Using Video to Connect with Prospective Patients
Video is an incredibly powerful tool for healthcare marketers, if they know how to use it right. Here’s a quick guide to doing video marketing well. How effective is the use of video in marketing? Studies show that marketers who use video grow revenue nearly 50% faster than those who don’t. Consumers are watching billions of hours of video each year on social media platforms, with more content being uploaded every 30 days than all combined content created by TV networks in the last 30 years. For healthcare businesses, video can be the tool that helps drive more patient sign-ups while deepening engagement with current patients. Let’s take a look at a few methods for using video to connect with audiences, and how a third-party video production company that specializes in this approach can help you optimize your campaigns. Why video content is becoming ubiquitous Virtually every Internet user in the US watches video on their devices — and 54% of these users want to see more video content from the brands and businesses they patronize. Consumers report preferring video to other mediums because it aligns with their browsing preferences, providing fast access to rich multimedia content. In other words, watching a video is high impact, but low effort for audiences. That’s one reason why this approach has been so effective. Nearly 90% of video marketers report being satisfied with the ROI attached to their campaigns. Video marketers also receive 66% more qualified leads per year and a 54% bump in brand awareness. The average user spends 88% more time on websites with video, and consumers report being highly influenced in their personal buying decisions by the video content they’ve consumed. Add it up, and you’ve got a highly compelling case for incorporating more video into your marketing mix. The healthcare field, in particular, is especially ripe for a video-heavy approach — as many brands are currently proving. Learning from the best video campaigns in healthcare marketing One of the simplest ways to understand how video is used effectively within healthcare is to review campaigns that have been successful. Let’s take a look at a few of the best approaches: The fabled Mayo Clinic is one of the leading names in medicine. That institution’s “Mayo Clinic Minute” is a compendium of 60-second videos that give a bite-sized (but not shallow) dive into a health issue that has some resonance for everyday consumers. These videos give consumers exactly what the doctor ordered: Actionable information in a quick and accessible form. While video is a powerful, immersive video is even more potent. The Royal London Hospital and a tech firm called Medical Realities created this 360-degree, deeply immersive video that takes viewers on a close-up tour of an OR surgery. Audiences can scan around the room and view from the perspective of the surgeon or the patient, and move objects around in space by using AR/VR hardware. This kind of augmented reality simulation can create an exhilarating experience for viewers and spark interest in a way that more static marketing could never approach. Another essential element is effective video marketing is narrative. If you don’t craft a cohesive and compelling story that grips the audience, the inherent power of the video format can only take you so far. This video from Bupa, a dental firm, cleverly retells the story of the Tooth Fairy in a way that forms a nostalgic bond with the viewer and raises the video’s impact. Dr. Sandra Lee (also known as “Dr. Pimple Popper”) has nearly a billion combined video views, making her one of the most omnipresent social media stars in the healthcare field. Her YouTube channel is filled with her trademark videos, which revel in the “gross” side of dermatology. Her incredible success teaches a lesson: Healthcare videos don’t have to be staid or boring. You can push the envelope on content and reap the benefits. Do you know what else audiences gravitate toward in terms of video content? Ideas or lessons they can immediately apply in their own lives. St. Elizabeth’s Healthcare’s video marketing series provides audiences with short, well-produced videos that offer healthy eating recipes. Health and wellness content is always popular, and the prospect of learning a new healthy recipe in just 30 to 60 seconds is an enticing prospect for audiences. Following the “short and sweet” line of thinking, healthcare-related firms such as Walgreens have also extended the impact of their marketing by creating extremely short videos or animated GIFs for their social media accounts. These ultra-bite sized videos are a great way to extend the impact of a simple social media post. All of these ideas can help healthcare marketers gain the interest of new patients and deepen relationships with existing patients. To get the most from a campaign, however, sometimes it’s necessary to partner with a third-party marketing video production firm that specializes in this approach. Finding the right video marketing agency At Bigeye, we have deep expertise with video marketing services, making us one of the leading healthcare marketing agencies in the southeastern US. If your firm needs help creating video content that moves the needle, don’t wait to contact us today.
