A comprehensive guide to leveraging video in healthcare marketing

A comprehensive guide to leveraging video in healthcare marketing

We know we have made a few predictions for 2024, and we still stand by every one, but this one may just be the most important yet; video for healthcare marketing. With the slew of new technologies and tools entering the market, including GenAI, video has stood the test of time and proven to be an extremely effective form of marketing, cutting through a lot of the irrelevant info. Video provides a unique blend of engagement, information, and accessibility, and it should play a vital role in your marketing strategy this year. 

The what

Video content has revolutionized the way healthcare organizations connect with their audience. It offers a dynamic medium to convey complex medical information in an easily digestible format, as evidenced by the sheer number of medical social media influencers taking over Tik Tok and Instagram. Videos can capture patient testimonials, explain treatment procedures, and showcase facility capabilities, among many other things, making them an essential element in modern healthcare marketing strategies.

The why

Why embrace video for healthcare? Aside from the fact that it looks great on your socials or website and attracts a digital-savvy audience, there are plenty of revenue-generating reasons to engage video as a healthcare marketing strategy. 

  • Great ROI (Return on Investment): Video marketing in healthcare has shown a substantial return on investment. In fact, marketers that use video have been shown to grow revenue 49% faster than those that don’t! Engaging video content can attract more patients and increase brand visibility, translating into higher revenue and growth.
  • Increased Patient Engagement: Videos can effectively engage patients by providing visual explanations of medical conditions and treatments, which is vital to building trust with patients. This interactive form of communication enhances patient understanding and comfort. Plus, a large majority of consumers, 68% to be exact, prefer videos to articles, infographics, ebooks, etc, for learning about new services.
  • Brand Awareness: Video content can boost brand awareness, especially when partnering with influencers or other established brands. By sharing stories, showcasing facilities, and highlighting success cases, healthcare providers can establish a strong brand identity that resonates with potential patients.
  • Improved Conversions: Videos are powerful conversion tools. By embedding them on websites and in digital ads, healthcare organizations can effectively guide potential patients through the conversion funnel, from awareness to decision-making.

The how

Now that it’s clear that you want to use video, where do you start? If you haven’t ever created videos, start small. Set reasonable goals and start with a forgiving platform like Instagram where your reach may be small or your story won’t stay at the top of the feed for long. After awhile, when you have the script and process down, consider engaging experts to up your game even more. There are endless ways to create videos, it’s all about what you want to accomplish and the resources at your disposal. Consider some of the following options:

Short-Form Social Videos: Platforms like Instagram and TikTok are ideal for short, engaging videos. These can include quick health tips, behind-the-scenes glimpses, and patient testimonials. You’ll be able to reach a broader, more diverse audience that skews younger. 

Long-Form Educational Videos: YouTube and website-hosted videos offer opportunities for in-depth content, which is also great for SEO. These could range from detailed explanations of medical procedures to interviews with healthcare professionals, providing valuable information to patients seeking comprehensive insights.

Email Marketing Campaigns: Incorporating videos into email marketing can enhance engagement and click-through rates. Whether it’s a personalized message from a physician or updates about new services, video content can make emails more compelling.

Influencer Videos to Meet Gen Z: Medical influencers are all the rage, and for good reason. They cover a breadth of topics, have a wide and committed audience, and know how to engage new consumers. Ideas for videos could range from discussing mental health to promoting wellness initiatives. The sky is the limit when it comes to videos, just be sure to align with an influencer that meets your needs and has a track record of truthful, reliable posts.

Video is a necessary tool for any healthcare marketing strategy in 2024. Incorporating various forms can improve engagement, brand awareness, patient education, and ultimately, patient care. Ready, set, action!