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Digg It - Why Most Marketing Videos Don't Work
Every now and then I will meet someone who has commissioned a marketing video that did not work for their company. It is a sad state of affairs and it is avoidable.
Over the years, I have been given many failed corporate communications videos to watch an
Over the years, I have been given many failed corporate communications videos to watch an
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
d have found that they all suffer from one or more of the following problems.
1. A poorly written script
This would have to be one of the most common problems. The script provides the backbone to any video project and it must be perfect. It needs to be
1. A poorly written script
This would have to be one of the most common problems. The script provides the backbone to any video project and it must be perfect. It needs to be
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
to the point, clear and interesting.
Often scripts get written in-house resulting in wordy and highly detailed pieces of prose that do not translate well onto the screen. Quite frankly, they are boring. Unfortunately, pretty shots and expert editing can
Often scripts get written in-house resulting in wordy and highly detailed pieces of prose that do not translate well onto the screen. Quite frankly, they are boring. Unfortunately, pretty shots and expert editing can
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
not hide a tedious narrative.
Worse still, is when the script goes back and forth and the content is played out in an illogical sequence. This results in no viewer being able to quickly understand your core marketing messages, if they can understand it a
Worse still, is when the script goes back and forth and the content is played out in an illogical sequence. This results in no viewer being able to quickly understand your core marketing messages, if they can understand it a
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
all.
Ideally, a script conveys the most important pieces of information that your target market wants to know and is written with an objective in mind.
2. The video is too long
In this day and age of high speed broadband and other time-saving devices,
Ideally, a script conveys the most important pieces of information that your target market wants to know and is written with an objective in mind.
2. The video is too long
In this day and age of high speed broadband and other time-saving devices,
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ery few of us have attention spans that can handle information for more than a few minutes.
Any video over 10 minutes is destined to lose viewers after the first few minutes.
Yet, surprisingly there are many marketing videos today that are well over 12 m
Any video over 10 minutes is destined to lose viewers after the first few minutes.
Yet, surprisingly there are many marketing videos today that are well over 12 m
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
inutes in length.
The best marketing videos are short and succinct. Yet, it is far easier to cram everything into a video than to make a short and concise one. In the words of Blaise Pascal, "The present letter is a very long one, simply because I had n
The best marketing videos are short and succinct. Yet, it is far easier to cram everything into a video than to make a short and concise one. In the words of Blaise Pascal, "The present letter is a very long one, simply because I had n
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
leisure to make it shorter".
3. "The "look mum I'm on TV" scenario
While some of us may cringe at the thought of a camera placed in front of us, there are many people who relish the opportunity to show their face on television.
This can result in corpo
3. "The "look mum I'm on TV" scenario
While some of us may cringe at the thought of a camera placed in front of us, there are many people who relish the opportunity to show their face on television.
This can result in corpo
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
rate heads droning on incessantly about how wonderful their company is (and what a great job they are doing). Sadly, this does nothing else but soothe corporate egos and turn viewers away.
Few people realise that talking to a camera in an appealingly man
Few people realise that talking to a camera in an appealingly man
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
er is a skill in itself. Having a CEO spieling boring corporate fluff while looking dumbstruck and awkward in front of the camera does not a good video make.
However, a charismatic business leader who uses short, punchy (and rehearsed) sentences can add
However, a charismatic business leader who uses short, punchy (and rehearsed) sentences can add
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
remendous impact and clout to a marketing video.
4. Poor production values
While watching your corporate video, your customers will be left with an impression of what type of business you are and what to expect when doing business with you.
A fast way t
4. Poor production values
While watching your corporate video, your customers will be left with an impression of what type of business you are and what to expect when doing business with you.
A fast way t
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
o subconsciously get across the wrong image to your viewer is to have grainy pictures, poorly framed shots and sloppy editing.
A well thought out and professionally created television program will create a positive impression in the minds of your prospect
A well thought out and professionally created television program will create a positive impression in the minds of your prospect
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
. After all, we all watch television and we are used to broadcast quality productions, not wobbly and unfocused shots that scream 'amateurish'.
To produce a good quality television program, it must be made using an experienced A-grade cameraman, a broadc
To produce a good quality television program, it must be made using an experienced A-grade cameraman, a broadc
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ast quality camera and a fully trained editor
5. Target audience is too diverse
Many marketing videos often try to get as many messages out to a diverse audience.
It is very difficult to produce a video that is 'all things to all people'. After all, co
5. Target audience is too diverse
Many marketing videos often try to get as many messages out to a diverse audience.
It is very difficult to produce a video that is 'all things to all people'. After all, co
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
municating to primary school students, overseas buyers and consumers all in the one video is an extremely difficult feat to pull.
Research has found that advertising that targets a number of market segments results in higher profits than advertising that
Research has found that advertising that targets a number of market segments results in higher profits than advertising that
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
ells to a mass market.
Likewise, marketing videos that target a small audience are more successful than those aimed at a large audience. It is often wise to produce several television programs for different audiences, rather than cram all of your message
Likewise, marketing videos that target a small audience are more successful than those aimed at a large audience. It is often wise to produce several television programs for different audiences, rather than cram all of your message
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
s into one confusing video.
6. Let's do a video, just because we can!
It might seem far-fetched but there are companies that embark on commissioning a marketing video without really assessing if they need one.
This can be due to a number of reasons such
6. Let's do a video, just because we can!
It might seem far-fetched but there are companies that embark on commissioning a marketing video without really assessing if they need one.
This can be due to a number of reasons such
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
as using up available budgets, satisfying corporate egos and employees creating work for themselves.
You are probably wondering why a video communication producer would even complain about this situation. The answer is simple.
A marketing video is an ef
You are probably wondering why a video communication producer would even complain about this situation. The answer is simple.
A marketing video is an ef
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
fective tool to increase sales in a company. It is actually painful and embarrassing to watch a video that is a shameless waste of company money.
Poorly produced videos might line the pockets of some video producers, but they do little to convince future
Poorly produced videos might line the pockets of some video producers, but they do little to convince future
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
clients that they are worthwhile.
If you are in the market for a marketing video, make sure you follow these simple guidelines to ensure your project is a success, rather than destined for the rubbish bin.
(c) Marie-Claire Ross 2004. All rights reserved
If you are in the market for a marketing video, make sure you follow these simple guidelines to ensure your project is a success, rather than destined for the rubbish bin.
(c) Marie-Claire Ross 2004. All rights reserved
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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