How’s your personalized medicine marketing campaign coming along? Well, the industry is on a steady growth trajectory as the demand for personalized healthcare increases. Personalized healthcare will be worth $ 27.6 billion by 2025 according to some estimates.
But as a marketer, you need to level up your marketing game to take full advantage of the growing demand for genomics personalized medicine.
We have worked with healthcare systems and medical groups to create physician bio videos for more than eight years now. Yet, as we think about this type of marketing, we’re continually surprised at how slowly it has evolved. Especially, given the importance of this type of video to increase revenue by boosting patient acquisition. The goal of a Doctor bio video is to make the featured physician relatable, likable, trustworthy, as well as memorable.
Here are some of the things that I have learned along the way and some tips on how you could do it better.
For more than 15 years, the partners of DigiVid360 have worked with healthcare clients including medical device companies, medical imaging, and women’s health. Throughout this time, we’ve noticed one challenge that seems inherent to all of these companies… they struggle to compete.
What’s happening out there is that healthcare companies, in general, all seem to share the challenge of just how to highlight their products’ unique features and benefits as they relate to their current and potential customers.
So, if you find yourself battling it out with lots of competitors that are offering similar products, and you’re competing for the same buyer’s attention, including their engagement with your brand, as well the sale of your products/services… keep reading.
Genomics and personalized medicine as a whole have expanded the reach of the medical industry and garnered some incredibly complex and vital information regarding diseases and health in general. Providing genomics education to Physicians and other healthcare providers can be a challenge in this quickly changing industry.
Healthcare providers are busy people. They are zipping between patients and keeping up with the latest drug studies. In their diminishing free time, finding a way to educate them on something as intricate as genomics can be tough.
Right now, more than 200,000 clinical studies are going on worldwide, with doctors and researchers studying countless aspects of health and medicine like heart disease, diabetes, nutrition, cancer, drug treatments, pneumonia, childhood food allergies, even acne.
All of the studies, however, have one thing in common: At some point, the results need to be presented to the medical community and key stakeholders. And that’s where Myriad Genetic Laboratories are greatly improving the way this information is communicated and shared.
There’s no denying the power of video, which uses both sight and sound to capture the attention of the viewer, making the message concise and easier to understand. Here are a few statistics you may not know:
According to INSIVIA, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Cisco Systems estimates that by 2019, 80% of internet traffic will be video.
Forrester Research says that overall, employees are 75% more likely to watch a video than to read documents, emails or web articles.
How does all that translate to a researcher’s clinical study results? After all, doctors aren’t marketers, and they aren’t in the business of providing entertainment. However, when used as a communication tool, video can make complicated scientific information better understood, far more accessible, and can dramatically increase the size of the audience.
The creation of the information highway has drastically changed the sales landscape. What I mean is that today’s buyer flies under the radar while researching, learning, comparing, and gathering opinions before you even know they want your product or service. In the past, the prospective buyer relied on you, the sales professional, to supply that information while building rapport, trust, and a relationship during the process. As a result of the change in sales landscape, sales and marketing must work together to create a strategic and intentional carrot dangling from a string to lead the buyer to you.
Few things get fellow marketers’ creative juices flowing like the thought of creating a video to enhance marketing efforts for corporate branding, products, services, or the sales team. But somewhere between the “Wouldn’t it be great to have a video that shows (fill in the blank)” and the budget, production, final video, and socialization, something goes terribly wrong and the fantastic idea never takes flight. The problem is, you have to get in the game. Online video consumption increases substantially each year. This recent infographic on Video Marketing Trends 2015 from Syndacast reports that 74% of all Internet traffic in 2017 will be video.
