Complete Guide to HCP and HCP Video Advertising

In this guide, we will explore everything you need to know about reaching healthcare professionals (HCPs) effectively through video advertising. HCPs play a crucial role in the healthcare industry, and understanding how to engage them is essential for any successful marketing campaign. We will cover key strategies, best practices, and trends that will help you create compelling video content that resonates with HCPs and enhances your marketing efforts. Let’s dive in and discover how to make your HCP video advertising more effective!

What is HCP Engagement?

HCP engagement is the way healthcare professionals (HCPs) and pharmaceutical companies interact to provide useful and targeted information, tools, and solutions to healthcare providers. This process is characterized by open and honest communication, actively seeking feedback from HCPs, and responding to their needs.

Engagement can take many forms, including educational programs, events, and various communication efforts, all aimed at improving understanding and use of products or services. This type of engagement not only leads to better patient outcomes but also enhances the reputation of pharmaceutical companies and supports their overall success.

For these reasons, HCP engagement is crucial and should be a priority for companies looking to meet the evolving needs of healthcare professionals and their patients. By focusing on effective engagement, pharmaceutical companies can build stronger relationships with HCPs, ultimately benefiting everyone involved in the healthcare system.

What Are Food and Beverage Meal Caps?

Food and beverage caps set limits on the amount of money that can be spent on meals at life sciences events, ensuring that the food served is both "modest" and "reasonable" according to local prices. These caps vary from country to country; for example, the United States has a much higher meal cap compared to countries like France.

Ideally, these meal caps should be adjusted regularly to reflect changes in the economy, such as inflation and rising food costs. However, in many cases, the meal cap remains unchanged for years. This situation puts additional pressure on event planners who need to provide food options that fall within the HCP meal limits while staying under the established cap.

What Is HCP Video Advertising?

HCP video advertising is promotional video content shown before, during, or after a video. These ads can be standalone or complement the video they appear in. Common formats include in-page, in-banner, and in-text video ads. Other examples include banner video ads, connected TV (CTV) and over-the-top (OTT) ads, and YouTube ads.

Why Use Video for HCP Marketing?

Using video for HCP marketing has many benefits:

• Videos can be easily customized.
• They save time for both you and the viewers.
• People remember information better when it's presented in video rather than just text.
• Videos encourage further communication.

Healthcare providers (HCPs) are often very busy. They focus on saving lives and rely on you to provide and explain the products that help them in their work.

The good news is that video can help HCPs simplify some of their processes, making their jobs easier.

Top Trends Shaping HCP Video Advertising

As video content becomes central to digital experiences, several trends are driving the way video advertising reaches healthcare professionals (HCPs) and the wider audience. Here are some key insights to keep in mind when planning your HCP video ad strategy:

1. Rise of Mobile Viewing
   Smartphone usage grew by over 68% from 2016 to 2020, with more people now watching videos on the go. Mobile-first content is essential, as more HCPs and consumers alike turn to their devices for quick, accessible information.
2. Streaming Apps Take the Lead
   Americans now have an average of 9.5 streaming apps on their phones, indicating a significant shift to app-based video consumption. This trend shows the need to create content that’s compatible across various streaming platforms.
3. Short-Form Videos are Popular
   Quick videos are effective, with 68% of viewers willing to watch branded content if it’s under a minute. For HCP advertising, short-form videos can deliver impactful messages without requiring much time, ideal for busy professionals.
4. Telehealth’s Ongoing Growth
   Telehealth visits surged by 50% in early 2020 compared to 2019. This change highlights the growing reliance on digital healthcare solutions, making telehealth-related content more relevant in HCP marketing.
5. Connected TV (CTV) and Over-the-Top (OTT) Dominance
   CTV and OTT streaming now reach 72% of U.S. households. For healthcare campaigns, advertising on these platforms can be highly effective in reaching HCPs who consume digital content at home.

By aligning your HCP video ad strategy with these trends, you’ll be better positioned to engage your target audience where they’re most active. With more people spending time on mobile, using streaming apps, and enjoying short-form videos, it’s clear that your ad dollars should follow these shifts to maximize impact.

Also read: 8 Best Webinar Agency for Pharmaceutical Companies

Video Ad Formats Ideal for Healthcare Campaigns

With the rise of video content, digital platforms now offer a range of video ad formats that are perfect for healthcare campaigns aimed at any goal. These ad formats include options for interactivity, making it easy to add a call-to-action (CTA) to drive visitors to your homepage, or link to a meeting or demo request page.

