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With the advent of new technologies and social media channels, people are now more inclined to video content rather than written content. A Statista report states that video marketing has become one of the best and most effective digital marketing trends for reaching a global audience. There are over 3.1 billion digital video viewers globally, making it an ideal tool for marketers to reach their target audience.
With video being a powerful tool for engaging audiences, it’s no wonder that healthcare organizations are increasingly adopting this medium to optimize their digital marketing strategies and improve their outreach. If you’re looking to boost your digital presence and create stronger connections with patients, healthcare video marketing is your gateway to success.
What Makes Video Marketing More Effective for Healthcare Brands
1. Better Patient Education
Imagine trying to explain a complex surgery like knee replacement using just words. It's tough, right? However, an animated video can visually explain the entire process to patients easily.
By simplifying medical jargon and showing real-life examples or patient testimonials, healthcare brands can empower patients to make informed decisions about their health.
For instance, a step-by-step video demonstrating how to change a wound dressing can help patients do the process themselves. These types of video content can establish your brand as a trustworthy source of medical information.
2. Increased Engagement
Let's accept the fact that people love watching videos more than reading paragraphs. Would you rather read a dry, text-heavy article about the benefits of meditation or watch a short, engaging video with step-by-step guidance? The choice is clear.
According to HubSpot, 92% of marketers have seen effective results in capturing and retaining viewers' attention through video content. When people engage with your videos more frequently, they're more likely to remember your message and take action.
3. Increased Click Through Rates
Ever clicked on a video thumbnail out of curiosity? We've all done it.
Studies have revealed that after watching a video, website visitors are 64 percent more likely to buy a product or avail a service. A video can increase click-through rates by 2 to 3 times, which means more people will see your content, and more importantly, they'll stick around longer.
For example, a short video explaining the benefits of a new treatment can influence potential patients to learn more about your services.
4. Humanized Brand
Videos are a fantastic way to put a face to your healthcare brand and manage your brand’s online reputation. Share patient testimonials, introduce your team, and give viewers a behind-the-scenes look at your facility. This helps make your practice more approachable and builds trust.
5. Improved Brand Awareness
Videos are highly shareable, and they can help you reach a wider audience in a short span of time. When people find your videos insightful, they're more likely to share them with their friends and family, expanding your reach and building brand awareness.
Consider creating short, informative videos that can be easily shared on social media platforms.
Read more: 6. Cost-Effective Marketing
While producing high-quality videos may require an upfront investment, it is worth considering the long-term benefits. Once you create a video, you can repurpose it for various platforms and channels, extending its reach and maximizing your return on investment.
Besides, you can optimize your video content for search engines to generate organic traffic and leads. Google also prioritizes pages with video content primarily because of a better user experience. As a result, it increases the chances of your website ranking higher on the SERPs, saving expenses spent on paid advertising.
7. Accessible and Inclusive Digital Marketing
Healthcare brands can make the videos accessible to everyone with the use of captions, transcripts, and audio descriptions. Therefore, those with disabilities can also consume the content. When a healthcare brand shares inclusive content, it builds a positive image in the community as a reliable source of medical information.
How to Enhance Your Healthcare Video Marketing Strategies
1. Identify and Understand Your Target Market
To create an effective healthcare digital marketing strategy, first you need to understand your audience. Identify their demographics, needs, and goals to personalize your content. Knowing why your audience should watch your videos will help you create content that resonates with them.
In addition, you should perform competitor analysis & research to understand what your competition is doing and curate your healthcare video marketing strategy in a way that you stay one step ahead of them.
2. Create Impactful Content
In video marketing, content is king. Ensure your videos are informational, educational, and entertaining to capture the attention and emotions of the audience. To create impactful content, develop a plan for how the video should look, what parts it should contain, etc., and then work on content.
