Are you looking to increase your digital presence and connect with more patients? Try medical video marketing!
Videos are now a major force in content marketing. Hubspot reports that 92% of marketers believe video content is an integral part of their marketing strategies as it is effective in capturing attention and retaining it.
On average, consumers view 16 hours worth of online videos each week. About 84% reported that watching a brand-related video convinced them to buy a product.
These stats are enough to convince you that creating healthcare marketing videos is a worthwhile endeavor. Keep reading below to get more ideas and tips on how to improve your healthcare marketing plan!
6 Powerful Medical Video Marketing Ideas
1. Explainer Videos
Explainer videos are meant to educate and inform the viewers about medical topics you specialize in. It benefits your viewers and establishes your expertise, without making it look like you’re just creating content to promote your practice.
Explainer videos are great for sharing information and tips on improving your patients’ current medical condition and overall health. Physicians and experts can educate potential patients on the most relevant conditions and treatments. These videos should mirror the conversations you have every day with patients. These videos should be created for BOTH conditions and treatments.
Imagine a video showing a physical therapist explaining all the steps needed to treat an ankle sprain. You can also see a video by a vein doctor explaining the best way to take care of your leg health. Viewers prefer watching content that is both engaging and easy to understand. Videos that explain the most common conditions and the best treatments available will do good.
Remember to cite all sources if you are creating healthcare video content, unless you highly specialize in that topic.
2. How To or Demo Videos
Video makes learning new things more memorable and exciting for your audience. Demo or How-To videos will show your viewers how to perform medical procedures related to their current ailment or diagnosis or demonstrate the use of your healthcare-related products or services.
Likewise, you can also do a medical procedure video that includes information about medical procedures performed by your institution or business. These videos are crucial for patients who tend to avoid seeking care because of their beliefs, fears, or uncertainties.
Your team, as well as the technology you use to video the procedure, will let patients know what to expect. They will be able to feel relaxed and encouraged to make an appointment.
Another example of a how-to or demo video format is a safety procedure video. These videos inform patients that your facility and equipment are all in good condition and that injuries and harm are less likely to happen.
If done correctly, this healthcare video can encourage more patients to come by your facility because they are convinced that you value your patient’s safety.
3. Corporate Videos
Back in the days when user-generated content wasn’t as prevalent (i.e. Instagram TV and Facebook Live), corporate videos were a popular choice. It still holds its place, and corporate videos definitely deserve a place on this list.
Well-planned and scripted corporate videos must answer these questions:
- What practices are we trying to convey?
- What about the company that we want to share with the audience?
- What should the video look like?
- Who should be on the video?
Corporate videos can be done creatively in various formats but the more common ones are facility tour videos and staff interviews.
In this example video above, UCLA takes us through Mattel Children’s Hospital. The video was created in a child-friendly way, to make the facility less scary for kids who need to be treated.
Healthcare facilities can be a source of anxiety and stress for many people. Through a well-crafted facility tour video, you can show potential patients that your facilities are capable of treating them safely while also making them feel at home. You can then share this on your social media channels and drive traffic to your website.
Interview with staff
Everyone’s health is most important and people consult medical practitioners mostly for treatment. Through staff interview videos, your patients will feel more at ease if they can get to know your staff before visiting your facility.
The video interview can vary in length, as long as it gives physicians and staff the chance to share information about their education, experience, and expertise. This helps in building potential patients’ trust and rapport between your healthcare organization’s practitioners.
To get more audience engagement, these types of videos are typically placed on your about or team page.
4. Patient Testimonials
Patients’ testimonials provide social proof of your facility’s credibility by allowing patients to share their experiences. These videos are great sources of comfort, guidance, and valuable connections for anyone looking to become a patient at your clinic.
Google loves patient reviews and considers them a big factor in ranking websites in SERP. So, incorporating this into your healthcare video marketing strategy is crucial in attracting more potential customers.
The best way to create videos from your patient’s experiences is by getting them to tell their own story of healing. It should be clear what their journey was before and after receiving treatment from your healthcare organization.
Of course, you will only share the stories of patients with their permission, making sure also that you are still following the guidelines for their private and confidential data. Seek out patients who are excited to share their stories to make the content more empathetic to the viewers.
These testimonials will help you to show your expertise and give real-life examples of how it feels to be taken care of by your organization. It’s a win-win situation for both doctors and patients.
These videos can be shared on social media with potential customers or on your landing page on your website.
5. FAQ Videos
Every business has questions that customers frequently ask, especially medical practitioners and medical facilities.
An FAQ video, by definition, answers frequently asked questions about your practice, products, and services. This healthcare video is a great addition to your FAQ page as it provides quick and easy answers to common questions. These videos can increase your site’s dwell time, which will help you boost your search engine visibility.
FAQ videos are a great way to answer patients’ questions and give practitioners a chance to present themselves on your site. Patients can get to know you and learn more about your procedures, treatment options, insurance policies, etc.
6. Animated Video
Healthcare companies face a lot of competition, even online! They must use every tool they have to stay relevant and ahead of the current digital marketing trend.
