Are you considering using video as part of your digital healthcare marketing strategy but perhaps don’t know where to start? Producing a healthcare marketing video allows you to connect with customers in a variety of ways not just on your website and at events; it’s a fantastic marketing tool for sharing on social media channels, raising brand awareness and growing your client base.
Previously video marketing has been seen as being expensive, time consuming and with limited ROI but with only 24% of brands investing in video you can stand out from the competition with quality, well thought out video content.
Before you start thinking about how you will deliver your healthcare video project, you should consider these points:
When planning your healthcare video, there are many directions that you can take. Start with the simple question of what’s the purpose of producing your video?
We have worked with many healthcare organisations on video and animation projects with varying objectives including:
- To explain the mode-of-action of a drug or technology to investors and other stakeholders
- Increase brand awareness
- Showcasing product and innovation to patients
- Drive more traffic to your website or stand at events
- Demonstrate product and procedures to the end user: patients and healthcare professional
Who is your audience?
You should already have a good idea about your target market and nailing this early will help you when it comes to producing concepts for your video. Healthcare companies often have many target audiences so start by identifying your top three and create buyer personas to understand their goals, challenges and objections
What are your key messages?
Getting your message over early in your video is essential, your viewers may not always watch the whole video so making sure you can get this over early and multiple times is essential. Ideally corporate videos should be around two minutes in length.
What is your call to action?
Remember our first question “what is your video for?” Having a clearly defined call to action is important. Do you want more subscribers? The viewer to click a link to a landing page? The viewer to call a telephone number? Or perhaps fill in a form? Knowing the call to action will help you point to it when producing your video, you can then include it in the video itself as a graphic, within the narration or presentation and also within the description.
Plan your healthcare video/animation carefully
This includes storyboarding/scripting where possible. It may seem like it will take longer to do but it will help in the actual production of your video
Get Feedback on your ideas
You may think you have a fantastic idea but you may be the only one – get some feedback before production to avoid a costly mistake. Make sure you use people from a broad target audience before proceeding to make sure you are bang on point with your message.
Make sure all subjects that are in your videos have signed release forms. This is also important for any locations featured. The reason for this is because a copyright claim by someone may mean that you can’t distribute or publicly show your new video.
By carefully planning out your online video strategy, you can ensure you deliver a healthcare video campaign that meets your overall business objectives.
Video and biomedical animations and illustrations can help you to explain your work in an easy-to-understand and engaging way. Our clients have used them to promote innovative new products, to catch people’s eye in a busy conference venue, and to explain the science behind novel biological mechanisms. Once produced, animations and illustrations are multi-use and can be featured on websites, brochures, event stands and more.
Our healthcare specialist, Laura Slack, and lead animator, Steve Pickup, will work with you closely to understand the details of your project, making use of storyboards and step-by-step production to ensure that the creative and technical outputs meet your requirements.
Real case study examples:
A series of 3D animations created for the University of Sheffield’s Department of Biomedical Science to demonstrate how drug-containing nanoparticles could be used in the treatment of motor neurone diseases, Alzheimer’s and Parkinson’s. Read more
A promotional animation and motion graphics video to highlight the features of the University of Manchester’s Form² application Read more
3D animation for UK-based biopharmaceutical company Evgen to help explain the technology of a new anti-cancer drug to investors and other stakeholders. Read more
Multipurpose video for Cambridge-based Innova Biosciences that could be used at conferences and on the company website to succinctly highlight the key features and benefits of this exciting addition to their product portfolio. Read more
If you would like to find out more please get in touch and will work with you to create a video/animation you want to shout about.