Feb 19, 2014
Telling Your High-Science Healthcare Story to Consumers
Video has often been a tool to help simplify a complicated message, and a way to add comments of credible, third-party thought leaders on a specific topic. In the healthcare space, this is common practice. For years, pharmaceutical and biotech companies have been using interview-style soundbites to simplify and support their message. While this is still common, we’ve also seen an increase in companies using production styles like kinetic topography, animation and illustration to also support their campaigns and announcements. Over the past year, Multivu has produced and distributed these types of videos for healthcare programs, such as:
- FDA approvals and commercial launches
- Life-cycle announcements
- Disease awareness campaigns
- Data publications
- Live presentations/roundtables
A recent video used as part of an FDA approval announcement of an oncology treatment is a good example. While it’s typical to add video to support an FDA approval, this example was interesting because the video was unbranded and focused more on explaining the disease state and tumor type rather than the treatment option. Often times, the content that is distributed by the pharmaceutical company is found online via search and editorial websites. The video made it possible for those potential patients and caregivers reading about the newly approved drug to have a better understanding of the disease itself. The video itself utilized whiteboard animation (or, video scribing), which was particularly engaging for a lay audience.
Many might think that a video about a complex and high-science disease state would not be as impactful as the traditional “talking head” video featuring a key opinion leader (KOL) or Chief Medical Officer (CMO), but what we found was the video did very well in terms of views and engagement. This confirms our thought that both the media and online news seekers are looking for what we refer to as “explainer videos.” This type of content, if produced correctly, provides insightful information in a very digestible format.
For more about this, I welcome you to attend our very own Michael Pranikoff’s presentation at the upcoming Future of Healthcare Communications Summit on February 25th presented by Business Development Institute.
Follow the link to register now: http://www.cvent.com/d/l4ql1w
Author George DeTorres (@georgedetorres) is the Divisional Vice President at MultiVu.