João Marques
Digital Marketing Lead in Pharma
With a Masters degree in Marketing Management and extensive experience in the Pharmaceutical Sector, João Marques has carved out a niche through use of omnichannel and digital transformation. He has held both local and regional/global roles, where he has been instrumental in supporting various markets with their customer engagement plans and channel strategy for both over-the-counter and medical prescription brands.
His passion for innovation, customer experience, and creativity is evident in his work, where João successfully implemented new ideas and capabilities within his teams.
Whether it’s to engage your customers, internal employees, or colleagues, the main point remains true: videos help forge connection.
João Marques, Digital Marketing Lead in the Pharma Industry, is a dedicated Lumen5 user, having used the platform across multiple companies throughout the years. What drew him to the platform initially was the possibility of creating videos easily without having skilled experience. He and his teams felt empowered to generate content that could easily engage others across the Pharma industry using AI solutions that would help improve the overall quality of the videos.
João uses Lumen5 to build “internal storytelling.”
“We build videos to enhance our overall footprint to showcase different initiatives either on a global or local level internally. We use [Lumen5] as a right arm for us to promote and showcase some of our core initiatives with a short two to three minute video. No other format can showcase to your audiences in an efficient manner.”
João initially found Lumen5 through word of mouth. At the time, it wasn’t common to find a tool that did what Lumen5 was designed for – converting text into video seamlessly. João and his team really wanted a solution to connect with colleagues on a personal level. Creating informal videos that resonated gave them the opportunity to focus on exciting highlights, buzzwords, and catchy messages.
“A few years ago, you were heavily relying on agencies to do the job for your teams, and the overall content creation process could take more than 3 months from when you had the first idea or brainstorming session.”
Creating videos for internal use can be useful in strengthening company culture. Short videos being spread in work channels can enhance communication and clarity, boost engagement and learning, and improve team collaboration and cohesion.
As people are becoming more drawn to pressing play on a short video versus reading a summary, Lumen5 videos can create a visual and emotional impact, making messages more relatable and memorable for those viewing. It also ensures that all employees receive the same information, reducing risk of miscommunication.
As the pharmaceutical industry is highly regulated, videos for external use need to be technical, structured, and medical and compliance reviewed. His team created internal videos that were made for colleagues as a way to enhance their initiatives and promote internal events. These videos would gain a lot of traction because they were disseminated across the company and done in a professional way, creating a sense of community and content people could look forward to.
“It really helped us to produce more valuable assets at a better quality, without always having to rely on external and expensive video agencies to produce the content. You can simply, in an agile manner, go ahead, write your story or upload your story and easily convert into a nice looking video without having to go through the process of working with an agency, which is very effective, being mindful that you need to find the right tools and solutions according to the use cases you have in hands, there’s certain projects where you just need to have in your teams an easy and cost-effective content creation solution..”
João Marques
In one word how would you describe Lumen5?
“The easiest tool for “non experts”! It’s the easiest tool to work with for individuals that just want to do something, right?Just want to produce a piece of content without having to think too much on how to do it.”
In the future, João finds the prospect of utilizing Lumen5 as an omnichannel and marketing tool fun and exciting. Additionally, with the power of AI and new additions to the platform like AI Avatar, there’s a lot of functionality being implemented to create well-made videos that attract audiences and can elevate video strategies.
João’s advice?
“I’d like to say to a marketer, don’t ever stop trying new ways of engaging with your evolving customers … Regardless if they are internal customers or external customers. There’s plenty of good solutions that can really help your day to day activities. And you don’t always have to rely on very expensive agencies to do some really good quality work.”
