Healthcare Video Production Services for Compliant and Impactful Commercials
In the first quarter of 2025, drugmakers spent $729.4 million on healthcare video production across the top 10 pharmaceutical brands—a 30% increase compared to Q1 2024. Video commercials are a powerful tool for medical, healthcare, and pharmaceutical corporations: they educate, engage, and build trust. However, healthcare video production isn’t that easy
Medical video production requires a delicate balance of creativity, compliance, and clear communication, all while meeting regulatory requirements. Want to create compelling, FDA-compliant commercials that resonate with healthcare audiences while meeting stringent legal and ethical standards? Keep reading!
Health Tech Startups
Pharmaceutical Manufacturers
Digital Health Companies
Biotech Companies
Hospitals
Medical Education and Training
Health Centers and Care Providers
Nonprofit Health Organizations
Healthcare Video Production & Regulatory Frameworks
The FDA monitors direct-to-consumer (DTC) advertising for prescription drugs, scientifically verifying all claims and mandating clear disclosure of all risks.
Medical video production in the United States is regulated by frameworks designed to protect consumers and ensure truthful communication. Different regulatory standards apply depending on whether the video targets healthcare professionals or the general public.
Ads must be truthful, not misleading, and present a fair balance of benefits and risks.
FDA Rules for DTC Advertising
A cornerstone of pharmaceutical marketing, DTC allows companies to reach patients directly. However, in 2023, the FDA updated rules emphasizing the “clear, conspicuous, and neutral” presentation of risk information in TV ads.
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audibly
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visually
This means medical video production must simultaneously present disclaimers:
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in a way that is easy to understand
What if I don't show disclaimers as required?
Pharmaceutical companies face increasing legal scrutiny over their advertising practices, with the Ozempic Multi-District Litigation highlighting the critical importance of clear, accurate hazard disclosure in commercials.
Novo Nordisk is defending against over 1,600 lawsuits alleging that its drug, Ozempic, caused severe injuries and health complications. Plaintiffs claim the company failed to disclose these dangers in its marketing.
Insufficient or unclear communication in advertising leads to legal and financial consequences.
The above-described high-profile lawsuit emphasizes the importance of prioritizing regulatory compliance — especially with disclaimers, consent, and truthful messaging. Failing to do so can lead to FDA action.
Much of the DTC spending in the US focuses on chronic conditions such as arthritis, diabetes, and depression.
To prevent costly litigation and reputation damage, healthcare video production demands rigorous attention to regulatory requirements.
Major Statement
Every prescription drug commercial has to clearly communicate the drug’s most significant dangers, such as:
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side effects
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contraindications
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warnings
The three-category information must be spoken aloud and displayed on screen simultaneously to ensure viewers fully understand it.
Smart Glasses Technology
for Coca-Cola HBC
Corporate videos are often visual stories relaying the achievements and remarkable milestones of the company. In our video for Coca-Cola HBC, we highlighted their use of smart glasses technology with motion design.
Cinematic color grading enriched the storytelling and intensified the suspenseful nature of the narrative.
Text Readability and Presentation
While the FDA does not mandate a specific font size concerning TV or digital video ads, the on-screen text must:
1. Be large enough to be easily read
3. Appear against acontrasting background
2. Use sans-serif fonts like Arial or Verdana
4. Remain on screen long enough for viewers to comfortably read and comprehend it
Balanced Messaging
Commercials have to present a fair balance between the benefits and hazards of the product.
Regulations prohibit highlighting benefits without adequately disclosing risks.
Consent and Privacy
When commercials include patient testimonials or clinical footage, HIPAA compliance is critical. Proper written authorization must be obtained, and all protected health information must be handled securely and respectfully.
FDA Review
While FDA approval of video ads is voluntary, you may submit your commercial to the FDA’s Division of Drug Marketing, Advertising, and Communications (DDMAC) to reduce enforcement liability with advisory feedback.
