Today we won’t be watching videos but will be talking about them. Video content has been taking leading positions in digital marketing strategies for a few years already. Visual content is so well-established that you can even track the evolution of advertising just by watching videos. From elementary dynamic models to advanced 3D animation along with VR and Fulldome technologies; companies are using videos to tell the customers about their products and services.
Let’s figure out what video marketing looks like in 2018, and how pharmaceutical companies use it for their benefit.
There is nothing better than statistics when it comes to proving a point. So, statistics from the Wyzowl annual State of Video Marketing Survey:
81% of companies use video for marketing purposes in 2018, compared to 63% in 2017
An average person watches 1.5 hours of video each day
81% of individuals have purchased a product or service after watching a video
76% of marketers say that videos have helped their company increase sales
Marketers rate Snapchat the least effective video marketing platform, while LinkedIn is rated the most successful (even though only 38% of marketers are using it)
There is a widespread opinion that doctors nowadays fence themselves off the marketing and promotional information. It’s true, and it’s not true. Doctors hate intrusive ads — fact. But, on the other hand, doctors receive 50% of the useful info regarding new medications and treatment research through the visits of pharmaceutical representatives.
Conclusion: Pharmaceutical companies should invest more in the marketing strategies to communicate the benefits of their products in a more effective and memorable way. There is only one way: video content.
There are lots of formats that can be used for that purpose: square-shaped videos for social media, live videos, 360-degree videos, educational videos and more. Though when dealing with a medical subject it’s important to take into account the scientific accuracy of the content, that’s why 3D medical animation is the best fit.
When visiting doctors, pharmaceutical representatives have only tablets and smartphones with them and 7 to 10 minutes for a presentation or even less. Visual storytelling is the most efficient way of telling when you need to communicate a complicated topic in just a few minutes.
Still, don’t believe in the effectiveness of the video content? Reread the statistics (see above).