Patient Behavior and Digital Tools
Digital tools, such as fitness trackers and step counters, are on the rise in the medical field. However, these tools are not proving to be as beneficial to its wearers as previously believed. Read more
Digital tools, such as fitness trackers and step counters, are on the rise in the medical field. However, these tools are not proving to be as beneficial to its wearers as previously believed. 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/
If you want to reach the masses while strengthening your brand, content marketing is the answer. After all, as Jonah Berger, a professor and expert on viral marketing and social influence said, “Going viral isn't random, magic or luck — it's a science.”
Have you recently seen a video that truly captured your attention? You may have even discussed it with your peers. If so, that's what you're after, and with a little guidance and perseverance, you too can succeed within the content marketing world.
In relation to video content, the pharmaceutical industry has an upper hand. Everyone is interested in how they can improve their health. If this is unchartered territory for you, these tips will get you started.
Keep this concept in mind — the key to good content is that it's not overly promotional but is useful, interesting or valuable. Instead of selling, provide consumers with the information they need to make an informed decision.
Let's get started!
Get started today in order to experience beneficial results in the near and distant future. After all, Andrew Davis, the highest-rated content marketing speaker and author, said, “Content builds relationships. Relationships are built on trust. Trust drives revenue.”
There is a new drug on the market that is the biggest moneymaker yet to date. Crushing the numbers of Viagra in 99, this drug is proven to increase sales, influence buyer decisions, and create brand loyalty. With more clicks than a Kardashian and more smiling faces than Cialis, this new drug is quickly increasing web traffic, building brand loyalty, and establishing itself as a game changer and thought leader in the world of Pharmaceuticals. What is this magic drug you ask of? None other than online video!
Today’s customer uses online video for just about everything. From learning the latest hairstyle to buying a car, online video is one of the biggest influencers on buyer decisions. When a customer lands on a page, they don’t want to read about your product. In 2016, customers want to be entertained via online video. According to Cisco,, “consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014.”
Marketers are taking note, with “64 percent of respondents indicated video content will dominate their strategies moving forward” (Brafton). Online video can include how-to videos, tutorials, infotainment, advice videos, and product demonstrations.
2. Teach with Entertainment: Consumers are educated individuals and they’re jaded to the typical slice of life advertisements they see on television. When it comes to influencing buying decisions and capturing a lifelong customer, Pharmaceutical companies need to provide unique, useful information in an entertaining way. GlaxoSmithKline’s YouTube channel is filled with engaging informational videos on a wide variety of subjects. GSK takes a typically boring subject like research and transforms it into an entertaining video with their “Finding New Ways to Fight Antibiotic Resistance.” By telling their own personal story and utilizing quick cuts and graphics, GSK completely renovated the way to communicate an issue. These educational videos create brand awareness with an up and coming young demographic.
3. Influence Buyer Decisions: If you want to acquire customers and influence buyer decisions, you have to go where the eyeballs are; in 2016, that is online. People don’t want to read long editorials or blogs. They want their information with the click of the button and they want it conveyed in an entertaining, captivating fashion. They’re also getting information in different ways than ever before. People are going to YouTube and Facebook for their news, scrolling through Instagram for entertainment, and getting almost all of their information through their mobile devices. The Pharmaceutical industry has an opening in the market and an opportunity to influence buyer decisions by using persuasive and compelling videos across mobile-friendly platforms. Videos should be optimized for mobile phones, tablets, and iPads, and live across all social platforms as well as a company's website to elevate customer acquisition.
While optimizing for all these platforms can be laborious and time consuming, it’s stretches the use of any one video. At Concepts Video, we specialize in optimizing videos across all platforms with our editing team. Instead of only getting a few thousand videos on one platform, with our “Social Media Edit Package,” we optimize your video for each platform to ensure proper viewing and expand the video’s reach beyond the normal commercial’s reach.
4. Non-Audio Video: We’re not talking about black and white videos made before “talkies.” We’re talking about creating video content that can be viewed without sound on a Facebook or Instagram feed. Many viral videos are made with eye-catching scenes and simple, yet educational subtitles. These videos are great for viewers to watch while on their commute to work or in an area where audio cannot be used. This format pairs perfectly with Facebook’s new automatic video feed. Once a user watches one video, another is queued and starts automatically after the first. This automatic player is great for video ads as users tend to watch video ads as much as viral videos. These sound-free videos are shared easily and can generate millions of organic views.
