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Posted by Bill Gadless on June 22, 2023

Harnessing the Power of Video in Healthcare and Pharmaceutical Digital Marketing

In today’s digital world, marketing strategies for every industry, including healthcare and pharmaceuticals, are continuously evolving. A significant part of this revolution is the exponential growth and influence of video content. As more consumers gravitate towards visual media, businesses in the healthcare and pharma sectors need to adapt to stay relevant and reach their audiences effectively. This article delves into the dynamic world of video marketing, exploring why it’s more than just a trend, but a necessity in modern healthcare and pharmaceutical marketing.

The Rise of Video in Digital Marketing

Over the years, video has emerged as a dominant force in digital marketing. The reasons for its rise are many. Consumers find video content engaging, memorable, and more than any other form of content, it offers a deeper, more personal connection with the brand. This rings especially true in the healthcare and pharmaceutical industries where trust, credibility, and information retention are of utmost importance.

According to a recent survey, “54% of consumers want to see more video content from a brand or business they support”​​. This statistic not only showcases consumers’ growing preference for video but also points to an opportunity that pharma and healthcare marketers can seize. By integrating more video content into their marketing strategy, these industries can effectively meet consumer demand while building a stronger, more interactive relationship with their audience.

Video: A Key Player in Healthcare and Pharmaceutical Marketing

While video marketing is crucial across all industries, it holds special significance in the healthcare and pharmaceutical sectors. Why is that?

1. Simplifying Complex Information: Healthcare and pharmaceutical subjects can often be intricate and difficult to understand. Video content helps simplify these complex topics, making them more accessible to the average consumer.

2. Humanizing the Brand: Video brings a human element to healthcare and pharmaceutical marketing. Whether it’s showcasing the people behind the brand or featuring patient testimonials, video content can create an emotional connection, which is critical in these sectors.

3. Enhancing Trust and Credibility: A well-crafted video can establish trust by showcasing healthcare professionals or offering a behind-the-scenes glimpse into pharmaceutical manufacturing processes.

As healthcare and pharma marketers increasingly recognize the importance of video, it’s essential to understand the different types of video content and how to deploy them strategically. This understanding, as we’ll explore in the next sections, is the foundation of an effective video marketing strategy in the digital age.

Decoding the Spectrum of Video Types in Healthcare and Pharmaceutical Marketing

The digital marketing landscape offers a plethora of video types that can cater to different purposes, audiences, and platforms. Understanding these can help healthcare and pharmaceutical marketers craft video content that resonates with their audience and drives their marketing goals.

Thought Leadership Videos

Thought leadership videos position healthcare professionals or pharmaceutical experts as authorities in their field. They typically involve discussions on industry trends, insights, innovations, and more. The power of these videos lies in their ability to build credibility and trust among viewers. These videos demonstrate the depth of knowledge and expertise your brand possesses, making it a go-to resource for reliable information.

Patient Testimonials

Patients’ testimonials are real-life stories shared by patients about their experiences with a healthcare provider or a pharmaceutical product. These are powerful storytelling tools that can emotionally connect with the audience and increase the perceived authenticity of your brand. They provide real-world proof of your product or service’s effectiveness and can significantly influence potential patients’ or consumers’ decisions.

Facility Tours

Facility tours offer a behind-the-scenes glimpse of your healthcare facility or pharmaceutical manufacturing plant. They allow the audience to see where and how your services are carried out or where your products are made. This type of video can enhance trust by demonstrating your commitment to quality, safety, and transparency.

Mechanism of Action (MOA) Videos

Mechanism of Action videos are specific to the pharmaceutical industry. They visually represent how a particular drug works at the molecular level in the body. These videos can make complex processes understandable to a wide range of audiences, from healthcare professionals to patients. MOA videos are not just educational; they also emphasize the scientific foundation behind your products.

Indeed, the statistic showing that “91% of marketing professionals use video as a marketing tool”​​ points to the diverse and effective usage of these video types in reaching and engaging audiences.

Choosing the Right Video for Your Brand

Each type of video serves a unique purpose and can effectively engage your audience when used correctly. As a healthcare or pharmaceutical marketer, understanding these video types is crucial to determining which ones will best align with your brand’s messaging, audience expectations, and marketing goals.

