The Internet is video-rich. By some estimates, half of all the traffic online is in video format. And, healthcare marketing is increasingly embracing video as a means to effectively and efficiently tell its story.
At nearly every point along the medical delivery continuum, hospitals, service lines and doctors’ offices can take advantage of the proliferation of broadband, the wide availability of Wi-Fi, Internet-connected tablets smartphones, and the relative ease of use of quality digital photography.
But the great strength and popularity of various video forms is not due to technology alone. The power player in this equation is the human brain. About 90 percent of what goes into our mind is visual, with up to half of our mental power devoted to processing visual messages.
As a result, visual elements (still, graphics, and video) are processed 60-thousand times faster than text. People “get it” more quickly, they retain information more readily, and they respond better when visuals are in play.
As never before, video needs to be part of your marketing plan. The following ideas represent a “creative starter kit” to help inspire new ways that video can magnify your marketing effort big time.
Our list is open ended, and we welcome your notes and suggestions about additional uses of video to present fresh or refreshed content. Ask yourself, where and how can video messages have impact:
Cost considerations for video production and equipment have fallen. But the greatest economy is in the versatility of video uses and placement. Simply, create video content once and you get extended mileage by using it in many ways and via multiple placements.
Some important tips about using video…
Regarding that last tip, audiences are sophisticated in their viewing expectations. State of the art digital equipment has simplified video photography, but sometimes a “do-it-yourself” approach can produce a less-than-professional product. For public broadcast commercials, high visibility postings and other key video applications, it pays to have your video produced by healthcare marketing experts.
Video content is both popular with audiences and, when used online, with search engine visibility, especially when you have the assistance of a healthcare SEO agency. Your marketing leverage comes from creating and maintaining several interrelated and connected online locations to amplify your message and audience reach.
Including video elements in your healthcare marketing plan extends your branding message, attracts and retains new patients, makes positive contributions to the patient experience, strengthens outcomes and enhances your professional image.
Lonnie Hirsch
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.
