It outpaces all other forms of digital content, and it’s projected that video will account for over 80 percent of all consumer internet traffic by 2021.
As global screen time increases, video has become a popular tool for medical marketing. With the right strategy in place, your marketing team can employ this format to tell stories and communicate messages in an immediate, compelling manner.
Here are three pharmaceutical companies that have seen healthy returns with their approach to digital video:
Aptamil: The gift of future health
Aptamil produces a range of baby milk and follow-on formulas, ensuring infants get much-needed nutrients. However, what’s fantastic about its marketing team’s approach is that they promote the Aptaclub community rather than letting the product take center stage.
Any new or expectant parent knows that pregnancy, birth and neonatal care are challenging but ultimately very rewarding, and there are a million questions racing through a parent’s mind every step of the way.
Aptaclub has produced scores of videos offering valuable information and tips, such as How To Deal with Reflux in Babies. The emphasis is on creating a portal that keeps the target audience engaged, building brand loyalty.
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Roche: Future treatments for hemophilia
Animation can simplify complex messages, and this series of short videos from Roche helps to explain hemophilia and how the company’s innovative treatments can benefit those affected.
The slogan “Doing now what patients need next” appears at end of each video, underlining Roche’s commitment to research and pioneering future treatments.
Nivea Sun: You do, they follow
This video, created in association with Cancer Research UK, reminds parents and guardians about the importance of teaching children how to apply sunscreen. Emotions are at play, with several references to how children look up to and learn from adults, reinforcing the need to encourage good habits.
Jon Mowat runs the UK video production company Hurricane. Follow @HurricaneMedia on Twitter, and connect with Jon on LinkedIn.
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