The pandemic reality accelerated the need to go remote across industries, feeding the digital disruption process in healthcare. In fact, medical professionals embraced the urgency felt. Then, they became digital natives within a hyper-connected and time-constrained environment. With this in mind, it’s time to go over the main video statistics that marketeers need to know.
Top Video Statistics for Marketeers
HCP and Patients’ Favorite Content: The Numbers Don’t Lie in video statistics!
Healthcare professionals’ (HCP) expectations have shifted toward a customer-centered approach. And are now in search of seamless experiences for themselves and their patients. As for medical education, physicians and consumers expect pharma to empower them with relevant, accurate, and understandable content. Which pharma companies must deliver at the right time of the journey.
In the long run, to establish and nurture these wanted partnerships, pharma companies have to:
- Look at the big picture of the customer experience;
- Segment the customer experience and audience;
- Add value to each audience in each stage.
To successfully engage, every interaction has to be meaningful. And for that, the delivery of tailored content is pivotal. Content that one distributes in the preferred media type through the favored channel. And, most importantly, consumed on any chosen device.
Having the need and demand for more educational medical resources from both HCP and patients by adding:
- Bite-sized;
- Time-saving; and
- Digestible content.
With this, pharma marketers, are more likely to increase engagement rates. As well as boost representatives of scoring time in the doctors’ schedule.
Given these points, let’s see why pharma marketing teams and sales reps already see video as an integral part of their success.
The Disruption: Remote, Virtual & Digital Healthcare
Expectations of business interactions have evolved for medical professionals. With almost 70% of the professionals becoming digital natives in 2021 (Veeva). In fact, these embrace digital channels and telemedicine to engage with patients and pharma companies.
The new era in healthcare brings different personal experiences to the HCP regarding mobile, social, and digital technologies. Patient-centric physicians need more educational content. So, pharma partners have to focus on delivering content that is suited for the remote landscape.
Pharma must consider every interaction’s weight in the effective management of the target audience. Thus, while not dismissing the increase in video content consumption and demand.
New Approach: The Customer-Centered Model
With the increase of available medical data, professionals and patients research and choose online pharmaceutical products. So, pharma needs to integrate a B2C approach within an omnichannel presence. Which should strive to go beyond a product or domain. Therefore, tailored messages are crucial to achieving engagement success with HCP and end-users.
Furthermore, pharma must acknowledge the shift in the relationships between patients and doctors. These are no longer the first and last touchpoints in the care journey. Word-of-mouth and referrals are being replaced by digital content. Today’s marketing strategy has to add more value than just selling. This is done by combining branding, digital marketing, and traditional advertising.
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Content-Type: Why is Video the Way to Go?
Video watching was already increasing but boomed with the pandemic reality. It is now a must-have for every business content marketing strategy, healthcare included.
According to the statistics, explainer videos were the most successful (Wyzowl). 94% of people have watched one to learn more about a product or service, and 84% have decided to purchase it due to that.
87% of marketers state they have had a positive ROI (Return On Investment) with video content (Wyzowl), reflecting the clear benefits of this format.
Top Video Statistics: Video Marketing Overview & Predictions
Video statistics in marketing
- 86% of businesses use video as a marketing tool = +23% in 3 years (Wyzowl);
- Video is the number 1 media type used in content marketing strategy (HubSpot);
- Video marketers have a 49% faster revenue growth than the non-video ones (Wordstream);
- 83% of video marketers saw an increase in the average time visitors spend on pages with video content (Wyzowl);
- 71% of B2B marketers and 66% of B2C marketers use video marketing (Optinmonster);
- More than 66% of qualified leads per year for video marketers (Optinmonster);
- Video included on the landing page can boost conversion up to 80% (Wordstream);
- Between text and video, 59% of executives are more likely to choose video (Small Biz Trends);
- ‘Video’ in the subject line of emails gives an extra 7% of the open rate (Social Media Week);
Video statistics in online behavior
- 78% of people watch online videos every week and 55% view online videos every day (Social Media Week);
- One-third of all online activity consists of watching videos (Wordstream);
- 54% of consumers want more video content from brands/businesses (HubSpot);
- 72% of customers rather learn about a product/service through video (Optinmonster);
- 84% of people decided to choose/buy a product/service after watching a brand’s video (Optinmonster);
- Only 10% of the message is retained when reading a text, against 95% retention when watching a video (Insivia);
- This year, 82% of all internet traffic comes from downloads and video streaming (Cisco);
- An average person will spend 100 minutes a day this year watching online videos (Zenith Media);
- More engagement for videos that are up to 120 seconds long (Wistia);
- 56% of all videos produced globally last year were under 2 minutes (Hubspot);
- With 88%, YouTube is the most popular platform for marketers to share video content (Oberlo).
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Conclusions
With the pandemic came an urgency to provide video content that consumers want from brands and businesses. Overall, in this period, video-watching boomed, and the digital-native audience’s needs and expectations of interactions shifted.
In 2020, there was an increase of 96% in online video consumption (InVideo). With 9 out of 10 viewers wanting more video content (Zenith Media), that is multi-channel and multi-device.
One of the most wanted and consumed types of content is explainer videos. In the long run, pharma can guarantee a higher engagement rate by integrating medical animations throughout the customer journey. In brief, all are shared at the right time and place in a time-saving seamless experience.
With the customer at center stage, pharma is now a partner in the care journey. Thus, it needs to establish itself as a go-to source when it comes to relevant and valuable educational medical content. That is proactively made available at the exact moment of need.
