Why Pharma Companies Need Video: Engaging HCPs and Patients in the Digital Age
In an increasingly digital healthcare ecosystem, pharmaceutical companies are under pressure to find more effective ways to communicate with both healthcare professionals (HCPs) and patients. Traditional communication channels—printed brochures, static websites, and in-person detailing—are no longer sufficient in meeting the expectations of digitally savvy stakeholders. Among various content formats, video has emerged as a powerful tool that offers versatility, clarity, and emotional resonance.
From simplifying complex clinical data to improving patient adherence, video is playing a central role in pharma’s shift toward digital engagement. In this blog, we’ll explore how and why pharmaceutical companies should integrate video into their communication strategies—grounded in evidence, regulatory awareness, and future-facing innovation.
Shifting Preferences in Health Communication
The global healthcare communication landscape has changed dramatically in recent years. The COVID-19 pandemic accelerated the adoption of digital channels by both HCPs and patients. According to Accenture’s 2020research, 87% of HCPs said they wanted either all-virtual or hybrid interactions with pharmaceutical companies post-pandemic—a figure that reflects a permanent shift in engagement expectations.
Patients, too, increasingly seek information online, with many turning to video as their preferred format. Visual content is not only more accessible but also more effective for learning. Studies in health communication have shown that video enhances recall, supports better comprehension, and can even influence behavior change.
Video for HCP Engagement
For healthcare professionals, time is scarce and scientific accuracy is non-negotiable. Video offers a high-value format that meets both needs.
1. Medical Education and Training
HCPs frequently require updates on the latest clinical data, treatment guidelines, and product launches. Traditionally, this was delivered through in-person events or detailed academic articles. Now, on-demand video modules, webinars with key opinion leaders (KOLs), and animated mechanism-of-action (MOA) videos can condense complex information into digestible, visually engaging experiences.
For instance, MOA animations can visualize molecular interactions in ways that are far more memorable than static diagrams or text. These are particularly effective in areas like oncology, immunology, and rare diseases, where the science is nuanced and dense.
2. Convenience and Reach
Video can be consumed asynchronously and revisited at the viewer’s pace. This is especially valuable for HCPs across geographies or time zones who may not attend live events. McKinsey & Company (2021)reported that digital touchpoints, including video content, are now among the most preferred channels for HCP engagement globally.
Moreover, videos can be integrated into e-detailing platforms or embedded within emails, ensuring seamless inclusion in omnichannel campaigns.
Patient Engagement Through Video
Video is equally transformative in the realm of patient communication, where health literacy varies and emotional engagement can significantly affect outcomes.
1. Health Education and Literacy
One of the biggest challenges in healthcare is that many patients struggle to understand their diagnoses or how to take their medications correctly. This contributes to poor outcomes and higher healthcare costs. Video simplifies complex information and accommodates various learning styles.
A study published in Health Affairs (Wilson et al.,2012) found that video-based interventions significantly enhanced patient comprehension, particularly among those with lower health literacy. From animated explainer videos about diseases to “how-to” clips on administering injections, video is an ideal medium for delivering educational content.
2. Improving Adherence and Empowerment
Patient non-adherence to prescribed treatment regimens is a persistent issue in healthcare. The BMJ Open (2017) meta-analysis concluded that video interventions could positively affect adherence, especially when the content is personalized and delivered at key moments in the treatment journey.
Video also fosters emotional connection—something that pharma companies often struggle to establish. Testimonials, patient stories, and empathetic messaging build trust and can reduce anxiety, especially in chronic or stigmatized conditions.
Regulatory and Compliance Considerations
One of the primary concerns for pharmaceutical companies when it comes to video is regulatory compliance. Healthcare video content must adhere to rigorous standards set by authorities like the U.S. Food and Drug Administration (FDA) and the European Medicines Agency (EMA), particularly around promotional claims, risk disclosures, and fair balance.
Navigating these constraints requires close collaboration with Medical-Legal-Regulatory (MLR) teams. However, successful case studies exist—particularly in unbranded disease awareness campaigns or MOA videos that focus on scientific education rather than promotion.
For example, unbranded video campaigns on conditions likeatrial fibrillation or multiple sclerosis have been used effectively to increase diagnosis rates and motivate physician visits without crossing regulatory lines.
Measuring the Impact: Metrics and ROI
Unlike traditional print or in-person detailing, video content provides rich data. Pharmaceutical marketers and medical affairs teams can track viewer behavior, completion rates, drop-off points, and post-viewing actions.
Key metrics include:
- Engagement rate (how much of the video is watched)
- Click-through rate (when embedded in emails or websites)
- Conversion actions (e.g., HCPs requesting samples or follow-up)
- Script lift or patient adherence improvements in real-world evidence studies
According to IQVIA (2022), pharmaceutical campaigns that include video—particularly when integrated across channels—show higher levels of engagement and increased Rx uptake compared to campaigns without video components.
Future Directions: Innovation in Video
The role of video in pharma is evolving rapidly, extending beyond static clips to more dynamic and personalized experiences.
1. Interactive and Immersive Formats
New formats like interactive video (where viewers make choices or answer questions), augmented reality (AR), and virtual reality (VR)are increasingly being explored for use in both patient education and HCP training.
For example, AR-powered MOA experiences or VR simulations of disease progression can offer hands-on learning for medical professionals or provide patients with immersive empathy-building experiences.
2. AI-Powered Personalization
Artificial intelligence is enabling the development of hyper-personalized video content, adjusting messaging based on HCP specialty, prescribing behavior, or patient demographics. These adaptive videos increase engagement by aligning content with specific user needs.
As highlighted in Deloitte Insights (2023), such technologies are central to the ongoing digitization of healthcare communications and pharma marketing.
Pharma companies can no longer afford to treat video as an optional or auxiliary communication channel. In both HCP and patient engagement, video is proving to be more than a content format—it’s a strategic asset.
It supports better clinical understanding, drives behavioral change, and provides measurable return on investment. As digital-first engagement becomes the norm, pharma’s ability to produce relevant ,high-quality, and compliant video content will increasingly differentiate leaders from laggards.
Investing in video isn’t just about marketing—it’s about meeting stakeholders where they are, with the content they trust and understand.
Let All in Motion help you craft impactful, compliant video content that truly connects with HCPs and patients.
Talk to us at hello@allinmotion.com to know more.
