How to overcome pharma marketing challenges with explainer videos

Written by Tim Moss | November 1, 2023
Pharmaceutical marketing is a complex and highly demanding field. Regulatory and compliance requirements, the need to simplify scientific information, and addressing the diverse needs and expectations of various stakeholders such as physicians, patients, and other healthcare professionals, all present significant challenges.

In this article you will learn how explainer videos can help you overcome these challenges and create engaging and informative content for your target audience. Explainer videos are short and animated videos that explain a topic or a product in a simple and entertaining way. They use visual and auditory elements to convey the message in a clear and concise manner. They can:

  • Help you simplify complex scientific information, by using simple language, metaphors, analogies, and illustrations to make it easier for your audience to understand.
  • Help you address the diverse needs and expectations of your stakeholders, by tailoring your videos to different segment and using different styles, formats, and channels to suit their preferences.

  • Read on to find out more!

    Challenges in pharmaceutical marketing and how explainer videos can help

    The challenges of pharmaceutical marketing are unique and require specialized approaches to be successful. Let’s dive right in and take a look at the role explainer videos play:
    1. Legal regulations and compliance requirements: The pharmaceutical industry is subject to strict regulatory and compliance requirements. Advertising for prescription drugs and healthcare products must meet the highest standards to ensure patient safety. This creates a complex and challenging marketing environment. Explainer videos can help ensure that strict regulatory and compliance requirements are met.
    • Clear and concise presentation: Explainer videos can clarify complex information. This minimizes the risk of misleading or misunderstood information that could violate compliance regulations.
    • Adaptability: In the event of legislative changes or regulatory updates, explainer videos can be quickly and cost-effectively updated to ensure compliance.
    • Comprehensibility: By using explainer videos, companies can demonstrate that they are committed to providing information transparently and understandably to ensure patient safety.
    2. Complex scientific information: Pharmaceutical products are often complex and based on advanced scientific knowledge. Communicating this information in an understandable way to different audiences can be a significant challenge.

    Explainer videos can make complex scientific information easy to understand and appeal to different audiences:
  • Visualization: Using visualizations, graphics, and animation, explainer videos can illustrate abstract scientific concepts and medical information. This makes it easier for non-experts to understand.
  • Step-by-step explanations: Explainer videos can present information in easy-to-digest steps, allowing viewers to absorb the content gradually rather than being overwhelmed by a barrage of complex information.
  • Target group-specific adaptation: Explainer videos can be easily customized for different audiences. As a result, they can provide valuable insights into complex scientific topics for non-experts and experts.
  • 3. Unique product requirements : The pharmaceutical industry includes both over-the-counter (OTC) and prescription (Rx) products. The marketing requirements and types of communication in these two sectors are often very different. Explainer videos can provide valuable support in both the OTC and Rx segments of pharmaceutical marketing when they consider the specific needs and differences.

    In the OTC area, the audience consists mainly of consumers who have the power to purchase these products without the approval of their healthcare providers.
    • Consumer education: OTC explainer videos can help educate consumers. They effectively inform customers about OTC health products, explain how to use them, and highlight potential benefits. This helps to increase consumer confidence in the products.
    • Product explanation: OTC products are often diverse and can be overwhelming for consumers. Explainer videos can clearly present the different products, explain their use and effects, and simplify the selection and purchase process for the customer.
    • Patient empowerment: Explainer videos can provide clarifying information for patients who are proactively seeking information about preventative care and treatments. This allows customers to take an active role in their health.
    In the Rx area the audience is often made up of healthcare professionals such as doctors and pharmacists.
  • Reach specialist audience: In the prescription area, explainer videos can be used as a training tool to educate healthcare professionals about new medications, treatment approaches, and how to use them to best treat their patients.
  • Communicating clinical information: Explainer videos can understandably present complex clinical information. This is especially important when explaining new drugs and therapeutic approaches. Visualizing mechanisms of action, study results, and patient profiles can help increase understanding and acceptance in the medical community.
  • 4 practical steps to implement explainer videos in pharma marketing

    1. Identify your message and the audience
    Are your videos target to OTC or Rx customers? A clear definition of your target audience is the foundation of your video’s success. It helps you choose the right tone, the right messages, and the right style. In addition, you should think carefully about what key information you want your audience to take away from the video. Thinking about this will help make your video effective and relevant.
    2. Create your video
    An explainer video should have a clear and logical structure consisting of an introduction, body, and conclusion. The introduction should address the problem or question your video is trying to solve or answer. The body should present the solution or answer with examples, facts, or arguments. The conclusion should include a summary or call to action that motivates viewers to take action. Keep your video short and to the point. An explainer video should be no longer than 2 minutes to keep viewers’ attention. Try to focus on the essentials and avoid unnecessary detail or repetition.
    Pro Tip: With simpleshow video maker you can create professional explainer videos entirely on your own with the help of artificial intelligence. You don’t need to be a good writer or have any knowledge of video editing. From scripting to visualization to the finished video, AI helps you create it. Read more at the end of this article.
    3. Publication and distribution of the video
    For prescription Rx products, focus on professionals such as physicians, pharmacists, or hospital staff. Use explainer videos to demonstrate the efficacy, safety, and use of your products. You can distribute those explainer videos via online platforms such as specialist portals, webinars, e-learning systems or email marketing. For over-the-counter (OTC) products, you should focus on the end user, such as patients or customers. You can use explainer videos to explain the benefits, features, and differentiators of your products, as well as tell emotional stories or testimonials. You can distribute explainer videos through online platforms such as social media, YouTube, websites, or blogs.
    4. Measure success
    Various metrics can measure the success of your explainer videos. The number of views, dwell time, interaction rate, and conversion rate are important metrics. A thorough analysis of this data will allow you to evaluate the success of your marketing campaign and make adjustments if necessary. Also, pay attention to your target audience’s feedback and incorporate it into your future videos.
    By following these steps, you can ensure that your explainer videos effectively address pharmaceutical marketing challenges and produce positive results.

    Create explainer videos for pharma marketing easily with simpleshow

    How is the production of explainer videos even possible in the stressful daily marketing routine? We have a solution for you! simpleshow video maker has a powerful methodology and intelligent AI that makes it possible to convey complex topics in short, simple and entertaining explainer videos.

    They are particularly suited to pharmaceutical marketing because they:
    Save time and money on content creation. You no longer need to hire an outside agency to create explainer videos. simpleshow video maker allows you to produce professional-looking videos without design or video editing skills.

    Offer seamless customization options to match your brand identity. You can easily incorporate your own logos, backgrounds, and corporate identity (CI) colors to ensure that your content reflects your brand’s unique image.

    Bring scientific methods to the creation process. The built-in AI masters techniques such as complexity reduction and storytelling to explain complicated pharmaceutical topics in an understandable way.

    Try simpleshow video maker today and discover how fast and easy it is to create explainer videos for your pharmaceutical marketing!

    The most important facts in under three minutes:


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