Video Marketing: Passing Fad or Future Phenom?

Dear House Rules,

I know that video is growing – I see it on more and more websites – but I can’t help wondering if it’s just the latest gimmick or a marketing tool that’s here to stay. I can’t decide if I should invest some marketing spend on video or not.


Looking for more than the latest trends from video

Dear Video:

Video marketing has become one of the most hardworking marketing tools available, and we recommend that all our clients use it. It can be especially beneficial to pharmaceutical brands. For example, a Key Opinion Leader video on an HCP website can lend more credibility than any clever headline could. Here are just four of the many reasons to use video to enhance your message:

1. Video builds trust

Trust is the foundation of any consumer/corporate relationship, and video can enhance that trust. Stop selling and let people hear about the benefits of your product from others just like themselves. Think of a patient who suffers from migraines researching migraine medicine websites – and one site has videos of actual patients talking about their own migraine histories and success with taking Brand X. That’s going to resonate in an emotional way that engages the patient and makes it much more likely that they’ll ask their doctor about it.

2. Google loves video

Videos increase the time spent by visitors on your site. As a result, this longer exposure signals search engines that your site has good content. You’re actually 53 times more likely show up first on Google if you have a video embedded on your website!1 Another plus? Since Google now owns YouTube, there has been a significant increase on how much video affects your search engine rank.(1)

3. Mobile users love video too

Video and mobile go hand in hand. From 2012 to 2014, mobile video views have increased by 400 percent.(1) YouTube reports mobile video consumption rises 100% every year.(1) Since people – people like busy physicians – like to watch videos on the go, and the amount of smartphone users is growing, your video audience just keeps expanding. In addition, Google statistics show that smartphone users are twice as likely than TV viewers and 1.4 times more likely than desktop viewers to feel a sense of personal connection to brands that show video content or ads on their devices. (1)
4. Video can explain complex concepts

Launching a new product or device? Create a video to show how it works. After all, 98% of users say they’ve watched one, which is probably why 45% of businesses who use video marketing have said that they have an explanatory video on their home page.(1) If you are explaining a complicated concept such as a novel MOA or drug delivery system, an animated video is the way to go. Animation brings concepts to life in a way that no text still photography can.

Clearly, video is here to stay. When you start to create videos for your brand, be sure to partner with an agency with extensive resources and experience in video production, such as Xavier Creative House. We make sure each video we produce for a client is serving that client’s overall marketing strategy. Contact us today to get the process started for your brand!


Reference: https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/ Accessed April 7, 2017.

About Xavier Creative House

Founded in 2013, Xavier Creative House (XCH) is an award-winning healthcare creative agency specializing in pharmaceutical, biotech, and medical device. XCH’s global team of brand builders and healthcare marketers, tech-savvy go-getters, and innovative dream-vetters are passionate about the big idea that changes behavior in the healthcare marketplace. They believe life is about connections and that healthcare is about life. That is why XCH delivers bold and evocative creative solutions, amplified by meaningful technology, to energize brands and authentically connect with patients and HCPs.

Where Healthcare Brands Live®

For more information, contact

Sunny White
Founder & CEO of Xavier Creative House