By incorporating these various types of videos into your digital marketing strategy, you can create a multi-faceted approach that appeals to different audience segments and stages in the buyer’s journey.

Diving Deeper: Different Types of Videos in Healthcare and Pharmaceutical Marketing

In addition to thought leadership videos, patient testimonials, and facility tours, there are other types of videos that healthcare and pharmaceutical companies can leverage to communicate with their audience. These include product explainer videos, product demos, trailers, and commercials for Connected TV (CTV) and Over-The-Top (OTT) platforms. Each type serves a unique purpose and provides unique value.

Product Explainer Videos

Product explainer videos are short videos that explain your healthcare product or pharmaceutical drug in an easy-to-understand manner. They’re a fantastic tool for conveying complex information in a digestible way, and they can significantly enhance your audience’s understanding of your product’s features, benefits, and use cases.

Product Demo Videos

While product explainer videos tell your audience about your product, product demo videos show it in action. They provide a real-life demonstration of how your product works, which can help build trust and credibility. These videos are particularly effective for healthcare devices and digital health solutions, where seeing the product in use can be incredibly convincing.

Trailers to Promote Events or Other Content

Trailers are short, engaging videos that tease an upcoming event or content piece. They generate anticipation and excitement, encouraging your audience to stay tuned for more. Whether you’re hosting a virtual conference, releasing a new YouTube series, or launching a new drug, trailers can give your audience a sneak peek of what’s to come.

Commercials for Connected TV (CTV) and Over-The-Top (OTT) Platforms

As more people turn to streaming platforms for their entertainment, commercials for CTV and OTT platforms provide a new avenue for reaching your audience. These platforms allow for highly targeted advertising, meaning your video content can reach a very specific subset of your audience based on their demographics, interests, and viewing habits.

By leveraging these different types of videos, you can create a well-rounded video marketing strategy that caters to your audience’s various needs and preferences.

Display Videos for Tradeshows and Conferences

Tradeshows and conferences provide a valuable opportunity for healthcare and pharmaceutical companies to showcase their products, services, and expertise. Display videos can significantly enhance your tradeshow booth or conference presentation, attracting attention and making your message more memorable.

These videos might feature product demos, customer testimonials, company overviews, or animated explainers. They serve to engage attendees, spark conversations, and leave a lasting impression. Given that these events often host a large number of exhibitors, a compelling display video can set you apart from the competition and ensure your brand stands out in the crowd.

Executive Videos for Mission and Vision Communication

Executive videos offer a powerful way for healthcare and pharmaceutical companies to convey their mission, vision, values, and strategic direction. These videos feature top executives – such as the CEO, CMO, or other leaders – speaking directly to stakeholders such as investors, potential employees, and current staff.

They are particularly effective for:

  • Investors: Executive videos provide an engaging platform to discuss company performance, growth strategies, and market opportunities, helping to build investor confidence.
  • Career Seekers: For those considering a career with your organization, an executive video can provide a glimpse into company culture, leadership style, and career opportunities, helping attract top talent.
  • Existing Employees: For current staff, executive videos can be a source of inspiration, reinforcing the company’s vision and values, acknowledging staff contributions, and fostering a sense of community and engagement.

Culture Videos for Recruitment

Culture videos are an excellent tool for showcasing your company’s culture and values, making them particularly valuable for recruitment. These videos give prospective employees a glimpse of what it’s like to work at your company, demonstrating the intangible benefits that set you apart from other employers.

Key elements of culture videos can include:

  • Employee Testimonials: By featuring real employees sharing their experiences, you can provide authentic insights into the work environment, career opportunities, and why they love working for your company.
  • Company Events: Footage or highlights from company events, such as team-building activities, holiday parties, or awards ceremonies, can showcase your company’s camaraderie and commitment to employee satisfaction.
  • Charitable Work: Showcasing your company’s community involvement or philanthropic efforts can demonstrate your commitment to social responsibility and highlight your company’s values.

Maximizing Reach: Using Video Across Multiple Platforms

In the vast ecosystem of digital marketing, there are numerous platforms where video can shine. Here, we examine the importance of deploying your video content on your website, YouTube, online advertising, and social media platforms, and how this can amplify your reach and engagement.

