Healthcare Video Marketing Trends
Incorporating videos into your healthcare marketing plan is a huge trend that should not be overlooked. The competition has never been fiercer when it comes to getting information in front of an engaged audience. At no other time in history have people been exposed to, and consumed, as much information as we see today – almost 5 times as much as 30 years ago.
People are not only more distracted by receiving a lot more communication on a daily basis, they are also living busier lives. In order to engage these consumers, we have to find a way to “distract” them – and healthcare video marketing is an extremely effective tool.
- 78% of people watch online videos every week, and 55% of people watch online videos every single day.
- Videos account for over 50% of all Internet traffic, and it’s expected to be 80% of all Internet traffic by 2018.
- Over half of digital marketing experts name video marketing as the content type with the largest return on investment.
After reading this, you might think these stats are mostly made up of cat videos, music videos, and sports highlights. What you might not know is that using videos for B2B marketing is a great way to attract and convert leads.
- More than 80% of senior executives watch online videos more than they did a year ago.
- 75% of business executives watch work-related videos at least once a week.
- 54% of senior executives share work-related videos with their colleagues at least once a week.
Now that you know how to use videos on your healthcare social media channels, it’s time to dig deeper on what kinds of videos to produce and how to go about it.
Healthcare Testimonial Videos
When investing in healthcare video marketing, testimonials are a great way to impartially promote your products and services. A testimonial loses impact when written in text as opposed to recorded in video format, because 93% of communication is non-verbal when there is a disconnect between the spoken word and non-verbal message (depending on the context, 55% is body language and 38% is tone of voice).
Video testimonials can boost your healthcare company’s credibility and help to put skeptical consumers at ease. Anybody can write an anonymous positive review about themselves and claim it’s from a happy customer. Consumers are very aware of this and, as such, don’t give text-based testimonials the same amount of trustworthiness as they once did.
Establishing credibility is especially crucial in healthcare, where evidence and results-based outcomes are critical. A great way to achieve this in healthcare video production is to use a “before and after” approach.
An example of this would be a patient testimonial about a custom knee brace. The video would highlight a patient’s ailment (in this case an injured knee) before the brace, showing how difficult day-to-day life is, because people will relate to this feeling. Then the video would transition to show the patient wearing the brace and walking around feeling great. The video would show the patient participating in activities that they haven’t been able to enjoy for a long time, like skiing or playing with their grandchildren (getting back to a normal and active lifestyle), thereby demonstrating evidence-based results.
When using testimonials for healthcare video marketing, it’s possible to convey the emotional aspects of the outcomes that would be very difficult to achieve by using only text.
Healthcare Product or Procedure Demonstrations
You know those over-the-top product demonstrations that dominate the infomercial industry? Well, this is not the way we want to do video marketing in the healthcare industry. Our goal is to inform and educate potential clients/patients while simultaneously building credibility and brand awareness.
Product and procedure demonstrations are a great way to educate people on the products and services that you offer, because it is a much more interactive experience than reading directions on a brochure or pamphlet. Video demonstrations can also relieve some of the skepticism people may have about your product or service. This is of utmost importance in the healthcare industry because of the plethora of misinformation swirling around the Internet and social media.
Procedure video demonstrations are helpful for relieving patients’ fears about undergoing a procedure. They may have heard horror stories about things going wrong. A healthcare video production that demonstrates a procedure can alleviate this uncertainty.
Healthcare Clinic and Facility Tours
Showcasing your clinic or providing a healthcare facility tour and its employees will give your physician clinic, medical practice or healthcare facility a more personal feel. This not only provides a face to the name, but it also gives you the opportunity to show your and your team’s personality, as well as your organization’s professional and caring philosophy.
If potential patients are deciding whether your clinic would be a good fit for them or their family members, a clinic tour can help put them at ease before visiting in person. It could be the deciding factor that makes patients choose your practice over a competitor’s!
During the tour, you can showcase the different products and services you offer throughout the building. This is another opportunity to show the audience products and services that they might not have been previously aware were offered or available before watching the video.
Healthcare Webinars and Online Conferences
This type of healthcare video marketing has been an upward trend for the past couple of years. A webinar is a seminar that is hosted over the Internet using video conferencing software such as Google Hangouts or GoToWebinar.
The first and most important part of planning a webinar is finding a topic. The best way to approach this task is by finding out what your customers and potential customers want to learn, and then finding the right format that will most easily and effectively educate your webinar audience.
Yes, you do want to convert the audience into customers, so it’s important to tie the webinar to one of your product or service offerings.One great example of a successful webinar involves a cosmetic dental surgeon (an authority figure in his field). This dental surgeon holds training webinars where he demonstrates advanced cosmetic surgeries and answers questions before, during, and after the procedures. By hosting these webinars, he’s able to educate other dentists, build his own personal brand, and generate leads for his consulting business.
Healthcare Whiteboard Video Marketing
One of the most popular video marketing trends is the use of whiteboard animations – especially for explainer videos. These types of videos are made by literally using a whiteboard and a moving marker to animate ideas using both written text and visuals.
What makes these video productions so effective (besides being very cost efficient) is that they deliver a very specific message without any additional distractions, and usually end with a clear and concise call to action.
Whiteboard healthcare video marketing can be extremely effective at relieving doubts and skepticism consumers have about products and services, because it provides information in a fun, friendly, and easily digestible manner.
This screenshot was taken from a whiteboard video created to demonstrate the information sharing relationship between internal and external stakeholders when you successfully promote yourself or your organization as a thought leader in the industry you operate.
Healthcare Video Marketing & Search Engine Optimization (SEO)
We have learned that videos are a great way to sell yourself, your brand, and your products and services, but did you know that videos are also a great way to optimize your website for search engines?
Backlinks still play a vital role in getting your website ranked for search terms in Google. Videos are an excellent tool for creating engaging and sharable content – which means there is a higher chance bloggers and other media will engage with the content and link back to your video.
Videos are also starting to appear directly in search results as “rich snippets.” This means that, when a user searches for information about the healthcare products and services you offer, there is a good chance that the first couple of results will contain a video on the subject. To make your video search engine friendly, add a video transcription/description directly to the HTML of the page where the video is being hosted. Transcriptions are both user friendly for those people who don’t have time to watch the full video, and search engine friendly when you use relevant keywords.