Tips on Using Video in Promoting Your Healthcare Business.
The rapid development of technology has forced every business to go online, including the healthcare industry, because that’s where the consumers are. According to the Pew Research Center, 77% of people use the search engine when looking for a healthcare service. How important is video marketing for your healthcare business?
Furthermore, the same research found that when having a health problem, one in three adults will go online to look for more information about the disease; 47% of users will search for information about the doctors, while 38% will immediately search for the hospitals.
Those statistics mean that if you still aren’t fully focused on your digital marketing effort, you’ll be left behind because the consumers prefer healthcare providers they can find online. If you’re currently implementing digital marketing without much success, maybe you need to shake things up.
Why Video?
Try using video in your marketing campaign. It’s the simple fact that 72% of consumers prefer to learn a new product or service by watching a video about it. As marketers, your job is to fulfill what the consumers want.
If you’re still unsure how to make useful and informative promotional videos for your healthcare business, read through this article, and maybe you’ll come up with a new idea or two.
Create Valuable and Useful Content.
The more valuable your content is, the more likely people will share it. That’s just the rule of thumb. Create videos that give real and concrete solutions to the problems that your audience might have.
One example of valuable video content comes from The Mayo Clinic, an academic medical center, which creates a weekly video series about healthy food recipes. This kind of video gives a solution for the audience who wants to eat delicious yet healthy meals.
Each week, the audience would tune in, and some would even bring their friends along, growing the viewer base of the series even bigger. This resulted in higher brand visibility for The Mayo Clinic.
Compile a Story From Your Customers.
What’s more powerful than honest reviews of a product from its customers? Not many come to mind. A study by Slideshare revealed that customer testimonials and case studies are two of the most effective content marketing tactics.
Why do testimonials work so well? Because it’s not a paid actor that says good things about your company, but it’s the real customers with real stories. In the customers’ eyes, testimonial videos are not advertising. They come across as more genuine and trustworthy.
Compile a video containing the best stories from your customers, like this video from the University of Pittsburgh Medical Center (UPMC). The video tells the stories of Bob and Gary, the health problems they had, and why they chose UPMC. If your customers have had a great patient experience, then they will tell their friends and co-workers. Positive referrals also help grow your healthcare practice.
Relate to the General Audience.
If you’re new to digital marketing and want to amass as many audiences as possible, create videos appealing to the general public and the audience can relate to. To do that, think of the things that people experience while in the hospital.
Take notes from this heart-warming video from Cleveland Clinic. The video takes place in a hospital, where they show the story of each person on the video, from an old lady who’s been waiting for a new heart donor, a kid who’s visiting her terminally ill dad for the last time, to a hospital staff who’s going to be a father for the first time.
This kind of video is relatable for the general audience, from kids to older people. This way, you’ll gain more viewers, which means more people will know about your healthcare brand.
Create Animated Explainer Videos.
Just like its name, explainer videos are great at explaining complicated matters simply and engagingly. Sometimes, the scientific side of the healthcare industry is too complicated to be explained with normal video. That’s when animated videos come into play.
Take a look at this explainer video by Clearlyderm, a clinic chain that offers medical, surgical, and cosmetic dermatology services for people of all ages. Many teenagers and young adults have acne problems, but getting acne treatments can cost too much or take too long to wait.
With this video, Clearlyderm shows how you can easily get acne treatment at an affordable price, easy procedures, and quick waiting time.
Don’t Be Too Serious.
Health problems are a serious issue, but that doesn’t mean that you have to be serious all the time. Patients also need a good laugh every once in a while. Create videos that bring smiles to their faces and take away some of their pains.
In 2010, the University Medical Center (UMC) decided to publish a fun music video to promote its safety campaign, featuring funny dances and moves from some of its employees. This kind of video is a good way to build a good rapport with the customers.
What’s the Takeaway?
The emergence of YouTube as the second most popular website globally is a solid and clear indicator that video marketing is taking over the digital marketing world. Currently, there’s no other marketing tool as powerful as videos.
As a business owner or marketer, you need to understand this simple yet powerful fact and start implementing videos in your marketing campaign. Remember these tips and tricks before creating video content for your healthcare business:
- Create valuable videos that give solutions to the customers’ problems.
- Genuine testimonials are the most effective content marketing strategy, according to research.
- Create content that the audience can relate to.
- Use animated explainer videos if your product or service is a little complicated.
- Don’t be so serious. Sometimes funny videos and parodies would stand out in the sea of promotional videos.
With that being said, following the video-making tips in this article wouldn’t guarantee you instant success. Consistency is key. Just keep creating videos and keep testing what content works for you and what doesn’t.
Until you’ve found the right formula, don’t waste your money on pricey video agencies. Create your own videos using these awesome yet affordable video-making tools and platforms. Click on the link to find out more about 100+ tools to help you craft engaging videos.
Andre Oentoro
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- Tips on Using Video to Grow your Healthcare Practice - 10/21/2019