Leveraging Video on Your Company Website

Video content on your company website serves several purposes. It can increase user engagement, provide a more immersive experience, and significantly boost your SEO efforts. Research suggests that “A website is 53 times more likely to reach the front page of Google if it includes video”​​. This is a clear testament to how video content can enhance your visibility online and attract more organic traffic to your site.

Creating a YouTube Series

As the second largest search engine after Google, YouTube offers an enormous potential audience for your healthcare or pharmaceutical brand. A YouTube series can be an effective way to share educational content, industry insights, patient stories, or product information. Regularly publishing videos as part of a series keeps your subscribers engaged and coming back for more, fostering a loyal audience over time.

Harnessing the Power of Video in Online Advertising

Online advertising, whether it’s pay-per-click (PPC) ads, social media ads, or display ads, benefits significantly from video content. Video ads have been shown to achieve higher click-through rates and better engagement than static ads. They can effectively convey your value proposition in a short time, making them a powerful tool in your digital advertising strategy.

Engaging Audiences with Social Media Videos

Social media platforms like Facebook, Instagram, LinkedIn, and Twitter have evolved into major video content hubs. Each platform offers unique video features such as Instagram’s Reels, LinkedIn’s native videos, and Twitter’s short video snippets. These platforms provide a space for more informal and creative video content, allowing your healthcare or pharmaceutical brand to connect with audiences on a more personal level.

Video content on social media can boost engagement rates and increase shares, likes, and comments, fostering a more active and loyal community around your brand. The statistic showing “88% of video marketers are satisfied with the ROI of their video marketing efforts on social media”​​ is a clear endorsement of the potential and effectiveness of social media videos.

Designing a Video Strategy: Aligning with Audience and Content Preferences

As with any marketing initiative, a successful video strategy must start with a deep understanding of your target audience. This means not only knowing who they are but also their behaviors, preferences, and journey. Once these elements are clear, you can then tailor your content to meet their needs and interests, effectively engaging them at every touchpoint.

Understanding Audience Personas and Journeys

Identifying your audience personas involves outlining the demographics, behaviors, motivations, and challenges of your key audience segments. This allows you to create personalized content that resonates with them on a deeper level. For instance, a healthcare provider may create different videos for patients, caregivers, and healthcare professionals, each addressing their unique needs and concerns.

Understanding the customer journey is equally crucial. This involves mapping out the different stages your customers go through, from awareness and consideration to decision and loyalty. By aligning your video content with each stage of this journey, you can effectively guide your audience towards the desired outcome, whether it’s to book an appointment, purchase a product, or simply learn more about a health condition.

Choosing Content Topics Based on Audience Preferences

Once you’ve outlined your audience personas and journey, the next step is to choose content topics that cater to their interests and needs. This could involve surveying your audience, monitoring social media discussions, or analyzing search trends related to your field. The goal is to create video content that not only aligns with your brand message but also answers your audience’s most pressing questions and concerns.

For example, if you’re a pharmaceutical company launching a new drug for diabetes, your video content might include an MOA video explaining how the drug works, a thought leadership video discussing the latest trends in diabetes treatment, and a series of patient testimonials sharing their experiences with the drug.

Creating a Video Content Calendar

A content calendar is a crucial tool in your video strategy. It helps you plan your content in advance, ensuring a consistent output and variety in your video offerings. This might involve scheduling thought leadership videos, patient testimonials, facility tours, and MOA videos at different intervals, aligning with key dates, product launches, or health awareness months.

By meticulously planning your video strategy based on audience personas, their journey, and content preferences, you can ensure your video content is effective, engaging, and ultimately drives your healthcare or pharmaceutical marketing goals. The next section delves into the practical steps of planning a video from pre-production to post-production.

The Video Production Process: From Planning to Post-Production

Creating effective video content requires careful planning, execution, and refinement. This section breaks down the key stages of video production, providing a roadmap for healthcare and pharmaceutical marketers to bring their video ideas to life.

Pre-Production: Brainstorming, Scripting, and Storyboarding

The pre-production stage is all about laying a solid foundation for your video. It begins with brainstorming concepts that align with your strategy. Once you’ve settled on a concept, the next step is scripting. A well-written script serves as the backbone of your video, detailing what will be said and what the audience will see.

Storyboarding then translates this script into a visual plan. It sketches out the main scenes, providing a frame-by-frame guide for the shoot. This helps ensure all team members, from the director to the camera operator, understand the vision for the video.

