What Is Personalized Video?
Personalized video (also called dynamic video) looks and plays like regular video but can be changed and updated on the fly. A simple example is a video that greets you with your own name; normally, you’d have to make thousands of separate videos to make this happen, but with personalized video, just one will do. Personalized video can change text dynamically, shuffle the order of scenes, and even draw bar graphs to match clinical trial result data.
This is exciting technology. On one hand, video is an effective marketing strategy, with 87% of marketers reporting that video has helped them increase sales (Source: Wyzowl). On the other, 78% of consumers report being more likely to engage in repeat purchases from a brand after they’ve received a personalized experience, and personalized online experiences have been shown to increase revenue by up to 25% (Source: McKinsey). Put the two together to create personalized videos, and you can reap all the marketing benefits of video and combine them with those of personalization.
So then, how can pharma marketing use personalized video?
Clinical Trial Videos
Videos that explain recent research to physicians are impressive, but videos that change for each viewer are next level. Picture this: you just released your latest video and it grabbed physicians’ attention by displaying their name, specialization, and the contact information of the rep of your choice, and all that without you having to make a new video each time. Dynamic videos can also play only specific sections or change their order. If your medication has multiple uses, this is a great way to emphasize the indications (and side effects) that are relevant to a particular physician and skip over those that aren’t. Since you’re likely to only get a few minutes of a physician’s time, personalized video can help make those minutes count.
Medical Explainer Videos
Personalized videos can help patients understand diseases, diagnoses, and treatment options. You can make a one-size-fits-all video explanation, then only show the relevant portions to a patient, so as not to overwhelm them with information. If treatment changes with the patient’s age, gender, or any other characteristic, then it can emphasize these changes, and the video imagery can be altered to reflect them. Video personalization can deliver credible content that’s relevant and accurate while still including all necessary regulatory disclaimers.
E-Detailing
With doctors taking fewer pharma rep visits and preferring emailed content, personalized videos can be a great way to augment your e-detailing and keep healthcare providers up to date on clinical trial results, new medications, new products – anything! If you offer a range of medications, you can produce one video or interactive diagram compiling information on all the trials a health care provider has expressed interest in, or that are relevant to their specialization or practice. One video, one click, one convenient update, and one very efficient sales force. It’s the next step in e-detailing.
Decision Aids
Personalized videos can help guide any decision you can think of, from course of treatment to product selection and beyond. They can work like an animated questionnaire by first playing a portion of the video and then prompting the user to choose from a range of options, before continuing with the appropriate section. Like a flowchart come to life, personalized videos can streamline the decision-making process, making physicians’ lives easier, facilitating successful meetings with pharma reps, and making automated email follow-ups easier.
Sales Representative Training
Personalized videos are great for educating your own team as well! Reorder videos to emphasize sections that new hires need most, or to skip sections in which they’re already experts. Plus, personalized videos can have clickable buttons embedded within them, so viewers can choose to learn more as needed. This allows for videos that provide a broad overview but let viewers choose to access only the specifics they need.
These are just a few examples – the tip of the iceberg – of what personalization has to offer: think infographics that let users zoom in, interact with the data, and further their learning; analytics-enabled content for CRM platforms like Salesforce; recommendations tailored to users’ behaviours and interests; and so much more.
Digital marketers are just starting to understand the power of personalized video, and in pharmaceutical digital marketing, it’s still undiscovered territory. This may seem daunting, but there's no need to fear this unknown: Rich Media has been a pioneer in mobile-friendly personalized video. If you have an idea, we can help make it a reality.
