Some really interesting news last week on the pharmaceutical/healthcare video production front…healthcare market research and advisory firm Manhattan Research released some findings from their ePharma Physician® 2012 Study that really underscore the growing importance of the Apple iPad and other tablet devices as promotional tools. From the study:
“The Apple iPad tablet is a key part of a pharmaceutical sales representative’s toolkit, a new study by Manhattan Research confirmed. Among “ePharma” doctors who met with pharmaceutical salespeople face to face, 65 percent reported that the representative used an iPad, an increase from 30 percent in 2011.”
(Source: Manhattan Research)
The numbers are staggering, but not unexpected. Anyone who owns an iPad or other tablet device knows how insanely convenient and versatile they are. With a few touches of the screen, you can access all manner of visual content, from videos, to slide presentations, to interactive modules. The ease of education with the new tablets (especially the iPad) is undeniable. And what’s really exciting is that the study shows that it works:
“Meanwhile, 35 percent of doctors surveyed were more likely to ask for a medication sample and 29 percent more likely to consider prescribing a drug when a pharmaceutical rep used an iPad during an in-person sales pitch.”
(Source: Manhattan Research)
Thinking solely in terms of video content production now, there are so many ways for a sales rep (pharmaceutical or otherwise) to engage their customer using a variety of different video styles:
• Educational Videos (detailing the product’s history, composition, etc)
• Instructional Videos (demonstrating how to use or administer a product)
• Patient and/or Physician Testimonials
• Key Opinion Leader (KOL) Videos
• Promotional Spots
• “Sizzle” Pieces
Those are just a few; the possibilities are endless. It’s really time for companies and agencies to start thinking of tablets as a legitimate new content medium for sales and customer engagement. Rich, engaging and informative video content is the perfect complement for these devices. For video producers (like us), it’s an exciting new avenue and opens up a world of possibilities!
Kevin
Owner, Red Oak Digital
NJ Video Marketing Production Company