Production: Shooting, Lighting, Sound Recording, and Directing

Production is where you bring your storyboard to life. It involves filming the scenes as planned, paying close attention to lighting and sound quality, as these can significantly impact the final product. In this stage, directing plays a crucial role in guiding the talent and coordinating the crew to capture the shots as envisioned.

Post-Production: Editing, Adding Effects, and Finalizing the Video

Post-production is the final stage, where all the pieces come together. Here, the video is edited to create a smooth flow from one scene to the next. Sound effects, music, and visual effects are added to enhance the video’s impact. This stage also includes color correction, text overlays, and other finishing touches to ensure the video aligns with your brand’s aesthetic.

Throughout these stages, it’s important to keep your audience personas in mind, tailoring every element, from the script to the visuals, to their preferences and needs.

Once your video is finalized, the next challenge is to maximize its reach and impact. The next section will provide valuable insights on promoting your video, maximizing its ROI, and repurposing it into smaller content.

Maximizing Your Video’s Impact: Promotion, ROI, and Repurposing

Creating an effective video is only half the battle. Once your video is ready, you need to ensure it reaches your target audience and delivers on your marketing goals. This section offers strategies for promoting your video, measuring its ROI, and repurposing it to extract maximum value.

Promoting Your Video

Promotion is a crucial part of video marketing. You need to get your video in front of the right people at the right time to achieve your desired impact. Promotion strategies might include:

  • Sharing on Social Media: With their vast reach and high engagement rates, social media platforms are a great place to share your video. Be sure to optimize your video for each platform, taking into account factors like video length and aspect ratio.
  • Embedding on Your Website: As mentioned earlier, videos can greatly enhance your website’s appeal and SEO. Consider embedding your video on relevant pages or creating a dedicated video section.
  • Incorporating into Email Marketing: Video can significantly boost email engagement rates. Consider including your video in your newsletters or promotional emails.
  • Using in Online Advertising: As part of your PPC or social media advertising, video can help your ads stand out and engage viewers.

Measuring Video ROI

To gauge the effectiveness of your video marketing, it’s essential to measure its ROI. Key performance indicators might include views, shares, likes, comments, watch time, click-through rates, and conversion rates. Tracking these metrics can provide valuable insights into what’s working, what’s not, and where you can optimize.

Importantly, “Videos attach 300% more traffic and help to nurture leads”​​, underscoring the immense potential videos have in driving marketing outcomes.

Repurposing Your Video

Finally, to extract maximum value from your video, consider breaking it down into smaller pieces of content. A single video can be repurposed into multiple social media clips, GIFs, still images, or even blog posts. This not only maximizes your content output but also allows you to cater to different audience preferences and platform requirements.

For instance, a thought leadership video could be repurposed into a series of short clips answering frequently asked questions, an infographic highlighting key points, or a blog post offering a detailed write-up of the discussion.

By effectively promoting your video, measuring its ROI, and repurposing it, you can ensure your video content works hard for your healthcare or pharmaceutical marketing efforts, delivering maximum impact for your investment.

Embracing the Power of Video in Healthcare and Pharmaceutical Marketing

Video has undeniably transformed the landscape of healthcare and pharmaceutical marketing. As our digital world continues to evolve, the importance and influence of video content will only grow.

Embracing video in your marketing strategy is no longer an option but a necessity. It allows you to engage your audience in a more dynamic, immersive, and personal way. It helps communicate complex information simply, highlight the human side of your brand, and stand out in a crowded digital space.

But leveraging the power of video goes beyond creating engaging content. It’s about aligning that content with your audience’s needs, interests, and journey. It’s about strategically deploying it across various platforms, measuring its impact, and continuously optimizing your efforts.

In an era where “54% of consumers want to see more video content from a brand or business they support”​​, healthcare and pharmaceutical companies have a unique opportunity to connect with their audience in deeper, more meaningful ways.

By embracing video, healthcare and pharmaceutical marketers can elevate their digital marketing strategy, create a stronger bond with their audience, and ultimately, drive their business forward.

emagineHealth is the digital-first, AI-powered agency for healthcare and life sciences. Let’s work together to develop your video strategy and maximize the ROI of this perpetually-growing medium.

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