Video is, without a doubt, revolutionizing the pharmaceutical industry. It presents a tremendous opportunity for pharma and healthcare brands as it is one of the most effective mediums for delivering your message and results in high conversion rates.
Why Video Works
We live in a fast-paced, short-lived world that is full of endless information. For digital users especially, this combination means drastically decreasing attention spans. Consumers want the ability to absorb as much information as possible in as short a timeframe possible. The effectiveness of video lies within the data. According to Insivia, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text
Optinmonster reports 72% of customers would rather learn about a product or service by way of video. Furthermore, 86% of businesses use video as a marketing tool, which is up from 63% over the last three years.
Below are 4 uses of video advertising for pharma marketers.
1. Building a Reputable Brand
Health is a very important – and sensitive – topic that often involves decision making that impacts people’s lives. Every company wants to create a trusting and transparent brand where consumers can build an emotional relationship. As a brand, you can become a critical player in the decision-making process. One ideal way is through video because you give viewers a total view of your company, highlighting your product or service and your value proposition.
2. Focusing on the Patient
Measuring patient engagement remains one of the most important metrics among pharma marketers. Patients spend more time online regarding their health than seeing their doctor in office. Around 60% of patients do online searchers looking for answers to their health-related questions. Since patients are spending more time researching their health online, high-quality videos are an excellent way to engage and educate them about conditions, treatments options, and even provide an intro to your product that you believe will help them in their health journeys.
Ready to try out video advertising? Download the eHealth Video one-pager to learn more:
3. Winning Over Healthcare Professionals (HCPs)
HCPs are an important part of attraction too as they are ultimately the ones who prescribe drugs and serve as the gatekeepers in the decision-making and purchasing process. According to BlueNovius, physicians spend an average of 180 minutes a week watching various specialized medical videos related to their profession. HCPs do not have time to go through long, text-heavy medical journals to get the information they need. This is where pharma marketers can use video to support HCPs by pulling out the most important information, which will in turn allow HCPs to perform their jobs better.
4. Increasing Conversions
Not surprisingly, video results in very high conversion rates. According to Wishpond, video placed on landing pages improves conversion by 86% compared to text pages only. Furthermore, it improves the overall user experience on a website and increase time spent on site.
Video is an essential part of an effective marketing strategy. If you’re looking to take your pharma marketing to the next level and stay ahead of the competition, video advertising is the way to go.
Download the eHealth Video one-pager to get started on video advertising: