Know-How Exchange : E-Marketing

We could use some more information. What you use (or even if a movie is useful) will depend on what specifically you are selling and who you are selling to. Medical is a very large field, and can vary from selling to consumer or selling to doctors or to selling to companies that use your product in their medical products and even to where you really need to sell to insurance companies. What you want in your marketing (including video) would vary greatly amongst all these groups.

Focus on why someone would want to spend 5 minutes watching it. Why would using video make your presentation better than simply reading your message on the website? What remarkable information can you share that's worth repeating to others? Is it a personal message from the president or testimonials from people whose lives have been dramatically improved?

You'll find that 5 minutes is a long video, so instead consider 5 one-minute videos. Packed with focused information, clearly & attractively presented.

What's the real objective of your video? Who are you trying to reach? What important message are you trying to communicate? Why should they spend even one minute watching your video? What's in it for them?

If you can answer these questions clearly and unambiguously, the answer to your original question will become clear.

You need to speak directly to a specific target audience -- the narrower the better -- and communicate a single message with an important, unique and compelling benefit for them.

If you can't decide what to put into the video based on those criteria, you are not ready for the video yet.

Hannah -

I agree with mgoodman - additional information would help us to answer your question more effectively but I've included some comments below that may help.

I would keep information about your company to a minimum. Customers don't care about you... They care about themselves and how your company can help them solve their problems and reach their goals.

I would recommend structuring the videos around your customers. Show what your company has done for your customers and how they've benefited from it. Include recorded audio or video testimonials from those customers.

I'm not sure who your customer is (ie. hospital or patient) but you could show the end result of the benefits your company provides. So if you sell medical equipment to hospitals, show the end result... What does the patient get out of the relationship with the hospital that your company helped create.

Also - Jay is right on... 5 minutes is a long time. You may want to think about developing a series of shorter videos.

Hope this helps,
Zack - Corporate Radical