Software is Eating the World, and Healthcare is Next on the Menu
Healthcare and technology companies are quickly converging. Here’s what brands need to know about health and wellness marketing to take advantage. A few years ago, tech visionary Marc Andreessen published a famous essay that asserted “software is eating the world.” Everywhere we look, companies are shaking off legacy or analog approaches in favor of software-driven innovations — and the healthcare industry is no exception. Tech and medicine are converging at a rapid rate, something that should be a dominant topic in any discussion of health and wellness marketing. Why healthcare companies are tech companies Not too long ago, healthcare was a reactive endeavor. People sought treatment when an acute medical issue arose and submitted to a perfunctory yearly physical examination. Preventative medicine helped change that, as people began to seek more regular interactions with the healthcare system. Now, thanks to technology, consumers have become even more tightly integrated into the healthcare system. Consider the case of Apple. Tim Cook, Apple CEO, recently said that he expects the company’s greatest contributions won’t come in the realm of communications or pure computing, but in healthcare. The company’s Apple Watch is an example of a smart wearable device that can be used to gather real-time health data. That data can be analyzed by the watch owner or exported to the cloud and analyzed by a healthcare professional. Either way, it provides important bio-feedback that can be used to make much more informed healthcare treatment decisions. The healthcare sector is an attractive opportunity for large tech firms such as Apple, as it represents about 18% of the total U.S. economy. Scrappy startups, too, are entering the space in force: Venture capitalists spent more than $20 billion backing healthcare plays in 2019. How tech and medicine are converging If you want to see some examples of tech and healthcare converging, 2019 provided no shortage. Here are a few of the most compelling trends that drew media attention in the last year: Bringing ancillary healthcare to your doorstep: Digital-first companies are providing a range of complementary healthcare services. Warby Parker offers prescription eyeglasses, Curology offers personalized acne and skin care treatments, Smile Direct Club provides dental care and teeth whitening. All of these services are available without a visit to a doctor’s office. Telemedicine: The Internet and mobile devices have freed us from the tyranny of proximity (although they’ve greatly increased the number of tedious conference calls we have to endure). This remote model has helped establish the field of telemedicine, where healthcare professionals can offer long-distance evaluations and consultations for both mental and physical health. For people in remote or rural areas without access to healthcare, this is often a huge benefit. Biotech breakthroughs: Technology is helping to unlock extraordinary new advances in medicine. Surgeons are operating with robots, human genes are being edited to help fight disease, targeted and personalized medicine promises to help us create customized drugs to work on a single person with maximum efficacy, face transplants have been performed, and what was once a figment of our imagination is now possible and happening thanks to technology. It is now even possible to create human organs via 3D printing. Is your health and wellness marketing agency up to the task? Technology and medicine are converging at a dizzying rate, leading to advances that would have seemed more like science fiction just a decade ago. Yet few pharma marketing agencies or medical device marketing agencies are keeping pace. At BIGEYE, we understand health and wellness marketing on a fundamental level. If other healthcare advertising agencies aren’t serving your needs, we urge you to contact us today.
Ingestible Technology Marketing
The next logical step in the evolution of the health and wellness market, ingestible technology is poised to occupy a huge place in the healthcare marketplace over the next three to four years. The Basics of Ingestible Tech Otherwise known as “smart pills,” ingestible technology refers to electronic devices that are swallowed by patients to accomplish or aid in a broad spectrum of treatment or diagnostic healthcare processes. In general, this technology is dominated by a range of medical sensors, each one specifically designed to detect, record, and report a particular heath/wellness characteristic or condition. But what are ingestible sensors, exactly? And how to they work? Briefly described, an ingestible sensor looks similar if not identical to a traditional pharmaceutical capsule. Although small in size, these high-tech pills include a range of tech components such as microprocessors, controllers, power supplies, and monitoring instruments. Of course, because these smart pills are designed to pass through the human body, they must be made of materials that are wholly biocompatible and completely safe to swallow. Although huge sections of the general population remain unaware of ingestible tech and its enormous potential, scientists and physicians are already accomplishing amazing things in this rapidly emerging sector. Subhra Pradhan, a PhD in chemical biology with a focus on the molecular genetics of pathogenic bacteria, presented just a few examples in a 2019 article for the independent research organization PreScouter. These examples include a pill by Proteus Digital Health that can actually record the moment that a patient takes it. Connecting to a digital network, this pill contains a sensor that becomes activated by electrolytes within the body upon consumption. This allows concerned friends and family members to rest easy because they will know, beyond a shadow of a doubt, when an elderly loved one has taken his or her medication on a daily basis. Each of these Proteus Digital Health pills contains a sensor that is only