Pharmaceutical Advertising: Top 6 Videos to Inspire You

Video is an effective medium when it comes to pharmaceutical advertising. It tells stories better than other formats and provides information in a way that is easy to comprehend. If you’re not convinced about the utility of video, let’s have a look at some stats:

  • In 2020, there were over 3 billion internet users, of all ages, who watched, streamed, or downloaded videos on any device at least once a month. This number is expected to reach 3.5 billion by 2023. (Statista)
  • 72% of people reported that videos helped reduce their stress levels during the pandemic and made them happy. (MotionCue)
  • Every minute, 694,000 hours of video is streamed on YouTube. (Statista)
  • Users are 23 times more likely to visit or subscribe to a brand’s channel after watching at least 30 seconds of a YouTube ad. (Think with Google)

So, now that we know about the power of video. Let’s talk about how this medium can be used to supercharge pharmaceutical advertising.

 

How to use video for Pharmaceutical advertising

Video is the best format for educating and informing because it uses both audio and visuals to stimulate the senses.

It can do wonders for the pharmaceutical industry if used properly. Since big pharma doesn’t have the best reputation amongst the masses, pharmaceutical advertising with an emotional appeal can help viewers see the industry in a more humane light.

Related: How to Use Video to Trigger Customer Emotions

Use video to show how your product can solve problems and make it clear that you understand the struggle your target audience is facing.

If you can convey your message in the form of a story, that’s even better. And when a viewer can relate to a character in your video, they’ll remember you and your product.

Additionally, video is also a great tool to explain complicated products. Use analogies and simple language to break down how your products work so people lose their inhibitions.

Explainer videos are particularly useful as their main purpose is to simplify complex concepts in a short amount of time.

Related: Healthcare Explainer Videos: Uses, Best Practices and Examples

To sum up, a video can communicate how your pharmaceutical company can make people’s lives better with whatever product you’re aiming to market.

Let’s see some top-notch examples of pharmaceutical advertising so you can see just how impactful videos can be.

You’ll also get some ideas on how to promote your own products, so keep reading!

 

6 best pharmaceutical ads

 

1. Sick Kids VS: Undeniable

 

Ad background

The “SickKids VS” campaign gained a lot of attention since its release.

Created by Cossette in 2016,  the campaign ended up raising $1.3 billion for a much-needed physical infrastructure upgrade at Sick Kids Hospital.

This has been a significant fundraising initiative in Canadian healthcare history, raising a sizeable sum in just 4 years.

 

Ad objective

The main objective of the SickKids VS: Undeniable ad was to get people involved in the struggle instead of just watching from the sidelines, to locate new contributors, and to raise money as well as awareness.

They sought to uplift and offer hope. The message of this campaign was to let people know that at SickKids they are fighting for every child.

 

Why it worked

The ad shares the stories of children who are treated at the hospital. This sort of emotionally charged messaging make the ads impactful.

The ad uses the background music “Undeniable” by Donnie Daydream. This hip-hop track sets moods of bravery and strength.

Most ads from this campaign are full of compassion and empathy. This one, on the other hand, is uplifting and empowering which is a bit different from their usual advertising style.

It focuses on the courage, fight, and spirits of patients. We can see kids gearing up to fight back. “Sick isn’t weak,” the ad asserts. “Sick fights back.”

 

2. iSmart — Janssen

 

Ad background

Our team created this explainer video for iSmart, a health technology prototype by Janssen.

 

Ad objective

The purpose behind this ad was to promote the iSmart app by explaining its features in an easy-to-understand way.

 

Why it worked

Healthcare technology that can support a patient through their treatment journey is valuable. But often utility is lost in complexity.

In this two-minute video, we tried to simplify the features of the product so people could look past the technical stuff and see how useful the product is.

The animation is vivid so it can keep people’s attention. All of these factors are what make an explainer video a great tool for business marketing.

If you want a pharmaceutical video ad or an explainer like this one, get in touch. Our creative team would love to help.

