The options for creating medical marketing content are ample these days. Many pharma marketing strategies already take advantage of more familiar types of content, from traditional illustrations to animated videos.
With the vigorous competition for visibility evident in today’s pharma marketplace, this post will consider the current trends and some rather novel approaches to digital content that you can implement in your own marketing communications plan.
It is well known that visual content can increase comprehension more than text or dialogue alone. But in a saturated market, which types of visual content will truly help your company stand out? Beyond brand development, in the pharma world, marketing involves the ability to summarize and communicate large amounts of data. This can be a daunting task on its own, so how do you deliver a message that is memorable as well as accurate? Here are a few approaches to content that can do both.
Whiteboard, Blackboard, and Fast-Sketch Animations
You’ve probably seen hundreds of advertisements for a range of industries that make use of whiteboard animations. Also called blackboard animations, these use a fast-sketch animation technique in order to explain a complicated concept. This is particularly useful for pharma marketing strategies in which a complex disease mechanism, anatomic function, or treatment approach must be communicated to an audience with varying degrees of medical knowledge.
Blackboard animations typically utilize stylized illustrations or cartoons, and break down the information into steps that can be quickly explained and easily understood. Often, these animations are supported by a narration that keeps pace with the sketches; however, white- or blackboard animations frequently make use of typography, literally spelling out key concepts alongside the artwork. A number of agencies that create medical content can provide this type of fast-sketch animations that are gentler on the wallet than commissioning a full-blown 3D animation.
Virtual Reality Without Glasses
Virtual reality (VR) technology is probably the hottest digital development to hit medical marketing in recent years. Today, you can even create the same 360-degree experience without the annoying, bulky glasses. To highlight what is a promising trend among pharma marketing strategies, let’s look at an example from a company that created an interactive 3D cell to highlight its oncology products at a conference.
Without glasses, a device is required to navigate and experience the 3D world inside a cell. In this example, the company facilitated the VR exploration using an endoscopic-style device—talk about some impressive marketing! But the real value of using VR is to provide a fully immersive experience, which allows pharma companies to better explain disease pathology, the transportation and metabolic functions of a cell, and even the mechanism of action behind certain drugs.
If you’re looking for one special idea to attract attention at the next medical conference, this is not only cutting-edge technology (showcasing the innovative qualities of your company), but also a dynamic demonstration of the benefits of your product. Not to mention, VR experiences promote close interaction with your clients while providing them valuable information. While VR is just that—virtual—it also provides users a rare tactile experience, something thoroughly uncommon in the realm of pharma marketing activities.
Clinical data can often be extremely dry, but they are important to highlight your product’s benefits and how it stands out from other therapies. And honestly, these data can be an excellent indicator of how your product works, its clinical potential, or the successes it has already exhibited. But clinical data are static, uninteresting, require context, and can pose a presentation challenge to pharma marketing strategies. So how can you present them in a way that is memorable and engaging? Through the use of a simple analogy, or a metaphor that creates a relatable context for your data, you can turn your clinical data or comparative results into an exciting visual application.
For example, a company created a simple, digitally interactive pulley, where the rope reflects the treatment’s properties and the weights represent the risks balanced by the pulley system. For the comparative treatment, rigid in its treatment properties, when one weight goes down, the other goes up. In this example, the pulley demonstrates the risks of anticoagulation drugs: when the risk for stroke is lowered, the risk for major bleeding often increases. But the company’s own drug is demonstrated using a flexible rope where you can drag both weights down to show the simultaneous reduction of both major risk factors.
Scientific Interactive Games
Looking for something totally unconventional? Try commissioning an interactive game that demonstrates how your product works. An example of this is an oncology game that was used to attract clients to a conference booth. The concept was developed to show an improvement in chemotherapy formulation.
Chemotherapy is already a well-known treatment for cancer and has a large backing of clinical data to support its current formulations. So how does a company creating a competitive chemotherapy formulation stand out against a model that already works? Using a drag-and-drop command, participants were able to race with one another to move the agent through a virtual blood vessel and into the surrounding tissues. The new agent was more quickly absorbed than the other, in effect demonstrating the benefits of the company’s improved formulation.
Animated PowerPoint Presentations
While PowerPoint presentations are not new in the world of marketing materials, they are not entirely outdated. PowerPoint has newer features, making the integration of sleek animations, compelling visual content, and modern styling both easy and accessible. PowerPoint presentations are a medium that can truly excel on the engagement front, as the timing and talking points can be uniquely catered to the audience in real time. PowerPoint presentations further invite discussion, unlike an animation that is meant to be watched without interruption.
Beautifully designed infographics are certainly trending and can make information appealing; they also have the ability to incorporate a lot of data into a single effective reference for communication. Take those well-designed infographics and animate the relevant data for an efficient, dynamic, and easy-to-understand report while maintaining an accurate communication of your study results.