Healthcare Marketing: Using Video to Reach Your Audience

On the internet, those in the healthcare industry must go up against global brands to reach customers on multiple platforms. From providing information and healthcare resources to connecting and engaging with patients, video marketing is a valuable tool for those in the healthcare industry. Before launching a healthcare video marketing campaign, however, there are important details that need to be considered.

Goal of Video Marketing for Healthcare

Recent statistics indicate that the use of video within a marketing strategy results in increased brand exposure and confidence. The same is true for healthcare practices, as video content is used to enhance audience engagement and rank higher in SERPs. According to Business2Community, companies with a video on their landing page have more than a 50 percent chance to earn a page 1 ranking in Google. Prior to creating a healthcare video marketing campaign, it’s necessary to identify specific goals for each piece of content and plan to track results with analytics.

Targeting an Audience

In the healthcare industry, there are plenty of topics to cover, but without knowing who your target audience is, it’s impossible to create relevant content. Unlike brands using video marketing, healthcare companies tend to have a wider audience since healthcare information applies to everyone. In fact, studies show that approximately 1 in 3 adults in the United States turn to the internet to learn more about a medical condition. That being said, most healthcare organizations are diversifying their strategies by using video marketing to provide information on multiple platforms.

Informational Videos

Of all video marketing tactics, companies in the healthcare industry find the creation of informative videos, such as disease and disorder guides, useful for patients. From conducting interviews with medical specialists to providing an eye-catching introduction to common diseases and conditions, healthcare videos offer viewers useful information while increasing brand awareness and confidence. According to Google Think, approximately 1 in 8 patients use online video to research hospitals, health insurance, and health information.

Blogs & Social Media

Blogging has become a primary method of customer engagement on the internet. For those in the healthcare industry, creating a video blog, or simply adding video content to an existing blog, is an effective way to increase patient interest in healthcare-related content. To maximize the reach and encourage social sharing, video content should not only be published on blogs, but on social media platforms and in major video directories like YouTube as well. Though it is not a very popular tool as of yet, researchers are seeing a rise in the use of personalized healthcare tracking programs, which may become a key component of patient engagement in the future.

Healthcare Video Marketing Present and Future

Above all else, healthcare companies need to recognize the soaring use of mobile devices to find information. It’s estimated that by 2016 the majority of video views will originate from mobile devices. Given this information, companies in the healthcare industry need to ensure their video content is accessible via mobile devices. Without taking this important step, companies run the risk of losing their target audience’s interest.

What other video marketing suggestions do you have for healthcare companies?

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Resources

Creating a video doesn't have to be complicated. Here are a few resources to help you along the way.

  • New to Video?

    A first timer's guide to
    producing video.

    Get the Book
  • How Much is
    a Video Worth?

    A complete guide to
    calculating the ROI of video.

    Get the Book
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