How to Use Video Content to Reach and Engage HCPs While Driving Product Adoption - Learnings From Other Industries with Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard
November 9, 2022
In this episode of Pharma Launch Secrets, Bozidar is joined by Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard. If you want to learn more about leading a successful pharma marketing campaign in the US, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.
- 4 Es of video: Why is video the future business driver?
- Why do customers today prefer to see a video than talk to someone in-person?
- How can regulated industries get away from the “but we are regulated” excuse and use more video in their marketing?
- Why is YouTube NOT the right place for life-science companies to host and stream video content?
- Is there more value in recording videos in fancy studios versus recording remotely?
To answer these questions, Bozidar is joined by Tyler Lessard, VP of Marketing and Chief Video Strategist at Vidyard
- [ 01:48 ] - Video is the most efficient way for businesses to explain complex ideas and establish trust with audiences. In a business context, there are several ways in which video stands out from other forms of content. In his book, Tyler describes the 4Es of video that encapsulate the inherent benefits of video. These are education, engagement, emotion, and empathy
- [ 05:43 ] - Trust is everything in business, and if you think about how you can be the most trustworthy to your audience as a brand, your video content plays a big part in that. Trust over time also comes back to consistency and frequency. Being consistent allows you to engage with your customers in a more trustworthy and authentic manner
- [ 09:52 ] - Scalability is vital in the world of content, whether writing it, creating images, doing podcasts, or making videos. Inherently, your content will scale better than relying on one-to-one conversations. And video allows you to scale not just the message but also the personality. It gets even more essential in today's world, where buyers increasingly do not want to have live one-to-one conversations with salespeople. They want to consume more information on their own time asynchronously
- [ 17:10 ] - Get somebody on the team who has experience with a video and multimedia background, and you can hire them as a video production lead or editor. That person should be somebody who can capture, edit, and publish content effectively and understands the nuances of video editing and storytelling. People in these roles should also be responsible for helping, enabling, and empowering others in the business to start making videos
- [ 20:17 ] - The problem with using video in pharma is the complexity of managing that content and ensuring that if you identify a problem, that content can be recalled and rectified quickly and in a way that can be documented and archived. When most companies start producing video content, they do it for YouTube, which doesn't allow you to update the content. So it is better to use a video hosting platform built for business
If you want to learn more about leading a successful pharma marketing campaign in the US, tune in to this episode of Pharma Launch Secrets, a Podcast by Evermed.
And connect with Tyler here:
About The Show:
“Pharma Launch Secrets” is a podcast by Evermed and hosted by Bozidar Jovicevic, where we host direct, actionable conversations with world-leading pharma launch experts and help you stay up-to-date with the latest trends and strategies to help you launch your product successfully.
Previous guests include: Trevor Landry of Syneos Health, Indraneel Mukherjee of ZS Associates, Meg Heim of Heim Global Consulting, Scott Snyder of EVERSANA, Andrew Willmer of Symbiotix, Bharti Rai of CVS, Brendan Gallagher of Publicis Health and Matthew Goodman of LUCENT Biopharma.
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