Unleashing the Power of Video for Your Healthcare Business: The Definitive Guide
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Video Marketing in Healthcare
Promotional Videos Targeting Healthcare Industry
Entering the digital media era, numerous industries and businesses have revolutionized their marketing strategies to reach more consumers. Healthcare isn't lagging behind. This digital shift has propelled various sectors and allowed many businesses to steer away from traditional advertising methods toward more modern techniques.
Video marketing has emerged as a dominant player in the current marketing landscape, and insights on the topic reveal that 92% of video marketers achieve a return on their investment in this form of advertising [1]. As the U.S. leads the world in the healthcare marketing industry, set for a 3.6% increase to reach around USD 36 billion, video marketing has become a vital tool for gaining an edge in the competitive healthcare landscape.
The Might of Video Marketing
In the pursuit of building your healthcare brand, utilizing the power of video will help establish trust and credibility with potential patients. Here's everything you need to know to leverage video marketing for your healthcare business.
Integrating Video into Your Marketing Strategy
Video has become an essential component of any comprehensive marketing strategy. The aim is to generate more leads, foster patient trust, and encourage client retention. Regardless of whether you're running a private practice or selling insurance, video marketing holds immense value to your healthcare business. After all, 64% of consumers have used videos to learn more about a product or service [2].
Steps to Amplify Your Marketing Efforts
1. Showcase Videos on Your Homepage
Crafting an appealing homepage that captivates your target audience is crucial for attracting new clients. Healthcare explainer videos and welcome videos are a fantastic way to introduce your business and emphasize the products or services you offer in the health sector.
Take, for instance, The Everett Clinic's welcome message on YouTube, a prominent healthcare provider operating out of 31 locations in the Pacific Northwest. This video eloquently demonstrates the clinic's offerings, values, and mission, creating a sense of trust and excitement in their potential clients in the Washington state area.
2. Create Profile Videos for Your Team
Undeniably, trust is the cornerstone of any successful patient-doctor relationship. One of the best ways to establish trust before meeting the potential patient is through high-quality, professional profile videos featuring your team. By showcasing your doctors, nurses, and other key personnel in a favorable light, you can build a solid foundation for future patient relationships.
Compelling examples of this strategy can be found in the videos produced by the Florida Orthopaedic Institute and Surgery Center. In their videos, they present a balanced mix of professionalism and human connection, highlighting the hard work and commitment of their team while simultaneously creating a sense of personal rapport with viewers.
3. Offer Educational Videos
Before considering a clinic or hospital, many patients conduct extensive research online to familiarize themselves with their health concerns. This online exploration accounts for around 5% of the total search volume on Google and generates three times more website traffic compared to direct visits [3].
CTA (Call-to-Action)Engage, educate, and establish trust with your audience by creating informative and engaging educational videos. Maximize their value by posting them on platforms like YouTube or your business's website.
An exemplary instance of this is the Pacific Centre for Reproductive Medicine's detailed explanation of PGT-A (preimplantation genetic testing for aneuploidies) during in vitro fertilization on their YouTube channel. This video serves a dual purpose by educating viewers on the procedure while simultaneously positioning the clinic as a leader in fertility treatments.
4. Seek Out and Share Testimonials
Glowing reviews and testimonials serve as powerful tools in swaying the decisions of potential clients. According to studies, 94% of people rely on online reviews when searching for healthcare providers [4]. In addition to written reviews, consider incorporating video testimonials into your marketing strategy. These videos can provide a more personal and authentic representation of your business, allowing potential patients to connect with your satisfied clients on a deeper level.
By viewing the Veterans Health Administration's video on YouTube, viewers can learn more about the organization while simultaneously gaining insights from current patients regarding their exceptional experiences with the institution's healthcare services.
5. Utilize More Creative Video Marketing Strategies
These are merely the foundation for utilizing video marketing in your healthcare business's digital efforts. Get creative, and explore additional ways to engage your audience through video content. Some options could include:
- Patient Success Stories: Share emotional narratives that demonstrate how your business has made a real and tangible difference in patients' lives.
- Behind-the-Scenes Footage: Offer an intimate glimpse into the day-to-day operations at your clinic or hospital, highlighting the compassionate care provided by your staff.
- Collaborative Efforts: Establish partnerships with healthcare influencers or industry experts to expand your audience and boost your credibility.
By combining these strategies, you'll create a comprehensive video marketing approach tailored to meet the unique needs of your healthcare business.
References (5)
[1] Creating Compelling Content for Video Marketing: https://blog.hubspot.com/video/how-to-create-compelling-content-for-video-marketing
[2] How Video Marketing Statistics can Improve Your Marketing Strategy: https://www.memoryblue.com/blog/video-marketing-statistics/
[3] How Video Marketing Can Help Boost Conversions: https://www.vidiise.com/video-marketing-custom-landing-pages
[4] How to Use Video Marketing to Boost Reviews and Increase Trust: https://videofier.com/video-marketing-tips/boost-reviews-video-marketing
[5] Video Marketing Tips for Healthcare Providers: https://www.surveygizmo.com/blog/video-marketing-tips-healthcare-providers
- Incorporating science into educational videos can help build credibility and trust with potential patients, as informed and evidence-based content demonstrates expertise and dedication to health and wellness.
- A holistic approach to video marketing in healthcare, encompassing both promotional and informational content, aligns with the modern concept of wellness, addressing patients' needs for knowledge, empathy, and personal connections.
