Biotech video marketing explained.
“A good picture is worth 1000 words”, now imagine what a video can do for your biotech or life science business.
here are a few stats from Hubspot
“The number of digital video viewers worldwide is more than 3.3 billion.
In 2024, 89% of consumers confirm they want to see more videos from brands.
People are 52% more likely to share video content than any other type of content.”
Three years ago, Fujifilm Wako Automation came to us. They provide laboratory automation software called Director. They needed to rebrand the software. They also wanted a good video for their main event in San Diego.
The question that I have asked immediately is “What is for you a good video?”
The answer is always subjective. The truth is there is not one good video that you can produce to promote your business but you should create several of them.
When promoting a biotech product or service, remember to adjust the video content to:
Your target audience - who do I need to present my offer?
The type of message that you would like to pass to your prospect
The platform on which you will distribute this video - where will my prospect view the video.
So, let's understand the type of video that you can create to promote your biotech or life science business
Your target audience - who do I need to present my offer?
Let’s say your company has launched a new AI software for drug discovery. Your job is to make a video to promote this solution.
In this situation, instead of quickly listing everything your software can do, take a moment to think. Ask yourself who the client or audience is that will watch your video.
This will affect a lot the message that you will want to pass in the video. You probably need to create different versions of the video. This will help make it appealing to the different types of people on your client’s staff.
For example, an engineer using the software daily may want a list of all its features.
In contrast, a CEO or business development director will care more about how the product solves their problems. They will ask themselves, "Does it save time?" Does the software allow us to get a competitive advantage? Does the software allow us to save money?
The lesson:
Before you start your biotech video production process, you should understand the client's profile. This helps you create a better video. This will affect the script and the style of your content.
The type of message that you would like to pass to your prospect
As we saw in the last section, you likely need to make different videos. This will help educate your clients about your products and company.
Here below we are listing different examples of video messages that you can create. Often. We can mix two to three key messages together in one video.
Corporate video: the name may sound a bit “boring,” but this video is important for teaching first-time users. In this video, you will share basic information about the company.
You will also discuss the products or services you offer. Finally, explain what makes you unique in the market. They need to understand clearly the who, what and why of working with you.
Catalog video: This type of video production shows the variety of products or services you offer. Companies often showcase it after the corporate video. This helps to explore your company's offerings in more detail. This is a video also often used in tradeshows.
Benefits-focused video: This video highlights the advantages of using your products or services. We usually want to highlight the pain points of the client (are you losing time, money, and opportunities?…) and we explain why and how we provide a solution to their problem.
Product featured in a video: This video usually focuses on the end user of your products or services. This is the person who will use the solution every day. This person will always be consulted at the time of choosing an option. They show more interest in what the solution includes.
Process-based video: this is a type of video where you want to describe one process or method you are using within your company. Its goal is to be transparent with your clients to reinforce the feeling of trust. For example, you could describe your quality control standards or what is your ordering process.
Team-based video: This video shows the main staff members of your company. These are the people your client may contact or work with.
At the end of the day, we do business with people in a company. it is important to build a human connection. Start by identifying the key contacts in your organization.
Testimonials-based video: any company should always ask for a testimonial from its existing clients. These videos help build trust. They also show that other companies work with you and are happy with your product or service.
The platform on which you will distribute this video - where will my prospect view the video?
So you have produced your first life science video, this is great! Now comes the question: which platform should I use to bring some visibility to my video so my prospects can see it?
You should always share your video on different channels. Consider spending money on ads to increase its visibility to your audience. Here below we explain how to leverage each platform.
Your website
Let’s start with the most obvious place where you should publish your video: your website.
At Magma, we use video as much as possible for our clients. This helps to engage users on our clients' websites.
You likely have some advertising campaigns, organic traffic, or email marketing strategies to improve your website's visibility. When they visit your landing page you should always try to provide them with the most engaging content: a video.
Let’s say that you are promoting AI drug discovery software. This is a technical piece of technology with a massive amount of features.
A video can quickly grab the user’s attention. It can show their problem and explain how your software helps. This software saves time and helps grow their business.
If you create interest with this short video, the user will likely spend more time on your page. They will want to learn more about your solution. You will be closer to getting a new lead.
Social media channels
Video is the most important type of content on social media. LinkedIn is the top channel for biotech and life science businesses. Youtube is also a key asset.
This format usually gets the most engagement. However, you should choose the types of videos you share on social media carefully.
Our rule at Magma Science is “Let’s educate” our audience. We want to avoid using “salesy” videos on social media, they usually don’t do well.
Instead, we will create videos based on interesting blog posts or webinars. These videos will directly provide value to your prospects.
The goal is to build your brand with high-quality content. This will help you gain more awareness. People are more likely to share your video if it offers insights to the scientific community you want to reach.
Another type of content that performs well on LinkedIn is videos about events you attended. You can also share videos that showcase your team's work or achievements in your company. With these videos, we want to reinforce the human factor and answer the question “Who am I going to work with”?
Online Advertising platforms
As we said before, it is smart to invest in advertising. This helps increase the exposure of your video content.
Here are 2 tactics that we use in advertising for biotech and life science companies:
Promoted video post:
Promoted posts are social media posts that you are advertising to expand the reach of your video. On LinkedIn for instance, you can define with a lot of accuracy the parameters of your ads.
You can use geo-targeting settings to reach your ideal clients. Choose the industry, function, or job title you want. This will help increase the visibility of your video to that audience.
Retargeting video ads:
Retargeting ads are video ads that show up after a user interacts with you. This can happen when they visit your website or a specific page. It can also occur if they engage with your social media content or emails.
For retargeting ads, you can use a wide range of platforms from Google ads and social media ads. The strategy is to enhance the experience of the prospect with your business. You can do this by giving them more information about your products or services.
It also helps keep you in the prospect's mind. You can do this by regularly showing your content after their first interaction with your digital assets.
In conclusion, video production is a great way for biotech and life science companies if used properly.
We know that making videos can be challenging when you want to promote a product or service. We can help you create a culture that highlights your scientific articles and product descriptions. Together, we will turn them into a format that your clients will love.
Magma Science provides life science marketing services, and biotech content marketing solutions.