Video marketing is starting to become a prevalent strategy for any digital approach. As a content format, the video became the number one choice when it comes to consumption. Thus, today it is a vital element of any business’s marketing strategy. And pharma is no exception to this rule.
With that said, this article will share the most relevant statistics about video marketing in pharma. Discover the main catches of this wonderful content for digital marketing.
Video marketing and its impact
The fact that many users online are turning to video content when consulting a site shows the real power of these sequences. In fact, in 2020, 92% of marketers stated to Hubspot that video became vital for their marketing strategy.
In 2021, the impact only tended to grow, as a recent report from Wyzowl stated. The pandemic period continues to have a significant impact on marketing actions. For now, it seems to be settling as people adapt to the new normal. But it’s a positive insight regardless.
Video content online has doubled in spectators since 2018. Still from Wyzowl, over 50% of people watch an average of 16 hours of video per week. YouTube, for example, is managing to reach consumers between the ages of 18-49.
Many marketers from a variety of industries are highlighting the benefits of these contents. Especially when it comes to influencing:
- Sales; and
- Audience engagement.
All in all, 87% of video marketers pointed to a positive ROI when compared to that same result in 2015.
The opportunities around video marketing
The present period is a great opportunity for video marketing. Surprisingly, there seem to be many unused opportunities from companies to fully take advantage of video. There are several “blue oceans” in this field waiting to be explored. Mostly because the number of videos watched by the average user weekly almost doubled since 2018.
The good news amidst all of these stats? Explainer videos are the most popular video format that reached the most success among viewers. As an element used for educational purposes in classrooms and training, it’s no surprise that the engagement of these contents works in an online context.
According to Optinmonster, a great percentage of people online have reported watching these contents to learn more about a product or service. Many of them were even swayed to purchase a product.
What effects can this have on pharma and healthcare?
Pharma has a lot to take advantage of regarding video content. Because this was one of the sectors heavily affected by the pandemic. It’s only natural that they would rush to adapt to the new normal.
This is a good reason why many healthcare-related companies have increasingly started to use video in their marketing. To keep up with the competition, it’s only normal that from 2020 to now, many included a video in their content strategy.
In fact, according to Curtis & Coutler in 2020, video in medical marketing is a cheap, convenient, and easy way to communicate with target audiences. This content is also growing in relevance, especially for communicating successful patient stories.
The fact that many interactions in healthcare and pharma have moved to online territory is also a contributing factor to this new panorama. Not only can video improve the education of patients on health topics, but it can also educate doctors.
Physicians, in particular, have begun to understand the advantages of turning to video content. Alike patients, they can learn about relevant topics faster, and absorb more information in an optimized fashion. Perse, video can adapt its message to many types of audiences. So, it’s easy to create content that can resonate with certain niches.
It’s predicted that VR (virtual reality) videos will become increasingly popular in this sector. This has to do with the fact that these videos provide a representation of the human body. With this content format, medical education will have a great game-changer on its side, focused on immersion and realism.
Sure, but how can video work for the pharmaceutical industry?
If created and edited right, video content can help in the explanation of complex or innovative ideas. Right now, the preferred content formats are explainer videos and customer testimonials. The first one is due to its advantages in helping audiences through complex topics. The second one is because it shows an individual’s experience with the company, showing a transparent side to it.
In a time where digital trends rule communication strategies of many sectors, there’s still a need for a human side to a company. With video content tailored to patients, pharma companies can fully embrace the opportunities this format offers.
The fact that online engagement became a part of the new normal for healthcare made it common practice for many patients. Looking into symptoms before actually going to a doctor is common among patients. This is one of the main reasons why video content can come off as a great opportunity for pharma. To provide valuable information to these audiences.
What’s in this for pharma companies?
There are lots of video formats available for pharmaceutical companies to try out. From the successful explainer videos to the emotional testimonials of patients, health-related topics are important to adapt to this format.
By taking this step, pharma organizations will be one step ahead of the competition. Furthermore, they will be able to establish themselves as a reference for certain topics. The increasing usage of social networks that have video content, especially YouTube, shows that more people in several age gaps are truly engaging with this trend.
Without a doubt, video marketing will have a great impact on many digital strategies. Pharma is included in this list. The multiple uses for video are being increasingly explored and this is a clear sign that there’s a lot to gain from it.