We're in the age of the digital patient, where 72% of internet consumers educate themselves online for medical information. A while back we talked about picking the right video for the right patient, but now we want to look at why current video marketing trends and pharma are a match made in heaven! Whether it's for pharma marketing, physician-rep communication, or better understanding the human body, video is revolutionizing the pharma industry!
1. Building Your Brand and Community with Video
Studies show that patients prefer being reached via online channels. Companies who leverage social media to build their brand online are future proofing themselves simply because the value of social video is so high. Johnson & Johnson is a good example of a company using their Facebook page to feature content like parenting tip videos, awareness campaign videos, and lots more. Live streaming events and conferences also keep their community engaged with the latest.
💡It's important to remember that some pharma video content for social is restricted by a certain set of regulations and laws.
💡UGC content on YouTube attracts 10x more views than content uploaded by brands.
It may seem strange to talk user UGC and influencers in terms of pharma, but this a trend we’re seeing more of! UGC really helps boost trustworthiness and authenticity. Since health is highly personal, people want to see the human aspect of a treatment or medicine brought to life. Think patient testimonials or real-life people talking about lifestyle changes they’ve made to prevent disease and illness.
2. Putting the Healthcare Professional First
💡Did you know? Physicians spend 180 minutes per week watching video for professional purposes.
Since physicians have increasingly mobile lifestyles, (especially doctors as part of a larger healthcare system), video fits into this work situation perfectly. More often than not, Pharma reps of medical companies are connecting to healthcare professionals to discuss preventing diseases, recommending treatments and medicines, etc. By communicating with video, they can demonstrate the value of their product, create higher engagement and save the world while they're at it.
3. Immersive Video (360/VR) for More Cutting Edge Communication
💡 It's important to keep in mind that storytelling isn't thrown out the window just because the tech is impressive; impactful stories are still vital!
Don't think we forgot about immersive video! 360 video and VR have entered the medical sphere in a big way, allowing for an interactive and deeper understanding of the patient condition and human body. The first person perspective of this type of tech encourages empathy, something crucial for medical professionals. 360 video is being used in medical schools as part of more active learning, as well as at events and conferences.
4. Claiming Thought Leadership
Thought leaders in the medical world who consult for pharma companies are called KOL’s: key opinion leaders. These thought leaders are important in lending credibility to treatments, medications, giving lectures, conducting clinical trials, etc. More and more KOL's are creating video series to raise awareness for treatments and diseases, and advocating for medicine without a pushy intention to sell.
Something more and more medical companies are doing is leading with altruism. Currently, there are platforms with videos produced by different companies to help patients collect a large amount of information in one place. This is currently a really popular way to reach patients and can be found on YouTube.
Do you recognize these 5 trends in pharma?