When we say “medical animation” what do you think of?
You’re probably thinking about a narrator listing off features over stock video….talking on about how well your new treatment stores, how easy it is to take, and how many doses you need… right?
That is not what viewers want!
Like we covered in an earlier blog about common video marketing missteps, selling the features of your product is the worst move you can make.
Instead, sell the benefits. Sell how your product benefits your customers’ lives—don’t sell how cool your product is by itself. They want to learn how well your new treatment cures, treats, how easy it is to take, and efficacy of the doses.
Medical advertising and medical video is about giving customers the information they need to make decisions. So, how do you give customers information while selling benefits, not features? Educational marketing ticks all of the boxes.
What Is Educational Marketing?
In summary, educational marketing is marketing that demonstrates how your product’s benefits influence your customers’ lives. Specifically, educational marketing strategies make the customer an insider with detailed information and customer-focused content.
Educational marketing is all about showing a customer that you respect them enough to educate them. (You can read even more about educational marketing here.)
Educational marketing in medical advertising is all about showing and not telling. A great way to do this is with an educational marketing video like the one we made for Coherus’s UDENYCA BioSimilar medication.
Who or What is Coherus?
Coherus’s UDENYCA offers several complex, medical benefits.
First, UDENYCA is a biosimilar. Second, it treats a side effect of chemotherapy known as Febrile Neutropenia.
No idea what either of those things are? You’re not alone. Explaining why their unique medication exists was a stumbling block. They needed a way to reduce the knowledge gap between them and their customers.
Still, they couldn’t just hand out flyers, send out email blasts, or anything like that.
Those solutions wouldn’t be engaging enough. Instead, they came to us, Rip Media Group, to help them create a customer-centered, educational marketing videos.
One video is purely educational, explaining what a BIOSIMILAR is and how it is beneficial to patients. See that here.
And here is a Whiteboard Animation version, created to help patients understand diagnosis and treatments:
Medical Animation and Medical Advertising
You might’ve noticed something by now. Medical advertisements usually consist of people walking into a sunset, running on a beach, talking over coffee in a bright room, or animated characters on a white background (whiteboard animation).
There’s a couple of great reasons for this. One, live-action is very good at promoting empathy. Two, whiteboard animation, the most common form of medical animation, is excellent for education.
You’ll see that Coherus chose the second option, whiteboard animation. It’s a good thing too because whiteboard animation was perfect for overcoming the obstacles they faced. Whiteboard animation fits into educational marketing strategies. The white backgrounds and often minimalist setups allow your audience to focus intently on what’s in front of them, encouraging learning.
So, a medical marketing campaign with an educational marketing strategy, like Coherus’s. benefit in many ways from healthcare and medical animation.
How “Selling the Hole” Benefits Your Business
Like we said, successful educational advertising focuses on selling the hole and not the drill that makes it. That’s still a pretty general statement, though. Let’s make the concept a little clearer by breaking down Coherus’s video.
First, Coherus needed to set the stage. We started with an overview of the ailment that UDENYCA treats, Febrile Neutropenia, and what causes it. This explanation set the scene for our description of the medication. Setting the stage is an essential first step whenever you’re making educational marketing videos. No one cares what a drug cures until they realize that the medicine is healing something bad. This helped us cross the first big knowledge gap between Coherus and their customers.
Next, we moved to UDENYCA, the medication itself, and one of its biggest advantages. UDENYCA is a biosimilar medication.
A biosimilar is a cost-effective medicine that is functionally the same as a larger name brand name. Think ibuprofen and Advil—same drug, different names, at different prices. Using the doctor in the video we were able to explain the concept as if we were the doctor explaining biosimilars to a patient.
By commissioning this video with us as their medical marketing agency, Coherus was able to tell a story that focused on their patients and not on raw, boring data.
That’s the power of educational marketing in medical advertising.
The End Result? Sales!
Coherus loved the video we made for them, and it currently lives on their main site, their UDENYCA site, and their YouTube channel.
Education in their marketing has set Coherus apart from its pharmaceutical competitors. In fact, we’re now working on a 3D animation video to explain the difference between biologic and biosimilar medications for them. So, stay tuned for an explanation of those!
If you’re looking to have an educational marketing video made for your medical advertising strategy, reach out! We would love to help you connect with your customers better than ever before. Your story starts here.
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