6 Reasons to Own a Professional Video Strategy

Do you have an online professional marketing strategy?  After reading about the growth in this segment, you might just want to point and shoot.  Video is an increasingly important medium to add to your professional strategies online marketing program. With more than 1 billion unique visitors frequenting YouTube each month,[1] and over 6 billion hours of video watched online each month on thousands of sites like PriMed, WebMD, and Medscape, video marketing is well worth the effort.  It has become the norm in pharmaceutical marketing with expectations that content is not only informative, but relevant, up-to-date, and customized to the audience.

With the overwhelming success of pharmaceutical online marketing, the question should not be whether or not you will add videos to your online marketing program, but how quickly you can put a plan in place to leverage this opportunity in your business. Below are six reasons to launch your online video marketing plan for 2014 and 2015.

6 Reasons to Launch a Video Marketing Professional Strategy:

  1. According to a survey by comScore, websites that include videos hold the attention of viewers a full two minutes longer than a text-based website.  Including videos as part of your tools doesn’t mean you need to spend large amounts of time and money.  Work with your medical communications agency to put a script together, gain internal script approval, select a reputable advocate, create your short video (2 minutes or less). You can then add it to YouTube, and other free and paid tools, and embed it on your website.
  2. Nearly everyone is engaged in online videos. Almost 90 percent of the American internet audience viewed an online video in December 2013, with the number of video ads watched in the US jumping from 11 billion in December 2012 to more than 35 billion in December 2013.[2]
  3. Video creates an experience unlike other media you can provide to your target audience. You give the viewer the opportunity to hear and see those they find influential.  Consider having one of your top KOLs provide insight into effective patient management, discuss how to manage a certain patient population, or discuss how to mitigate any particular side effect. Videos can convey а significant amount оf information іn а short amount of time. They are a quick and convenient way for your online audience to connect and engage with your personal brand—as well as the KOLs who most closely understand your brand.
  4. KOLs are spending more time with engaging media. Video ads accounted for 31 percent of all videos viewed and 3 percent of all minutes spent viewing videos online.[3]  When searching the web, your KOLs are looking for insight beyond clinical trials and whitepapers, the medical community is seeking more interactivity.
  5. Interactivity increases learning. People remember 10% of what they hear, 40% of what they hear and see, and 70% when they see, hear, and interact.  Videos are a rich method of increasing retention because they offer sound and visuals, and if done right, they should add interactivity as well.
  6. Short, informative videos can create trust and improve brand awareness. According to an online study, people who watched an online video ad were 17% more likely to purchase[4]. Of those, 57% said they were far more confident about their purchase after watching a product video.

Whаt саn wе learn from this information? Video marketing іѕ here to stay and quickly becoming a tool pharmaceutical marketers cannot afford to overlook. Considering the impact, videos can be a cost-effective way to boost your online results and engage a larger audience. After all, what product manager doesn’t want а larger, more engaged customer base?


[1] Statistics. (n.d.). YouTube. Retrieved April 24, 2014, from http://www.youtube.com/yt/press/statistics.html

[2] comScore Releases December 2013 U.S. Online Video Rankings. (2014, January 10). comScore. Retrieved April 24, 2014, from http://www.comscore.com/Insights/Press_Releases/2014/1/comScore_Releases_ December_2013_US_Online_Video_Rankings

[3] comScore Releases December 2013 U.S. Online Video Rankings. (2014, January 10). comScore. Retrieved April 24, 2014, from http://www.comscore.com/Insights/Press_Releases/2014/1/comScore_Releases_ December_2013_US_Online_Video_Rankings

[4] 2012 Channel Innovation Awards. (n.d.). . Retrieved April 24, 2014, from http://c3318102.r2.cf0.rackcdn.com/Channel_Innovation_Awards_2012_Final.pdf

ABOUT THE AUTHOR

Daniel J. Rehal

Daniel J. Rehal

As President of Vision2Voice, Daniel thoroughly understands the pharmaceutical industry from the ground floor up. By ascending the ranks at Merck to his global responsibilities at Takeda, Dan has significant experience in both marketing and sales roles supporting a multitude of pharmaceutical brands as an award-winning Sales Representative, Training Manager, District Manager, Senior Product Manager, and Marketing Director.

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