Have Device Marketers Solved Twitter’s 140-Character Limitation?

twitter-logoVery interesting article on Pharma MedTech Insights about Twitter advertising via promoted video. To borrow a phrase, it seems that the rumors of Twitter’s death for medical device marketing may have been greatly exaggerated.

Of course, who could blame industry marketers for moving on after FDA’s draft guidance: Internet/Social Media Platforms with Character Space Limitations – Presenting Risk and Benefit Information for Prescription Drugs and Medical Devices (catchy title, right?)

Now, with the advent this summer of promoted video, device makers may finally have a way to utilize Twitter that still complies with the Agency’s disclosure requirements.

The Elocate video is remarkable for a few reasons. Not only is it effective and compliant, it makes use of the old sales strategy “tell more to sell more”: production processes that may seem commonplace (even boring) to industry can be novel and interesting for consumers. Beer manufacturers famously used this approach at the dawn of advertising when describing common brewing processes and ingredients. The first person to tell the story owns it!

Even more interesting, you can add overseas markets to your feed when you localize (translate) your videos – voiceover is the best approach (don’t you just hate trying to read subtitles on a tiny phone screen?) Coincidentally, video localization is among our fastest growing service categories – maybe manufacturers are getting ready to go global with the video solution to Twitter’s character-limit challenge? We’ll see.

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