Brand Videography For Companion Diagnostics Developers: Tell Your Story With Video

Here at Emulent, we’ve witnessed firsthand how companion diagnostics (CDx) developers are pushing the boundaries of personalized medicine. From identifying which patients will respond best to a specific therapy, to fine-tuning diagnostic tests that guide clinicians toward the most effective treatments, the value that companion diagnostics bring to modern healthcare is undeniable. Yet in a field as technical and specialized as companion diagnostics, it can be challenging to make your message resonate with diverse audiences—such as physicians, researchers, patients, and even potential investors.

That’s where brand videography can make a world of difference. In an era when visuals rule and attention spans are short, a compelling video can help you simplify complex concepts, demonstrate the real-world impact of your technology, and connect with viewers on an emotional level. Whether you’re highlighting a groundbreaking test, explaining how your platform personalizes treatment, or inviting stakeholders to witness the journey of a patient whose life has been transformed, video storytelling creates a memorable experience.

Why Videography Matters for Companion Diagnostics

The global companion diagnostics market has grown remarkably over the past decade, largely due to advances in genomics, proteomics, and other “-omics” fields. A 2023 market report by Grand View Research projected that the companion diagnostics sector will continue to expand at a double-digit compound annual growth rate (CAGR) over the next five years. This surge is fueled by the increasing demand for precision medicine, regulatory support for personalized treatments, and growing awareness among healthcare professionals.

All that growth, however, comes with rising competition. Many players—from established biotech giants to nimble startups—are striving to corner niches in oncology, immunology, or other disease specialties. Even if your technology is brilliant, it can get lost in the noise without proper brand storytelling. Video content stands out as one of the most effective ways to:

• Demystify Complex Science: Animation, infographics, and patient stories allow you to explain intricate diagnostic processes in ways that are accessible to non-experts.
• Humanize Your Brand: Clinical diagnostics can feel impersonal or intimidating. Video testimonials from scientists, clinicians, and patients help viewers see the human side of your work.
• Elevate Your Credibility: Professionally produced videos lend authority and polish to your brand. This is particularly vital when your audience includes physicians, investors, and regulatory bodies.
• Build Emotional Connections: Facts and data are important, but stories resonate on a deeper level. Showcasing how a diagnostic test enables personalized treatment can inspire optimism and trust.

Put simply, a strong video strategy can help turn complicated molecular mechanisms into a compelling narrative—one that motivates stakeholders to believe in your technology and champion your cause.

Key Storytelling Opportunities in Companion Diagnostics

What exactly should you feature in your videos? Because CDx developers operate at the intersection of science, healthcare, and technology, you have ample opportunities to create engaging narratives. Below are some of the most impactful angles you can explore:

1. Patient Journeys

Patients remain at the heart of companion diagnostics. Their stories can vividly illustrate the impact of your product. Consider featuring individuals who went from uncertain diagnoses to targeted treatments that significantly improved their outcomes. By highlighting real-life experiences, you give tangible proof of the difference your tests can make.

2. Research & Development Breakthroughs

Behind each diagnostic test lies countless hours of research and collaboration. A video that brings your R&D process to life—introducing your scientific team, showing lab procedures, and explaining the data behind your assay—can emphasize how rigorous and innovative your approach is. This is especially compelling for stakeholders who want to see the science behind the marketing claims.

3. Collaborations and Partnerships

Companion diagnostics often require alignment with pharmaceutical companies or clinical research organizations. If you’ve secured a notable partnership, consider a co-branded video showcasing the synergy between your teams. This highlights your credibility and underscores the broader network of support for your product.

4. Educational Explainers

Companion diagnostics can be challenging to understand, even for healthcare professionals. Short explainer videos with animations and voiceovers can walk viewers through the basics—what a companion diagnostic is, how it’s validated, and why it’s crucial for personalized treatment. These educational tools can be invaluable assets on your website, at conferences, and on social media.

5. Thought Leadership

Positioning yourself as a thought leader can be a huge credibility booster. Interview key opinion leaders (KOLs) in your field, or create a roundtable discussion featuring prominent researchers discussing the future of precision medicine. When you’re at the forefront of shaping discourse, you generate positive brand associations for your audience.

Combining these storytelling angles—or choosing just one or two that align best with your marketing objectives—will provide you with a diverse library of video content that appeals to different audience segments and moves them along the buyer’s journey.

Best Practices for Brand Videography in CDx

While crafting a compelling story is half the battle, the other half lies in executing production and distribution effectively. Below are best practices we’ve seen yield strong results for companion diagnostics clients:

1. Tailor Your Message to Your Audience

Potential viewers include clinicians, patients, investors, regulators, and industry peers. Each group has unique priorities. For instance:

• Clinicians: They want efficacy data, easy integration into current workflows, and insights into patient benefits.
• Patients: They care about how a test might improve their health outcomes, reduce side effects, or offer peace of mind.
• Investors: They’ll look for market potential, scalability, and a clear path to regulatory approval.

