{"id":206661,"date":"2022-11-30T10:00:00","date_gmt":"2022-11-30T09:00:00","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=206661"},"modified":"2022-12-21T17:14:49","modified_gmt":"2022-12-21T16:14:49","slug":"video-in-pharma-marketing","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/pharma-marketing-trends\/video-in-pharma-marketing\/","title":{"rendered":"What Impact Can Video Have on Pharma Marketing?"},"content":{"rendered":"\n
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Video is a powerful digital marketing tool, that has been pushed by consumers\u2019 preference for it over written content. More important, it has been shown to exercise a great influence over the audiences\u2019 decision-making processes. Thus, proving to be undeniably valuable to pharma marketing. <\/p>\n\n\n\n

According to Forrester Research, a video is worth around 1.8 million words. <\/strong>So, it is a tool that can have a significant impact on patients\u2019 and physicians\u2019 health education journeys. Especially as its acts as a positive opinion influencer, that can, in the ultimate instance, increase sales and brand awareness. <\/p>\n\n\n\n

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Video Marketing and Pharma <\/h2>\n\n\n\n
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Video marketing is a trend, not only in pharma but also in other fields of work. In 2021 already 86% of businesses used video as one of their chosen marketing tools (Wyzowl<\/em>). Why?<\/p>\n\n\n\n

Video is a valuable marketing tool that detains a powerful impact on the consumer. For example, most European patients and HCPs use the Internet to learn more about health, treatments, and other relevant topics in the field. For this, video can be just the right digital tool to target pharma\u2019s audience while being interactive and engaging. <\/p>\n\n\n\n

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The impact…<\/h3>\n\n\n\n
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Influence decision-making<\/strong><\/span><\/h4>\n\n\n\n
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Gen Zers make up 25% of the global population and a further 40% of global consumers (WP Engine). This is a generation brought up by technology and digital platforms, and so these are more influenced by opinions and ideas shared online.

Moving consumers down the funnel is a priority for marketers. And it is important to do it effectively, and in a way, that transparency and honesty persuade customers into buying your products.

Furthermore, Gen Zers as digital natives already hold high expectations towards their online experience. Believing that the websites they visit already know what they want due to cross-information and personalization. To an extent, they are ready to be influenced in their decisions, as they expect brands to exactly know what is it that they are looking for.

So, that is why a video is a digital tool that detains a significant influence over viewers\u2019 decision-making. First of all, consumers seek to learn more about health-related topics. In fact, 96% of people surveyed by Wyzowl have watched explainer videos to learn more about a determined product and\/or service. While a further 78% say that video has convinced them to purchase that same product or service.<\/p>\n\n\n\n

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Boost engagement <\/span><\/strong><\/h4>\n\n\n\n
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With greater access to information comes a demand for quicker-to-consume content that is as informative as text, but more interactive. And video is just the tool that responds to such demands. Allowing marketers to effectively boost engagement.\u00a0

Gen Zers already demand the personalization of their online experience. But also do other consumers. They want to find all information they need in a way that matches what they are specifically looking for. So, including video in your digital marketing strategy will boost engagement.\u00a0

How? <\/strong>Whereas in 2018 consumers already watched an average of 1.5 hours of video per day, this number has risen to a whopping 2.5 (Wyzowl<\/em>). In truth, 76% of consumers say they prefer to watch a video over reading the same information in a text (11%).\u00a0

All in all, video helps humanize your brand and turn it into a household of information and innovation. When including it on your website, you ensure that consumers spend more time on it. And that when putting a video on a landing page you boost engagement by at least 80% (UpCity<\/em>).<\/p>\n\n\n\n

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Increase online traffic & ROI<\/strong><\/span><\/h4>\n\n\n\n
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