Here are some of the top video ad formats for healthcare marketing:

1. In-Stream Video Ads
   In-stream ads play directly before (pre-roll), during (mid-roll), or after (post-roll) a video. These are some of the most widely seen ads, found on platforms like YouTube and streaming services (CTV/OTT). In-stream ads keep viewers engaged by placing content directly within their video experience.
2. Out-Stream Video Ads
   Out-stream ads are standalone video ads that run outside of video content, appearing in places like the sidebar, header, or footer of a web page. Out-stream ads can be particularly effective for reaching audiences on content-heavy sites, grabbing attention without interrupting the main content.
3. Native Video Ads
   Native video ads blend seamlessly with the look, feel, and function of the page or platform that healthcare professionals (HCPs) are viewing. These are common on social media platforms, where ads appear naturally in the user’s feed, making them more likely to be watched and engaged with as part of the browsing experience.
4. Non-Linear Video Ads
   Non-linear video ads are shown alongside video content, often as small overlays at the bottom of the screen, like on YouTube. These ads allow HCPs to view the ad without fully interrupting their experience, making them ideal for shorter, informative messages.
5. Interactive Video Ads
   Interactive video ads allow HCPs to click, drag, and scroll to learn more about a product or service, which can be highly engaging. These ads are versatile and can be found across various platforms. They’re great for encouraging users to take immediate actions like signing up for a demo or exploring further details.

Each of these video formats offers unique opportunities to engage healthcare professionals, making it easier to capture attention and drive results in your healthcare campaigns.

Tips for Creating an Effective HCP Marketing Video

Crafting a successful HCP marketing video requires planning, clarity, and attention to detail. Here are some straightforward steps to help you produce a video that engages healthcare professionals effectively:

1. Start with a Clear Plan
   Define the key takeaways or learning objectives you want the video to accomplish. Outline the most essential information that will support these goals, and plan your video content around these points to ensure a focused, impactful result.
2. Write a Concise Script
   Use clear, straightforward language to make the content easy to understand. Avoid overly technical or complex language; the aim is to communicate information effectively, not to overwhelm viewers. Make sure the script flows naturally, and focus on clarity.
3. Visualize with Graphics
   Think about how motion graphics and animation can reinforce your main messages. Visual elements are especially effective for teaching complex information and making content more engaging for viewers.
4. Consult an Expert
   If you're not an expert in the topic, collaborate with someone who is. This person can help shape the content for accuracy and might even be featured in the video to add authority and credibility to your message.
5. Use Quality Equipment
   High-quality cameras, sound, and lighting equipment are essential to keep the audience engaged. Multiple camera angles, clear audio, and sharp visuals create a professional look. Adding motion graphics or animations can also make the video more engaging than a simple “talking head” format.
6. Tailor Content for Different Specialties
   If your video is meant for healthcare providers with different specialties, consider creating tailored versions for each group. For example, oncologists and pathologists may need different information or language. You can save on costs by filming multiple versions in a single day using customized scripts.
7. Offer Patient Education Resources
   Gain extra points with physicians by offering a complementary patient education video. This will help providers save time and improve patient understanding, adding value to your HCP video.
8. Keep It Simple
   Don’t worry about mastering every technical detail. Focus on creating a straightforward, professional video that communicates the essential information.
9. Keep It Concise
   Aim to keep your video between 2 and 7 minutes. If the content is too long, consider splitting it into shorter segments, with each video focusing on a single part of the topic. This will make it easier for viewers to digest and retain the information.

By following these tips, you’ll be on your way to creating an informative, effective HCP marketing video that helps healthcare professionals connect with your message.

Also read: Guide to Choosing the Best Webinar Production Company for Medical Webinars

Elevate Your HCP Engagement with Professional Video Production

Effective HCP video advertising requires strategy, creativity, and an understanding of the latest trends. From mobile-friendly formats to engaging short-form content, these approaches are key to reaching healthcare professionals and making an impact.

At Get Camera Crew, we specialize in creating high-quality video content tailored for the healthcare industry. Our team knows how to craft compelling videos that resonate with HCPs and drive engagement. Whether you're planning a campaign or need help with production, we're here to support every step of the process. Ready to elevate your HCP video strategy? Reach out to us today, and let’s create something impactful together.