5 Components of Irresistible Audiovisual Experiences for HCPs & Patients
Simple video is not enough to win over HCPs and patients. That breed of audiovisual content only requires a passive type of engagement. Your audience can watch a commercial without absorbing key messages or taking action. Creating dynamic audiovisual experiences for HCPs and patients is the secret to promoting active engagement.
Active engagement drives desired behavior. When HCPs and patients are ushered into a compelling, audiovisual brand world and given the freedom to choose their own adventure, they’ll naturally be more invested in the experience.
Let’s jump into five components you can mix and match to build the best audiovisual brand experience possible.
1. Personalization
People prize personalization. It's a staple of the 21st century in every industry.
This plays into the aforementioned idea of a “choose your own adventure” experience. Personalization can happen in real time if you present users with choices. Let them decide how to proceed. Let them shape their experience.
For example, in a patient profile audiovisual experience, an HCP could choose which patient path they’d prefer to take based on their specialty.
Why is this important? Think about a typical branded piece of video content. It's impersonal. All you can do is present the same video to your audience and hope it resonates despite it being generic. Every HCP is different. Every patient is different. Personalization accounts for that, deepening engagement.
2. Voiceovers
A great addition to any worthwhile audiovisual experience is a voiceover (VO). Think of the countless ways in which VOs could be leveraged to captivate HCPs and patients.
Here are three major VO players to consider adding to your experiences:
Nurse navigator VO
Let a friendly nurse navigator introduce your audiovisual experience to imbue it with warmth and a welcoming feel. This VO works well for patient-directed content, such as a registration experience.
Patient VO
Patient VOs are perfect for both patients and HCPs. For the former, you can utilize patient testimonials to give patients insight into what those facing similar symptoms have experienced. For the latter, patient cases can be elaborated on with personal patient VOs.
Hearing from patients will activate empathy in your audience, especially if your VOs are brought to life with storytelling, the most effective engagement technique of all.
KOL VO
The opinions of leaders in the industry hold weight. People trust those they see as experts in their field, whether it’s a popular physician on TikTok or a patient on YouTube showing an honest look at their life with a certain condition.
Sharing a KOL endorsement in your experience is a sure-fire way to keep HCPs and patients locked into your brand world and receptive to your messaging.
Bonus: These VOs could be accompanied by videos to further engage your audience.
3. Interactivity
Another perk of dynamic audiovisual experiences for HCPs and patients is the ability to leverage interactive elements. This enables that high-value, active engagement, your audience clicking through your experience and its components rather than passively consuming the content. It’s the difference between watching something and seeing something. In this case, sight aligns with brand message absorption.
Two interactive components sure to capture attention are surveys and sliders.
Surveys are versatile, making them a valuable asset. You could ask an HCP about their patient list, their current scripts, how they would treat a particular type of patient, etc. Or you could ask a patient about their symptoms, their treatment history, their goals, and so on.
Sliders are an easy way to elevate static charts, graphs, photos, etc. For example, instead of showing a “before and after” photo of, say, an acne patient, all at once, let users slide to reveal the “after.” It’s a tiny shift, but it makes all the difference.
Sliders generate suspense. It’s not the same kind of pre-jump scare suspense seen in horror flicks, but it’s still effective. Your audience will wonder what the slider will reveal, stuck in a state of gentle suspense until they take action.
4. Background music
TV spots often have background music, like pharma’s version of elevator music. What’s special about advanced audiovisual experiences for HCPs and patients is that background music can be included in non-traditional ways.
For example, in a patient registration experience, you could give patients the option to listen to a pleasant track while they click through and type in their information, lending an element of fun to their experience.
There are two notable things to extract from that. One, the operative word “option.” Interactivity plus personalization means users can mute the background music if they so choose. Two, when is registration ever fun? Music adds zest to an experience that is typically mind-numbing.
5. Animation
Any audiovisual experience worth one’s time leverages animation. Animation is eye-catching and far more engaging than a static image. Plus, your animation can cover any topic you dream up pertaining to your healthcare brand.
If you’re marketing for a plaque psoriasis brand, you can animate a patch of affected skin healing. Or perhaps you want to present a visual of the number of patients prescribed your brand in the form of a map in motion.
Animation is where you can get the most creative. The potential is boundless.
If you combine some or all of these components into a standout audiovisual experience, your brand impact will be far greater. You know simple video won't cut it, and now you have the tools to advance.
A STORYSOFT Story is an exemplar of dynamic audiovisual experiences. A Story can contain all of the components mentioned throughout this article, making it a powerhouse for healthcare marketing.
Create dynamic audiovisual experiences with STORYSOFT. Learn more.
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