3. Keep It Short Yet Impactful
Long videos usually have lower retention rates. According to studies, approximately 5% of viewers drop off after one minute and 60% after two minutes. So, focus on creating short, explainer videos like demonstrating home exercises or explaining a medical condition.
While short-form videos generally perform better, long-form content is also effective when it delivers valuable information. Focus on creating engaging, solution-based content that holds viewers' attention throughout.
4. Follow the 3-Second Rule
With an average attention span of 8 seconds, making a strong impression in the first 3 seconds is crucial. Your videos should have strong, compelling hooks with problem statements that quickly grab viewers' attention and convince them to keep watching.
5. Include Subtitles
Many viewers prefer watching videos on mobile devices with the sound off. Adding subtitles ensures that your content is accessible and engaging, even for those with disabilities like hearing impairment. This small addition can significantly increase your video’s reach and effectiveness.
6. Optimize for SEO
Effective SEO practices can enhance your video’s visibility. Use relevant keywords in the content, titles, descriptions, and meta tags to make your videos more searchable. Optimize your content for mobile viewing, as more people watch videos on smartphones and tablets.
7. Use High-Quality Thumbnails
Thumbnails are the first visual impression of your video, and a high-quality, eye-catching thumbnail can significantly impact your video’s click-through rate. Create clear, high-contrast, thumbnails that align with your branding.
8. Create a Clear Call to Action (CTA)
Every video should end with a clear CTA, which will guide viewers on what to do next. Whether it’s visiting your website, subscribing to your channel, or scheduling a consultation, a compelling CTA can drive the desired actions from your audience.
9. Use High-Quality Music and Sound Effects
Music and sound effects enhance the mood and emotional impact of your videos. Choose music that complements your message and helps build brand recognition.
Also, use high-quality audio and video to create the videos. Videos with poor audio or video quality have lower retention rates.
10. Choose the Right Platform
Distribute your videos across your website and social media platforms. Incorporate videos on relevant web pages, share them on social networks, and include them in email marketing campaigns. Consider writing a blog post where you can embed your video, making it more search engine friendly.
Leverage Mirra’s Advanced Healthcare Marketing Services
At Mirra Health Care, our approach combines robust data and predictive analytics with compelling digital storytelling to optimize every consumer touchpoint experience.
We offer brand-centric end-to-end healthcare digital marketing solutions that enable precise targeting at various stages of the sales funnel. Our advanced analytics provide valuable insights, while our technology and tools engage and convert leads, ensuring consistent revenue growth for Health Plans.
Digital Marketing Strategy & Creation
We craft data-driven digital marketing strategies that align with your healthcare brand's goals. From targeted ad campaigns to strategic planning, we help you reach your audience effectively and drive meaningful engagement.
Content Strategy & Creation
Our content experts develop compelling content that resonates with your audience. We create informative and engaging materials tailored to your healthcare services, ensuring your message is both impactful and relevant.
Graphic Design
Our talented graphic designers produce visually stunning and brand-consistent graphics that capture attention and communicate your message clearly. Enhance your visual identity and make a lasting impression with our expert design services.
Video Creation & Motion Graphics
Bring your healthcare brand to life with dynamic video content and motion graphics. Our video creation team produces high-quality videos that engage and inform your audience, enhancing your brand's visibility and appeal.
Complete Social Media Management
From content creation to community engagement, we manage your social media presence comprehensively. Our strategies ensure your healthcare brand connects with its audience, builds relationships, and drives conversions.
Search Engine & App Store Optimization (SEO/ASO)
Optimize your online presence with our SEO and ASO expertise. We improve your website's search engine rankings and enhance your app’s visibility, helping you attract more patients and increase engagement.
With our holistic brand-building frameworks and specialty digital marketing recommendations, we create go-to-market initiatives that drive performance and success. Partner with Mirra to optimize your healthcare video marketing strategy and achieve your goals successfully. Contact us now! *Majidi, M. (2024, June 24). Video advertising and marketing worldwide - statistics & facts. Statista.
