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.
How's this for a statistic?
People have watched
500 million hours of video
And that was just yesterday. Today,
we'll watch 500 million more.
Our love for the moving
image has never been greater.
And one of the places where it's
become especially useful is in
where videos are produced for everything
from reassuring a patient about to
undergo surgery to showing a physician
how a drug works on a molecular level.
Here are just a few of the
different kinds of medical videos.
Why is video such a popular
medium for marketing,
especially in the medical field? Well,
for all the reasons that it's
popular everywhere: It's familiar!
Cinema followed by television and video
have shaped our culture over the last
The way that images are used to convey
information in these media is second
nature to us,
which makes it an ideal way to make
complex messages accessible to a wide
And video is everywhere. A rep
can show it to an HCP on a tablet.
It can be used in social channels. It
can be used in non-personal promotion.
And, of course,
it can be hosted on branded and
unbranded websites-just to name a few.
It's extremely versatile. For
all these reasons, we love video.
But more importantly, we trust it.
And nothing is more essential than trust
when it comes to healthcare marketing.
Because we want to believe that an
operation will take away that pain in our
back. Or that a course of radiation
therapy will shrink that tumor.
Or that a pill will help your patient
to keep what's left of their thinning
An animated video that illustrates what
a drug does inside the cells of our
or a KOL video of a respected physician
or researcher speaking directly to their
colleagues is really doing the same thing.
It's helping the audience to understand
something. But in all marketing,
understanding is really just a step to
believing and finally trusting what we've
And if those reasons aren't enough for
you to believe that investing in video is
a good idea, here's a pragmatic argument:
Vide o embedded in a
website can improve SEO,
attract backlinks and
increase conversion rates.
Forrester Research claims that a
page with video is 53 times more
likely to fall on the first page of
a search engine result than on a page
without. On the other hand,
are there any reasons not to invest
in medical video? Well, sure.
The first is it isn't easy.
Because we've all watched
so much great video,
especially in the last decade or so,
our standards have risen to
very high levels. In short,
everybody's now a critic.
A badly made or cheesy video
will reflect poorly on the
brand it's supposed to endorse.
Second, video is not cheap.
And the reason it's not cheap
is that it's labor intensive.
While the cost of equipment for shooting
broadcast quality video has fallen to
consumer levels, it still takes a lot of
people many hours to make a good video.
Ever watched the credits for a big
budget movie, right to the end?
Well, you get my point.
So to sum up, here's a list of
pros and cons. On the one hand,
the reasons for including video in your
medical marketing mix are that videos
grab and hold people's attention.
People love to share videos.
It's versatile, making it ideal
for cross-channel promotion.
It's easy to absorb.
Busy doctors and clinicians can
watch a video while they eat lunch.
It can explain difficult or sophisticated
concepts and make them clear and
Videos can create lasting impressions
through powerful imagery and messaging.
It improves SEO. It increases the
reach and profile of digital media.
And most importantly,
it engender trust. On
that final point, even
with today's technology,
people still tend to
believe in what they see.
It's been said that photography is truth,
and cinema is the truth 24 times
a second. On the other hand,
the case against investing in
video marketing is that good video
isn't easy and it isn't cheap.
The silver lining is that because good
video is out of reach for some companies,
if your company commits to pulling
it off and pulling it off well,
it should put you in a category
where your brand is elevated.
Which is definitely what you want.
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