Best Practices in Healthcare Video Production
Medical video production extends beyond compliance, as it requires thoughtful and creative execution tailored to the sector’s unique needs.
Scriptwriting and Messaging
Comprehensive healthcare video production services include scriptwriting. A professional writer will balance educational content with a promotional message, using consumer-friendly language and imagery.
Clear explanations and engaging storytelling also help build trust and improve comprehension.
Case Study: Bayer’s “Whiskers & Monsters”
When hiring Vilka Agency, Bayer expressed a desire to feature a cat protagonist to promote their Foresto products. We succeeded by casting a highly expressive cat actor trained to interact authentically with props.
Thanks to a rich-in-texture, immersive set and low-angle perspectives, viewers feel “inside” the story, which increased the ad’s social media share numbers.
Visual and Audio Design
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Disclaimers, as discussed earlier, must be presented with clear, legible text overlays and simultaneous audio narration.
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In digital advertising content, consider using captions throughout. Most phone owners watch ads with their sound off.
3
Animated and 3D visuals effectively explain medical devices, complex drug effects, or clinical procedures.
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Professional healthcare video production services also help avoid distractions such as loud music or rapid speech. For YouTube and TV spots, they offer empathetic voiceover tones to foster credibility.
Scalability and Flexibility
You can scale healthcare video production according to your needs and budget. By using footage from a single shoot, you can create multiple video ads for different platforms.
Whether it’s classic 16:9 widescreen format to match HDTV displays, 9:16 for social media vertical ads, or 1:1, healthcare video production services ensure that your commercial is compatible with US broadcast and cable systems, as well as digital and streaming platforms.
Medical Video Production Styles
Healthcare commercials take many forms. Creative conventions generally distinguish:
DTC Product Claim Ads
These commercials name a specific drug, its intended purpose, and its “major statement.”
Case Study: STIMOL
In this commercial for Biocodex, Vilka Agency focused on the metaphor of a light bulb and electricity to portray burnout and fatigue. Somber, yet refined color grading changes to a lighter tone once the protagonists’ symptoms are gone to emphasize the transition.
In this ad, we focused on relatable situations to create an emotional connection with viewers.
Patient/Student Education Videos
To simplify complex medical topics, hospitals and training centers shoot and edit videos. Depending on the target audience, the script should differ in language choice, since patient-oriented videos should be devoid of professional jargon.
Help-Seeking Advertisements
NGOs and medical centers employ this style to encourage viewers to consult a healthcare provider for more information. Since they don’t promote specific products, no warnings or side effect details are necessary.
Branded Storytelling Films
Highlight your company’s values, research, and innovation with a compelling branded film. It can also focus on a product launch and include research highlights or be an event coverage, such as a conference or charity function.
Case Study: Pfizer’s 2025 Super Bowl Ad: “Knock You Out”
Pfizer’s commercial set a new benchmark in healthcare video advertising. The spot’s likeability score was 19% above the norm, earning it the top position in Super Bowl rankings and the title of most likable commercial of the night across all categories.
It’s a prime example of how a big-budget healthcare commercial can combine star power, storytelling, and corporate commitment to scientific progress:
Infusing energy, hope, and emotional resonance, the video highlights Pfizer’s cancer research mission.
The ad’s uplifting storytelling and triumph-imbued atmosphere resonated with audiences far beyond traditional pharmaceutical circles. Viewers cited the ad’s message as its strongest aspect, with 41% highlighting its inspiring and powerful tone.
Digital platforms like YouTube and Google Ads are essential for marketing. But such channels enforce their restrictions and policies.
Pharmaceutical advertisers have to obtain LegitScript certification to run ads promoting prescription drugs or healthcare products. Without certification, such commercials are generally prohibited.
Ads must avoid misleading claims and unapproved uses. Disclaimers and risk information have to be clearly presented, even in shorter digital ad formats.
Moreover, YouTube enforces age restrictions and platform policies to prevent inappropriate targeting of minors or vulnerable groups.