one square millimeter in length but can communicate exact dosage information to healthcare providers and other interested parties in real time. This sensor is coated in copper and magnesium – two digestible metals that occur naturally in the typical human diet, but can work wonders when it comes to tracking regular medication compliance. Other remarkable ingestible tech products detailed by Dr. Pradhan and PreScouter include a disposable pill that can actually replace the universally dreaded colonoscopy procedure. The Israeli company Given Imaging has produced a pill that contains a small battery-powered camera that takes high-speed photos of the intestinal tract as it passes through it. This colonoscopy pill instantaneously sends the images that it records to a second device that a patient wears around his or her waist, which in turn sends these images to the computer or tablet of the patient’s doctor. Named the PillCam COLON, the pill has been fully approved through the United States Food and Drug Administration. Although it is currently recommended only for patients who experience pronounced difficulties while undergoing standard colonoscopies because of various anatomical problems, the potential for technologies such as the PillCam COLON are both varied and virtually unlimited. The Ascendency of the Ingestible Tech Market Ingestible tech is regarded by a preponderance of healthcare professionals and market analysts as the next step in the evolution of healthcare technology after wearable sensors that can monitor everything from heart rate to blood sugar. However, ingestible tech has more than a few hurdles to overcome in terms of general public perception. In short, many people are simply unsettled by the very notion of putting tiny computer components, cameras, and other equipment into their bodies. As ingestible tech continues to evolve, there is little doubt that it will raise a wide range of legal, scientific, and ethical questions. In addition to general and specific health concerns, this form of tech opens the door to issues of patient privacy and effective data sharing as it communicates information drawn from within the human body to medical providers and organizations on that span the globe. However, the far-reaching benefits of ingestible tech cannot be denied. In one of the first comprehensive market analyses of ingestible tech, Grand View Research valued the total value of the global ingestible sensor market at $491 million in 2016. As the market continues to evolve, companies are devising a variety of ways to introduce healthcare technology to a wary public and take the necessary “baby steps” toward a widespread acceptance of ingestible tech. As an example, the medical startup facilitator MaRS has discussed a smart pill bottle from Adhere Tech that lights up and buzzes much like a cell phone in order to remind people to take their medication at the proper time. This smart bottle can even send text and/or voice messages that communicate prescribed dosages and keep track of metrics such as the number of remaining pills in the bottle and the number of times that its lid has been opened and closed. Products like the Adhere Tech smart bottle may bridge the gap to a future in which ingestible tech is commonplace. In short, as patients get more and more comfortable with incorporating technology into their daily health and wellness routines, their willingness to literally swallow this technology will increase by leaps and bounds. The vast majority of healthcare professionals and market analysts agree that the market for ingestible sensors is going to experience explosive growth over the next few years. Mordor Intelligence expects the ingestible sensor market to register a compound annual growth rate (CAGR) of 18.7 percent by 2024, while Research and Markets expects a CAGR of 20.06 percent by 2023. Predicting a CAGR of 22.22 percent as the ingestible sensor market matures, Market Research Future presents an even sunnier picture of this emerging medical technology. According to this research, the total value of the global ingestible sensor market will ultimately exceed $87.10 billion. Tips for Marketing Ingestible Tech In light of these remarkable statistical projections, pharmaceutical and healthcare organizations should certainly pay close attention to
Swallow a Bluetooth-Controlled Pill and Call Us In The Morning
The latest innovations in medical device marketing are the stuff of science fiction. Here’s what brands need to know about health and wellness marketing. Google, Apple, and other high tech titans are entering the healthcare market in force, unlocking new treatment and care innovations that radically improve patient outcomes. This transformation is having an especially profound impact on medical device marketing, whereby manufacturers continue to invest in digital approaches and develop extraordinary products. Let’s take a closer look at some of the most important recent trends – and most fascinating products – in the medical device market. The evolution of IoT-powered medical devices The Internet of Things is revolutionizing how people interact with everyday devices – everything from thermostats and refrigerators to their vehicles. Yet perhaps no category offers as much potential as IoT medical devices. Sensors embedded within these devices (whether wearable, implanted or even ingested) can collect critical patient data for analysis. One remarkable example is an ingestible capsule designed by researchers at MIT that is controlled by Bluetooth wireless. Patients swallow the capsule, which then sits in their stomach for one month, dispensing custom medications and transmitting critical health information via smartphone to healthcare providers. Perhaps even more impressively, these devices are created via 3D printing. Other sensor-equipped wearables are being used to help people prevent seizures, track blood glucose levels and automatically administer insulin. An explosion in healthcare data The phrase “Big Data” is a cliche