Medical Device Video Marketing: What You Need to Reach Your Audience

Honestly, I am not sure what is a longer process – reading the Apple User Agreement documentation or creating a Medical Device and getting it approved through the FDA. In all seriousness, the time from concept to market can take anywhere between 3 to 7 years! With all of your invested time, money and resources, the last thing you want to do is invest even more in antiquated processes that hinder the sales of your products (not to mention the stress of dealing with angry investors who want their ROI yesterday).

Video has rapidly become a huge asset to the medical device sales process, and proven to be one of the least risky investments for most effectively engaging your target market (if done correctly).  You don’t have to believe me, just look at the statistics on medical device video marketing gathered from Cognizant, Forbes and Brainshark.

  • 86% of healthcare providers use a smartphone for work and 53% use a tablet
  • 90% of executives using smartphones every day while 70% look up professional information on smartphones and tablets
  • 33% of tablet owners watch at least one hour of video a day
  • 75% of executives watch work-related videos every week
  • Physicians spend at least 3 hours a week watching videos for professional purposes
  • Video email marketing can increase open rates by 20% and click-through rates 2-3 times

Bonus Statistic:

  • Just using the word “video” in an email subject line can increase open rates by 19% and click-through rates by 65%

Medical Device Video Marketing - Boston Video Production

Photo courtesy of Lisa Brewster(CC ShareALike)

Physicians are eager to obtain clinical knowledge and case studies but they don’t have the time to meet without comprehending the value you can bring to their practice. This is especially true considering the time they do get for themselves is stretched out to research and involvement in associations/organizations, among a multitude of other facets (what social life?). If they can access your information on their own time then they will willingly listen and engage. This is where your medical device video marketing comes into play! 

Now the question is, “how long should this video be?”

Most videos should be less than 2 and half minutes (depending on the platform you share it on), but if you have subjective rich content that answers their pain points or shows results, your audience will extend their attention span to between 3 to 5 minutes. 

You will have provided value to your target market and grabbed their attention, thus getting your ‘foot in the door’ to build up further conversation about you and your offerings. 

Medical Device Video Marketing - Boston Video Production

Photo courtesy of tacvbo(CC ShareALike)

Once you have the video, how do you track its’ impact? 

Read our article on 5 tools that can help you track the ROI of your video campaigns! 

by Ana Nenshati

Ana is a nerdy film fanatic since 3rd grade and finally embraced acting and film work at the age of 23. Her favorite films are The Lord of the Rings and she relies heavily on them to up her spirits on gloomy days. She loves the power of a good story that spreads empathy and hopes to create beautiful stories as well as help others do so too.

Her life has been a series of eclectic stories, including running a farm in Costa Rica whilst surrounded by giant spiders daily, opening  a boutique with her mother, working at a State Park with wild horses running amock, and getting her scuba license when she was 13. Originally from Albania, Ana is passionate about different cultures and world issues. Through her Content Engagement Executive role at Waverley Knobs, she hopes to tell the stories that haven’t been heard yet.