Animated explainer videos of complex medical processes are a great way to communicate information, in a more unique and fun way. For instance, complex medical conditions such as Alzheimer’s and cancer can be confusing for patients and their loved ones. An animated explainer video can help you transform complicated medical information into knowledge that most people will understand.
Aside from educational purposes, an animated healthcare video format can also increase brand awareness, and attract new customers.
More Tips To Boost Your Healthcare Video Marketing Strategies
1. Identify and Understand Your Target Market
To create impactful online videos, healthcare organizations must correctly identify their target market’s profile and understand their behavior patterns. Otherwise, potential customers will not bother watching and engaging with your content.
These include the following:
- Demographic profile (age, sex, location, social status, etc.)
- Needs and wants
- The customer’s goals when receiving healthcare services
- Why should they watch your video?
2. Content Is King: Deliver Your Message the Right Way
It’s a general rule in digital marketing to value content, and this is integral in your video strategy too. Make it informational, educational, and entertaining. The video should also capture your target audience’s emotions too.
Personalize your content
Your target audience may have varying preferences when it comes to consuming content in video format. For example, animated videos are entertaining and are good in boosting customer retention.
Meanwhile, putting a human face in your video content can also increase your conversion rate by 48%, according to recent research. This element makes your brand feel more human while establishing an emotional connection and trust between you and your target customer.
Keep It Short Yet Impactful
The longer your video, the lower its retention. Studies show that 5% of viewers will quit watching videos after one minute and 60% after two minutes.
Short videos perform better in terms of retention, engagement, and healthcare SEO. But does this mean that you shouldn’t create long-form videos? Of course not.
Educational healthcare videos, for instance, require more time to deliver their message. A long video with powerful content can be more effective and engaging as it gives the viewers the opportunity to get immersed in the product and brand.
Focus on the content and the message you want to convey. After all, your target audience will watch the videos until the end if it is relevant and entertaining.
The 3-Second Rule
In connection to the video’s length, audience engagement also relies on how you start your content. As of 2022, the human attention span is 8 seconds. This means that brands have less time to connect with potential consumers.
Although the average attention span is at 8 seconds, it’s helpful to follow the 3-second rule when creating videos. During the first three seconds of your video, you must be able to convince the audience to continue watching it.
[Read: How to Build a Healthcare Content Marketing System That Really Works]
3. Include Subtitles
More viewers are watching videos on the go using their mobile devices. Many of them prefer videos that can be understood even with less volume, or their phone volume muted. Although it’s additional work for your video production team, putting subtitles is a great way to make your video much easier to understand. Therefore, it can increase engagement and achieve your video marketing goals.
4. Use High-Quality Thumbnails
The Youtube Creator Academy reports that 90% of the most successful videos use a customized thumbnail. High-quality thumbnails can get your target audience to click on your video, or just ignore it.
Since the thumbnail is the clickable visual icon of your video, it should be eye-catching enough to convince your audience to click it and take interest in your content. Here are a few tips:
- Use clear, high-contrast images
- The layout, fonts, and colors must match your branding
- Use texts strategically (don’t put too much!)
- Include a human face in the image
- Only use elements (texts, icons, faces) that are necessary
- Follow the ideal thumbnail size: 1280 × 720 pixels with a minimum width of 640 pixels
5. Create a Clear And Compelling Call to Action (CTA)
What are you expecting your viewers to do after they watch your video? Whether it’s to visit your website, subscribe to your channel, or schedule a consultation, your CTA must be clear and convincing enough to get them to take your desired actions.
6. Use the Right Music and Sound Effects
Aside from the visuals, videos capture the auditory senses of humans. Music and sounds create the mood and elicit viewers’ emotions.
You can also use music to build brand awareness and help people remember your practice when they hear that particular sound.
7. Promote Your Video On Your Online Platforms
Post your videos on your web pages. For instance, corporate videos can be added on your About page, while FAQs videos should be on your FAQs page.
Promote your videos on your social networking platforms like Facebook, Twitter, Instagram, and LinkedIn too. These will enable you to reach more potential customers online. You can also attach these videos to your email marketing campaigns so your subscribers can view them.
[Read: Social Media in Healthcare: How Powerful Is It, Exactly?]
You may also consider writing a relevant blog post and attaching your video to it. This will also make your posts more search engine-friendly.
SEO is a great way to reach more potential customers. Find keywords relevant to your practice that your target audience are searching for often. These keywords are useful when you create click-worthy titles, descriptions, and meta tags.
Upgrade Your Healthcare Marketing Through Video Content!
Since one size cannot fit all, medical video marketing strategies may vary for different healthcare providers. Ultimately, the success rates will differ too.
Although it may sound simple to create a healthcare video, many have faced multiple obstacles and had to abandon the idea of including videos in their marketing plans. We hope our tips above will encourage you to upgrade your marketing by making quality and engaging videos!
How do you optimize your medical marketing videos? Share your experiences in the comments section below!
For more digital marketing tips, visit the Digitalis blog or schedule a consultation with our seasoned healthcare marketing experts!