In this short video, see why testing advertising creative has become more vital — and, thanks to technology, easier — than ever before.
When your target audience is medical professionals, it’s easy to assume the status quo still holds true. After all, this is a traditionally conservative and literal audience.
When it comes to how they want to be communicated with, though, times are a-changin’.
A recent survey of physicians, physician assistants, and nurse practitioners by HealthLink Dimensions, for example, revealed that email is the preferred form of contact—with 75% of NPs and PAs and 66% of MDs citing it as the way they want to be contacted regarding industry news and product updates. When it comes to viewing emails, they’re split almost 50/50 using desktop computers or mobile devices.
Of course, it’s also important to consider what type of content is most desirable to this audience. According to the HealthLink survey, educational material is number one—and at the top of the education list is disease state materials.
Moral of the story: if you want to reach this audience with information on a medical device or pharmaceutical:
- Include emails in your multi-channel tactical plan
- Optimize your email design, content, and call to action for mobile viewing
- Position your product relative to a disease state—and, if possible, share educational material about that disease state beyond just your product features and benefits
It’s simple, really. Healthcare practitioners are like the rest of us: they want relevant content delivered to them the way they prefer to receive it. Respect that and you’re more likely to successfully communicate with them.
Across numerous industries, our clients have desired more content—including video—to engage with customers. The medical device industry is no different. According to Google Think, approximately 1 in 8 patients uses online video to research hospitals, health insurance, and health information, and more than 66% of physicians use online videos to stay abreast of the latest clinical information.
With complex subject matter and an audience that is very literal, it can be challenging to keep content fresh and engaging—which is why many of our medical device manufacturing clients are utilizing video to create “snackable” content in the form of product demonstrations, tutorials, and product testimonials that utilize key opinion leaders, as well as simulating procedures in an operating room with real doctors.
More engaging than brochures or other printed materials, video can be used to educate patients on medical procedures and self-care. It also enables patients to ask questions and get better, more personalized advice from doctors.
For doctors and practitioners, video currently represents the most expedient, engaging way to access information and training whenever and wherever they want or need it. The accessibility of video means that training content can be updated easily, relatively affordably, and as often as needed.
At Martino Flynn, we have the unique capability to develop both animated videos and live action videos in-house. We have two high-definition edit suites and a talented digital team capable of creating 3D models, animations, and motion graphics. To strengthen our integrated marketing initiatives, we are strategically creating video content to cut through the clutter within the medical device and healthcare industry.
For more information on Martino Flynn’s medical device marketing capabilities, visit martinoflynn.com/medical-device.
Adobe, the creators of Photoshop and other great software programs that many creative departments use to produce their clients’ advertising, have teased a new product called VoCo. On the surface, it looks really cool. Check out the embedded video demonstration and I’m sure you’ll think so, too.
The software can take a piece of audio of a person speaking and translate it into text. While, yes, most of our cellphones can do this, what really sets this technology apart is that you can actually edit the text, and Adobe VoCo will rearrange the audio to match it. Now you may say, video editors and audio engineers have been doing this forever. But, in case you didn’t make it to the end of the video, here is what really differentiates VoCo: you can type in anything you want, and it will create the matching audio file using that person’s voice! That means that the person doesn’t need to say anything remotely close to the desired words, yet you can mimic his voice to get the audio.
As a video editor, I have often joked that I can make people say things they didn’t say. However, that only works if they said the words I need, and all the inflections and flow of their speech matches cleanly once things have been moved and removed. The truth is, I am not trying to make people say something they didn’t say; I just want to take something they did say and have them say it better. The technology of Adobe VoCo is really a game-changer.
This is great for video game production, audio-heavy products such as audiobooks and podcasts, product demonstrations, and video case studies. At Martino Flynn, when capturing an interview for a case study or product demo video, we have run into situations where an interviewee did not say something exactly right, or said something accurate at the time that now has changed. The cost to re-shoot the interview and re-edit it to correct the video is often prohibitive. To be able to cleanly adjust a couple of words and place them under b-roll would be a quick and cost-effective way to keep a clients’ video accurate and avoid having to make changes that would incur greater financial costs.
I think the challenge for video editors, advertising and marketing agencies, and clients will be how to maintain an ethical approach to the choices made when using this technology.
Product or service names are often abbreviated over the course of a 30-minute interview. To use this technology to add in a full name would be a great tool to have. However, creating wholesale statements from Key Opinion Leaders (KOLs) such as customers, even if true, would lead to a gray area of what is fair and acceptable to do. Also, how do we control this for voice over talent? Talent can charge for studio time, even if it is to change one line of a script. Why add that cost to a job when it could be done with a few strokes on the keyboard?
These questions don’t even get into the area of news and reporting, and public relations. Imagine how much more influence fake news stories will carry when they come complete with fake audio quotes from world leaders, celebrities, or anyone else who has 20 minutes of his recorded voice available online.
As far as VoCo goes, I am reminded of one of Jeff Goldblum’s lines from the movie Jurassic Park, “… your scientists were so preoccupied with whether or not they could that they didn’t stop to think if they should.” Of course, now I’m wondering if he ever said that at all.