Why use videos?
Discover how video can help you stand out in the crowded pharmaceutical market. Learn about various way, video can be used to educate, engage, and persuade your audience. Get expert tips for creating effective video content that drives results.
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Video services: powering engagement and conversion growth
Integrating video services into your marketing strategy can dramatically enhance both engagement and conversion rates. Research shows that adding videos to your landing pages can boost conversions by up to 80%, underscoring the medium’s effectiveness in driving action. Furthermore, 65% of consumers report being more likely to purchase a product after viewing a video that explains its features and benefits.
Video content dominance: capturing attention and influencing decisions
The power of video content is evident when considering that a third of all online activity is spent watching videos. This indicates not only the popularity of video content but also its ability to capture and retain audience attention more effectively than other forms of media. For businesses targeting decision-makers, the impact is even more pronounced: a significant majority of executives who watch a product or service explainer video are compelled to seek additional information, showcasing video’s persuasive influence in the decision-making process.
YouTube's vast potential: engaging global audiences through video content
The sheer volume of video consumption further emphasizes its reach. On YouTube alone, users watch over 3 billion hours of video every month, offering an expansive platform to engage a diverse and global audience. This staggering figure highlights the immense opportunity for businesses to leverage video content in order to connect with potential customers, build brand awareness, and ultimately drive sales.
By leveraging videos in these ways, pharmaceutical companies can effectively communicate their value propositions, enhance patient and professional engagement, and build a stronger, more trustworthy brand presence in the market.
How can videos benefit pharmaceutical companies?
Videos can be a powerful tool for the marketing of pharmaceutical companies, offering a fun and engaging way to communicate complex information, build brand trust, and reach a wider audience. Here are several ways videos can be beneficial for pharmaceutical marketing:
Educational content
Mode of Action videos are an essential pharmaceutical tool to explain how medications work, proper usage and potential side effects, to help HCPs and patients feel more informed and comfortable with their treatments. Additionally, developing training videos for healthcare professionals on the latest treatments, medical devices, and best practices can ensure they are well informed about your products.
Demonstrating efficacy and safety
Share animated explanations of clinical trial results, highlighting the efficacy and safety of your products, as visualising data can make it more accessible and convincing. Additionally, use real patient testimonials and case studies to showcase the benefits and real-world impact of your treatments.
Brand awareness and trust building
Tell your company’s story, mission, and values through engaging narratives and visuals that highlight your commitment to research, quality, and patient care. Showing behind-the-scenes footage of your research and development processes, labs, and manufacturing facilities can also build transparency and trust.
Product launches and updates
Create compelling launch videos for new products, highlighting their unique benefits and the problems they solve, and use these videos in press releases, on social media, and at medical conferences. Additionally, video content is a great tool to keep your audience informed about updates or improvements to existing products and can help bring awareness to the latest news within the industry.
Engaging digital and social media content
Utilise short, engaging videos on social media platforms like Facebook, Instagram, LinkedIn, and X (formerly known as Twitter) to reach a broader audience. This could include, featuring snippets of longer educational content, patient stories, or quick tips. Additionally, develop interactive videos that allow viewers to choose different paths or answer questions, making the experience more engaging and personalised.
Enhancing SEO and online presence
Videos can significantly enhance your website’s search engine ranking, as search engines tend to favour video content. To maximise this benefit, ensure your videos are optimised with proper keywords, descriptions, and tags. Additionally, embedding videos on your website can increase the time visitors spend on your pages, thereby reducing bounce rates and enhancing overall user engagement.
Event and conference highlights
Record and share highlights from industry conferences, seminars, and webinars where your company participates to extend the reach of these events and showcase your thought leadership. Additionally, host and record webinars on relevant medical topics, featuring experts from your company or guest speakers, to generate leads and establish authority in the industry.
Patient and healthcare professional testimonials
Share compelling patient testimonials that highlight their experiences and success stories with your treatments to create an emotional connection and enhance credibility. Additionally, videos featuring endorsements from respected healthcare professionals can lend authority and trustworthiness to your products.
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About Iguazu: We are a digital agency specialising in delivering tactical marketing solutions to the healthcare and pharmaceutical industry.
Author:
Luke Horne
Digital Designer
