By Stewart Gandolf
Chief Executive Officer
Our readers tell us that they love to look over the shoulder of others. It’s a high priority to get a peek at what colleagues (and competitors) are doing in medical marketing. Today’s “video roundup” is a widely diverse sampling of US and international healthcare marketing messages.
Influencing Patient Behavior: Video can be a medium to inform, educate and to influence positive behavior and lifestyle changes. This National Health Service (UK) video, I Like What You Like, effectively touches all those purposes. It is suitable for use as a television commercial, as a featured on a health information website, and as a YouTube video.
Versatility of Purpose. Consistency of Message: Healthcare Success produced this 30-second medical commercial for Maryland Pain Specialists. The creative approach emphasized what active adults want to enjoy in a pain-free lifestyle. Television video can quickly present benefits when presented on a website or on a YouTube channel.
Staff Visibility and Recognition: Meet the Marketing team at Lakeland HealthCare (St. Joseph, MI). This creative short video presents the faces and credentials of the hospital marketing team. These are the people who are often “behind the scenes,” but are mainly responsible for telling the facility’s story, talking with the news media and meeting patients and the public. In trade talk, this video would be called “PR for PR,” and nicely done, too.
Caring, Compassionate and Cheery Message for Patients: The fun folks at Hadassah Medical Organization (Jerusalem, Israel) created this in-house production. Titled Get Well Soon, the singers and dancers are, we suspect, not professional entertainers. But in less than three minutes they provide an entertaining, pick-me-up message. This version resides on YouTube, and it’s an endearing message for all Hadassah Medical patients. What’s more, this is the sort of fun video that anyone could send to a sick friend anywhere.
A Bit of Advice: A Creative Way to Meet the Doctor. The typical doctor’s Curriculum Vitae (CV) is dry reading and poor video material. Bayhealth Medical Center (Delaware) steered clear of a credential recital in creating warm and personal meet-the-doctor videos. Bayhealth’s Bit of Advice video series showcases doctors in personal and candid presentations. They asked physicians to consider what they would tell their patients if they could give just one piece of advice. The resulting material is engaging for both the physician and the consumer.
For more on this topic, click through here to our free, six-part instructional series: Healthcare Video Marketing Secrets.