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A Guide to Incorporating Video into Your Healthcare Marketing

By Stewart Gandolf, Chief Executive Officer

man in wheelchair checking mobile phone videoWhen it comes to online content, video is king. YouTube is now the second-most widely used search engine in the world, so there’s no question that this mode of media is preferred amongst many. Your prospective patients may be more likely to watch a video than read an explainer article or browse your website.

Healthcare practices, hospitals, and other healthcare organizations are already taking note of this preference, using video to help more patients get the care they need. And a lot of that begins with the right video marketing strategy.

The Stats on Video in 2019

According to a survey by Wyzowl, 87% of businesses now use video as a marketing tool (up from 63% in 2017). And 83% say it gives them a good return on investment. That means you’ll see more and more businesses using video to compete in your marketplace.

Hubspot recently concluded that vertical video is more important than horizontal video, as this is the direction in which most of us hold our phones. And mobile-optimized content is more important than ever before. Today, more people are using their phones to browse the internet than desktops. And yes, that includes making major decisions about their healthcare.

How Video Is Changing Healthcare

Video is quickly changing the healthcare industry in some major ways. Of course, there’s the rise of telehealth and telemedicine. More and more practices and hospitals are adopting this technology to help patients get the care they need quickly without coming into the office. 

Some patients seek out this service outside their doctors’ offices, using services like Amwell instead. That means you’re likely competing with companies that have found a way to make video central to their entire business.

Video is a major tool for social media, which means a lot of people are getting their healthcare information from videos shared with their friends and peers. Many healthcare organizations try to counter the spread of misleading or inaccurate information by contributing more valuable video content to sites like Facebook and Instagram.

Some Ideas for Marketing Your Healthcare Organization with Video

We highly recommend hospitals and practices that can get into telehealth take advantage of the opportunity. There are huge benefits to allowing patients the flexibility to arrange appointments on their time, and you’re likely to see better patient retention because of it. 

Otherwise, doctors can use video to post educational content on their websites or social media feeds. Some doctors, like social media’s Dr. Sandra Lee (@drpimplepopper) have found ways to become well-known in their fields through video.

Not every practice, hospital, or organization will have the same success. But nearly any healthcare business can benefit from incorporating video as part of a larger marketing strategy.

Get the Most from Your Healthcare Marketing Strategy with Video

You can expect more from your healthcare marketing strategy if you incorporate video into your ads. This goes beyond television advertising (although, done right, this strategy can be highly effective).

Video is king when it comes to social media advertising. When movement appears in someone’s news feed, they are likely to pause and consider what they’re seeing. 

You don’t have to be a professional videographer to make a video advertisement for social media. You can use a quick video with patient testimonials (provided they sign off on it). Or, you can use apps like Lumen5 to animate your messaging in a way that’s appealing to a modern audience.

Work with an Experienced Healthcare Marketing Agency

Creating a video advertisement, however, is only half the battle. You then have to know how to effectively share your messaging with the local population. A paid social media strategy can reach your target demographic, as can brilliant creative work from people who make these videos every day.

Work with an experienced healthcare marketing agency if you want to boost your online video ads and see a return on your investment. Call the digital marketing team at Healthcare Success at (800) 656-0907 today.

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