Video marketing continues to be the most engaging form of online content over the last couple of years, and this year, we will only see its continued adoption among pharma marketers. Video marketing has the ability to attract new customers, build brand trust, and ultimately, drive conversions. By analyzing pharma video trends on the rise, we can highlight some trends in the video in 2022.
The rise of Video spending
In 2022, digital spending will increase in the pharma industry. As Damien Wright explains, “It’s become clear that digital spending in pharma marketing is finally starting to catch up to the levels of other industries.”
Of course, not all of this digital spending is dedicated to video. However, in 2021, the rise of 5G has created opportunities for greater streaming bandwidth with faster speed and higher quality than ever before. The implementation of video in pharma digital marketing is creating a more competitive landscape as a growing number of pharma companies will want to incorporate more video to engage their health-conscious audiences.
Data around consumer behaviors make video marketing a must-have for pharma marketers. 54 percent of consumers prefer video marketing from brands that they like according to the research of HubSpot. BlueNovius reports also show that physicians spend 88 percent more time on websites with videos than text. Furthermore, when content is in the form of video, 95 percent of the message is retained by viewers whereas, in text form, only 10 percent is retained.
Testimonials are a crucial factor to connect with audiences
There are a couple of reasons that make a testimonial in the video is stronger than any other media. One, with a real person speaking naturally about their experience with your products or services, will increase the engagement and credibility of a brand than a regular explainer video. Most people are fairly quiet about discussing their personal health. By using a video testimonial means that the subject will almost certainly be seen as being open, sincere, and even vulnerable. This is a great way to gain a listener’s trust.
Based on a survey conducted by Big Commerce, 72 percent of consumers say positive testimonials and reviews increase trust in a business, while 88 percent of consumers say reviews are heavily involved in online purchasing decisions, according to Vendasta.
Correctly targeting Audience demographics
There is another dimension to the increasing trends of video content in pharma marketing: trends in YouTube viewership. YouTube’s fastest-growing demographics are Baby Boomers (50-65 years of age) and Gen Xers (36-49 years of age). The growth of baby boomers users is giving pharma a huge opportunity to leverage this area as these demographics are very likely to be interested in content that not only concerns their health, but also the health of their children and grandchildren.
Remote work requires online training
Since the outage of the COVID-19 pandemic, training for new and existing employees shifted to online came a shift in how employees learned on-the-job responsibilities. Even the pharmaceutical industry has changed the landscape of training and HR content for staff. While we once relied on in-person training, much of that has shifted to video. Video works very much the same for effective training courses, grabs attention, and increases retention rates.
There are plenty of things to learn and discover when it comes to upgrading your video marketing campaign. By keeping up to date with the latest trends and being aware of what works for audiences today is a key to a high rate of success for your video marketing strategy.