The Healthcare Industry is witnessing an unparalleled phase of expansion and vitality. It is a phase of radical revolution due in the wake of digital transformation. Digital transformation has opened up enormous unique opportunities that were unimaginable until a few years back. These digital trends are bringing companies and individuals together. Data is the starting point of the digital revolution. These data are then transformed into relationships.
This blog is all about healthcare digital communication, especially healthcare video marketing.
Here are some numbers that alone demonstrate why video is the most effective marketing medium in the digital age:
- More than 5 billion videos are viewed on YouTube every day;
- 78% of online users watch at least one video every week. And 55% watch one every day;
- When it comes to video, 55% of people pay more attention than any other type of content;
- When viewing a video, the average user retains 95% of the message it contains; this percentage goes down to 10% when we talk about the text;
- About 100 million hours of video watched every day on Facebook;
- 82% of registered Twitter users consume video content constantly;
- On Instagram, posts containing video record 38% higher engagement on average than posts containing images;
- 54% of consumers say they want to see more videos from the brands they follow and support.
This collection of data proves one thing: video is the most effective tool for healthcare marketing. It’s even more accurate for this sector, which is intimately involved with consumers as part of their daily lives. Thus, healthcare video marketing is much more effective and should be included in your healthcare marketing plan.
It’s easy to assume that creating videos requires a Hollywood budget with professional lights, cameras, and effects, but that’s just not true. While a little production value can certainly go a long way to helping your videos look more professional, you can still create captivating footage with your smartphone. The award-winning director proves this very point by filming a feature-length film on an iPhone that you can watch on Netflix. So to help start your journey of incorporating videos into your practice marketing, we have outlined a few suggestions for the types of video content you can consider making:
“About the Team” Videos
This is perhaps the simplest place to start. Record a short video introducing your team to visitors to your website. This goes a long way in familiarizing any potential new patients with your practice and helps build trust in the process. Just find a nice backdrop like your office or waiting room and start introducing yourself genuinely like you would if you were meeting in person. This video does not need to be long or even scripted; as long as you keep your introduction warm, inviting, and professional you have hit the mark.
When a patient views your website, specifically the ‘services’ section of your site, they are often looking for answers. They want to learn a variety of things such as the cost, will the treatment cause pain, or what the recovery time looks like. They are curious to learn these things and though you may do a fine job explaining a lot of this in text form through your blogs or website, a video is another simple and effective way to help share this information in an easily digestible way. This may be something you consider for some of your more common treatments or procedures, especially if you are routinely getting these types of questions from your patients. These videos can also be shown to patients who are seeking treatment, and possibly help improve case acceptance.
You already know that as a healthcare professional, the general public trusts you as a reliable source of information about their overall health & wellness. As such, feel free to use your website or social media as a platform to educate the public on a variety of healthcare-related topics you know they are curious about. Sharing useful information about current events in healthcare, new studies or treatments being offered, or combatting common misconceptions in medicine are all great ways to help your patients learn something new while also building trust as a healthcare professional and thought leader in the process.
This is not too dissimilar to the “About the Team” video we discussed earlier as it also grants your current and prospective patients alike the opportunity to learn a little about your team. And in this case, you might find yourself having a little more fun with the process! Many doctors have embraced the opportunity to showcase their practice’s culture through video, and they’re often very entertaining, fun, and memorable. Whether you and your staff are celebrating a birthday, holiday, or just the end of a long week – you can use these videos to help capture the culture of your practice and make its viewers feel like they know you a little better.
Publishing Your Videos
Once you recorded your first video, the next step is to show it off to the world. One of the easiest, and most effective, ways to do this is by uploading your video to YouTube. And embedding YouTube videos on your site is an extremely effective way to improve your search engine rank.
In Conclusion :
Once you have made your first few videos to showcase on your website, you will see the impact of the positive exposure it has on your practice and you will want to make more. Videos are such a great way to engage your website visitors with meaningful content, and they can be great fun to make if you are willing to make the effort.