Video sells.

It outpaces all other forms of digital content, and it’s projected that
video will account for over
80 percent of all consumer internet traffic by 2021.

As global screen time increases, video has become a popular tool for
medical marketing. With the right strategy in place, your marketing team
can employ this format to tell stories and communicate messages in an
immediate, compelling manner.

Here are three pharmaceutical companies that have seen healthy returns with
their approach to digital video:

Aptamil: The gift of future health

Aptamil produces a range of baby milk and follow-on formulas, ensuring
infants get much-needed nutrients. However, what’s fantastic about its
marketing team’s approach is that they promote the Aptaclub community rather than
letting the product take center stage.

Any new or expectant parent knows that pregnancy, birth and neonatal care
are challenging but ultimately very rewarding, and there are a million
questions racing through a parent’s mind every step of the way.

Aptaclub has produced scores of videos offering valuable information and
tips, such as
How To Deal with Reflux in Babies. The emphasis is on creating a portal that keeps the target audience
engaged, building brand loyalty.

[FREE DOWNLOAD: The Power of Health Care Online Ratings and Reviews]

Roche: Future treatments for hemophilia

Animation can simplify complex messages, and this series of short videos
from Roche helps to explain hemophilia and how the company’s innovative
treatments can benefit those affected.

The slogan “Doing now what patients need next” appears at end of each
video, underlining Roche’s commitment to research and pioneering future
treatments.

Nivea Sun: You do, they follow

This video, created in association with Cancer Research UK, reminds parents
and guardians about the importance of teaching children how to apply
sunscreen. Emotions are at play, with several references to how children
look up to and learn from adults, reinforcing the need to encourage good
habits.

Jon Mowat runs the

UK video production company Hurricane. Follow
@HurricaneMedia on Twitter, and connect with Jon on
LinkedIn.

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