When Oncura wanted to market their cryoablation medical device they turned to DDA medical, an accomplished medical video production company to create their company’s trade show video. The final product, the Oncura trade show video is an accomplished film and yet it raises questions about the hidden strategic processes used to compose it. Most importantly it points out the importance of determining who a trade show video targeting. This is an important question to answer because it allows the videographer to subsequently create a video which will have the greatest possible sales potential. This should come as no surprise, as it is a fundamental principle of marketing to know ahead of time who you are targeting.

Generally the decision to purchase a complex cryoablation machine is going to be made by a team consisting of at least one physician and one person representing the financial interests of the hospital of medical clinic purchasing the machine, so the video must target both decision makers.
Doctors and administrators have important similarities and dissimilarities. Both types of individuals are committed to health and the healing process, and have an interest in purchasing a superior instrument, that will provide outstanding medical service. Doctors, as practitioners will want to see and hear about how the machine performs. Administrators will be moré interested in learning about historical performance, size cost, and the reputation of the company that makes the device.

In watching the video, it appears that the machine manufacturers have decided to soft sell physicians and hard sell the administrator, the man who holds the purse strings. Physicans apparently are meant to be soothed more than informed. The video provides them lots of non-technical and more entertaining general historical trivia about the machine, and the history of cryoablation, that they may or may not have heard about, operating information, with which certified physicians should be totally familiar, and a style of background music which one might hear on a casino gambling site, the kind of carefree mild venture music that is meant to soothe the nerves and provide, let us say, comfort between operations, more than information. Useful knowledge conveyed to the physician includes pictures which do convey the look feel and operating layout of this “sleek” machine.

While the video appears to seek to mollify and gain the passive acquiescence of the physician, it directly targets the administrator, who is more likely to respond to the video’s branding efforts.The video is, in fact, much more understandable, when seen as to be focused on the staff-member, who holds the purse strings. The video in fact seeks to titillate the administrator by providing him just the depth of knowledge about the cryoabulation machine that he needs and therefore wants to hear about.

If we were to sum up the marketing appeal of this video, we could way that the makers are offering a good viewing experience, and relevant info for the administrator, in return for his approval.

Whether or not the strategy employed by DDA medical works, what is clear is that a careful assessment of the target population of a video campaign, including their psychological makeup, is the first step in a responsible video production process.

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Filed under: Video Marketing

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