Videos also require optimization for smaller screens and shorter attention spans.
YouTube actively monitors healthcare ads and removes content that violates policies or regulatory standards.
After releasing your video, evaluate its effectiveness by analyzing performance indicators like impressions, views, click-through rates (CTR), and social media engagement. These metrics show how many people see your ad and how they interact with it.
Healthcare Video Production for Digital Platforms
2025 Trends in Medical Video Production
Data-Driven Testing
Using your company’s data or test audience, test which commercial idea or concept design will reach the right customers fast and effectively. More importantly, it can be done before filming itself, using just animated storyboards.
AI-Powered Previsualization and Voiceovers
Tailoring video content with AI, modern healthcare video production services cut costs and help test ideas before actual filming.
Case Study: Saforelle
Saforelle, an intimate hygiene brand, approached us with a healthcare video production challenge. More than 40 experienced and narrowly specialized professionals were involved in the project.
However, due to budget constraints, the client had to forgo either concept design testing or a professional human voiceover. With the help of AI, we produced a voiceover with a moderate emotional tone quickly and affordably, meeting the client’s needs without sacrificing quality.
All nuanced details like camera movements, lighting, and emotional expressions were planned in advance and faithfully maintained.
Interactive and Emotive Videos
Using interactive formats and engaging storytelling, pharma producers can affect viewers more deeply.
ESG Storytelling
Highlighting sustainability and ethical practices in medical video production builds customer loyalty and trust.
Why Hire Expert Healthcare Video Production Services
End-to-end healthcare video production services include scripting, filming, post-production, localization, and compliance checks. At Vilka Agency, we, for instance, collaborate closely with our clients’ legal and medical teams throughout production.
Scripting
Filming
Post-production
Localization
Compliance
Checks
Expert Involvement
Risk
Reduction
Specialized expertise in healthcare video production is invaluable.
Offering flexible and scalable healthcare video production models, we strive to meet diverse client needs. Moreover, since we are in NYC, we monitor evolving regulations and platform policies to minimize risks.
Pitfalls to Avoid in Healthcare and Pharmaceutical Commercials
While medical video production may seem easy once you familiarize yourself with industry-specific regulations, you may still undermine its effectiveness.
Overly Technical or Jargon-Heavy Language
Ads that rely heavily on complex medical terminology jeopardize viewer engagement and comprehension. Ensure the message resonates with a broad audience.
Simplifying language to be consumer-friendly is the 1st priority.
Lack of Emotional Connection
Commercials that focus solely on product features without incorporating storytelling or relatable characters, authentic conflicts, and resolutions fail to build brand affinity and leave a lasting impression.
Emotional resonance is the 2nd priority to connect with any audience.
Poor Visual or Audio Quality
Low-quality healthcare video production or distracting elements detract from the message’s impact.
Don’t risk losing viewers due to poor footage quality.
Rapid-Fire Risk Disclosures
Some commercials attempt to fulfill regulatory requirements by presenting disclaimers and risk information too quickly or in small, fleeting on-screen text. This approach reduces clarity, confuses viewers, and violates FDA guidelines.
Insensitive or Tone-Deaf Messaging
Ads should never trivialize serious health conditions or use inappropriate humor. Such missteps alienate patients and damage brand credibility.
Healthcare Video Production Services on Demand
Vilka Agency’s healthcare video production services marry experience, creativity, regulatory knowledge, and technical skills. By understanding the complex compliance landscape and adopting the best healthcare video production practices, we deliver impactful, trustworthy commercials that engage audiences while meeting all legal requirements.
If you’re a healthcare or pharmaceutical brand looking to produce compliant, high-quality commercials and in need of experienced medical video production experts, you’re on the right page. We understand your industry’s nuances and can bring your vision to life—safely, effectively, and in top-tier medical video production quality.
Leave a request or idea, and we’ll balance your ad’s regulatory compliance, message, and empathetic storytelling!