Payer marketing has evolved. In this video, Elena Rivera-Cheek, MBA, discusses why adding video is a powerful way to communicate effectively with your audience. It helps simplify complex information, tell a story that resonates, and secure market access. C&A Health specializes in creating captivating video content designed specifically for the payer audience. We have over 14 years of experience helping brands succeed in this space. Get in touch with us at hello@cahealthny.com
Video Transcript
For more than 20 years, I’ve had a front row seat in the world of payer marketing. My career has been built on a constant drive to infuse innovation into a segment that’s so critical yet often heavily relying on traditional contracting and pharmacoeconomics. While these are foundational elements of the payer audience, the way we communicate our value must evolve. The marketing of truly innovative solutions can no longer be constrained by yesterday’s methods.
Hi, I’m Elena Rivera-Cheek, CEO of C&A Health, and today I’ll be talking to you about the power of video in payer marketing.
Traditional sales forces are powerful, but their budgets are often limited. Their reach is also constrained by geography, and their expertise can be siloed in areas that actually fall outside of complex payer dynamics. This is the gap that video marketing is uniquely positioned to fill. It’s the essential tool for a modern payer marketing strategy. It allows us to break through the noise and deliver our messages directly to key stakeholders.
And the data supports this shift. A key insight from Statista revealed that a remarkable 83% of US health care professionals prefer to consume medical content in a video format. This isn’t just a trend. It’s a clear signal from the healthcare community. They’re actively seeking information in a way that’s engaging, efficient, and on demand. Video allows us to meet them where they are, whether that’s through a dedicated private brand portal or directly into their inbox.
There are countless ways to integrate this powerful strategy. We can help with pair value propositions that have a video integration, create BIM model explainer videos, and even deliver PIE presentations with video walkthroughs.
If it’s of interest to payers, a video integration is the way to move the needle for access in the future. If you’re ready to evolve your marketing to match the innovation of your brands, let’s explore how we can tell the story together. Patient Access is counting on it.
