Know Who You Are Targeting Before Making Your Next Trade Show Video
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. Deciding who you are targeting with your video marketing campaign is a central question to answer before you begin the production planning processThis should come as no surprise, as it is a fundamental principle of marketing to know ahead of time who you are targeting.
In this instance, the video will need to target the hospital or clinic purchasing committee. Frequently, this committee will include a physician practitioner, as well as a representative of the hospital’s financial interests. The video must target both individuals to be effective.
Doctors and hospital administrators have certain commonalities as well as dissimilarities. Occasionally the Doctor will play both roles.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 analyzing the video, it appears that the producers have combined a soft sell soothing approach to the physician with a subtly hard sell branding approach to the hospital administrators who make the ultimate financial decisions. 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 apparently seeks the passive consent of the physician, it appears to make a hard sell of company branding and professionalism to the hospital administrator. 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.
Interesting info presented in a professional way and set to pleasing background music is aiming to offer the administrator a free education and a good time in return for a sale.
Whether or not the company sales strategy is optimal or not, there is a take home message from the video’s composition. One lesson to be learned from this video is the importance of taking time out to seriously consider who the video is targeting and what is their psychological makeup, before jumping into production.