at this point, but the profound impact data analysis is having on healthcare services is hard to overstate. Consumer health apps are working in concert with electronic health records and diagnostic images to give providers and researchers a vast galaxy of health information to parse and form into actionable insights. This digital explosion has also allowed researchers to create predictive models and simulated clinical trials. These virtual trials can be simulated millions of times to assist with the analysis of medical device efficacy and safety. These simulations are also finished millions of times faster than conventional drug and device trials, which can help speed the often slow and methodical regulatory process. This can help give patients access to cutting-edge, life-saving medical device technology faster and more efficiently. The promise of precision health For all of its existence, modern medicine has taken a “one size fits all” approach to treatment. Yet thanks to technological advances, we are on the cusp of a revolution in how treatment is delivered: Precision medicine. Precision medicine allows caregivers to offer patients personalized, targeted approaches to treatment. It does this through the analysis of genetic information, environmental factors, and personal health data collected and analyzed by medical devices. This allows patients to receive therapies that are optimized to work optimally within their specific body – a transformative new approach to dealing with some of the most serious diseases in existence. As data analysis grows more refined, our understanding of genetics deepens and medical devices grow more powerful and sophisticated. The power of precision medicine holds the potential to create vastly improved health outcomes. Is your medical device marketing up to speed? There’s no doubt that medical devices are at the epicenter of some of the most exciting and innovative developments in technology. Healthcare advertising agencies, however, often do a poor job of conveying these developments to the public. Some pharma marketing agencies lack sufficient domain expertise, while others lack creative power or cutting-edge AdTech services. Either way, it’s a shame when great devices are poorly served by uninspired and ineffective medical device marketing. BIGEYE is different. Not only are we a forward-thinking, creatively inspired full-service marketing agency, we’re also experts in medical device marketing. If you’re ready to consider a new and better way forward for your next marketing or advertising campaign, don’t hesitate to reach out to us.
Why Businesses Should Support Breast Cancer Awareness Month
Breast cancer is the second leading cause of death among women with more than 220,00 women in the United States diagnosed each year. And every October, people around the world come together in support of Breast Cancer Awareness Month to raise awareness of issues pertaining to breast cancer symptoms and treatment options.At our Orlando ad agency, we’re constantly impressed with the marketing efforts we see that help build awareness of the breast cancer throughout the month. These efforts stretch far beyond 5k races and marches, and actively produce partnerships that result in additional funds for charitable causes, as well as increased sales for brands. For instance, Mike’s Hard Lemonade, which produces sweetened malt beverages with the same alcohol content as beer, also sells a seasonal product called Mike’s Hard Pink Lemonade. The product’s pink packaging recognizes breast cancer awareness, in support of a Mike’s employee who lost the battle against breast cancer in 2009. Sales of the product support The Breast Cancer Research Foundation, and the product continues to be a favorite of Mike’s customers to this day. Sales of this product benefit the business in several ways. First of all, people may be attracted to this product over competitors’ due to its support of breast cancer research. In this instance, more sales not only means more money for charity, but also more money for Mike’s to continue supporting this initiative. Secondly, Mike’s demonstrated support of charitable causes builds goodwill within the community. Finally, the company’s act of recognition prompts emotional responses from breast cancer survivors and their loved ones, as well as people who may have lost family members and loved ones. These people in particular may then become lifelong Mike’s customers, even expanding to try other flavors upon recognizing the business’s commitment to breast cancer awareness. Companies that are considering supporting breast cancer awareness should be wary of doing such just to garner a profit, as marketing efforts will not seem genuine and may possibly seem sleazy. Instead, these companies should focus on their commitment to social good as part of their overall mission statements, and should tailor marketing efforts to incorporate the act of supporting causes such as breast cancer awareness. It’s all too common for businesses to engage in “Pinkwashing,” which is the act of a business aligning itself with pink during October to boost sales, without actually supporting any breast cancer awareness initiatives. [quote]Fortunately, businesses that stick to ethical and genuine practices should not expect to receive such backlash.[/quote] Supporting Breast Cancer Awareness Month is a great way to get your company to “think pink” and get involved with a worthwhile cause. Even simple acts such as running charity drives, selling promotional products to help support breast cancer survivors, and using products to raise awareness are great ways to align a business with a worthy cause while also promoting goodwill for the company. The team at our Orlando marketing agency hopes you will consider these tips when planning your marketing efforts for October. Even just a few dollars in support of the cause can do great things. In honor of Breast Cancer Awareness Month, join us to support MD Anderson Cancer Center by making a donation.
