Marketing is a fast-moving business, and digital marketing is even faster because it is changing all the time. “Just keeping up” can be hard especially when your own industry is changing rapidly, independently of what is happening online.
Medical device marketing shares some key strategies with healthcare marketing in general, however, it also presents a number of challenges that are best tackled with certain tools. TBA Digital’s Blackboard is a great starting point for any medical device marketing professional looking for resources, but let’s take a deeper dive into some of the digital tools that are best suited for medical device marketing.
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Now we're going to go into a few examples
of some medical videos we've produced
over the years.
The first is the Key Opinion
Leader or KOL style of video.
This type of video may be aimed at
physicians or buyers from hospitals or
pharmacies, or other
Let's say you're marketing a drug in a
highly competitive space where doctors
have a range of brand choices for
their prescriptions. Recently, however,
the results of a new study have shown
your company's product to have a higher
level of efficacy. How do you draw
attention to this new information?
You can make a simple list of therapeutic
benefits updating your sales team's
detail aid, while also updating the
information on the branded website. And,
you'll probably do both of those things
because they're pretty easy to do.
But a video featuring a KOL
could do much more--increasing
awareness of the study results
while adding credibility to them.
Another way to highlight the studies'
results could be to produce a 3D-animated
Mechanism of Action video.
Such a video shows your clients how
the drug works on the molecular level.
This strengthens your claims of efficacy.
And there's nothing like some vivid images
to impress the facts upon a person's
memory. In effect,
the 3D MOA video attaches the facts
of the product to a sequence of
events, essentially making it a story.
And a story is a powerful selling tool.
Here's another scenario:
You want to produce a video describing
a novel surgical procedure to your
patients--something that prepares and
reassures them by taking them step by step
through what will happen to them
before, during and after surgery.
This is a case where live-action video
combined with animation could work well.
Live action to cover the steps
leading up to the surgery,
consulting with the surgeon, medical
tests carried out by caring technicians,
then final prep for the surgery.
For the procedure itself,
you may want to switch
to 2D or 3D animation,
even if there is footage of
the actual surgery available.
This puts a little distance between
the patient and the procedure,
because while some of us feel compelled
to look when the needle goes in,
many of us don't.
What about the line of expensive new
surgical instruments your reps are showing
to the chief surgeon? And suppose again,
there are several brands
vying for the sale. Well,
here's where you want to
use high-resolution imagery
with lighting that will
emphasize every detail of
these shiny new objects,
literally showing them in their best
light. Technicians love their tools.
And if the footage of these instruments
in action is available, well,
this would be the place to
use it. Unlike patients,
a surgeon won't be squeamish.
So live action is fine here.
The video is probably best
deployed on a rep's tablet,
or a wider distribution channel like
the product's micro-site Consider
a training video for the surgeons
who will be using these instruments.
In this case,
high-resolution video could effectively
demonstrate surgical techniques.
Such a video could be embedded
in your company's website,
as part of an online course. This
may include animations, slides,
testing modules to ensure that
physicians are trained and examined,
and ultimately certified in
the use of your instruments.
those are just a few examples of the many
ways that video can be used in medical
marketing. The exact medium
a live-action demo, KOL video,
or a combination of all of these--really
depends on your message and your
audience. Among these many forms,
there's sure to be at least one that can
communicate your message in a way that
will grab and hold your audience.
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