Video Content tips for Marketing and Medical Affairs Teams...
Engaging Healthcare professionals (HCPs) with pharmaceutical content remains a challenge and the excuses I hear for sub-par performance are “HCPs are too busy to engage with content”, or “HCPs don’t trust pharmaceutical companies content”. This simply isn’t true. HCPs do engage with brand content, even if they are busy - just like you do! But they will not engage in content if it’s 💩
If your content is boring or uninviting, or doesn’t represent immediate value, it will be ignored. But don’t worry, just read on…
💡 My advice is to consider making video publishing a cornerstone of your HCP lead-generation and engagement plans for 2024. Why? Because, according to recent trends, 90% of marketers across all industries are ramping up their use of short-form video, which continues to dominate as the most popular and effective media format for the fourth consecutive year.
People, including HCPs, are consuming more video content each year, with a 59% increase in video plays from in 2022 alone. The demand for video content is soaring, and audiences are now watching 87% more minutes of video since 2019.
Pharma think they need to make everything short and snappy, but even long-form videos are gaining traction, especially with the rising popularity of webinars and educational content. Audiences are willing to invest time, watching up to 50% of videos that are up to 5 minutes long and 16% being prepared to engage with content that extends beyond an hour—provided it's of high quality!*
"But my videos don’t get that sort of engagement..." Have you evaluated their quality? Do your publishing formats meet UX expectations? Are you talking to your audience about your content and whether it’s fit for purpose? If not, it's time to invest in an insightful video content strategy. Consider what your audience needs, align it with your business objectives, and define the call to action. Regularly review your KPIs and adjust your strategy accordingly.
To assist you in this journey, I've compiled a free video content marketing guide, specifically tailored for medical affairs and marketing teams.
You can access it here 👉 https://lnkd.in/eq7zYcCU
And I hope you enjoy our little creative animation showcase, made by our Senior Animator, Mark Vorster! 👇
We’ve got loads of examples of amazing animation, 3D modelling, motion ads, talking heads, documentaries and more. So get in touch if you wan to see some case studies! Brandcast Health
*For sources of the data quoted, visit the Brandcast Health website or send me a direct message for details.
#pharma #pharmamarketing #medicalaffairs #medicaldevices #biotech #inbound #contentmarketing