Forget the old idea that video marketing in pharma doesn’t stick. 2022 is the year in which many companies are taking video as a strategy. in the long run, this content can bring in good ROI, increase viewer demand, and help a company grow in popularity.
Read on about why pharma is no exception to this rule.
Why video marketing is a good strategy for pharma marketing
Not even pharma is immune to this phenomenon. Video as a content format of value has proven to attract a lot more online traffic. Many consumers these days watch an average of 16 hours per day of video content. And 84% of them buy a product or service after watching a brand’s video(s).
Yet for pharma, there are some constraints felt by marketers. In the case of this field we can name the following:
- Managing public perception of pharma brands. There are many patients who have a negative image of the pharmaceutical industry. For years this industry has had a reputation for focusing more on profit than on helping people;
- The ongoing social stigma around some health conditions. This makes it hard to discuss solutions to health concerns;
- Finding the right stories within a health-themed context. Not many patients are willing to open up about their health problems. The matter of keeping stories private might impact your messaging’s authenticity in certain contexts;
- Last, but not least, ensure the messages are consistent with FDA-approved messaging.
Why is video marketing so relatable?
Despite the constraints above, many pharma brands have tested video in their strategy. There are a series of advantages to integrating this content into a marketing strategy, such as:
- Video as content is more relatable. You can use videos for several goals. From educating audiences to passing a strong message from your brand the possibilities are endless. Regardless, people will see that your pharma brand is there to help;
- It can help if you’re going for a storytelling approach in your narrative. Let’s face it: showing your principles and values on screen is an easier route to building trust. These days, who wants to read a document that loses the reader after a few lines? Remember that the attention span of a person nowadays is 8 seconds. So, use this time wisely.
- Video helps with consistent messaging. An easier way to go is by running a disclaimer on a product’s messaging. in fact, some companies are even testing interactive links as a way of engaging audiences;
- These contents are easy to distribute. You can use video on any communication channel. Either on your website, search engines, social platforms, or paid advertising. The more you project your video content, the better.
With this said, what types of content can we explore in pharma? Let’s have a look at some ideas.
#1: Explainer Videos
The popularity of explainer videos as educational elements is bigger than ever. As can be seen, these animated videos take a topic and break it down step-by-step. The visuals and narration used, guide the viewer on a journey that helps it learn about a topic faster.
Explainer videos in pharma can come down to a variety of topics. You can use them to:
- Educate people on medical themes;
- Share insights on drugs;
- Promote different alternatives to treatment;
- Explore the details of illnesses and diseases.
Through a good script, narration, and animation you can engage with your audiences like never before.
A good example of an engaging video style addressed to HCPs is RedNovius’ PubVisual. With a simple 90-second animated video, you can turn your medical data into a selling point for your company. Schedule your expert session with us and find out more about it.
#2: Disease awareness videos
Have you ever seen a Public Service Announcement Video (PSA)? These videos are short and have a story in between to raise awareness on a certain topic. The goal is to pass a message that serves the public. While helping change perspectives on social and health-related issues.
For pharma, you can go for a video based on the aforementioned content, a video raising awareness of a certain illness. Additionally, the options you can use are wide: from a story around a certain disease to a video talking about the numbers of a certain health constraint.
#3: Testimonial videos
The best way to use social proof to your advantage? Create testimonial videos that show the experiences of real people with your products.
Despite the previously mentioned constraints, there are still people willing to speak up about their conditions. If you have patients who are happy with your results or don’t mind sharing their stories, put them in a video.
Nowadays, public trust is very low. But prospects have a bigger probability of trusting a common person’s word. This means that if they see them praising your products or services, they’re more likely to have you in high regard.
Remember that storytelling in these videos is vital. You can conduct an interview with the patient evoking his experience before and after trying your product. So, always try to get the interviewed person to speak about his/her personal experience.
#4: Expert interviews
The word of authority in a certain medical area can also be very helpful. Furthermore, by getting a KOL (Key-Opinion Leader) to speak from expertise, you are bringing credibility to your content.
Like the testimonial videos, an interview format is a way to go in these narratives. These will help you position your pharma brand as the go-to authority for many questions that your audience may have regarding different medical topics.
#5: Company introduction videos
Lastly, there’s nothing like showing a little transparency. In fact, a company introduction video is a great idea for your audience to get to know you better.
Of course, you have to organize your values and what your brand stands for in a well-detailed script. Choose the best speakers you have on your team. And you will create unique content that shows the human side of your company.