973.331.1500In a new digital world, consumers are now relying heavily on the internet to provide health information. “One in twenty Google searches is now for health-related information.” That means that before calling a physician, or scheduling an appointment, consumers go straight to the internet, and many times, self-diagnose from their research. Read more
Pharmaceutical and healthcare advertising is everywhere, on our phones, on our computers, in the subway. But what makes you look? The wording and the colors may pull you in, but it’s the storytelling that keeps you engaged. Companies try to concentrate on how much money to spend on marketing and where to place the ads, but what we really need to focus on is the storytelling within the advertisements.
Manny Rodriguez, Chief Marketing and Experience Officer at UCHealth has created a pharmaceutical marketing campaign that concentrates solely on personal, emotional storytelling. UCHealth created over a dozen videos where they hired real patients to tell their own healthcare stories. Through their new campaign, HCHealth is branding itself as a “patient-focused lifestyle brand… that focuses on innovation and quality outcome”. Rodriguez believes that this new campaign will change the association with healthcare from “sick-turned-healthy” to “health-made-healthier”.
Here at Concepts Video Productions, we pride ourselves in not only our production experience, but our ability to create compelling stories that guide our client toward marketing success and brand awareness. Our testimonial development along with heartfelt descriptions can help your brand reach it’s marketing potential.
Source:
http://adage.com/article/cmo-strategy/healthcare-storytelling-marketing/308799/
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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
80 percent of consumers say a video showing how a product or service works is important when learning about the company
Credit: Animoto
About half of customers say that 'about the company' videos are the most helpful when purchasing a product/service
Credit: Animoto
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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:
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
MUSE, curated by Klick Health, is an inspirational gathering where healthcare thought leaders, healthcare video artists, and technological innovators happily collide through presentation and conversation. The most recent MUSE NYC 2016 occurred on March 31st at Center548. The lineup of speakers was superb: Leerom Segal, Klick Health CEO, Ron Fournier, political columnist, Louie Schwartzberg, award-winning filmmaker, Claire Wineland, Seventeen Magazine’s “Power Teen,” Dr. John Brownstein, professor and health innovator, Susan Bennett, original voice of Apple’s Siri, Professor Marc Edwards, Flint Michigan warrior, Dan White, celebrity magician, and Arianna Huffington.
If your focus includes compelling visual storytelling, Louie Schwartzberg’s jaw-dropping time-lapse cinematography particularly resonated. Schwartzberg reflected on our collective human need for absorbing the visuals of unfiltered nature. Screening pure wildlife videos can be healing, and there is an opportunity for such videos to be broadcast much more widely throughout many hospitals, medical offices and other healthcare venues.
Here’s a sampling of Louie’s work:
Dr. John Brownstein
Another highlight of MUSE NYC 2016 can be attributed to the presentation of Harvard Medical School Professor, Boston Children’s Hospital Chief Innovation Officer, and Uber Healthcare advisor, John Brownstein, PhD. “3.6 million patients across the US miss at least one appointment due to lack of access to transportation,” Brownstein cited, as he introduced Circulation, a new vision for non-emergency transportation.
Arianna Huffington
MUSE NYC 2016 densely packed in illuminating conversations on so many topics; this is only a small sampling. Keynote speaker Arianna Huffington addressed the all-importance of a good night’s sleep. A very interesting point that she brought up is that 75% of health is tied to lifestyle choices, only 25% to genetics. Obviously, there are many opportunities to teach people how to be healthier. Later, when Arianna exclaimed, “A good day starts the night before by getting enough sleep,” a majority of MUSE attendees wondered if they should run home for healing slumber, or temporarily disregard that wisdom and stay for the sounds of DJ Skratch Bastid.
James Nolan is Vice President/Senior Editor at Concepts Video, specializing in healthcare video marketing and post-production.
James can be reached at james@conceptsvideo.com
Pharmaceutical marketing and pharmaceutical advertising are a tough competitive world filled with cutting edge technology, countless side-effects, and nebulous product names that can easily confuse and overwhelm the consumer. One of the easiest ways to vaccinate against confusion and give the consumer the right treatment is through online video content. While everyone loves online videos, whether it is cats playing with yarn or corgis chasing a ball, reading statistics about online video content may be a tedious and tough pill to swallow. If you want to feel better in the morning about your pharmaceutical marketing, then take a few of these and call us in the morning.
64% More likely to buy a product after seeing a video
Credit: Animoto
25% of consumers lose interest in a company if the company doesn't have online video
Credit: Animoto
4x the amount of people would rather watch a video about a product than read about it.
Credit: Animoto
59% of consumers find it beneficial to watch a video twice before making a purchase
Want to learn more about online video? Stay tuned for Part 2 on why pharmaceutical marketing needs online video content!
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
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