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Pharmaceutical Industry Moves Digital

The Pharmaceutical industry used to pride itself on its sales reps and in-person doctors visits. Millions if not billions of dollars were put into the pharmaceutical marketing budget. However, in 2017, the pharmaceutical industry knows that its money can be spent elsewhere thanks to the digital age.

According to Fiercepharma.com, “More than half (53%) of marketing outreach to doctors now happens via “non-personal promotions”–the majority of which are digital communications, with some direct mail and speaker programs in the mix, too. That’s the word from a semiannual survey conducted by sales and marketing consultancy ZS.”

Opportunities for Pharma

In the digital world, Pharma has an opportunity to get in front of decision makers in a whole new way. Pharma has the chance to revamp the way they present themselves to doctors through video. By presenting video content to doctors, pharmaceutical sales reps are able to communicate in ways they have never been able to before. For example, pharmaceutical reps can now use animation, consumer videos, and reenactments to educate and inform doctors. Study leader Malcolm Sturgis told FiercePharmaMarketing, “It’s the first time we’ve seen the non-personal marketing, especially digital, actually pass the amount of sales force activity.”

 

pexels-photo-208512-e1494283617448Concepts Video specializes in creating custom videos for pharmaceutical industry representatives. We have worked with a wide variety of Pharmaceutical companies to create engaging, informative, and actionable videos to be presented around the industry.

FiercePharmaMarketing recommends that Pharma think more “customer-centric.” They continue, “Instead of planning marketing channel by channel, start with the customer and ask what’s the right combination of marketing and information. Also make sure that sales reps–who, despite making fewer visits, will remain an important part of marketing–are involved and informed in the overall strategic marketing plan.”

 

Source: http://www.fiercepharma.com/marketing/pharma-digital-contact-doctors-now-surpasses-sales-rep-visits-survey-finds

Pharmaceutical Giants Inject Themselves Into Custom Content

As advertisers try to figure out how to repurpose their capital in an ever-changing television forecast, one pharmaceutical player is taking a step towards the future. New Jersey based Johnson & Johnson has teamed up with online video giant YouTube to roll out a stream of original content. Instead of banking on a commercial, Johnson & Johnson has decided to ad-fund the series.

Next Gen

If pharmaceutical companies want to make nice with the millennial generation, they’ll have to start crafting stories that millennials will listen to. We know that the millennial generation will skip past commercials and TV in general, opting to consume their content through Netflix, Hulu, YouTube, and social media. YouTube claims that more 18-49 year olds consume their platform over any of the TV Networks. Will millennials soften to big Pharma if big Pharma is the one footing the bill for their content?

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Original Content

The Youtube Official blog says, “Starting in 2016, we made the decision to take YouTube to the next level. We began making premium original content for our subscription service, YouTube Red, releasing 30 series and movies in just over a year…And we kept hearing from brands they wanted to be more involved in these premium series.”

Product Placement

It’s not longer just about product placement – pharmaceutical companies and other big names have precious ad dollars that can now be spent capturing the hearts and dollars of the next generation.

Concepts Video specializes in original content. For a quote, please click here.

 

Source: http://www.thedrum.com/news/2017/05/05/youtube-unveils-content-with-johnson-johnson-exclusive-advertiser-partner

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Online Video Pushing Original Content

In an age where new channels and platforms are popping up daily, it is clear that traditional television’s reign is coming to an end. There is a new royal waiting in the wings and it’s clear that in 2017, content will be crowned king. Players like Netflix and Amazon churning out original content on a paid subscription basis and others seem to be following suit. Online video big wig YouTube is looking to join the game with a new slate of original content positioned to take over network television consumers.

YouTube chief business officer Robert Kyncl said. “We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube — bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere. With these new shows, brands can be a part of content that’s generating buzz around the world.”

While some advertisers may balk at the idea of commercial free television, this is also an opportunity for advertisers and marketers. With an entirely new channel to promote product, advertisers just need to get creative. YouTube will partner with key advertisers such as Johnson & Johnson and Google Preferred. Advertisers will have the opportunity to build long term relationships with YouTube content creators that have the ability to infiltrate not only the shows audience, but the overall influence of the content creators audience as a whole.

What can advertisers do to stay up on the times? Advertisers should look to get involved with content creators and influencers. Don’t just look to put your product in front of direct selling audiences on TV and the web, put your product in the hands of trustable influencers and new media channels.

 

Source

https://www.rapidtvnews.com/2017050547104/youtube-makes-major-original-content-push.html#axzz4gFEoFAx2

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Multi-Camera Shoots to the Masses

Dish Network, previously known for satellite TV, is catching up with the times. In fact, they seem to be trending in the world of online video and multi-camera shoots. While television stations used to be the norm for content consumption, the masses are now turning to the world of online video on YouTube and Facebook.

According to Phys.org, “Dish is unveiling a wireless device, SlingStudio, meant to enable multi-camera productions without high-end equipment. The wireless device collects video from up to 10 smartphones and traditional cameras as they are being shot. An iPad app lets you choose which video and audio feed to broadcast at any given moment. The app also has tools for transitions and text overlay.”

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Multi-camera shoots used to be reserved for primetime television, but now there are devices that allow multi-camera shoots right from your own home. At $999, the price tag will cut out your average user, but if you’re a company or influencers looking to make waves in the world of online video, a device like SlingStudio can be an instrumental piece of the content puzzle.

At Concepts Video, we specialize in multi-camera shoots for online video, television, and corporate videos.