Medical Device

Many of our clients work with a MA industrial video production company like ours, because they want to avoid missed sales opportunities. Simply put; missed opportunities can equal lost revenue.

Let’s say you are a marketing or sales professional at a medical device or life science company. Maybe you have a product that is complicated to describe. Maybe it is too large to take to a sales call. Your sales reps and distributors have many tools at their disposal including brochures, PowerPoint presentations and white papers. Often these presentations don’t effectively communicate how a product operates. They need to see this product in action for them to take action.

This is the point in the sales cycle where things can break down. A well thought out video produced by a corporate video production company (MA) that specializes in these type of product marketing videos can prevent the sales cycle from being prematurely cut short.

Another example of missed opportunities stem from poorly trained sales reps. Do you host or attend national sales meetings and go over a huge amount of material? Each type of prospect is sold in different ways using a variety of sales strategies. One omitted or poorly executed step in the sales cycle could mean a loss of that sale. How does one lost sale affect your bottom line? What if it is ten or twenty lost sales? What if your sales rep could review a sales training video presentation in their car prior to a sales call? Could that help reduce missed opportunities?

Chances are you are reading this blog because you are thinking about putting together a video. Maybe your company has a product that needs demonstrating or you are looking to increase sales and you heard video could help. Maybe your competitors are using video on their website and you need to stay ahead of the competition.

You need to be assured that the Massachusetts video production company you ultimately decide to work with will be a good fit for you. How do you know which company will be able to translate your ideas into a compelling video that will provide strong ROI?

Obviously Boston Digital Video wants to win your business. But before we start working with a client we ask questions to make sure there is a good fit; and you should too. You might have your own questions but here are the top five questions you need to ask before signing that agreement.

1.    “Do you have experience working with companies in our industry and have you produced videos similar to what we are looking to put together?” Let’s say you represent a medical device company and want to put together a clinician training video for one of your devices. You want a video producer that has experience in medical device video production and has actually produced clinical training videos. Have them show you examples. This is your best way of knowing if your end product will come out the way you envisioned.

2.   “Paint me a picture of the type of communication style and procedures you go through during the production process?” You want your Massachusetts video producer to be a seamless member of your team. You have a lot on your plate. Most of our clients hire a video production company like ours because we create a balance between keeping them in the loop and not bothering them too much with details that are usually handled during the pre-production and approval process.

3.   “Does your company have the time and resources to complete our project on time and on budget?” Ask them how many other projects they are currently working on. Ask them what happens when they get busy. How will they stay on deadline? Do they have a team of people that can handle all the elements that go into completing this type of project?

4.   “If we decide to work together, can you provide creative and technical ideas and guide us through the entire production process?” That’s why you are hiring a Boston video production company. You are very good at what you do, though video production is not your expertise. You want the production company you hire to provide creative ideas such as content organization, motion graphics and distribution that will give you the best product for your budget.

5.   “How much is this video going to cost?” There is never one way to put together a video and there are a series of factors that are involved in coming up with that final number. Always to be prepared with a number you can’t go over. The video budget is like buying a car. A no-frills Ford Fiesta is a basic car. It will get you from point A to point B but it won’t have a lot of style and it might not last very long. The Honda Accord is reliable, provides a comfortable ride and has some style. It also has more bells and whistles than the Ford Fiesta. A fully loaded Mercedes E Class will turn heads and have lots of bells and whistles. Your video should correspond to your audience and be a reflection of your company. A good video producer should never push a higher price if it won’t provide solid ROI.

Many of my clients tell me they want their videos to serve multiple functions. They might want to market a medical device to their prospects but they also want to educate the functionality of that product to their sales reps and distributors. They might want to train their new endusers on how to operate an original equipment manufacturing (OEM) product but also might want to up-sell to existing customers.

These type of hybrid videos are very popular. Not only are you able to cross market your product or service but there is also the potential to save money on producing multiple videos. Sounds great. What’s the downside? There is always the risk of diluting your message and loosing your focus. It might not be a good idea to create a virtual tour of your manufacturing floor and create a detailed demonstration of one of your products all in one video.

Here is an example of a medical device training video, produced by Boston Digital Video, a Massachusetts video production company to be shown to clinicians. It also functions as a marketing video, demonstrating it’s features and benefits.

Since the beginning of the television and film industry, advertising and product placement have always had a place in the content of news, entertainment and marketing / training videos. If someone is drinking a Pepsi in a film, Pepsi is paying for that placement. Small market television stations use video news releases or VNRs, which are marketing and sales videos disguised as news stories.

You might see a story about a life saving medical device with interviews from that company, promoting the features and benefits of their equipment. You might also see interviews from doctors associated with hospitals using this equipment. The story might have been funded by the participating medical device company and the associated hospital. This strategic partnership works together to fund this type of marketing / promotional piece.

Traditional marketing / sales and training videos can also participate in this type of cooperative venture. Let’s say you work for a biotech company and you want to demonstrate an instrument that is used in the development of drug therapies. This instrument might also incorporate an automated sample management system, developed by another company.  Both companies can partner together and share the overall video production costs. This also creates a dual marketing campaign, promoting both products to potentially new markets.

http://www.linkedin.com/in/jeroldgelfand

Boston Digital Video specializes in Marketing, Sales and Training videos. We are located outside Boston, (MA) Massachusetts.

Jerold Gelfand of Boston Digital Video did an interview with Jon Cass author of the PR Communications blog, and Head of Digital Marketing at Pace Communications on life as a video producer. Here is the article.

John Cass, a marketer, writes about corporate blogging, PR, marketing, social media, and the Internet.

Boston Digital Video is currently bidding on a training video project focused on the endoscopy industry. The video will enable the company to save money on live training which is now taking up valuable resources. One part of the video will concentrate on procedural techniques and the other will focus on preparing the equipment.

On September 8th, Boston Digital Video Productions videotaped the groundbreaking of Cubist Pharmaceuticals newly expanded facility in Lexington, MA. The event was called “Raising the Roof” and featured guest speaker Massachusetts Governor Deval Patrick.

Boston Digital Video is meeting with a medical device company to discuss the production of a series of training videos to educate global sales reps. The videos would enhance their training by preparing reps before attending national sales meetings. The videos would involve on-camera presentations and embedded PowerPoint. The videos would be posted onto their website.

Today Boston Digital Video videotaped two sales training skits to instruct the Smiths Medical sales force on proper in person selling procedures. To demonstrate these techniques, they used anti-embolism stockings. These videos will be viewed by their sales leadership team.