action for a given product. By explaining what a medication does on a molecular level, you can hit two birds with one stone:<\/p>\n\n\n\n