{"id":89781,"date":"2018-05-15T10:11:22","date_gmt":"2018-05-15T08:11:22","guid":{"rendered":"https:\/\/www.bluenovius.com\/?p=89781"},"modified":"2023-04-05T17:18:09","modified_gmt":"2023-04-05T15:18:09","slug":"video-future-digital-pharma-marketing","status":"publish","type":"post","link":"https:\/\/www.bluenovius.com\/videomarketing\/video-future-digital-pharma-marketing\/","title":{"rendered":"7 Reasons Why Video is the Future of Digital Pharma Marketing"},"content":{"rendered":"\n
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If you\u2019re just entering the world of digital pharma marketing, you may be wondering which direction to take first. There\u2019s a myriad of options, from paid advertising, content marketing, SEO, multichannel\u2026 It\u2019s only reasonable if you\u2019re feeling overwhelmed.<\/span><\/p>\n\n\n\n

In our experience as a digital pharma marketing company, video is one of the top contenders for the pharma marketing crown. In fact, some of our clients were able to<\/span> achieve incredible results<\/span><\/a> using video as a strategy.<\/span><\/p>\n\n\n\n

Here are some of the main reasons why video should be the medium of choice for your pharma marketing strategy.<\/span><\/p>\n\n\n\n

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Videos are much more engaging than words<\/b><\/h2>\n\n\n\n
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Text isn\u2019t really that fun of a way to spend time. Even more so if it\u2019s a reprint of a medical publication. If you\u2019re a physician with a busy schedule, going through a wall of text is hardly your idea of leisure.<\/span><\/p>\n\n\n\n

Video seems to be much better at captivating attention than text. In fact, our brains process visual information<\/span> 60x faster than text<\/span>. On top of that,<\/span> 4 times as many prospects would rather watch a video about a service or product instead of reading about it. In fact, if both video and text are present on the same screen,<\/span> 59% of people<\/span> are more likely to choose video.<\/span><\/p>\n\n\n\n

Are your physicians struggling to remember information from your medical publications? It\u2019s probably the overload of information from text. Video helps them remember<\/span> up to 95% more information compared to the same content in textual form. If you present your medical publications in video form, they will be able to retain all the key information easily.<\/span><\/p>\n\n\n\n

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Videos are short<\/h4>\n\n\n\n
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Physicians are strapped for time every moment of their workday. Between patients, paperwork, and trying to stay up to date professionally, they rarely have any free time. Unfortunately, the most common way of getting up to speed with the latest medical advancements and products is through scientific publications.<\/p>\n\n\n\n

Why, unfortunately? There’s a large volume of papers being pushed out every day. At 10-20 pages per paper, it takes an average of 15 minutes for a physician to consume the information. When they do read a paper, chances are they probably won’t be able to remember the most critical data.<\/p>\n\n\n\n

On the other hand, explainer videos are fairly short, with an average length of about 3 minutes. Most of our PubExplainers are 90 seconds long – which is a timeframe that HCPs can definitely spare to get updated about the latest advancements in life sciences.<\/p>\n\n\n\n

Just imagine – if all publications were turned into explainer videos, at 90 seconds per video, physicians across the world would be able to stay up to date with their therapeutic area every day, by devoting less than 15 minutes daily.<\/p>\n\n\n\n

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Videos are easy to use<\/h4>\n\n\n\n
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For a modern-day pharma marketer, making the transition to digital is one of the most important initiatives. However, a department used to working with traditional media may have a hard time battling with concepts such as landing pages, lead generation, or digital marketing campaigns in general.<\/p>\n\n\n\n

However, when it comes to useability, there are very few tools that are as simple to use as video. You can simply embed them in your pages, send them out in your emails, and transfer them to tablets so that the sales force has something to show during calls, as well as many other low-hanging fruit tactics.<\/p>\n\n\n\n

The fact of the matter is, that video can be used without advanced knowledge of digital marketing. What’s more, tracking how video performs over time is a piece of cake as well, as it’s incredibly easy to open up video analytics and see how your explainer videos are performing.<\/p>\n\n\n\n

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You can reuse videos<\/b><\/h4>\n\n\n\n
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If you have a piece of content on your pharma blog, the best you can do to maximize its potential is to post links to it. If you have an ebook ready, the situation is pretty much the same. Whichever format you can think of, its use is very much limited to one channel at a time. Content repurposing is one of the most efficient ways to get the most out of your marketing efforts with limited amounts of time, and this is just not possible with traditional marketing channels.<\/span><\/p>\n\n\n\n

On the other hand, videos embody the true nature of multichannel pharma marketing. They can be used on your website or in the emails you send to physicians. You can put them on tablets and phones so that sales reps and MSLs can share them during their calls. Videos are also handy for conferences, where you can play them in booths.<\/span><\/p>\n\n\n\n

In this way, video has greater ROI than all other types of content. Depending on the type of video you do for your pharma brand, you can potentially reuse it hundreds of times.<\/span><\/p>\n\n\n\n

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It\u2019s a great email marketing tool<\/b><\/h4>\n\n\n\n
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Email is still one of the most effective ways of reaching physicians. However, like everyone else, they are swamped with spam on a daily basis. Luckily, video can amplify even the weakest of email marketing strategies.<\/span><\/p>\n\n\n\n

Just including the word <\/span>video <\/span><\/i>in an email subject line will increase the open rate by<\/span> as much as 19%<\/span>. Going further, open-to-reply rates <\/span>increase<\/span> by 8x<\/span><\/a> in emails containing a video. Finally, by putting a video in an email, you can increase click-through-rates by<\/span> as much as 50%<\/span>. For the best effects, make sure the first email you send to HCPs contains a video, as this increases click-through rates by a<\/span> whopping 96%.<\/span><\/p>\n\n\n\n

As you can see, video is immensely powerful for email pharma marketing. The best part \u2013 you can reuse the videos from your emails on other channels.<\/span><\/p>\n\n\n\n

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They’re inexpensive<\/h4>\n\n\n\n
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If you think that creating videos for the purpose of pharma marketing has to be expensive – you’re badly mistaken. In terms of return on investment, there is hardly a better way to invest in digital pharma marketing.<\/p>\n\n\n\n

One of the reasons for this is that you can see where each cent goes, once you create a video and run a campaign. For instance, you can know the following:<\/p>\n\n\n\n