Amanda Winstead, Freelance Writer03.06.24
In the highly competitive and evolving medical manufacturing industry, it’s not just about producing groundbreaking products; it’s also about effectively communicating the value of devices to consumers and healthcare professionals. Video marketing has become an integral part of successful marketing campaigns. A recent Statista study found that there are 3.37 billion digital viewers worldwide, making video ads a popular way to connect with audiences.
In the medical device industry, video marketing allows marketers to reach wider audiences and accelerate sales. Let’s explore how medical manufacturers can use video marketing to feature their creations, engage their audiences, and build trust within the medical industry.
Therefore, the first step in creating a marketing video for medical devices is identifying and knowing your target audience and buyer personas. Are you trying to engage medical facilities, doctors, or the general public? Are you appealing to individual physicians or large hospital buying groups? What are the needs and interests of each of these audiences?
A marketing team can use the answers to these questions to write a creative brief, which outlines the scope of the project and the planned timeline and clarifies the video's message and goal. That brief should significantly develop a medical device marketing plan, including competitor analysis, sales process steps, and content strategy creation.
Understanding who your video is intended for allows your marketing team to tailor the content to the audience’s pain points, needs, and preferences. In identifying your audience, you can create videos that resonate with them and address their concerns.
Once you have your yearly goal, plan how video marketing can help you accomplish your goal. Remember that you may need multiple video ads to see a sales boost for your medical device product.
After you have delivered awareness to the audience, you can focus on producing more straightforward, less flashy video ads like testimonials and product walkthroughs. These videos provide practical information in an easy-to-understand format and are inexpensive to make. Informational videos take the viewer to the decision point of the sales funnel. Ensure that your marketing team has crafted a go-to-market strategy that identifies the primary end users for the product.
Many marketers find scripts and storyboards helpful in identifying the main message and the story’s engagement point. Video forms that work well with compelling stories include:
Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.
In the medical device industry, video marketing allows marketers to reach wider audiences and accelerate sales. Let’s explore how medical manufacturers can use video marketing to feature their creations, engage their audiences, and build trust within the medical industry.
What is Video Marketing?
Video marketing is a strategy where video content is used to promote brands, services, or products. It uses the video medium to engage potential customers using visual appeal to increase lead generation, sales, and brand awareness. This marketing style is often found on websites, social media platforms, and email. The benefits of video marketing include:- Increased audience engagement;
- Higher conversion rates;
- Improved customer experience;
- Better brand recognition;
- Improved SEO rankings.
Understanding Your Audience
Before the pandemic, the B2B medical device industry relied on relationship selling for marketing and sales. Now, more stakeholders are involved in purchasing decisions, and digital platforms are amongst the best ways to touch base with potential customers.Therefore, the first step in creating a marketing video for medical devices is identifying and knowing your target audience and buyer personas. Are you trying to engage medical facilities, doctors, or the general public? Are you appealing to individual physicians or large hospital buying groups? What are the needs and interests of each of these audiences?
A marketing team can use the answers to these questions to write a creative brief, which outlines the scope of the project and the planned timeline and clarifies the video's message and goal. That brief should significantly develop a medical device marketing plan, including competitor analysis, sales process steps, and content strategy creation.
Understanding who your video is intended for allows your marketing team to tailor the content to the audience’s pain points, needs, and preferences. In identifying your audience, you can create videos that resonate with them and address their concerns.
Budgeting for Video Production
Video production can be expensive, so creating a budget for this part of the medical device marketing plan is best practice. Here are some tips for creating an effective video production budget that won’t break the bank.Plan a Yearly Budget
Planning your video production budget for the whole year allows you to use your budget more efficiently. Begin with a yearly goal that defines what you want to achieve with your video marketing efforts, such as driving more traffic, crafting brand awareness, or creating more cost-effective videos.Once you have your yearly goal, plan how video marketing can help you accomplish your goal. Remember that you may need multiple video ads to see a sales boost for your medical device product.
Refer to the Buyer’s Journey: Awareness, Consideration, Decision
Your video should be engaging and worth watching to capture the viewers’ attention and familiarize them with the brand. That’s why you want to spend more on videos featuring the best affordable production.After you have delivered awareness to the audience, you can focus on producing more straightforward, less flashy video ads like testimonials and product walkthroughs. These videos provide practical information in an easy-to-understand format and are inexpensive to make. Informational videos take the viewer to the decision point of the sales funnel. Ensure that your marketing team has crafted a go-to-market strategy that identifies the primary end users for the product.
Crafting a Compelling Story
Storytelling engages viewers, evokes emotions, and builds a lasting connection with brands. That bridge connects brands with an audience on a deeper emotional level. Once you understand your audience, you can create a story they can connect with that identifies their needs and wants.Many marketers find scripts and storyboards helpful in identifying the main message and the story’s engagement point. Video forms that work well with compelling stories include:
- Product videos;
- Doctor or patient stories or testimonials;
- Videos describing the doctor’s experience and background;
- Videos featuring community outreach;
- How it works and demo videos;
- Corporate social responsibility videos;
- FAQ videos;
- About us videos.
Film Techniques and Visuals
No matter the type of marketing video you create, specific film techniques and visuals can boost your video's success rates. Some critical factors to keep in mind include:- Lighting is everything in video production, so avoid locations, clothing, or fluorescent lights that hurt video quality. Use modern cameras, smartphone cameras, and natural light whenever possible.
- Sound is the most common problem with video production, especially in DIY videos. Aim for high-quality sound and use clip microphones. Add the background music later.
- Script a plan for what you want said in the video. Try not to leave it to the subjects to be spontaneous. While a complete script is unnecessary, have a visual with a few clearly stated bullet points available while filming.
- B-roll footage is always good, so take as much of it as possible. These shots, which can conclude closeups of the medical device, closeups of hands, laps, and feet, and mid-shots where a person is speaking off-camera, are excellent options for breaking up any monotony in the film.
Equipment and Personnel
As with film techniques, the video production equipment directly impacts the work's quality. Medical device marketers should have the following equipment in place for video creation:- A smartphone for filming;
- A DSLR camera for filming;
- A sturdy tripod;
- A storyboard;
- An external microphone;
- Portable lightboxes;
- A computer;
- An external hard drive.
- A videographer who scripts, storyboards, shoots, and edits the video content;
- A video content marketing manager who drafts the video content for social media, email, website, and events and ensures the videos are fulfilling campaign goals;
- A marketing and data analyst who understands campaign results and will graph and model campaign effects;
- A demand generation coordinator works with the content marketing manager to strategically place content and optimize sales conversions.
Engage Your Audience with Video
Video marketing for medical devices supplies numerous benefits to audiences, including enhancing patient education, offering practical training to healthcare professionals, and demonstrating medical technologies. With the proper vision and execution, your marketing team can raise brand awareness, drive traffic to medical device manufacturers, and boost product sales through compelling video content.Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.