Pharma Video Just Got Huge

Video has always been a big part of pharma marketing. From now on, it’s going to be a lot bigger.

There’s no way around it, video is the future. In five years, Facebook is expected to be 90% video. SnapChat dethroned Twitter among the top three social media platforms because of video.

For pharma marketers, YouTube has been hard at work creating MLR-friendly capabilities, and is poised to start a bonafide pharma marketing revolution. Very soon we’ll see who took advantage—and who didn’t.

WHAT YOU PROBABLY KNOW

More video makes marketing plans more effective. Much more.
For many kinds of content, video is preferred over text. This is driven by mobile trends, but also, for HCPs and patients, video simply works better at delivering clear, memorable information, which is what they want. In fact, video content recall is 65%, while recall of that same content as text is 10%. The fact is, video content creation should be a bigger part of all marketing plans.


WHAT YOU MIGHT NOT KNOW

There are lots of easy ways to create video across channels
Today’s faster, more-efficient video production and editing technologies let you create video for all your audiences across a wider range of channels—from broadcast and web, to email, social, and convention presence.

YouTube is increasing the value of video for pharma
The world’s second-largest search engine has created the TrueView program that makes it simple to extend your reach among HCPs and patients. Imagine your video channel on YouTube, designed as an efficient and effective way to drive awareness, website traffic, and social sharing.

Social sharing increases the value of video for pharma
Patient testimonials, KOL, MOD, and MOA videos are all perfect for social sharing. Simply post videos on the platforms your customer engages with, like Facebook, Twitter, LinkedIn, Instagram, or even Pinterest. The nature of social sharing means your content is sent to—and seen by—the highest-value, most highly interested audiences—for free—no media spend. And your content carries the credibility of the friend or associate that sent it.

Video with email is a powerful way to help reps connect with physicians
Arming reps with video-embedded emails to send to doctors can be a game changer. They’ll have a whole new, highly effective way to demo your products, provide content that doctors will want to share with patients, and more.


WHAT YOU NEED TO KNOW

Video is becoming one of the most important channels in pharma marketing
The most successful pharma marketers are looking at digital and mobile trends with new channels and platforms, and recognizing that video content creation must be a bigger part of their marketing plans.

User-generated content is one of the most important new marketing movements in video
If video is the future of pharma marketing, user-generated content (UGC) is the future of video marketing as a whole. Here are some stats:

  • On YouTube, UGC gets 10x more views than videos uploaded by the actual brand.
  • UGC-based ads get 4x higher click-through rates.
  • UGC-based ads come at a 50% lower cost per click.
  • 93% of consumers trust UGC information more than branded videos.

Marketers are rushing to tap UGC, and a whole new industry is rushing to help them
Virtually every major brand you can think of has been changing the way they do video advertising, adding UGC video, or in some instances, relying solely on UGC, and getting great results. A whole new industry has sprung up to help: UGC video finders use social listening (and other technologies) to find UGC video that matches a client’s brand needs, the finder then contacts the content creator to negotiate purchasing the content, and then helps their clients shape it into advertising. The need is so great that in just two years over 25 companies have started to do this.

User-Generated Content for Pharma
Not surprisingly, UGC video companies are also being created to help pharma take advantage of the power of UGC. Of course, MLR and FDA challenges make it much harder, but such challenges have been met and solved. The genie is out of the bottle. From now on, the trustworthiness, authenticity, quirky production values, inherent virality, and incredible results of UGC are available to pharma. Stay tuned for HOW TO BE AWESOME at User-Generated Content!

Things to think about

  • Video is now the preferred medium for learning about many drug and medical issues.
  • User-generated video content is the future.
  • Is video central to your marketing plan?

If you’d like to learn more about the JUICE Applied Innovation team, contact me at ccarter@juicepharma.com.

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About the Author:

Colleen Carter
EVP, Business Development

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