BIGEYE Video Team Proud To Be A Part of Karli’s Story
The BIGEYE video production team was proud to tell the story of the amazing Karli. Her story of fighting her cancer is an inspiring story. After being diagnosed with bone cancer, Karli’s world was turned upside down. Since completing her treatment, she has become a warrior in the battle against childhood cancer. Having fought and overcome this disease, Karli and her family are forever grateful to those who support the place that gave them hope and healing. This year, Karli’s family will be leading Arnie’s March at the Arnold Palmer Invitational. Join them in the fight against childhood cancer at http://ArniesMarch.com.
Instagram in the OR: Using social media to bring comfort to others
I never thought when making the switch from nursing school student to an advertising major in college that I would have the opportunity to witness an open-heart surgery on a small child. But that is exactly the experience I had last month. BIGEYE had the honor to be asked by our client, Arnold Palmer Hospital for Children, to produce a video about their cardiology program. As part of that video, our crew was graciously allowed in the operating room to witness an amazing surgical team, lead by Dr. William DeCampli, repair little 3-year-old Emily Stone’s heart.We literally got to participate in history being made. The hospital broke ground by trying something relatively unheard of in healthcare: using social media to share a live surgical operation with the entire world. The hospital posted images and updates of the surgery every 10 minutes through the photo sharing application Instagram, pushing the updates out via their Twitter and Facebook profiles, as well as their blog. For me, it definitely brought new meaning to a photo app that I primarily use to apply artistic filters to pictures of my food. The response was overwhelming as the world watched and cheered on little Emily with amazing words of encouragement. It was awesome, in the truest sense of the word, to be so openly allowed into a world that is usually very closed off to the public. Pushing the envelope will always bring on a slew of questions: Why did they do this? Does social media go too far? What role can social media play in healthcare? The very nature of social media encourages debate and provides a portal for honest discussions. Mike Schmidt, director of digital media at Arnold Palmer Hospital, said it best: “Healthcare is behind the rest of the world in being able to tell stories well through social media. There are thousands of amazing things that happen here at the hospital each and every day, and we want to share that with our community.” Advertising, taglines, slogans and pictures of happy patients all have their place in healthcare. They play a role in communicating to the public a hospital’s message: who they are and what they stand for. But what about showing, not just telling, what really goes on? There may not be anything “pretty” about surgical procedures, but they are real, raw, and honest. We’re talking about humans saving other human’s lives. Arnold Palmer Hospital and Emily’s family were ready to take that leap by sharing this life-saving procedure with the world. The fact is, surgeons and healthcare professionals alike live and breathe this every day, and that’s what has a true impact on their patient’s lives. Social media is here to stay and will continue to evolve and change. Yes, seeing pictures of a beating heart on your Facebook timeline may not be for everyone, but I do commend the hospital on using a tool that we are all familiar with in a new and interesting way in order to keep people informed of what’s going on behind the curtain. It breaks down barriers and can remove the mystery of the “unknown” for families that may be going through something very scary, hearing their child has congenital heart disease. On a very important side note, Emily is doing well. It was a joy to get to know her and her family throughout this process. She’s a brave little girl! You can see how the story unfolded on the hospitals blog, Illuminate. Warning: some of the pictures are graphic in nature. Written by, Laura Adams, BIGEYE Creative Account Manager
