The idea that you are selling the product vs selling the experience is not new to the marketing world, but it is new to the healthcare or medical device industry. They both have a place in producing video content but which one is more effective at establishing lasting memories for the audience?
When you compare these marketing techniques a few brands come to mind. Pepsi Cola vs Coca Cola or Apple in the mid eighties vs IBM. Pepsi started the campaign “Pepi Generation” which focused on the lifestyles of the Baby Boomers who were interested in high energy activities like riding dirt bikes, surfing, hiking etc. Because this campaign focused on the lifestyle of the generation at the time instead of the product it became in instant hit with this generation.
“Do you want them to remember the feeling your content gave them?”
Steve Jobs also was a big proponent of selling the experience of the product other than the computers themselves. He understood that if the audience could see themselves using the product that way it would connect the audience to the “WHY” instead of the technology being developed.
In healthcare, medical device or Emergency Medical Services there is no difference in the audience reaction only the mindset of the marketing managers developing the brand awareness. Sure it is always good to have a product demo video to share as the purchasing decision gets closer, but to grab the attention of the audience the same principle applies. Experience Marketing changes the focus of the product back to the consumers and/or patients experience.