Invest time in mapping out these audience personas. Then produce content that directly speaks to their concerns, using language and visuals they’ll find relatable.

2. Keep Videos Concise and Focused

Research from Wistia shows that engagement significantly drops in videos longer than two minutes. While scientific topics may need more thorough explanations, aim to keep each video as streamlined as possible. You can also create a series of shorter, theme-focused videos rather than one long, all-encompassing piece. This format is easier for viewers to digest and encourages them to watch multiple videos if they’re interested.

3. Prioritize Quality Production

A shaky, dimly lit video reflects poorly on your brand—especially when you’re claiming advanced scientific or technological expertise. High production value signals professionalism. Elements to consider:

• Lighting and Sound: Clear, crisp audio is just as vital as good lighting. Viewers are more likely to click away if they can’t hear properly.
• Professional Editing: Smooth transitions, clean typography, and consistent color grading enhance viewer engagement and brand perception.
• Branded Elements: Include your company logo, color palette, and tagline in a subtle but consistent manner. This reinforces brand recognition.

While not every video needs a Hollywood budget, investing in the essentials—such as a competent video crew, proper sound, and editing—can yield significant returns in credibility and viewer retention.

4. Leverage Animation for Complex Topics

Molecular pathways, gene expression profiles, or technology platforms can be difficult to visualize. Animation helps simplify these complexities without sacrificing accuracy. For example, you might show how a particular biomarker interacts with a drug at a cellular level. By animating the process step by step, viewers gain a clear understanding they might not get from text or still images alone.

Additionally, animated videos are highly shareable. They serve as excellent resources for:

• Medical conferences
• Investor presentations
• Website landing pages
• Social media campaigns

5. Highlight Regulatory and Clinical Validation

Companion diagnostics must meet strict regulatory guidelines, whether through the FDA in the U.S. or similar bodies worldwide. If your test has received approval or is in advanced stages of clinical trials, consider dedicating a portion of your video to explain the significance of this validation.

• Explain the Process: Showcase the rigor of your clinical trial methodology and the steps taken to ensure accuracy and reliability.
• Feature Expert Testimonials: If clinicians or principal investigators are willing, have them speak on-camera about the validation process and the test’s performance.
• Use Statistical Highlights: Percentages, confidence intervals, and other data points can be placed in on-screen text or infographics.

Demonstrating compliance and robust data not only reassures prospective customers but also differentiates you from competitors with less proven approaches.

Planning Your Brand Videography Strategy

Before rolling camera, it’s crucial to outline a comprehensive plan that aligns with your overall marketing goals. Here’s how we typically approach it at Emulent:

1. Define Your Objectives

Start by asking: What do we want our video content to achieve? Are we looking to:

• Educate Clinicians about how the test fits into existing treatment pathways?
• Attract Investors by highlighting market potential and product validation?
• Increase Brand Awareness in a competitive space or among prospective research partners?

Establishing clear metrics—like social media engagement, video completion rate, or inquiries generated—helps you measure the impact of your video campaigns later.

2. Develop a Content Calendar

Consider creating a series of videos rather than a single standalone piece. A content calendar can help you plan topics, release dates, and promotional channels. This approach also lets you build anticipation with your audience. For example:

• Week 1: Launch a short explainer introducing the concept of companion diagnostics
• Week 3: Release a patient story that underscores the value of your test
• Week 5: Share an animation video detailing the molecular mechanism behind your test
• Week 7: Publish a clinical validation video, featuring a key opinion leader or researcher

This staggered rollout keeps your audience engaged over a longer period, reinforcing the breadth of your expertise and creating multiple touchpoints for them to connect with your brand.

3. Budget and Resource Allocation

While video is highly effective, it can be resource-intensive. That’s why it’s crucial to:

• Set a Realistic Budget: Factor in production, editing, animation, licensing for any music or stock footage, and promotional costs for distribution.
• Identify Internal Experts: Who in your organization can serve as an on-camera spokesperson or subject matter expert? Do you need external actors or voice-over artists?
• Consider Outsourcing: If you lack in-house capabilities, partnering with a specialized video production agency can save time and produce more polished results.

Remember, a few high-quality videos often have more impact than many low-quality ones. Prioritize strategically.

4. Distribution Channels

Even the most compelling video has little value if it doesn’t reach the right people. Plan which channels you’ll use for dissemination:

• Website: Host videos on your homepage or a dedicated “Resources” section to engage visitors and reduce bounce rates.
• Social Media: LinkedIn is especially important for B2B outreach, while platforms like Twitter or YouTube can broaden your general audience reach.
• Newsletters & Email Campaigns: Embedded video links can significantly boost click-through rates, especially when you’re targeting a known audience (e.g., physician mailing lists).
• Conferences & Webinars: Use video as a conversation starter at industry events or as part of your slide deck in virtual presentations.

