Seize the Power of Video for Healthcare Marketing

Remember not too long ago when the phrase, “Content is king” had everyone with a website all a-buzz? Simply posting a new blog post populated with keyword phrases almost guaranteed Google would find your business and rank your website above competitors who were slow to keep their own content refreshed.

Today, content is still king, but it’s even more impactful when it comes in the form of a video. To be sure, video content isn’t just for YouTubers anymore. It’s for businesses who want to stand out in the crowd, including those in healthcare industry. If you’re not using video in your healthcare marketing strategy, you’re going to end up lost in the shuffle, behind the times.

Why is video so important to healthcare?

We wrote about how an overwhelming majority (upwards of 80%) of patients searching for healthcare providers begins with an online search. If your organization has a strong online presence, you can be the go-to resource for common questions about procedures, protocol, symptoms, and other applicable topics. You can build this strong presence and reputation through short healthcare videos that are not only informative but serve as a valuable marketing tool, as well. 

• Over 500 million people watch Facebook videos on a daily basis.
• More than 90% of businesses gain new customers from branded video content.
• The average American spends nearly 7 hours a week watching online videos. 
• Video is the top source of information for more than 65% of people. 
• Americans spend an average of about 5 hours and 30 minutes a week watching videos from their mobile phones.
• Over 80% of all businesses are now using video as part of their marketing strategy.

Source

And perhaps the most persuasive statistic of all: Businesses who use video for marketing grow almost 50% faster than those who don’t. 

Healthcare marketing videos can help you target your ideal age demographic

You may have guessed correctly if you assumed (based on your teenager’s habits) younger age groups spend more time watching online videos than anyone else. On their phones alone, adults ages 18-34, spend nearly 2 hours a week watching short videos. These informative, educational, and entertaining videos last anywhere from just 15 seconds to 3 minutes each. That means people in this age group are watching an average of 80 videos a week! 

The next age group—men and women ages 35-49—aren’t far behind with an average of 79 minutes a week. And, adults ages 50-64 watch about 48 minutes a week. Finally, ages 65 and over watch 24 minutes of video each week. So, if you’re not reaching your target market through this powerful platform, you’re missing out on the hottest way to grow your healthcare business. 

The big question is: What type of content should you put in your healthcare marketing videos?

Use videos to educate, answer questions, and build relationships with current and future patients

Start with short, personal, welcome videos. Add in some patient testimonials and success stories, and answer common questions about your organization, insurance, best practices, or any other frequently discussed topic. Here are a few ideas:

Introduce your team with provider profiles

In most major healthcare verticals, a patient’s quest for a new physician begins with an online search. Team member profile videos are a great way to highlight expertise and years of experience. These types of videos can also help establish credibility and highlight state-of-the-art treatments and providers who are leaders in their field. 

Introduce your facility and specialties in welcome videos

A welcome video adds a personal touch that can make your healthcare organization stand out among competitors in an online search. Try creating a short, conversational video that introduces your facility to prospective patients. You can give a virtual tour, note your specialties and services, or highlight one of your convenient locations—including the fact that you offer virtual visits or telehealth consultations.  

Welcome videos let patients know what they can expect when they come to your office, from professional and environmental perspectives. If your building is state-of-the-art, comfortable, or conveniently located, your online audience can gather that from your series of welcome videos. 

Offer patient success stories and testimonials

Patient success stories and testimonials are often outstanding forms of endorsement for your healthcare organization. Compelling stories of satisfaction for care received, recovery, and bedside manner can influence prospective patients in a positive way. They’ll see themselves in those success stories and favorable outcomes and associate that with your physicians and facilities. 

With permission from patients and following all HIPAA guidelines, you can create videos that highlight patient success stories and help grow your business. 

Provide expert answers to common healthcare questions

Create informational videos about specific conditions or procedures. When people are searching online for particular symptoms or treatments, they’ll be able to find answers to their questions in your short, authoritative videos. Link these videos from social media platforms to your website to drive traffic there, as well.

Where do you post your healthcare marketing videos?

As you’ve most likely gathered, healthcare marketing videos and social media go hand-in-hand. Does your organization have an Instagram profile or a Facebook page? These platforms are two good places to start, depending on your target audience, as noted above. 

A few Facebook statistics to get you started: 

• Facebook has nearly 3 billion active monthly users worldwide, with the largest demographic between the ages of 25 and 35 years old. 
• Approximately 7 out of 10 adults in the United States use Facebook.
• 82% of college graduates have Facebook accounts.
• 75% of FB users have an income of more than 75 thousand dollars.

When it comes to advertising, 75% of Facebook users visit a local business age at least once a week. That business could be yours, and this audience could find you through one of your informative videos. In this day and age, you’d be remiss to not incorporate videos into your marketing strategy for 2022 and beyond.