Why Pharmaceutical Marketing Needs Video Content: Part II

Online video is to pharmaceutical marketing as Viagra is to relationships: exciting and engaging, with long lasting, fulfilling and beneficial side effects. If you don't want your pharmaceutical marketing campaign to fall flaccid, you have to pump it up with unique online video content. Online video is sure to deliver inflated results that will increase your campaigns libido. Read on to learn why your pharmaceutical marketing campaign needs video content.

16 minutes and 49 seconds - Average time a consumer spends watching online ads each month

• According to comScore, the average user spends 16 minutes and 49 seconds watching online video ads every month. These are advertising videos, not entertainment videos! Patients spend less time with the doctor during a normal office visit!  Video content is the perfect regimen to boost sales, inform your sales reps, and educate doctors with concise and entertaining information.  Be sure that your pharmaceutical product or medical device has a proper video for everyone to see.

80 percent of consumers say a video showing how a product or service works is important when learning about the company

• As important as CPR class and malpractice insurance, a how-to video is critical for your patients and doctors.  Pharmaceutical advertising videos are great, but 80% of consumers want to see how the product works.   This staggering statistic means that you need to have a how-to online video stat! At Concepts Video, we use cutting edge animation technology to show how a new prescription drug or hip replacement works inside the body.  In health care, consumers and doctors are inundated with new complex products that can easily confuse. By using animation in videos, videos allow the patient and doctors to easily understand how new products work inside the body - See link here.

Credit: Animoto

About half of customers say that 'about the company' videos are the most helpful when purchasing a product/service

• Not only do consumers want to learn about your product they also want to know about the company to make sure they aren’t receiving quackery.  People are interested in the company's values and beliefs as much as they are interested in the product.  A personal, anecdotal company video is an essential  prescription for all healthcare websites.  

Credit: Animoto

Get your Yearly Check-Up

• Unlike wine, videos don't get better with age, be sure to refresh your company video every year or two to stay abreast of cutting-edge technology and current events. Customers also prefer a company that benefits the community.  This is where great social media videos are essential to share up to date activities that are going on inside your company.   

The takeaway from all of this: If you’re not using online video as part of your pharma marketing campaign then you’re missing a massive opportunity.  While the number of people watching online videos is staggering, it’s more important to note how they interact with your videos.  Online videos drive users to company websites which in turn drives sales and builds a customer for life.  At Concepts Video we have an award winning history with 30+ years in video production.  Some of our clients are venerable brands like  National Geographic,  Timex, and Direct TV.  At Concepts Video and we specialize in:

• Medical Device How-to Videos
• Pharmaceutical and Medical Device Sales Videos
• Animation Videos
• Pharmaceutical and Medical Device Informational Videos
• Informational Doctor Videos
• Sales Rep Videos
• Social Media Videos
• Social Media Management

 

Methodology
Animoto surveyed a representative sample of U.S. adult consumers to learn about consumer perception and experiences with video marketing as a promotional medium. The web-based survey was fielded December 26-30, 2013 with a sample size of 1,014 (Margin of error +/- 3 percent at a 95 percent confidence level). Photo source: Animoto