In life sciences marketing, connecting with audiences in a meaningful way is more crucial than ever for elevating your marketing efforts. Whether it’s educating patients, promoting groundbreaking research, or engaging healthcare professionals, the right paid video strategy can make all the difference. With video now the preferred way people consume and interact with content, the question isn’t whether to use video but how to do it effectively in the life sciences space. Brands that aren’t prioritizing video are already falling behind.
In this post, we’ll explore the best platforms for video marketing in life sciences, how to optimize your videos for each, and practical tips to ensure your message resonates and converts.
WHAT PLATFORMS ARE THE MOST EFFECTIVE FOR LIFE SCIENCES VIDEO MARKETING?
Not all platforms are created equal when it comes to video marketing in life sciences. The best platform depends on your audience, objectives, and the type of engagement you seek.
1. Social Media: LinkedIn and X
For life sciences brands, LinkedIn and X (formerly Twitter) are key platforms for reaching professionals, researchers, and industry experts. While LinkedIn excels at B2B marketing, YouTube serves as a powerhouse for educational content, tutorials, and product demonstrations.
- LinkedIn: This platform is ideal for engaging professionals in the life sciences field. Use short, informative videos that focus on industry insights, case studies, or new research developments. Thought leadership content performs well here.
- X: Short, snappy videos thrive on X. It’s great for quick research highlights, announcements of new findings, or engaging with life sciences communities.
2. YouTube
YouTube is a critical platform for life sciences marketers aiming to build awareness and educate. This platform is perfect for long-form educational content, whether it’s explaining scientific research or showcasing medical innovations. Short videos can also be useful for quick updates or teasers. The ability to deliver in-depth, informative videos is unmatched, making it ideal for content ranging from how-to guides to interviews with leading scientists.
- Horizontal vs. Vertical: While horizontal video is still the go-to for long-form content, YouTube Shorts in vertical format are growing in popularity. These bite-sized videos can deliver quick insights or research breakthroughs.
- Ad Types: YouTube is great for top-of-the-funnel awareness. Consider running a combination of in-stream ads and discovery ads to reach new audiences, especially those seeking medical or scientific information.
3. Over-the-Top (OTT) Streaming
OTT platforms, such as Hulu or Peacock, provide a unique opportunity to reach wider audiences, including patients and consumers looking for health-related information. These ads often appear on TVs, smartphones, and tablets.
- Awareness Building: While OTT ads are primarily focused on awareness, they can be paired with more action-driven digital campaigns like paid search to encourage further engagement with your brand.
HOW TO TAILOR VIDEOS FOR EACH PLATFORM
Now that you know where to post your videos, you should tailor them to match the nuances of each platform.
LinkedIn and X
- Format: Short, informative videos that offer value to professionals work best. On LinkedIn, focus on data, research, and thought leadership. Twitter is great for quick updates or snippets of longer videos.
- Silent Viewing: As many users scroll with the sound off, captions are essential to convey your message clearly.
- Authenticity Matters: Life sciences audiences value accuracy and transparency. Ensure your videos are informative and professional, with a focus on evidence-based messaging.
YouTube
- Format: Long-form horizontal videos for in-depth educational content and vertical videos for YouTube Shorts work well.
- Length: Aim for two- to five-minute videos for longer content, with quick 15- to 30-second segments for Shorts.
- Content Type: YouTube is a great place to educate your audience. Offer product demonstrations, interviews with key opinion leaders, or deep dives into scientific topics.
OTT Streaming
- Ad Style: Focus on creating professional, high-quality ads that showcase the value of your product or service. Think of these ads as mini documentaries that tell a story or highlight the patient benefit.
- Device Optimization: Ensure your videos look great on both large TV screens and smaller devices like tablets or phones.
GENERAL VIDEO MARKETING TIPS
No matter the platform, several best practices apply across the board. Follow these tips to ensure your life sciences videos are engaging and effective:
Clear Call to Action (CTA)
Every video should have a clear CTA that guides viewers to the next steps. These could be visiting your website for more information, signing up for a webinar, or downloading a research paper.
Example: “Interested in our latest research on gene therapy? Download the full study today and discover the future of treatment.”
A/B Testing
A/B testing is a crucial method for refining your videos. Small changes in tone, visuals, or CTAs can drastically affect engagement.
Example: Test two versions of a video featuring a new medical device – one with a CTA for booking a demo and one encouraging sign-ups for a webinar. See which drives more conversions.
Targeted Customization
Customizing videos for different audiences is key in life sciences. Tailor your messaging to the audience – whether you’re speaking to patients, researchers, or healthcare professionals.
Example: A video about a new medical device could focus on its user-friendly features for patients in one version, while another version might emphasize the technical specifications for healthcare providers.
Immediate Attention Grabber
Grab your audience’s attention right away with an impactful statement or visual.
Example: Start with a patient success story: “Meet Sarah. Thanks to cutting-edge research in gene therapy, she’s living a life she never thought possible.”
Platform-Specific Content
Adjust your tone and style for each platform. A formal, polished video might work best on YouTube, while a more conversational tone is ideal for X.
Example: Use LinkedIn to share a thought-leadership piece featuring interviews with industry experts, and use X for quick updates on new clinical trials.
Video marketing is a powerful way to educate, engage, and convert audiences in the life sciences field. Whether you’re looking to build brand awareness, promote research, or highlight patient success stories, the tips above will help you maximize your video marketing efforts. Need expert help to create a video strategy tailored for the life sciences industry? LIGHTSTREAM is here to help you connect with your audience through engaging, informative video content. Contact us today.