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3. Vraylar Elevator Ad

 

Ad background

Allergan aims to help millions of adults who are suffering from mental illness by increasing awareness and providing treatments. As part of its efforts, a new campaign for Vraylar was released.

 

Ad objective

The ad shows bipolar I as people experience it; therefore, the target audience finds it relatable.

The ad fulfilled the objective which was to promote Vraylar as a means to treat the symptoms of this disorder.

 

Why it worked

Using an elevator, the Vraylar ad demonstrates the manic and depressive episodes (the ups and downs) of bipolar I.

We can then hear a voice-over saying that Vraylar now treats the “whole spectrum” of bipolar-1 symptoms, including “depression, mixed episodes, and acute manic”. Anyone suffering from this illness will be able to relate. They’ll also understand how the drug aims to symptoms.

Read more: How Animated Videos Are Helping Fight the COVID-19 Infodemic

 

4. Prescribed to Death — National Safety Council

 

Ad background

The National Safety Council (NSC) is a nonprofit, public service organization that works to promote health and safety in the US.

It also works to eliminate preventable deaths. One of the challenges faced by NSC is currently the use of opioids.

The deadliest drug epidemic in American history is currently the opioid crisis. Despite being aware of the situation, 40% of Americans do not see prescription opioids as a danger to their family.

But the statistics are alarming: one American dies every 24 minutes from an overdose of a prescription drug. 1 out of 3 people who take prescription opioids is unaware that they are doing so.

Since 1999, the number of preventable opioid overdose deaths climbed by 457%.

 

Ad objective

NSC planned to raise awareness and send a wake-up call to face the deadly consequences of this drug. It came up with the slogan “Prescribed to death”.

The objective was to shed light on the stories of people who lost their lives to opioids and to prevent further loss.

 

Why it worked

The ad is tragic and impactful because we get to hear how real people were directly and indirectly affected by opioids.

 

5. Tackle can wait — Concussion Legacy Foundation

 

Ad background

The Concussion Legacy Foundation (CLF) and advertising firm Fingerpaint introduced a PSA to persuade parents to hold off on letting their kids play tackle football until they are at least 14 years old.

But why is it so risky? Well, it’s common that tackle football players are more prone to concussions due to head trauma, and kids are more vulnerable because their brains are still developing.

 

Ad objective

The startling PSA which shows kids smoking was partially motivated by research findings that suggested a stronger connection between tackle football and CTE than between smoking and lung cancer.

The objective of this ad was to let parents know that playing tackle football at a very young age is as dangerous.

 

Why it worked

The ad starts off pretty normal but takes a shocking turn.

It questions the logic of letting kids play a risky contact sport at such a young age when they aren’t allowed to smoke.

 

6. Breath of Life — GlaxoSmithKline

 

Ad background

GSK launched a simple self-diagnostic tool on the Chinese app WeChat to handle a challenging medical issue—shortness of breath.

Although often seen as an effect of aging, it may not always be the case. Shortness of breath could be an undiagnosed chronic obstructive pulmonary disease (COPD) in older people.

COPD is the third largest cause of death among adults in China.

 

Ad objective

The pharmaceutical ad’s purpose was to spread awareness.

It is important to educate people on what could possibly be a serious condition rather than simply a sign of aging.

 

Why it worked

This pharmaceutical ad walks viewers through how simple it is to use the app.

The user’s breath is creatively visualized on-screen with the formation of a tree and blooming flowers. All of the technical aspects of how this happens are explained in a simple way.

Related: How to Pick an Explainer Video Agency

 

Wrap up

There you have it. We can say that pharma advertising is powerful as well as insightful. The industry as a whole is no longer boring and is catching up on the creative side too like the rest of the world.

If you think you can use some help with your next pharmaceutical video ad. Feel free to hit us up!

Want a video for your business?

GET A CUSTOM QUOTE

Posted by Samra Tiwana
07.06.2022

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