What Diagnostics Companies Can Learn From "YouTuber Unboxing" Videos
- Tom Major
- 2 days ago
- 2 min read
Diagnostics companies are producing some incredibly advanced technology, but the way those products are explained often hasn’t evolved at the same pace.
A lot of companies still rely heavily on long PDFs, technical IFUs and static training documents that customers rarely have the time to fully absorb.
As someone who isn’t a scientist myself, one thing I’ve realised over the years filming across diagnostics and life sciences is that communication is often the biggest challenge, not the product itself.
Speaking to marketing teams and clients at conferences across Europe, the same conversation comes up again and again:
“How do we help customers actually understand what our product does and how to use it properly?”
Most lab technicians using a new analyser or workflow may never have worked with that product before. They’re busy, under pressure and expected to learn quickly.
And honestly, we all consume information visually now.
If you’re building flat-pack furniture or setting up a new sofa bed at home, most people don’t sit and read a 40-page instruction manual front to back. They scan a QR code or search YouTube for an install video.
Laboratory workflows are no different. People want clear guidance. They want to see the workflow. They want information broken down visually in a way that feels simple and accessible.
That's exactly what we did at Biopharmedia for two of our long standing clients; Sterilab Services and Genedrive Plc
Most diagnostics products come with huge amounts of documentation and while that’s obviously important from a compliance and technical perspective, it’s rarely the easiest way for someone to learn a workflow for the first time.
The companies doing this well are using video across customer training, distributor education, exhibitions, recruitment and KOL interviews. Some are even replacing sections of traditional onboarding documentation with visual training libraries.
One thing I’ve noticed while filming customer testimonials and KOL interviews is that people rarely talk about specifications first. They talk about confidence. They talk about saving time. They talk about workflows becoming easier. That human side of diagnostics can easily be overlooked in marketing.
Some of the strongest content I’ve filmed has simply been scientists, clinicians and laboratory teams talking honestly about how a product helped them in the real world. Not scripted corporate messaging. Just real experiences from people actually using the technology day to day. That builds trust far quicker than polished sales messaging ever will.
And I think that’s where diagnostics communication is heading. Less static information. More visual communication, more education-focused content with real-world storytelling.
Not because people want less science, but because they want science explained more clearly.
At Biopharmedia, that’s exactly where we see video fitting into the industry. Not just as marketing content, but as a genuine communication tool that helps companies educate customers, simplify workflows and build trust around complex products.
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