How We Helped Bindex Create a Series of Testimonial Videos Geared Towards Physicians
Bindex, a Finland-based healthcare diagnostics company produces a revolutionary portable and mobile medical device for osteoporosis diagnostics. We were tasked with helping to launch a free trial of this device to physicians in the US who were unaware of Bindex and the availability of this revolutionary osteoporosis diagnostic device.
A testimonial video made sense for this audience, because while physicians welcome being informed, they don’t like being “sold.” Physician-to-physician communication is especially effective when presenting a medical technology that’s new and unfamiliar. And we have learned that video, in general, performs better in digital advertising than other kinds of content. We’d already done a test for Bindex in which video performed better on LinkedIn advertising than any other kind of ad, including sponsored message ads and carousel ads.
Bindex founder, Dr. Ossi Riekkinen, suggested that we talk with Dr. David Soffa, a radiologist with special expertise in practice management and a member of the Bindex Board as the subject of our interview. We had a conference call with Dr. Soffa, and it was clear we didn’t need to look any further. He was knowledgeable and personable. But most important, because of his lifelong experience as both a radiologist and as an expert in practice management, and his experience working within the complex and baffling U.S. healthcare system, he was terrific at articulating how Bindex could help address the osteoporosis screening needs for U.S. physicians and practice managers.
How did we decide what content would be included for the five final video cuts?
After viewing the interview master, we realized Dr. Soffa made about a dozen different points about the Bindex product. We made a list of those points and asked the client to choose the five that he thought were most important and would best address target audience questions and objections.
The topics were introduced with opening graphics and closed with a closing graphic with call to action. There were two different audiences for the five cuts. One video was created for the Medicare provider audience. Four were intended as ads to physicians and practice managers. For the former, we chose graphics that emphasized the ability of the product to close the gap in osteoporosis screening and raise something called HEDIS measures and STAR ratings—a primary benefit for Medicare providers. For the latter, we chose graphics and content that helped physicians and practice managers visualize how Bindex would function in their practice, such as improving patient compliance with Osteoporosis screening, being able to screen easily in their practice, and adding to the practice revenue. You can view the five final video cuts below.
The five video ads:
- Spot #1—HEDIS and STAR
- Spot #2—Normal workflow
- Spot #3—Patients prefer Bindex
- Spot #4—Practice Revenue
- Spot #5—Barriers to screening
What purposes will the client use these videos?
The videos will be used as digital ads, for sharing on social media, and on the client’s website and landing pages. They will also be used in emails and as part of electronic press kits.
Do you need help to create content for your next product launch to use in digital campaigns, website or email campaigns? Contact us to discuss your needs today.