In this article, we’ll try and tell you how to make good marketing videos for your pharmaceutical organisation.
In Oxford, there are plenty of pharmaceutical companies with integrated marketing teams vying for investment, trying to be first to market or wanting gains in market share. We’ll go through what we think is good practice for getting the best out of your investment in a marketing video or film:
1 – Complementary.
The marketing video ideally is complementary to a host of other activities and already existing marcomms material. A common mistake is trying to get the video to utterly encompass the entirety of the service or product offering. It makes for viewing that is overly information based, leaving the viewer with too much information and little to remember. Leave that for written material. The video (unless it is purely informational) should highlight what you offer and entice the viewers to dig deeper around your website/other materials on offer. It should rarely be used as a stand-alone without supporting material.
2- The 5 W’s
We’ve said this before but it’s crucial to define Who the video is for, Why you think they should see it, When in the product/service lifecycle, Where they should see it ( website/3rd party video host/events/exhibitions etc) and What the message is. These should be at the top of the briefing document for the production company.
3- Pre Production
We won’t go into pre-production techniques and their importance as it’s covered elsewhere. What we will say is that to ensure success of the video launch, back it up with plenty of marcomms. No one wants to know you are making a new marketing video. People will have an interest if it’s a video made for their viewing interest.
4- Post Production
Ideally, prior to final cut, test the rough cuts on non employees. You could test it on members of the public but even better would be existing clients. Ask for uninhibited feedback and take note. There is little point on making an external facing marketing video when it’s only the internal comms team that has viewed it. Clients and other viewers will give you insights and first impressions that you won’t realise. Amend the edit accordingly while not diluting the message or brand values of course.
Here is a great example of a pharma video that is both engaging and informative:
For Pre- Production tip, have a look at https://ignitecreative.co.uk/2018/03/video-marketing-for-a-business/ .
For general video promo tips then click on https://ignitecreative.co.uk/2015/10/corporate-video-tips/.