The reasons to incorporate video into your medical device marketing efforts? Trust. It’s the only reason that matters.
In my view (and probably yours), your best chance to make a sale is when you’re there, in person, talking with your customer. Second is probably is using Skype, FaceTime, or equivalent screen share, where you can still talk face-to-face. Third, the telephone, I guess.
After that, video is your next best option for building trust. In fact, just last week a prospect specifically mentioned my Services page video as the reason he called.
Here are some quick video ideas for your consideration.
1. Choose your thumbnail carefully. I really like the image that accompanies this post. Sometimes I hesitate clicking because I “don’t really have time to watch that right now.” By selecting this thumbnail, “Pat” overcomes my objection. I do have one minute to spend with him.
2. Videos make great testimonials. This testimonial from Ed Kennedy is so strong I have it autoplay on my resume page.
3. Name and tag your video for search engines. This is so important it was the subject of the third post I ever wrote for this site. I’m surprised how well the article holds up. I disabled my cookies and googled “medical marketing communication” today. Yup, I’m still on page one with the video.
Here are seven more articles on medical device marketing video:
- Pick up the phone! Three ideas for your mobile phone camera.
- How to set up an appropriate EMR meeting. A hand-held video featuring subject matter expert Michael Paquin. I “look smarter” because I have people like him in my network.
- People are People. A Depeche Mode music video. It’s a fun way to make a point and show my humanity.
- Inspiration. A commercial to get you thinking.
- Child’s Cardiac Arrest Caught on Tape. Real-life uses for your product.
- Don’t F*** With Your Customers. Social media works two ways.
- Dr. Swanson Sent Me. Your video doesn’t need to be pretty to be effective.