We recently announced that almost half of the top ten largest pharmaceutical companies in the world are using Qumu as the engine that drives video in their communications strategies. I recently came across this article in which Paul Tunnah, CEO of the excellent pharmaceutical industry insider group Pharmaphorum, assesses seven emerging trends in pharma communications and how to address them.
In reading the article it occurred to me that video is central to each of these seven trends, here’s how:
1) Put faces to your senior execs
- “Our industry leaders are, more often than not, smart individuals who talk with great passion about the work they do in helping patients who recognise the balance between commerciality and ethical operations,” says Mr. Tunnah. What better medium to bring that passion to your audience than through videos? Video can literally put a face to the authentic and engaging content pharmaceutical companies get from their executives and deliver it to audiences all over the world.
2) Empower your employee voices
- Whether inside or outside of the network, video has become the voice of the people. It’s simple to create with most laptops, tablets and smartphones being video-capable in 2016 and social platforms like Facebook, Twitter and Instagram have shown that increasingly video is becoming the preferred method of communication for millennials. Employees can share ideas and deliver engaging presentations internally as well as create videos about non-confidential good work that is being conducted by the organization. Using an enterprise video platform, pharma companies can run any external video through an approval workflow as well to ensure that regulations are being followed and no sensitive information is getting out.
3) Shout about your good work
- By its very nature, the pharmaceutical industry does work that helps people deal with and cure disease. Beyond that, many pharmaceutical organizations are involved in other philanthropic endeavors as well. Mr. Tunnah writes, “The industry should not be embarrassed to shout about these initiatives as they are more than just PR manoeuvres, but a real investment in both areas of global need and in the development of a strong corporate culture for the future.” Creating shareable, easy-to-consume video content about the good work being done in a pharmaceutical company is a great way to shout it from the rooftops.
4) Listen to patients
- Getting real feedback from the patients who are using pharmaceuticals is a crucial element to increasing the effectiveness of existing drugs and developing new treatments. Giving patients and the doctors who treat them the ability to create videos describing their experiences with specific drugs is the most in-depth way to get rich feedback from both individual patients, patient groups and doctors.
5) Respond to criticism
- By addressing criticism, pharmaceutical organizations can build better relationships with patients and critics alike and develop a stronger business model for success. By responding to criticism through video, perhaps even involving a passionate executive, pharma companies can put a human face on that response, and make it clear that they are interested in creating conversation instead of merely responding with form letters or press releases.
6) Demonstrate thought leadership
- Showing the depth of expertise at play behind the scenes in any business is an excellent way to earn the trust of your audience as well as to create a more knowledgeable customer base. Within pharmaceuticals, whether it’s dealing with specific disease areas or crafting overarching educational programs, video is a key element to making easily digestible and shareable content for any audience. Some pharma companies have created whole series of thought leadership content that can be indexed and searched through an external video portal so users can find the information they need quickly and simply.
7) Integrate digital in all comms
- The great thing about video is that it can go almost anywhere, from internal social business platforms to externally facing portals to almost any website or blog, it’s easy to bring video along for the ride. Using an enterprise video platform, pharma industries can deploy video anywhere while ensuring that approvals are observed and all management is done from within the internal network, giving them a high degree of control over the content while still letting the message out into the world.
Video is a crucial element to modern communication. It’s exploding in popularity, it’s easy to create and it has the benefit of being able to include a rich range of content while remaining authentic and human. In the pharmaceutical industry an enterprise video platform is critical to keeping the message secure and regulated while also giving users everywhere a voice, a face and the opportunity to share their expertise or thoughts about the pharmaceutical industry.
If you want to know why four out of the top ten pharmaceutical companies in the world use Qumu as their enterprise video platform, drop us a line.