Driving MedTech Marketing Success Through Video
There is so much incredible innovation in MedTech today, it should easily sell itself. But the technology can oftentimes be very complicated and require demonstration to be fully understood. How can you cut through the complexities for your audience of HCPs, healthcare support teams, IT, patients, caretakers, or all the above? The answer is video.
Now before you start imagining dollar signs adding up, it can actually be a more economically efficient solution than you realize. We’ve talked before about the importance of brands building trust, establishing influence and fostering meaningful connections with your audience. Today, let’s take a closer look at what video, as a format, can do within the MedTech industry.
Simplify the complicated.
MedTech is a competitive landscape of complex products. Reassure your customers by allowing them to see and hear directly from the source.
HCPs are keeping up with this innovation as much as they can and are interested in learning more. When evaluating technology, they’re looking for all the facts. They want to know how it’s supported by clinical evidence, who is currently implanting/prescribing, and, in most cases, they need detailed instructions or live demos – a solution that can cut down on training expenses for you (and we’ll talk about that later.)
Patients are looking for easy-to-digest content and information that can be seamlessly shared with their families and caregivers. For example, if English isn’t the family’s first language, a traditional brochure is not very helpful. The regulatory implications alone are enough to confuse any audience. Video can include patient-friendly animations that illustrate the benefits of the procedure, thus minimizing text which makes it easy to translate for different language captions. This can set patients and their families at ease while clearly explaining what the technology can do to improve quality of life.
It can be tailored to boost engagement, reach and conversion.
To stay ahead of the competition, identify the right video format at the right time in the customer journey while considering how your audience likes to engage and consume content.
Top of Funnel is about creating a visual showcase of your unique technology that differentiates you from your competition and drives more customers to your site. These formats include:
Product/Brand Sizzles. Short, quick spots that grab the attention of HCPs, patients or even your own internal sales teams! These can be used for sales meetings, social media, paid media placements or your website to show compelling results for patients.
Patient Testimonials. Speaking of patients, these spots excel at giving a clear snapshot of what these patient outcomes look like. Highly effective for social media.
Middle of Funnel is where you can really cut through complexities for audiences interested in learning more with demo or how-to spots that we like to call…
Explainer Videos. These spots break down information for your audience while solidifying claims by converting data into digestible content. The examples can range from produced tutorials to stats animated to come to life – or a combination of both! It will mostly live on your website while being featured in email and on sales calls.
Comparison Videos. By creating a spot that breaks down features and benefits as compared to other competitive products in the market, your audience has a compelling checklist for side-by-side product comparisons for use on product listing pages or searches.
FAQs. Finding a subject matter expert or specialist in the field for your audience can go a long way in effectively answering frequently asked questions resulting in reassurance. Useful for product information pages.
Thought Leadership. Taking subject matter experts even further, finding a speaker with high qualifications who is ready to share their opinion on how your product or brand is serving the industry can make a significant impact in gaining the trust of your audience, Can be used for a variety of applications including trade events and social.
Bottom of Funnel is so important because once you’ve come this far on your journey with potential customers, it’s time to make it easy for them to engage with experts.
In-Situ Videos show at a high level how technology is implanted, used and integrated with existing systems which is a big influencer on decisions made by HCPs, healthcare support teams, IT, patients, caretakers, and more. It’s very important these videos be tailored to your audience. For example, amongst HCPs you may have implanters, referring HCPs, nurses, and medical support. All of these specific audiences have different levels of understanding to get a patient the right therapy.
Webinars provide a discussion panel experience where your potential customers can really engage and dig into benefits specific to their needs. These are also a great opportunity to let potential and current customers hear from real-life experts and patients directly, which may have more impact than your marketing messaging.
It is a flexible and multifunctional solution.
The beauty of video is one spot can be cut and tailored to develop many of the solutions mentioned above. A multifunctional format, you can shape it to any platform, purpose, region/language and more to stretch your marketing budget.
Footage from longer form spots can be edited to create sizzles and animated gifs for social or interactive ads.
Formats can be flexible for what budgets allow including live shoots, animation, text on screen or all of the above.
Captions and translations can be added or voiced over to expand use in global markets.
Instructional videos can streamline training efforts by being edited for HCPs or internal sales teams while also being cut for simplified educational spots for patients.
All footage can be leveraged for so many purposes including conferences, sales meetings, podcasts, recruitment – the possibilities are endless.
Bring more flexibility and value to your MedTech marketing plans by considering video and its role throughout your customers’ journeys. If you have any questions, feel free to send us an email. As one passionate MedTech partner to another, we’d be happy to offer insights to help your customers reach their objectives of better patient outcomes.
