How To Use Video Marketing For Your Healthcare Practice

Many different industries and businesses have incorporated video content into their marketing efforts. About 74% of marketers agree that video has a soaring return on investment (ROI) than static images, making video marketing worth the budget.

The medical sector shouldn’t miss this enormous opportunity to use videos as marketing instruments since online video consumption continues to grow. Nearly 3.5 billion internet users will watch and download video content in 2023.

If you’re still unsure where to start, this article will help you better understand video marketing practices for the healthcare industry. Keep reading to find out.

Why Video Marketing Matters for Your Healthcare Practice

According to a recent study, along with Facebook, video-sharing platforms like YouTube remain the most trustworthy social channels for finding medical information online.

(Statistic and Image Source)

The same research reveals that social media helps patients make health-related decisions. Around 80% of them use social channels to discuss with the community and medical experts, finding answers to their personal experiences.

While patients enjoy browsing health-related information online, videos have immense potential to help you grow your healthcare business. Video content offers competitive edges for medical practitioners to leverage their marketing performance. Here are several reasons why you should invest in video marketing.

Communicate from Heart to Heart

Understanding medical information needs extra focus sometimes, mainly when it's only conveyed through pictures and texts. Alternatively, videos provide a way for you and other healthcare professionals to simplify complex information in a more relatable manner.

Patients can directly see and hear the doctors' explanations, making the information more straightforward. This approach builds trust and a sense of connection within the community, preventing future misunderstandings.

Educate the Community

Even better, healthcare videos do more than just simple communication. Patients can unlock more educational insights from video content as you break down complex medical concepts into understandable visuals and simple voice-over explanations.

Let’s say you’re spreading awareness about orthopaedics and want people to understand the pros and cons of different treatments. If you wrote this information in a long academic essay, people with no medical background might find it difficult to understand.

However, they can comprehend the details easily if you present the information in short and visually appealing videos. People can also watch these online videos anytime and anywhere they want. This strategy helps them navigate information and make decisions about their health conditions.

Share Information with More People

The power of technology trends and social media has unsealed abundant possibilities and removed boundaries. Before, you could only reach a local audience near you with conventional marketing like brochures or newspaper advertisements.

But now, you can communicate with anyone anywhere through the Internet. Interestingly, people share video content 12 times more often on social media than pictures and texts combined. Extend to a wider audience by uploading online videos about healthcare practices.

People who find your content compelling and valuable will share it with others. Videos empower you to share medical information with more people. This way, you can foster positive branding in the healthcare industry and build authority around your expertise. You can leverage video marketing tools to create engaging videos for your healthcare practice.

Content Ideas for Healthcare Videos

Limitless options exist when it comes to healthcare videos. Try experimenting with your creative mind to find one that best suits your vision.

Here’s a list of common video types used in the medical sector.

• Informational Content: Creating informative videos takes a little effort in the medical domain. Record yourself while talking about your knowledge and expertise in healthcare. You can share about specific health conditions and treatments, but remember to deliver the information using simple terms. Patients might misinterpret your intent if the explanation sounds like a lecture.
• Health Tips and Advice: Health tips videos might be your favourite if you want to add extra fun to your content. Share tips for maintaining a healthy diet or lifestyle and link them to your experience. You can also discuss common health-related myths, such as knuckle cracking. Provide advice to prevent common illnesses and manage chronic health conditions.
• Patient Testimonials: Film videos with your prior patients to showcase their recovery journey. Authentic testimonials from patients help you build a genuine reputation in the healthcare industry, as they demonstrate the effectiveness of your medical practices. Highlight how your patients fought back their pain to be as healthy as ever. This kind of video also motivates people experiencing similar health conditions.

Healthcare Video Marketing Strategy

Finally, had a light bulb go on in your head? It's time to step further into healthcare video marketing strategy. Here are some actionable best practices to uplift your healthcare marketing endeavour.

Explore the Creative Elements

Healthcare is a serious topic; even most people might feel nervous to see a doctor. However, it’s not an alibi to make dull healthcare videos. The number one rule in any marketing strategy is to create content that grabs attention.

Emphasize the creative elements within your videos, and use animations or other motion visuals if necessary. Remember when the pandemic hit? Do you want to see realistic imagery of the Coronavirus from a microscope? Guess not, as people are more concerned with preventive solutions rather than scaring themselves with virus pictures.

In that case, creating an animation video showing how to wear a mask and sanitize your hands is a way better option. Adding creative elements to healthcare videos helps eliminate negative emotions and makes people focus on the positive information.

Additionally, you can build a community by creating a Facebook group and share your video content there.

Experiment with Durations

Keep your video brief; many video marketing gurus might tell you this as an ace card to success. While the brevity strategy often works in most cases, it’s not a one-size-fits-all solution. Doesn’t it seem strange that people skip your two-minute video when they can happily binge-watch two-hour movies?

You could say it’s not a head-to-head comparison; movies have their appeal. That’s arguably true, but it’s more about attention span than duration. From movies, we learn that people are willing to spend time and put their attention on watching long-form videos. This insight is crucial as you’re creating video content for marketing purposes.

Suppose you run a fitness and wellness campaign by producing home exercise videos. In that case, you have to consider making the video longer since you need to demonstrate each step. Meanwhile, you can keep your video under a minute if you want to share quick and fun facts about healthcare.

Try experimenting with your video timing, even though following the existing template is tempting. Ensure the duration aligns with your video types and formats because it greatly affects the overall quality. Keep your video relatable and interesting. Keep it snappy if possible, but never sacrifice value over concision.

Placement is Key

Assuming you’re done with the video creation process, here comes the fun part. Placement plays a pivotal role in any marketing campaign. Devote your time carefully researching each social media platform before uploading your healthcare videos. Optimize your video if you want to feature it on your website so people can find it easily through search engines.

Video dimensions and resolutions are other reasons why placement becomes so essential. Ensure you understand every requirement before posting videos online. Here’s an example: creating vertical videos with a 9:16 aspect ratio allows you to upload to many different platforms at once, such as TikTok, Instagram reels, and YouTube shorts.

Each placement has its secret recipe for you to discover. What works on Facebook might have a different impact on Twitter and vice versa. Essentially, you don’t have to be the mastermind of every social media. You can focus on one platform and tailor your videos for better results. Or embed your medical videos into your email newsletters to boost leads.

Final Thoughts

The healthcare sector should immediately tap into the wellspring of video marketing perks. From simplifying complex medical information to sharing with a broader audience, video content significantly elevates your healthcare business.

Unlock your imagination when brainstorming for video ideas, especially for marketing purposes. Whether it’s informational content or testimonials, ensure it complies with your business personality and goals. Variative content also adds colour to your audience, making it less boring.

Video marketing is a dynamic field, so keep a keen eye on the latest trends. Don’t hesitate to be explorative and experimental with your video content. Conduct A/B tests if needed to find the one that fits you best. Most importantly, consider the proper placement to swell your video marketing performance in the healthcare ecosystem.

About the author

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

• LinkedIn: Andre Oentoro
• Email/Gravatar: andre@breadnbeyond.com
• Instagram: andre_oentoro
• Twitter: andreoen

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Tags: Health Care, Digital Marketing, Online Marketing, Video Marketing, Guest Post