A match made in heaven!

Kamya Elawadhi

Vice President

A match made in heaven!

“A picture paints a thousand words, but the video shows a thousand pictures.”

If you want to capture someone’s attention, show them a video. If you want them to remember a thing, or connect with a product or messaging, express it with a video. It always works!

Today, 4 times as many consumers would rather watch a video about a service or product instead of reading about it online. In fact, if both video and text are shown to the user on the same screen, about 59% of people are more likely to choose a video.

Visual storytelling has become a powerful tool for myriad brands across sectors. To run a successful campaign, brands have realized the criticality of video content. That has all the potential to take the digital game up the notch. According to a research conducted in 2017, stated that 83% of marketers who use video, think it gives good ROI. Marketers all across are getting themselves welded in the marquee of video marketing. The latest to be added to the list is the healthcare sector. Though a bit late to the party, the sector surely didn’t miss out on it.

Whether it’s for pharma marketing, physician-rep communication, or understanding a product or medical technology, video marketing has a great potential to change the pharma industry.

We all know physicians rarely have any free time. Between patient, paperwork and professional updates, what can work wonders for them are short, explainer videos. That has the capacity to help physicians retain up to 95% more information compared to lengthy textual medical formats. Especially, when physicians today, are more likely to watch a video about a product or service, than they were 5 years ago.

Furthermore, when it comes to dispensing services, pharmaceutical companies, have had little or no communication with patients, they have always relied on the skill set of their healthcare providers. However, by hopping on to the digital bandwagon and by embracing video marketing, pharma can play a key role in bridging the pharma-patient gap, by reaching out to them more personally.

But that does not mean that pharma’s healthcare professional relationships, or sales marketing meeting with an HCP is something marketers can get away with. THEY CAN’T.

But, what they can also embrace in their strategy, is utilizing the digital-savvy audience. The group that is online everywhere, sharing experiences, stories, testimonies, as well as using platforms, chat rooms to exchange knowledge, discuss topics, and ask questions about a disease or a medicine.

For instance, GlaxoSmithKline, one of the largest pharmaceutical companies, released a video that saved thousands of lives in Philippines. COPD, one of the 7​ deadly killer diseases amongst men in the country was slowly increasing. With, current category efforts failing every single day to get more people into the doctor’s office. GSK created an emotionally-charged video that shifted the focus from the men to their family. The campaign accomplished a 17.19% growth inpatient diagnoses, which helped increase business, and, most importantly, it compelled people to not just act, but act fast. Another type of video content that wins in this category is user-generated or co-created videos, an especially powerful tool through which pharma brands can create patient engagement.

With all the above information, it is safe to say that the industry is indeed evolving, the HCPs are evolving, the consumers are evolving and the competition is tough. Video is becoming an integral content, and every pharma brand definitely needs it. But, the question is, will your brand take the leap first or wait and watch on its competition to justify how present video marketing trends and pharma are a perfect match made in heaven?

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