Healthcare video-viewing habits of HCPs make the case for big pharma

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Healthcare video is  essential in information recall and knowledge transfer in the healthcare industry.  This creates great value for big pharma when it comes to explainer and how-to or training videos.

How Healthcare Providers (HCPs) consume video content:

  • They spend 180 minutes per week (3 hours) watching work-related videos.
  • 40% of HCPs decline face to face meeting with pharmaceutical representatives. Fierce Pharma reports that 45% prefer to check marketing videos from pharma companies.
  • HCPs are more likely to open and read e-mails that have video content. Pharma reps are more likely to get responses when e-mails have shareable video content.
  • 95% remember information from video content compared to text content from medical publications.
  • HCPs love social networks to connect with each other, do crowd-sourcing and check educational opportunities. The more popular social networks for doctors include Sermo, Doximity, Daily Rounds, Among Doctors, Figure1 and Doctor’s Choice Placement Services.
  • Video apps are among the top 5 mobile apps used by HCPs. Doctors are mobile and go from consultations, to conferences, to surgeries. On the go they use mobile apps to read medical journals (online and offline), view and share images, download PDFs, search current and past articles and watch videos (Elsevier).

These video viewing habits give big pharma a billion dollar reason to include video content in their marketing strategies. Healthcare videos help HCPs fulfill their responsibility to impart clear and error-free information to the public. Videos facilitate learning which is critical in knowledge transfer.

Award-winning healthcare videos

Skuy AwardeesVideo production and editing have become faster and more efficient with today’s technology.  The large amount of user generated content in YouTube, the world’s most popular social sharing video platform, is proof of this.

However, there’s more to possessing technical expertise in creating professional and sticky video content for HCPs.

Additionally, there’s a lot of creativity involved to satisfy the curiosity of the professional audience without the mind-numbing effect of textual content. It takes an extraordinary storyteller to capture and share the science behind a blood product. And this is exactly what Twisted Frame did!

In 2017  the Ontario Pharmaceutical Marketing Organization named Twisted Frame as the winner for the Best Health Care Provider – Professional Audience – Digital category during its second Skuy Awards.

Explainer & how-to video

And the winning videos are… drum roll please…

The award-winning healthcare videos were intended to educate physicians and nurses on the benefits and proper usage of Prothrombin Complex Concentrate (PCC), a pharmaceutical product manufactured by OctaPharma Canada.

They  were a combination of an explainer video (answers what is PCC, what it does and its benefits) and a how-to video (acts as a training video by showing physicians and nurses how to correctly administer the product). Knowing the audience and communication goals were key in producing these award-winning videos.

The Skuy Awards is an annual recognition of pharmaceutical marketers who have exhibited excellence and innovation in pharmaceutical and healthcare marketing. It is named after Percy Skuy who founded the OPMA in 1966.

PCC Video for doctors

PCC Video for nurses

Twisted Frame was also a finalist in the Canadian Marketing Awards 2015 in the Digital category. Check our extensive work portfolio in healthcare.  

Case studies for healthcare video training

We have also gathered some case studies to further show the effectiveness of video training in the education of medical students and healthcare professionals.

Advantages of video trigger in problem-based learning – This study showed that video triggers improved the students’ observation and clinical reasoning and helped them better integrate information compared to using paper cases.

Educational video improves technique in pediatric lumbar punctures – Viewing the training video increased the practitioners’ comfort level in performing pediatric LPs and adherence to evidence-based best practices.

Video-based training improves seizure diagnosis – This training increased the accuracy of epileptic seizure diagnosis that’s often difficult to differentiate from psychogenic non-epileptic seizures (PNES).

Epilepsy video animation – The study shows significant improvement in the knowledge and drug adherence of epilepsy patients.

These studies illustrate that apart from the training, healthcare videos also allow the healthcare industry to record, curate and share expertise and breakthroughs. They also confirm the values and winning approaches in video content marketing for big pharma.* O.Montelibano