Why is it Important for Biotech Companies to Create High-Quality Videos?
When you think about the biotech industry, most likely you think about emerging therapies and next generation advancements - not high-quality videos. However, in reality, video can be an essential medium for a biotech company--especially those in growth mode. When it comes to marketing, high-quality videos may just be the most powerful tool biotech companies have for external and internal communication. Not only can video help biotech companies reach more people and expand general awareness about the company's work, but they can also help hone an organization's reputation, further educate the investment community, excite current employees, and attract new talent.
Here are some crucial reasons why your biotech company should be focused on creating high-quality videos.
Help Ensure that Your Work is Understood
While you're most likely well-versed in the ins and outs of what your biotech company does, there's a good chance that the wider community is not as informed. For that reason, a video is a good resource since it can help clarify your purpose, your mission, and how your company works. A study published via content marketing resource HubSpot revealed that people prefer video as the method they use to learn about something new. In fact, 68% of people would choose a short video as the way they'd prefer to learn about new products and concepts. Also, a survey by Wyzowl showed that at least 96% of people have turned to an explainer video to learn something new. For that reason, it makes sense to use videos to clearly explain a technical concept that could be confusing to viewers.
Reach a Wider Audience
A high-quality video can make your work be much more easily understood by people who see that video. A video can also help you reach a wider audience than many other marketing options. You can upload your video to a content sharing platform, like YouTube or Vimeo. People watch more than 5 billion videos on YouTube every single day, which means that there are a huge number of people who can encounter your video content. This can help your video and organization have a wider reach, so you can let more people know about your mission, operations, and goals.
Recruit and Retain Employees More Effectively
You can use a high-quality video for marketing, business development and investor relations purposes. But, did you know that a video can also be an extremely helpful tool for recruiting? If you have an open position at your company, or you simply want to bring the best and the brightest into your organization, a video is a resource that you should rely on. The experts at TalentLyft explain why videos work so well for recruiting: "Using video in recruitment can improve your whole hiring process. Using videos can help you reach more candidates, attract their attention, present your employer brand in a compelling way, increase your application rate, test and interview candidates, communicate with your job applicants throughout your hiring process and enhance candidate experience." When you use videos to explain the purpose of your organization, you can convince potential employees (and business partners) that they want to work with or for you. Recruits who see that your work makes an impact or a difference can have more incentive to say yes to joining your team.
You can also use videos to retain your current employees. Videos that address your company's goal and mission remind employees what they're working for, make them excited about what they do day-to-day, and encourage them to remain enthusiastic and comitted to your team.
Explain Why Your Work Matters
You can recruit new employees and retain current ones by clearly showing how your company operates, what your mission is, and how they can benefit from being a part of what you do. However, you can also use videos to generate emotion and show a wider audience of people who watch the video why what you do matters. This can help biotech companies accomplish their common goals, which are most often to get to positive clinical trials, increase awareness in the broader community, encourage additional investment, and attract or retain the best talent. Most biotech companies ultimately want to sell their work to big pharma, who will, in turn, commercialize their product. High-quality videos can help explain the impact of a company's work to folks at big pharma companies, and show them why they might want to buy.
At the end of the day, high-quality videos can and do matter. They are a great way to hear from leadership, current employees, and outside partners. They personalize who you are and what you do, and by shaping that messaging, you ultimately bring to life the amazing work you do.
If you're ready to have high-quality video produced for your biotech company, we'd love for you to get in touch with us at Copper Hound Pictures. Our team can help you hone in your message, craft a narrative about your organization that flows and speaks to your intended audience, and then translate all of that into compelling video content you can be proud about. We encourage you to check out our website to view work we've already created for leading biotech companies. If you'd like to get our perspective on a particular project you are currently exploring, or would just like to get our thoughts on work down the line, please send us a note via our contact page. We'd love the opportunity to connect.