In the digital age we live in, it’s no surprise that Video Brochures are extremely effective at selling medical devices. That’s what Renuvion Cosmetic Technology discovered as well.
For their brilliant decision to use them, they were rewarded for how they intrigue prospects, are impossible to ignore, and shorten sales cycles. They also benefited from how they grab attention, increase the perceived value of products and services, and how recipients don’t view them as throw-away marketing pieces. As the following case study will show, Renuvion’s decision to use them paid off tremendously.
Renuvion Cosmetic Technology is a revolutionary procedure that tightens and rejuvenates loose skin without the need for invasive surgery. It doesn’t require extended downtime. And there is little to no scarring.
In a field that is constantly evolving, finding an effective and minimally-invasive cosmetic treatment for skin laxity can sometimes prove to be challenging — that is until now. With Renuvion’s new medical device, surgeons can tighten skin to the highest degree with tiny incisions, which makes recovery time shorter and reduces scarring significantly.
With all of that said, you would think dermatologists would have been lining up to offer it to their patients. However, without the right marketing strategy to promote it, Renuvion was forced to change their tactics.
Their dilemma: Their salespeople were having a difficult time getting meetings with dermatologists to sell their new skincare device. Despite it being cutting-edge, the traditional print materials they had been dropping off simply weren’t drawing much response. Even companies they had sold to in the past weren’t returning their phone calls.
Their strategy to overcome their dilemma: After partnering with MediaFast, a Video Brochure was produced with print and video content about the new device to present to dermatologists. Then, 2,000 units were purchased and salespeople hand delivered them to receptionists. During the drop offs, they simply asked them to watch the video content and then share the Video Brochures with the doctors when they were available.
Their results: After dropping them off, the salespeople said they began receiving callbacks for more information “before we even got back to our office.” Needless to say, they were thrilled with their results and Video Brochures have been a regular part of their marketing ever since.
Because of the lucrative income it offers, the field of medical device sales is highly competitive. For instance, in 2018 the average total compensation for salespeople in the profession was $152,250. Even for professionals with less than 2 years of experience, the average compensation was $97,267! That’s two to three times more than what most people make on average per year.
As an example, one section of the industry that is booming is cosmetic surgery. Out of all the things people pay top dollar for, body enhancement is one of them. For instance, liposuction to remove fat is in high demand. So is microblading on eyebrows. Dermatologists also make great money removing unattractive features from people’s skin. Nevertheless, doctors need the devices necessary to perform those procedures. Since they’re not cheap, it’s easy to see why there is so much money in the industry.
With that said, it’s no surprise there is a ton of competition between companies. Because of it, companies like Renuvion have to outsmart their competitors while giving their salespeople advantages, which is exactly what they did when they chose to use Video Brochures to engage prospective clients.
One trait that makes Video Brochures highly effective in sales is they combine the power of videos with the best of print advertising. What that means is for companies who want to stick with their print messages but include videos along with them, they’re ideal.
Also, by combining the power of tangibility with the value of novelty, they’re simply too interesting for recipients to ignore. Even the busiest of executives find them difficult to set aside.
What’s more is that many consumers still love to touch and feel attractive marketing materials. While they may skim instead of read every word, being attractive and tangible increases the number of times they receive attention. Then, when video content is included, it simply heightens their appeal.
So, what makes Video Brochures so effective? It’s mostly because they can do several things that written text and motionless images cannot. For example, by combining real people with sound and motion, videos help viewers feel a genuine connection to presenters. They also make demonstrations easier to trust, and they can say and show more information in less time. Plus, they feel like they take less effort to consume.