5. Make it Professional: With the rise of video content, your videos need to stand out from the rest. You need to hire a professional production company that can properly light, hire talent, and edit your story so that it clearly conveys your message without being distracted by poor production quality. When an individual reads a brochure, he or she only retains 10 percent of the information 72 hours later, according to Business 2 Community. In video's case, the retention rate is 68 percent. Everyone retains information more easily through visuals. Johnson & Johnson’s YouTube channel is filled with entertaining, informative, and professional videos. Their “Distinctly Dad” film has almost 1,000,000 views on YouTube and places the Johnson & Johnson in households without yelling and selling.
6. Turns a Story into Conversion: How can a Pharmaceutical company connect with their customers without alienating them online? By including a story! How can your company become relatable? When GlaxoSmithKline created their YouTube channel, GSKvision, they loaded their channel with patient stories and short films offering nutritional and wellness advice. By sharing real life user testimonials, they are able to share the benefit of the product and the story behind it, and thus, earn the valuable trust of their consumers. This alternative method of gaining consumers can pay limitless dividends as entertaining and emotional stories will be shared and watched organically.
7. Stop Selling, Start Educating: Having a clear call to action at the end of a video will drive traffic and sales to your website, but it must be done in a non “yell and sell” fashion. Consumers are weary of buy now buttons and can see right through an overzealous sell. By displaying concise, targeted, entertaining video that is short in length, Pharmaceutical companies can drive traffic to other parts of their website, acquire email addresses, and build lifelong customers. The world of online video means that Pharmaceutical companies need to take an informational and educational approach and stay away from the sales pitch.
8. Video Annotations: When creating a video, it’s important for Pharmaceutical companies to overlay clickable text on a YouTube video to give the viewer easy access to a website or other pertinent information to keep the viewer fully engaged. Renovate products, special offers, frequently asked questions, and interactive links to keep articles fresh. Even better, include an email capture to capture precious email addresses and interact with customers. One of the most searched topics on YouTube is “How-to” videos. Many companies like Johnson & Johnson, GlaxoSmithKline, and Eli Lilly have developed themselves as influencers by generating free informational videos for their users. These videos build trust with users and generate more brand awareness.
9. Build Customer Service Through Content: Let’s face it, between all of the news stories and television advertisements, it is hard for consumers to fully trust Pharmaceutical companies. There is one way to change that – through video. There is a new way to build customer service and that is through content. When made in an entertaining way, video allows businesses to have a conversation with their user. There is a new way to build customer service and that is through content. Provide your customers with pertinent, helpful information and you will have a place in their hearts and their wallets. Make it easy for users to find answers to new products with simple “How-to” videos. Users are more likely to watch a “how-to” video from the manufacturing company than another user. Eliminating any confusion and headaches will make a happy and loyal customer.
10. Shareable: Extra! Extra! Read all about it! Sharing is the new word of mouth marketing. By creating an engaging, entertaining, and informational video for viewers, they can easily share this video with their friends. Instead of spending precious ad dollars on television, creating a viral video can organically reach millions. When Concepts produced a video for the product Woof Washer, we placed the video on Facebook. Because of its jaw-dropping demos, the Internet went crazy over. It was shared so quickly that in a week’s period, the video was viewed over 66 million times. Pharmaceutical companies have an opportunity to create videos that users will share with their friends, boosting their organic reach and unpaid acquired customers.
All photos from https://pixabay.com/
Sources
Brafton. “Survey Says: Marketers Increase Social & Video Content Budget.” 16 April 2013. http://www.brafton.com/news/survey-says-marketers-increase-social-video-content-budgets/
“Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper.”
http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html
Long, Courtland. “Why Video is a Compelling Pharmaceutical Marketing Tool.” Oct 8, 2013. http://news.medterasolutions.com/integrated-marketing/why-video-is-a-compelling-pharmaceutical-marketing-tool
Trimble, Chris. “Why online video is the future of content marketing.” The Guardian. 30 July 2015. http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online
“Video in the C-Suite: Executives Embrace the Non-Text Web.” Forbes. http://images.forbes.com/forbesinsights/StudyPDFs/Video_in_the_CSuite.pdf
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:
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.
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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