Since the DTC advertising took-off ten years ago, pharmaceutical companies have been aware of the persuasive power of video. TV commercials have brought an unprecedented degree of awareness to mass audiences, and have brought depth and dimension to products that would otherwise be difficult to explain. Now that opportunity is expanding to include online video. Online video resembles television in many ways:
- It is currently dominated by entertainment content.
- Thanks to the widespread adoption of broadband, viewership can often be measured in millions (although there’s no “broadcast” - so that viewership builds-up over time.)
- Word of mouth (and its e-mail/IM equivalents) can launch a video into the spotlight.
Healthcare companies can use these similarities to reach out to online audiences by purchasing pre-roll commercials at popular portal sites. These are displayed at the start of a video clip, and often accommodate a standard 15-second format.
However, this is just the tip of the iceberg. Greater gains can be had by leveraging the non-TV attributes of online video: Continue reading ‘Online Video for Healthcare Companies’
