Why Your Smaller Brands Deserve Video Too

Video outperforms static creative. This isn't controversial. The data has been clear for years. Higher engagement, better recall, stronger emotional connection, improved conversion rates.

Yet most pharma portfolios have a clear divide: flagship brands get video, smaller brands get static. The reason isn't strategic. It's economic.

When a single video production costs $500,000 or more, the math simply doesn't work for brands with smaller budgets. You allocate video spend to the products that can justify it, and everyone else makes do with what's affordable.

But what if that economic constraint disappeared?

When production costs drop dramatically, the strategic question changes. It's no longer "can we afford video for this brand?" It's "why wouldn't every brand have video?"

Consider what smaller brands miss without video:

• Emotional storytelling that builds patient connection
• Platform presence on video-first channels like YouTube, TikTok, and streaming
• Competitive parity with better-funded competitors
• The ability to demonstrate mechanism of action or patient experience visually

For emerging biotech companies, this constraint is particularly painful. You're often launching against established brands with massive marketing budgets. They have video everywhere. You have what you can afford. The playing field isn't level from day one.

Portfolio-level thinking changes when video becomes accessible across all brands. Instead of choosing which products deserve video, you can maintain consistent presence everywhere. Your smaller brands compete on creative quality, not just budget size.

For portfolio leads deciding where to prioritize, consider which brands would benefit most from video expansion:

• Products with complex mechanisms that benefit from visual explanation
• Brands competing against video-heavy competitors
• Products with strong patient stories to tell
• Brands launching into competitive categories

ohohoh.ai makes video accessible across your entire portfolio. The economics that kept video exclusive to flagship brands no longer apply. Every brand can compete on creative quality. Every patient story can be told.