Tailor your video’s format and length to the norms of each platform. For instance, shorter, attention-grabbing clips do well on social media, while longer, more detailed videos might be better placed on your website or YouTube channel.

Measuring Video Success: Key Metrics

Once your videos are live, you’ll want to track their performance. Analytics can guide future content decisions and help you justify budget allocations for video production. Here are metrics worth monitoring:

1. View Count and Watch Time

The simplest yardstick is how many people watched your video and for how long. A high watch time implies your content is resonating with viewers. This data can also show you if there’s a particular drop-off point where viewers lose interest, indicating that you might need to tighten your pacing or shift the order of information.

2. Engagement Rate

Did viewers like, comment, or share your video? These interactions indicate that your video stirred emotions or interest. For companion diagnostics in particular, shares or tags can be significant, as they may introduce your brand to new professionals, patients, or potential partners.

3. Click-Through Rate (CTR)

If you include a call-to-action (CTA) within or at the end of your video—such as “Contact us to learn more” or “Download our white paper”—check your CTR to see how effectively your video is driving users to take action. A low CTR might mean your CTA isn’t compelling enough, or that the video’s content doesn’t align well with the request.

4. Conversion Rate

Ultimately, you want viewers to go beyond mere interest and take a meaningful step—be it signing up for a product demo, requesting more information, or scheduling a meeting. Tracking conversions can be more involved, since you may need to set up unique landing pages or custom URLs to pinpoint which leads came from which video.

5. Qualitative Feedback

Don’t overlook the value of anecdotal feedback. If a prospective partner mentions your video in a meeting or you see positive comments from physicians praising the clarity of your explainer, that’s a sign you’re hitting the mark. Collect and analyze these sentiments to gauge how well your videos are contributing to brand perception.

Overcoming Common Obstacles

As with any marketing initiative, brand videography for companion diagnostics comes with its own set of challenges. Here’s how to tackle some frequent hiccups:

1. Regulatory Hurdles

Healthcare marketing must adhere to strict guidelines, especially if your product is still under review. Collaborate closely with your compliance and legal teams to ensure your script and visuals don’t overstep claims or guidelines. Focus your messaging on the science, the process, and patient outcomes that are well-supported by data.

2. Limited Time and Resources

Biotech startups, in particular, might lack the budget for large-scale video production. If that’s the case, prioritize. Perhaps start with a single, well-crafted explainer or patient story. As you see results and secure more funding, you can expand your video library.

3. Complexity of Science

We know the intricacies of your test might be second nature to your R&D teams, but overwhelming viewers with jargon can lead to confusion. Work with communications specialists—or even your own staff who excel at simplifying content—to translate complex details into relatable storytelling points. Animation and infographics can further aid comprehension.

4. Coordinating Multiple Stakeholders

It’s common for companion diagnostics to involve collaborations among academic institutions, pharma partners, and regulatory bodies. This means multiple approvals. By starting the conversation about video content early and building a concise production timeline, you’ll have enough buffer to incorporate stakeholder feedback before your launch date.

Maximizing Impact With a Holistic Marketing Approach

Video doesn’t exist in a vacuum. The best results come when it’s seamlessly integrated into a broader marketing strategy. Consider these final pointers:

• Tease Future Videos: If you’re creating a series, let viewers know what’s coming next. A short clip of “next episode” highlights can generate anticipation.
• Repurpose Content: Pull quotes from your videos to create social media graphics. Extract audio snippets for podcasts or short LinkedIn audio events. Write blog posts that elaborate on your video’s topic.
• Leverage Email Marketing: Embed or link to your video in newsletters or targeted email campaigns. Provide a short summary of the video’s topic to entice clicks.
• Gather User-Generated Content (UGC): Encourage scientists, patients, or team members to record short clips with their own phones. This “behind-the-scenes” angle can add authenticity to more polished content in your library.

By weaving video content into every stage of your marketing funnel—from initial awareness to final conversion—you’ll create a consistent, engaging narrative that resonates with clinicians, investors, and patients alike.

Conclusion: Telling the Right Story for the Right Audience

In the competitive, rapidly evolving world of companion diagnostics, brand videography can be a game-changer. It marries clarity, emotion, and authenticity in a format that modern audiences already gravitate toward. From showing the humanity behind your advanced science to demonstrating how your test seamlessly integrates into clinical practice, video content has the power to cut through the complexities and make a lasting impression.

As you plan your own brand videography efforts, remember to anchor your stories in real-life impact, keep your messaging patient- and clinician-focused, and ensure every video meets the high production standards your industry demands. By doing so, you’ll cultivate trust among stakeholders, highlight the significance of your diagnostic tests, and ultimately help improve patient outcomes—exactly what companion diagnostics are designed to do.

We’ve seen how much of a difference the right video can make in building brand credibility and driving engagement. So if you’re looking to harness the power of visual storytelling, we’re here to guide you every step of the way. Feel free to contact the Emulent team to discuss how we can help you craft compelling, impactful videos that share your message with the world.