Quick sales in the healthcare industry are rare – especially in biotech. The industry's extensive regulatory process, constant customer feedback, and multiple product iterations means it can take years to close a deal. Yet there is one emerging way long sales cycles can be shortened – compelling visual storytelling through video.
Videos create a shortcut to understanding; turning complex product information into stories and digestible components that build trust and accelerate decision-making. There’s a reason brochures don’t go viral: they inform, but don’t engage. Video, on the other hand, can capture attention and emotion in seconds.
Not all videos are created equal, and it’s important to use the right kind at the right time in the buyer journey. Each format plays a different role in helping prospects understand, believe, and ultimately ask, “Where do I sign?”
Not all videos are created equal, and it’s important to use the right kind at the right time in the buyer journey. Each format plays a different role in helping prospects understand, believe, and ultimately ask, 'Where do I sign?'
The most common types of sales videos used in healthcare include:
Explainer videos identify a common customer problem and position your product or service as a way of solving that problem, along with proof of why it works. They are best formatted in 30 to 90-second clips and are commonly found on websites, landing pages, and shared in email campaigns.
Showcasing leaders from your company at major industry events or leveraging your product in real time builds credibility, trust, and visibility among peers and prospects. Highlight reels should be less than 30 seconds in length and include powerful quotes and compelling visuals. These videos are ideal to share on LinkedIn, but also work well as teaser links within email newsletters.
Brand storytelling is longer-form content that gives viewers a viewpoint into the “why” behind your organization. In healthcare and biotech, this could mean humanizing your mission, showing your impact on patient outcomes, or spotlighting your innovation story. These videos are typically 60-90 seconds in length and ideal to highlight on homepages, at in-person engagements, and for event intros.
Think of these as the “how to” explanation behind your product. A demo video shows your product/service/software in action. They showcase functionality and ease of use, educate the viewer, and demonstrate outcomes. Given the importance of a demo video to your sales team, we suggest investing in a vendor who can storyboard, write a script, edit, and hire the right voiceover talent.
Nothing beats an actual client giving a testimonial about your product. It conveys both trust and results while further enhancing your reputation. These are very effective on landing pages and websites.
When used together, these video formats create an engaging mix of education, credibility, and connection that helps shorten the sales cycle in healthcare and biotech marketing.
Creating a great video is only half the battle. It’s equally as important to distribute your video content on the right platform and at the right stage of the customer journey. Here are some important considerations:
Your website is prime real estate for video. This is where visitors expect to understand who you are and what you offer.
Landing pages work best when singular in focus, which means one video, one action.
Some of the main email platforms don’t allow for embedded video, such as Gmail and Yahoo Mail, but if yours does, we recommend using only a clip, not the full video.
Native video performs far better than external links because the algorithm favors in-platform engagement.
These platforms serve as your long-term video library for SEO discovery and sales enablement.
Your internal teams need easy, searchable access to the same assets.
You can get a lot of mileage out of one well-produced video. For example, from a single 90-second explainer video, you can easily build out a set of supporting materials that includes:
Video success isn’t just about views. It’s also about impact. The right metrics help you understand whether your content attracts the right audience, holds their attention, drives engagement, and ultimately influences revenue.
These numbers reveal how effectively your videos capture and keep attention. Metrics: unique viewers, average watch time, completion rate (% viewed).
Engagement metrics tell you what viewers do after (or during) watching. Metrics: likes, shares, comments, clicks, and chapter skips.
When tracked through your CRM or marketing automation platform, metrics reveal how video contributes to lead movement and deal creation. These insights let you map which video moves the needle the most and can help justify investment in future content. Metrics: demo requests, form fills, lead scores, nurture progression
Video humanizes complex products, accelerates understanding, and builds credibility faster than any white paper or static asset can. When used thoughtfully across the funnel, video converts into trust, momentum, and measurable ROI. Whether you’re creating one 90-second explainer or an entire library of assets, every frame is an opportunity to move buyers closer to “yes.” The brands that plan, measure, and repurpose intentionally will see their video investments work harder, travel farther, and pay off longer.