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Pharmaceutical Industry Moves Digital

The Pharmaceutical industry used to pride itself on its sales reps and in-person doctors visits. Millions if not billions of dollars were put into the pharmaceutical marketing budget. However, in 2017, the pharmaceutical industry knows that its money can be spent elsewhere thanks to the digital age.

According to Fiercepharma.com, “More than half (53%) of marketing outreach to doctors now happens via “non-personal promotions”--the majority of which are digital communications, with some direct mail and speaker programs in the mix, too. That's the word from a semiannual survey conducted by sales and marketing consultancy ZS.”

Opportunities for Pharma

In the digital world, Pharma has an opportunity to get in front of decision makers in a whole new way. Pharma has the chance to revamp the way they present themselves to doctors through video. By presenting video content to doctors, pharmaceutical sales reps are able to communicate in ways they have never been able to before. For example, pharmaceutical reps can now use animation, consumer videos, and reenactments to educate and inform doctors. Study leader Malcolm Sturgis told FiercePharmaMarketing, “It’s the first time we’ve seen the non-personal marketing, especially digital, actually pass the amount of sales force activity.”

 

pexels-photo-208512Concepts Video specializes in creating custom videos for pharmaceutical industry representatives. We have worked with a wide variety of Pharmaceutical companies to create engaging, informative, and actionable videos to be presented around the industry.

FiercePharmaMarketing recommends that Pharma think more “customer-centric.” They continue, “Instead of planning marketing channel by channel, start with the customer and ask what’s the right combination of marketing and information. Also make sure that sales reps--who, despite making fewer visits, will remain an important part of marketing--are involved and informed in the overall strategic marketing plan.”

 

Source: http://www.fiercepharma.com/marketing/pharma-digital-contact-doctors-now-surpasses-sales-rep-visits-survey-finds

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How-To Videos Demo Big Sales for Pharma

Educating pharmaceutical and medical sales representatives has been an arduous and time-consuming task for the pharmaceutical industry for decades. However, with the rise in online video and how-to videos, the pharmaceutical industry can now educate their consumers and customers in a whole new way. While pharmaceutical and medical devices can entail intense education, how-to videos are now stepping in as their premiere educational tool.

How-To Demo Pharma

According to LabMate, “How to’ videos on their YouTube channel intended to demonstrate how to get the best results from various key ingredients in the pharmaceutical industry.

The series includes ‘How to’ information on applications such as Mixing Xanthan Gum and Dispersing Titanium Dioxide.” While these pharmaceutical topics are often difficult to understand, the how-to video is now simplifying challenging topics for years to come.

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Leading the Pack

Silverson Machines Ltd are leaders in design and manufacturing, but now they’re also adding video production to their resume. According to LabMate, “producing video content to demonstrate and instruct how to get the best results in various applications when using a high shear mixer. Although Silverson have previously produced videos focusing on the capabilities and range of their mixing equipment, the new series of videos is intended to reach out to those who aren’t aware of Silverson and their mixing technology, to help them improve their processes and get the best yield from their ingredients with the help of a Silverson High Shear mixer. With over 70 years’ experience, Silverson are hoping to help a new set of customers with their mixing requirements.”

"How-To” Stay Ahead of the Game

While these how-to videos will place Silverson ahead of the tech pack, many companies aren’t far behind. Concepts Video specializes in creating how-to videos for the pharmaceutical, medical, and corporate industries that require expert communication and education for their customers in an entertaining and informative video.

concepts-videoSources:

https://www.labmate-online.com/news/laboratory-products/3/silverson-machines-ltd/new-series-of-lsquohow-torsquo-videos-released/42177

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10 Reasons why you need Medical Animation – Part 2

Videos and animation are an integral parts of any marketing plan. Videos and animation quickly and concisely communicate information, which is especially important with clients in the medical and pharmaceutical industries. These industries are faced with the fact that the information they are presenting can oftentimes be very dense.  The medical industry often has to utilize diagrams, drawings, illustrations, photos and videos to foster better learning and enhanced communication. Medical animation is also a useful tool for clarifying many important, often difficult-to-understand subjects, procedures and techniques, and is likewise a cost-effective option as seen in Part I of our article.

Here is part 2 of our 10 reasons why you need medical animation.

6. Animation Can Be Used to Better Explain How a Drug Works

Following instructions on how to use the drug, a medical animation can also showcase how the drug performs in the body, so that the viewer can “see” what is happening when they take the drug.

7. Medical Animation Can Be Cheaper Than Using Actors or Models

A video marketing firm can quickly develop medical animations for you to suit your needs and budget, making it a more cost-effective option than having to hire actors or models.

8. Medical Animation Can Be Used for Training

Whether training future surgeons, physicians or other medical staff, medical animation can be key in ensuring proper and thorough training.

9. 3D Medical Animation Can Capture All the Details

Advances in video animation make it possible to show lifelike detail for a truly impactful animation.

10. Medical Animation Can Be Used for Online Video Marketing

Using videos and animations as part of your marketing efforts helps you gain an edge over competitors and attract new clients.

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10 Reasons why you need Medical Animation – Part 1

10 Reasons Why You Need Medical Animation

Many businesses today know that videos and animation are an important part of marketing, as well as a great way to give information to consumers and clients. The medical industry is no different, having utilized diagrams, drawings and illustrations, photos and videos to foster better learning and enhanced communication. Medical animation is also a useful tool for clarifying many important, often difficult-to-understand subjects, procedures and techniques, and is likewise a cost-effective option.

Because animation an help improve memory retention significantly more than just a verbal or written explanation, it can benefit many medical professionals, facilities, pharmaceutical companies and other healthcare organizations. The following are 10 reasons why you need medical animation.

1. Pictures Will Always Beat Text for Retention

Think back to when you were first learning words like “apple” and “dog.” There were always pictures of the named objects to go along with those words, and for a very good reason. The human brain is very good at remembering pictures, illustrations and animations that are used as a visual aid. In fact, video or animation improves retention by over 50 percent. This is an especially important consideration in the medical field, where medical animation can be used to aid in several areas of training and disciplines.

2. Viewers Can Understand Animation Very Easily

Just as medical animation can aid in retention, so too can it help viewers to better understand a process, a procedure or any other area detailed in the animation, such as how blood cells travel through veins, or how the eyeball perceives its surroundings.

3. Animation Makes a Bigger Impact

Telling someone they have high cholesterol or showing them a picture of a clogged artery can be jarring enough, but show a medical animation of a clogged artery, and you’ve got a teaching tool with impact. It might be just the thing to make a patient truly understand the seriousness of various medical conditions.

4. 3D Medical Animation Can Be Used to Explain Surgical Procedures

A 3D medical animation can clearly describe how various surgical procedures are performed, such as a hip replacement. Having a better idea of how a surgery is performed can make it less worrisome for the patient.

5. Animation Can Be Used to Show How to Properly Use a Drug

The instructions on medication vials can sometimes be confusing and hard to read, and patients might not always remember each detail when told verbally. But a medical animation can help them better understand how to use the drug properly and aid in their retention of the instructions.

In conclusion, medical animation has come a long way, and now plays an important role in training, providing patient information, product marketing and more.

Sources:

https://blog.hubspot.com/marketing/visual-content-marketing-strategy#sm.000011frkqm2hmedduuj9tagnbno5

http://www.brainrules.net/vision

www.ghostproduction.com

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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.

Service-clock

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.  

Service-is-important

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

 

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