Today, pretty much every industry uses (or should be using!) video marketing. The healthcare industry is no exception.
According to a report from HubSpot Research, 2019 is the year for video as a “holistic business approach”, meaning video content will be produced by all industries in a conversational, actionable, and measurable way.
Video on landing pages is capable of increasing conversion rates by over 80% (it’s eighty!), and the mere mention of the word “video” in your email subject line increases open rates by 19%.
When it comes to products, the numbers are even more notable: 4x as many customers would rather watch a video about a product than read about it.
For modern healthcare, video is a new way to simplify communication, convey complex information in a way that is more memorable and impactful, and essentially serves patients better.
According to Google Think, 1 in 8 patients have watched online video on various health sites.
They might have been looking for a clear and concise explanation of the disease.
Or searching for video reviews to choose the best dental office. Or simply googling an overview of the new clinic, to know what to expect.
The healthcare industry is vast, so it’s very hard to narrow the list of the best video types to just 5 examples.
But, here are the 5 videos that really bring healthcare marketing to a new level.
1. Explainer videos – Break Down Complex Information
An explainer video is a short 1 to 3-minute video that helps explain a complex subject in a short, compelling, and engaging way.
These types of videos require story-boarding, sound, and often a voiceover. The visual usually includes stock or custom video, 2D (vector-based) animation, and motion graphics (typography, animated logos, and other elements).
I get it, healthcare marketing is very tricky. You have a lot of technical jargon, compliance requirements, and privacy laws that limit your creativity and require you to speak to a viewer in a certain way.
It isn’t easy to find the right balance between all these limitations and the creative side of the video.
I really get it because I myself created healthcare explainer videos. I know it isn’t easy but the result is worth it!
Here’s the first example, courtesy of our own Sensei Marketing team. We created this explainer video for our client – LifeWIRE Anesthesiology.
“So, what does LifeWIRE do?” – you may ask. Their website says:
LifeWIRE is a patented communication platform designed for population management to empower healthcare providers to have on-going patient contact and insight through personalized, automated remote dialogue.
As the general public, we understand all these words separately but…not so much in one complex sentence. And that’s exactly why a short explainer video is a perfect solution for LifeWIRE.
For this video, we used the insanely effective content marketing strategy – storytelling.
There are many reasons why video makes content “stickier” in people’s minds. Studies show that our brains are “particularly attuned to stories”, and that stories of people overcoming problems are particularly irresistible to us!
So, in 3 minutes we tell the story of “Ted”, a very relatable persona who faces a common problem. Then we introduce the solution (you got it, it’s LifeWIRE), and finally, we show exactly how the technology works on Ted’s example.
Taking a complicated process like a doctor monitoring Ted’s health and prescribing medication through LifeWIRE’s tech, and breaking it down into a short video with colourful graphics and key takeaways, helps doctors, patients, and even investors of LifeWIRE work better together.
The video is bright, simple, and engaging. This marketing tactic does a much better job of explaining the service and enhancing customer experience than, say, another banal brochure.
2. Testimonials – Use Social Proof
A well-executed patient testimonial video hits all of the points that help people remember your healthcare brand. With this type of video, your main goal is to make a testimonial —and the subject of a testimony—trustworthy.
My piece of advice here is to encourage a relaxed atmosphere when you’re filming a testimonial video. Get to know your subject, show them that camera doesn’t bite, be prepared to take breaks if necessary to lower the pressure. You want your subject to speak naturally, so, please, don’t allow reading from a script.
What exactly to film?
- Provide credibility for your clinic/office/product and ease the mind of your patients by sharing video testimonials from past patients.
- Before-and-Afters, reviews from happy patients, will make your new patients feel more comfortable working with you.
Watch this great example by ClearChoice Dental Implant Center.
They managed to incorporate storytelling in the testimonial – and did it brilliantly!
First, they make us emotionally attached to Krista – the hero of the video, by showing her kids, and hard work she does.
And only then we hear the review from Krista, a couple of professional comments from her doctor, and her Before and After. I would trust a testimonial like this 100%!
3. Expert Videos – Educate & Build Trust
Do you still think there is no influencer marketing in the healthcare industry?
Well, we already proved it wrong in our blog post about 5 Examples of Influencer Marketing in Healthcare.
Now, have you ever thought that your doctors are really powerful influencers?
Your doctors are your experts, the most credible source of information to both patients and the general public.
Building a personal brand for your doctor is a real influencer marketing tactic.
Expert reputation always starts with educating the audience.
Do you have a complex issue, medical procedure or treatment that needs an explanation?
It’s time to introduce your doctor to the audience through expert videos.
Here’s a good example featuring Dr. Sebastian Fernandez Bussy, a pulmonary physician at Mayo Clinic in Jacksonville.
In this video, he talks about a new option for patients with emphysema, an alternative to invasive surgery.
4. “What To Expect Video” – Put Patients At Ease
Another way to use the influence of your doctors is to feature them in a “What to expect” video.
It may be a virtual tour of the hospital or private practice, or a walk through the treatment details.
It’s no secret that even a simple visit to the doctor can cause anxiety for patients.
It’s comforting for your audience to know what to expect during their appointment or procedure.
A “What to expect” video is a great way to educate patients about the treatment and explain what will happen during their visit.
By setting a patient’s expectations before their visit, you are positioned to meet or even exceed those expectations, and that creates a positive patient experience.
Sandstone Chiropractic in Texas sets patient expectations with a video “What is Different about Sandstone Chiropractic?”
Note how they literally walk you through your future visit – you see the clinic, you know what’s going to happen when you come in, and of course, you get to meet the doctor.
5. Share Healthcare Tips On Social
Love it or hate it, video has absolutely dominated social. According to a recent HubSpot Research report, 4 of the top 6 channels on which global consumers watch video are social channels.
What can you do on social in the healthcare industry?
Share general health advice because you care about the well-being of your patients!
You can use video to share tips on how to improve general health, stay healthy in summer, do exercises at home…
Have a look at the YouTube channel of US-based Mayo Clinic, it’s a brilliant example of great video marketing on social.
Making Mayo’s Recipes is a weekly content rubric Mayo Clinic posts on a regular basis.
All the recipe videos are focused on healthy ingredients to help viewers make better choices with their diet.
Because these videos are posted regularly, the viewers are motivated to come back for the update.
And if the content is good enough, they won’t just come back – they’ll share your content with their network!
What I especially like about this example is that it’s not just about health, it incorporates aspects of lifestyle, daily life for the audience.
It stays relevant no matter what and can be easily re-used in the future. Creating such evergreen content is a best practice in video marketing!
Also, don’t forget that you can also curate content.
It’s a great solution for those who are not yet ready to commit to custom video production. You can create a library of resources, a playlist on YouTube.
And of course, remember to re-use your existing content, don’t let anything go to waste.
We’ve looked at a lot of evidence that videos are perfect for the healthcare industry. There’s no better way to build connections with your audience, communicate your message, increase your brand reach, and enhance the customer experience.
Creating a great healthcare video is not easy — it takes a greater investment of time and effort than many other digital marketing methods. But a well-made video will be one of your most valuable assents!
So, why are you still using static PowerPoints and text?