Life Science Marketing Sees Increasing Demand for Web Video

Video is recognized for its powerful ability to influence decisions in every stage of interaction with a company.  Video is considered 2^nd only to word of mouth in its ability to influence purchasing decisions.

As of 2009 greater than 80% of internet users watched web video.  Over the past 17 years we have witnessed the emergence and decline of many types of media.  Mediums such as FTP, Newsgroups, and peer-to-peer communications make up declining portions of traffic as a whole.  Video presently accounts for greater than 61% of total internet traffic and continues to climb.  By 2014 it is projected that greater than 90% of web traffic will account for video.

To highlight the importance of webvideo consider that more than 78% of scientists currently view web video.  Video drives action by scientists in the form of referrals and click-throughs. When presented with video, 88% of scientists took action as a result.

The life sciences typically lag other industries in the use of new marketing technologies.  Only 39% of scientists recall ever seeing a video about a product they use in the lab, while over 70% preferred to learn about products in video.  Web video presents itself as the future marketing to scientists, and we can take lessons learned by other industries and adapt them to our needs. (Bioinformatics LLC., 2009)

There is a strong and growing demand by scientists for web video.  Video can provide an effective marketing tool that is versatile and can be used in numerous applications within your customer life cycle.  Video is proven to engage current and prospective customers and provide an effective means of communicating complex information.

To learn more about video communications and development, visit our marketing video learning page to see our presentation on “The Importance of Online Video."