We are living in the era of video marketing with videos already representing 74 percent of all Internet traffic. Pharmaceutical companies have long been using video testimonials to create awareness, but it is even more important today to use this technology to your highest advantage. Having testimonial videos available for your clients to view and share on your website will make your online presentation powerful.
Some of the best web marketing in 2016 included video testimonials on a company website homepage, which draws potential clients in immediately.
Examples of Great Video Testimonials
Tips for video testimonials
Testimonials matter because a viewer's brain can process a video 60,000-times faster than when only hearing or reading words. This medical video testimonial shows a very personal, authentic side that speaks to a viewer emotionally. Remember, testimonials don’t have to be complicated to be profound. They just have to be authentic.
Slack's video testimonial is a great example of showcasing the user experience in a very believable way, while also promoting the product in an organic manner. This video is not only funny and entertaining, but it’s also believable and authentic.
Here are 10 tips on how you can make your own medical video testimonial more believable.
1. Stay Away From Scripted-sounding Testimonials
The best social media videos are the unscripted ones. Even though your video production may need scripted audio, or prompts, try having your video hosts and interviewees practice a few times so that their words and testimonials come out naturally. If it doesn’t feel authentic, then it won’t look authentic to the viewers.
2. Humanize Your Characters
Whoever is giving the testimonial needs to be someone people feel they can relate to. Specify the speaker's name, age and occupation. Humanizing your subject will help viewers believe the authenticity of your testimonial. A great example is in this BeActive commercial where the testimonials are true users of the product, showcasing their testimonials as authentic and believable.
3. Use Ambient or Natural Lighting
Studio lighting and props have the disadvantage of looking rigged. If you can interview the doctors and nurses outside, on location, in their offices or even in a medical waiting room, you transport the viewer to the location, further enhancing the genuine nature of the setting.
4. Ensure Quality Audio
Even if you are using an iPhone, tablet or other small digital device for recording, you can still get clear, good-quality audio. Check your settings and get to know your equipment before filming.
5. Engage Your Viewers
When using professionals like doctors, your viewers will be looking for medical professionals who are engaging, warm and thoughtful. Be sure to have a doctor your viewers can trust trust and feel like they could schedule a consultation with.
Don't Go Overboard on "Salesy" Speak
Viewers can spot a hard-sell video advertorial and will be immediately turned off if something sounds fake. Your testimonial should sound like someone telling a good friend about a great product. This way, viewers don't even realize they are being sold on something. This essential point is part of the creative process that Concepts Video can help you with.
7. Keep It Short
People won’t keep their attention focused on something for too long. To make your interviewees more believable, you can edit their speech to just under a minute. Skip the pharmaceutical jargon and use simple layman's terms.
8. Zoom In
Many people are not familiar with medical devices. To give a good picture, don't be afraid to have your testimonial showcase the tiniest details of your equipment. If you are showing an internal device, a good illustrator can help make complicated concepts visually understandable.
9. Be Authentic
Asking for honest customer reviews is the best way to get content for your video testimonials. If users are not available for a video shoot, you have the opportunity to interview people by phone, including snippets of their testimonial with subtitles accompanying your soundbite.
10. Back Up Claims With Research
Scientists know that they need research data to back up their claims. The same is true for branded video content. If you can gather some research quotes and statistics, you'll have a better chance of your viewers believing your claims. A good testimonial will include numbers, figures, data and detail. Viewers won't want generalized assumptions. If you are showcasing medical breakthroughs and technology, give statistics and cite examples.
At Concepts Video, we can help you create successful brand awareness and tell your story in an entertaining and informative manner. We specialize in captivating audiences through well-crafted video content production.
With over 30+ years of experience and an extensive network of DR industry experts, Concepts TV is your one stop creative Direct Response shop. Let us transform your product into a Direct Response legend.