Surrounded by the health innovation ecosystem, I’ve been truly excited to be part of the #FH19 global gathering where I had the opportunity to share my experience in filmmaking and storytelling.
After 10 years of producing films in the life science sector, I’ve witnessed certain patterns.
Over the years, I’ve noticed that pharma companies tend to produce videos that are, at times, misaligned with their overall strategy. Why? Because videos are produced in isolation – filmmakers are seldom included in the initial planning phase of their film-based campaigns, and distribution is an afterthought.
When looking at other industries, the importance of identifying key platforms and verticals that already have a strong following is a critical factor in crafting the story that supports the message. Thinking about how to reach and engage target audiences comes first. In our experience, pharma companies tend to do this in reverse, thinking about the message first, then creating the marketing materials and only then looking at how the materials will reach the audience.
As a result, videos risk ending up with low viewership and engagement rates.
Another pattern I’ve seen is the lack of patient centricity when it comes to storytelling. The focus is placed on what is perceived to be of most interest to HCPs – the product and its benefits – when our conversations with HCPs have taught us that what HCPs care most about is helping their patients.
15 Minutes of Fury
Recently, we came across the alarming statistic that 3/4 of suicides in the UK are committed by men aged 20-49. After learning this, Streaming Well in partnership with Healthware International, explored how we could reach this demographic with messages about mental health. We realized that we could reach our target audience through popular sport.