Medical Marketing: Video activation vs video production

The age-old question that we get asked regularly focuses on marketing budgets: How much should I spend on video production versus video activation for my healthcare brand?

When we get down to it, it’s key to get back to basics, examine the video marketing strategy (if one exists) and start there.

Gone are the traditional marketing days of yore, when the standard 20:80 rule for TV advertising won’t always work in today’s more digital and social world. Alongside this, we also have to take into consideration where in the marketing funnel this content sits, and the goals you want to achieve.

In the last few years, we’ve been working with content marketers in the healthcare space to begin thinking more than a publisher, rather than an advertiser. Aiming to create quality and relevant content that your audience cares about, and how they consume it is key to reaching your campaign goals.

With the digital landscape continuing to change, your healthcare content must be shareable and engaging to capture attention no matter where it’s being used. However, with more brands opting to use Paid Activations – it may be that you see a much lower level of success without a targeted activation plan.

Video Planning vs Creation

As a video marketing agency, we often come across healthcare brands that are on the search to create a scroll-stopping video that captures attention. However, no one sees it as they’ve run out of budget to promote it to their target audience.

Alternatively, as strategic-based marketers, we want to ensure that budget is being used effectively to share content that is well-made and assists in making the most of activation to generate a healthy Return on Investment.

Campaign Objectives

Ahead of any creative discussions, we work closely with healthcare brands to understand:

  • The objectives of the campaign
  • Who the target market is & action to be taken

These two focuses help our expert team support healthcare brands like yours to maximise their campaign effectiveness and be clear about their motivations.

Moving straight into the creative phase without clear data-driven goals and focuses upfront can leave your healthcare brand with limited results.

Following this, we then need to understand the behaviours of your target audience to understand where’s best to get your content in front of them. This could be Paid Social, TV ads or DRTV, combined with owned/organic channels.

Where are you in the sales/marketing funnel?

One other key element to consider is where this piece of content sits in the Sales/Marketing funnel.

When you’re towards the top of the funnel, in the wider awareness stage, your target audience is likely to be much more broad and potentially unaware of you and your offering. With this in mind, opting to utilise Paid Campaigns will be great to reach audience members where they are.

However, the further down the funnel you go, the smaller and more focused your audience will become as they may already be interacting with your healthcare brand across channels like Organic Social, YouTube and even the blog content on your website. At this stage, encouraging mid and lower funnel goals such as Add to Carts, Enquiries and even Website Traffic to specific pages could be the way to go.

The important thing to bear in mind is that content creation and advertising budgets are directly tied to your overarching strategy – so it’s important to keep this in mind.

If you’re on the search to create an unbeatable campaign for your healthcare brand, talk to our expert team today and see how we can support you.

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