As digital disruption goes full force, pharma companies need to reshape their approaches and strategies. So meeting today’s highly digitalized, demanding audience’s needs and expectations becomes possible. This is a complex buyer collective that requires teams to focus on creating pharma marketing campaigns that are meaningful and add value to the stakeholders.
There are a wide set of possibilities for content creation in pharma. The industry’s audiences range from B2C to D2C targeting. So, the use of a video marketing strategy can enable the showcase of products and services as seamless interactive experiences.
In this new era of digital healthcare, it is crucial to provide both HCPs and patients with educational resources that can effectively pave the way for lead generation and conversion. Following this line of thought, video can help you differentiate your company from the competition. Consequently, expanding brand awareness within an omnichannel presence.
Audiences’ needs and expectations
Placing the customers’ behaviors and preferences at the center stage enables pharma teams to develop content tailored to the audience’s needs in the short and long run.
Considering the multitude of drugs and other medical products on the market, it is important pharma companies create content that educates the audience. Perse, the focus should lie on educating rather than just selling your products or services. This helps you create a sense of trust from both physicians and patients. This link of connection is, thus, established through the delivery of high-value medical resources and experiences that meet needs and expectations. This way, every interaction becomes accountable.
So, how can you effectively increase brand visibility, authority, and familiarity? By matching the promotional touchpoints of patients’ and physicians’ healthcare journey stages with products presented as solutions within an educational approach.
Medical professionals are no longer the starting point of a patient’s care journey. Online resources are now of great importance. So, companies must ensure their products and healthcare solutions show up on search queries and video content online. For example, this can be done through medical animations, increasing ranking scores and visibility probabilities.
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Strategizing for pharma:
Major focus points
- Create videos that enhance brand awareness and community authority. Explainer and product videos are the most suited to give a clear vision of the company to the customer. Namely, its values, mission, and products.
Establishing a digital presence with unique features that feed relationship development has a direct impact on qualified lead generation and conversions.
Informative educational video content helps increase the share-of-voice within the experts’ community, expanding the reach to high-value prospects.
- Embrace a patient-centric approach. This will help you support medical professionals in guiding their patients, and end-users throughout the care decision-making process.
Well-informed patients have something to say as they are aware of the options. With their higher demand, physicians follow the trend and start to proactively prescribe those products.
Through explainer videos, patients can educate themselves on the device of choice, consuming medical data in a digestible, bite-size, attractive format.
- HCPs consume medical videos massively. Explainer videos help them save time while learning more about the latest updates and new drug benefits in the market. All in a transparent, accurate, and educational way.
- Collaborate with key opinion leaders – KOLs – to increase the share-of-voice and expert referral throughout panel discussions and social networks.
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Improving lead generation
- Define & Track Key Performance Indicators (KPIs)
– Conversion Rate;
– Engagement Rate; and
– Play Rate.
To get qualified lead generation out of video marketing campaigns, pharma marketers need to continuously measure and track some important performance metrics. These include the conversion rate ( shows the number of viewers that took action after watching a video), the engagement rate ( shows the length watched, and the play rate), and the play rate (shows the number of viewers that clicked to play the video).
- Create diversified video content
– Educational Series; and
– Product Tutorials.
Making educational series available is an essential piece of a pharma marketing strategy. This helps you get prospects and customers acquainted with your brand and come back for more. To increase engagement, turn relevant medical topics into educational resources that resonate with your audience’s pain points.
Sharing product tutorials enable further customer understanding of the available solutions and related benefits. Therefore, building their trust and expanding the marketing outreach.
- Use data-driven insights to retarget ads
By retargeting the ads based on behavior data collected, such as conversion and engagement, pharma marketers help the leads move forward in the funnel. At the same time, they can enable a future narrower segmentation that enhances the omnichannel presence and brand awareness.
Optimizing the strategy:
Top 3 pro-tips
To get the highest results from your pharma video marketing strategy, the right content must be delivered to the right segment at the right time. So, pharma teams must not forget to:
- Use video on landing pages to increase the conversion rate;
- Include videos in the email marketing campaigns to get higher click-through and open rates; and
- Gate video content to increase engagement rate, sort qualified leads from non-qualified ones, and collect important details.
More on video marketing in pharma…
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Explainer Videos: How to Successfully Create Your First
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