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.
CloudScape spins up a range of different VM instances on AWS, Google Cloud and Microsoft Azure to run popular benchmarks to test system performance and presents easy to understand performance statistics.
So you now have some idea of what
is involved in making good video.
It's a lot! Filmmaking,
as it was once called,
is a labor-intensive undertaking.
So let's say your company needs a
KOL video for its latest product,
a drug that fights liver disease.
How do you go about selecting
the right agency for the job?
If one of the candidates is a company
you've never worked with before,
you're going to want to see some of
their past examples of similar work.
They're "reel," as it is called.
This may be as simple as
visiting their website,
or you may have to ask them to send
you some files of their best work.
So what, specifically, is
important in a good KOL video?
It goes without saying that it must be
nearly perfect on a purely technical level.
The lighting should be flattering,
the audio clear without any
distracting background or mic noises.
You should be able to hear the
speakers, every word without straining.
Everything in the frame, but
especially the subject's eyes,
should be in sharp focus. The
picture must be high resolution.
These days, your agency shouldn't be
shooting in anything less than 4K.
It's easy enough to compress a
high-definition video down to web levels.
But there's very little you can do
to sharpen a video that wasn't shot
to current standards.
It's okay if there are some subtle lap
dissolves between takes here's one you
barely even notice if I
weren't calling it out.
But you don't want any distracting
jumps or Max Headroom-like movements.
Hair and makeup don't have
to be at moviestar levels,
but you can't ignore them
either. Those are all givens.
What you're most looking for is a team
that can draw a strong performance from
your expert. You want your
KOL to be clear and engaging.
Obviously you'll have to work
with the expert you've dealt,
and that is a bit of an
art in itself. Everyone,
including the KOL, wants
the KOL to look good.
But a KOL who has the credentials
and comes across well on camera?
That's a rare gift.
A good team knows when to push for
multiple takes to get the KOL to hit
just the right word in the
sentence to make its meaning clear.
A good team will offer pointers to make
it less obvious they're reading from a
teleprompter, which they
most certainly will be.
And a good team will also know not to
wear out the KOL halfway through the day's
shooting in pursuit of the perfect take.
So take note of how the speaker looks
at the end of the video compared to how
they started. Are they still fresh?
Or are they looking a little wilted?
Speaking of which, wardrobe
is important. Again,
we're looking for
authenticity and reassurance.
So your KOL is likely to be wearing
either business attire or a lab coat in
certain settings. In most
cases, it's business attire,
which should bend
towards the conservative.
You want them to look competent and
reassuring while showing a restrained
enthusiasm for the
product. Oh, and of course,
the KOL should avoid wearing fine stripes,
which can result in something called
the Moiré effect because, again,
There's one other major element of
the KOL video you'll want to consider.
Graphics are often added
to back up an expert.
These might be simple bullet points,
or they might be animations
illustrating some relevant data.
In either case,
these graphics should enhance rather
than distract from the KOL's points.
Look for timing and smooth
integration with live-action images.
Do they cut between full-screen
graphics and the KOL appropriately?
And do the graphics present the
data in a clear and interesting way?
What about a 3D MOA animation? What
are the qualities to look for there?
In our KOL video,
we were looking for authenticity
and clarity from a human performer.
In an MOA animation, you're
also looking for clarity.
This time it's to help us understand
and believe something never seen by the
Like a virus invading a liver cell or
how a new drug keeps that from happening.
Mechanism of Action animations are
representative of real processes and yes,
they must be clear and
accurate. But at the same time,
a good team takes a certain amount of
artistic license in how they portray the
biology and chemistry
on a molecular level.
So look for images that are not
only clear, but almost transporting.
It's hard to describe,
but the very best 3D Mechanism of Action
animations almost make the viewers
feel as if they've been miniaturized
and are now witnesses to a real process.
For electrical or mechanical
processes, for example,
how a tissue analyzer uses dyes and
lasers to detect cancer cells in a
you're looking for a clear understanding
of a process other than a literal
representation of events. Either way,
you're looking for that feeling of,
"Okay, now I see. Now I understand."
All right, we've talked about the work itself,
but whoever you choose to hire has
to be someone you can work with.
Get a feel for their
personality and working style.
You're looking for someone who listens
to you and takes some time to understand
the project's goals.
You want someone who will include
you in the process at the appropriate
You also want to assess how well organized
the agency is and what their project
management process is like. Are
they going to stay on top of things?
And how many other projects are
they juggling at the moment?
No one wants to be at
the back of the line.
You want the agency's best
and most creative ideas,
but as they apply to your goals.
What you don't need is your
agency creating some career
milestone for themselves
that bears little resemblance
to what you asked for.
I'll let you in on a little secret.
Most of these guys really
want to be Steven Spielberg.
And when I say most of them,
I really mean all of them.
But that kind of ambition, properly
channeled, could serve you well. Finally,
is it important that the agency has
experiencing producing medical videos
specifically? Well, yes.
Because medical marketing is an
endeavor where accuracy and adherence to
regulations are essential.
Medical videos are subject to much
more stringent legal review than other
An agency that is already familiar with
the legal bounds of medical product
claims will also know how to
navigate the whole approvals process.
I can save you time and money.
I hope this has been helpful in choosing
an agency to produce your medical
video. With a little
luck and some research,
your next project will be the
beginning of a beautiful friendship.
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