One of the reasons I love video is that it is a simulated reality. Although print, radio, and poetry all evoke different wonderful experiences, video feels the most like real life.
Simulated reality, though, is not reality, and that’s great! It’s better than reality. Because we can construct the world as we think it is…as we feel it is…as we wish it to be.
And as grandiose and highfalutin as that sounds, it actually applies to us quite specifically in pharma advertising. With video, we can truly bring a brand to life. That’s important. So important, I’ll say it again, this time boldfaced, and in italics:
With video, we can truly bring a brand to life.
Think about it. You can see a product in three dimensions, hear patients or doctors or scientists talk about it, portraying either personal experience, or research, or clinical trials; contemporary 3D animation is so good now, you can see on a molecular level how a compound works exactly. Video is creatively exhilarating.
Audiences these days also crave and utilize video more than ever. What’s the first thing most people do when they want to learn about anything? They look it up on YouTube. Well, they actually Google it first, but YouTube results show up at the top.
Personally, I go to YouTube for nearly everything: to check out music, to learn how to tile a floor, to watch cat videos, or to find out about particle physics. And of course I’m not the only one.
You can count on the fact that any patient or HCP will be inclined to do a search for a product. If there’s a legit-looking video there to greet them, you can count on them watching it.
What do you want to show the world about your brand?
There may be plenty of not-legit-looking videos about your product. Viewers, though, have developed a sense that crappy videos on YouTube are not very credible, and click away quickly.
High production values can deliver a huge amount of credibility to your brand. Not just a well-designed logo, but excellent lighting, good audio where you can clearly hear the voice, beautiful cinematography, innovative motion graphics, sound design…all these things bring a viewer into a world, a simulated reality, that shows experientially what a brand is like.
OK, OK, I know what you’re thinking…you’ve got a little Muse on one shoulder whispering all the cool things you could do in video, and a little Regulator on the other shoulder with a pile of ISI that will have to be attached.
Well, I say don’t worry about it!
Firstly, video producers in healthcare are quite skilled at dealing with fair balance and ISI. We know how to make it quite palatable! Secondly, consumers and HCPs have integrated safety information into their viewing experience. Pharma TV commercials are now nearing 20 years old, so some younger viewers have heard ISI their whole lives and think nothing of it.
Honestly, I’m shocked that more brands in pharma aren’t using video. The other day I went to the website for Moleskine, which makes notebooks. They’re basically a glorified stationary brand. And they have a YouTube channel. With hundreds of videos. Hundreds. About a NOTEBOOK.
Seriously, it’s a digital, digital, digital, digital, digital, digital world. There are videos all over the place. Every new business budget should have a brand video built right in. Not having a video is like not having a logo. But more importantly…
A video represents the best of what your brand can be; a video represents what your brand is, and a video places your brand firmly in the senses of the viewer, creating a powerful and lasting experience.
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