Video Has Power for Pharma – When It’s Done Right | The Patient Experience Project
At any given moment, a patient with a recent diagnosis and a physician-supplied prescription is scouring the Internet to find out more about the drug he or she is being asked to take. In the process, the patient typically will find a range of information from a number of sources: manufacturers, hospital systems, advocacy groups and other patients sharing their experience in chat rooms and on blogs. Such online engagement has quickly become common practice: the norm rather than the exception. One can only hope that in this vast new world of resources, a patient will find useful information, but that’s by no means a guarantee. In fact, some online resources can leave a patient feeling even more confused or concerned!
In terms of the different types of content available online, video has become king, with eight out of 10 Internet users in the U.S. viewing online video and six out of 10 pharma consumers indicating a demand for health videos. Because of video’s ability to create a more personal connection, video spots in branded or disease education campaigns can be an effective way to encourage patients, caregivers and healthcare professionals to engage and act. The ROI is concrete: 93% of pharma users take action after viewing health information in videos, and 60% interact with their doctor as a result of watching a video.
How then can pharma brands create compelling video content with truly useful information that elevates the patient experience? How do you overcome perceptions that company sponsored sites are self-serving and biased? And how do you manage patient-shared experiences that may not accurately represent the medicine in question? You need to take the right approach.
See on www.the-pep.com