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How Video Marketing Has Influenced the Healthcare Industry

The fascinating thing about marketing is that its tools are always evolving. Successful marketers are expected to stay up-to-date with the latest advancements in technology, whether it’s a new camera feature on a smartphone or an innovative way to reach a target audience using Google Ads. We may still have marketers who use billboards, print ads in magazines and even the occasional classified newspaper ad, but today’s marketers are all making sure to take part in one primary strategy: video marketing.

Within the healthcare industry, video marketing has become a powerful storytelling approach. Healthcare marketers are always looking for effective ways to connect with potential patients, and to move the needle from existing patients to loyal ones. Video marketing gives healthcare marketers the opportunity to connect with consumers in a  compelling, emotionally captivating way. In fact, according to Practice Builders, “Nearly 54 percent of patients prefer to receive useful information in the form of videos instead of email newsletters or social media posts.”

“Nearly 54 percent of patients prefer to receive useful information in the form of videos instead of email newsletters or social media posts.” – Practice Builders

I asked five experts from both the healthcare and marketing industries to share their thoughts on how video marketing has taken the healthcare industry to the next level. Here’s what they said.

Ashley Vertuno, FACHE, Chief Executive Officer at JFK Medical Center North Campus

“Video marketing has become an integral part of communication within the healthcare industry. It has an astonishing way of displaying messages in a way that is most impactful to a particular audience. As the CEO at a hospital in our community, I often use videos to send my hospital staff messages of encouragement or guidance. Whether it’s a video of myself or a patient testimonial, using videos symbolize real life. Having the ability to see someone’s emotions portrayed on screen, has a deeper impact and resonates with the end-user. We live in a world where attention spans are short and society, for the most part, are visual learners. Not only does video marketing capture their attention quickly, but it also leaves a lasting impression. It is a game-changer.”

As a leader in the healthcare industry for nearly 10 years, Ashley offers a unique outlook on how video marketing has improved communication. Through high-quality, engaging videos, Ashley’s team has been able to take internal and external communication to the next level.

Christine Senke, HCA Healthcare East Florida Division Manager of Content & Creative Marketing                                                                                    “Healthcare marketers work with longer sales cycles, from a few months to over a year. When seeking a healthcare provider, patients care most about cost, convenience, and bedside manner, touchpoints that can be difficult to articulate in a traditional billboard or print ad. Video allows us to engage and build trust with consumers by telling our story, educating on processes/procedures, and inspiring, whether they are active or passive in the patient journey.”

Strategic video content gives marketers a chance to send across a variety of messages. Christine provides first-hand insight into how videos are composed of emerging tools and techniques that offer an effective alternative to more traditional communication outlets.

Karinna C. Damo, MSc, CMO at Bupa Global Latin America | Brand Management and International Marketing Educator

“Few industries have benefited more from the growth on Video Marketing utilization than Healthcare. As a Marketing professional in this industry, for many years we have struggled with two key basic drivers of customer engagement: simplicity and authenticity. Healthcare is an inherently complex industry, therefore customer education is a crucial aspect for successful outcomes. The usage of video as a channel of communication has enabled the visual breakdown of complex processes and concepts into simpler and often entertaining experiences, more conductive to keep customers’ attention and drive home important knowledge and understanding. Additionally, the systematic nature of the provision of healthcare has created in customers a sense of detachment and automation from those who ‘should be’ doing the caring. Through video testimonials we have been able to humanize the industry’s routines by bringing real-life experiences, as told by their protagonists, to front of mind, driving tremendous emotional engagement.”

As the Chief Marketing Officer at Bupa Global Latinoamerica, a global leader in the health insurance industry, Karinna oversees customer loyalty, digital acquisitions and customer experience. She provides insight on how video marketing offers healthcare marketers a form of messaging that portrays authenticity,  while providing audiences with the chance to relate  emotionally.”

These two examples from Bupa Global Latinoamerica customers further illustrate this point:

Natalie Carabeo, RDN, LDN Registered Clinical Dietitian & Healthcare Marketing Specialist (Miami-Dade Area)                                                                             “With the current state of health worldwide, healthcare professionals have the unique opportunity to take a comprehensive approach with their digital marketing strategies, given the shift from in-person to telehealth platforms. Although providers are sometimes “camera shy,” rest assured, you can adapt communication skills to build rapport in video content. When creating insightful and impactful content, ensure the video is unique, educational, captivating for senses (includes visuals, music, etc.), and optimized for organic or paid strategies. This way, your potential audience will see you as a healthcare leader, encouraging and ethically nudging them to book your services versus another provider.” 

As both a medical provider and a marketing specialist, Natalie provides a unique perspective on the importance of video marketing within the healthcare industry. She points out how different video elements such as music and design visuals can directly impact the ability to captivate an audience.

Rebecca Rivera White, Marketing and Events Specialist (Miami-Dade and Fort Lauderdale Area) “Now more than ever, the healthcare industry must focus on building relationships and trust with potential and current patients with more services moving towards the digital landscape. These brands can connect through successful video advertisements that tell an authentic story, whether informational or a testimonial. With an increase in healthcare brands growing a presence on social media, these companies can benefit from video marketing and ads’ immediate engagement. With the average attention span being 8 seconds, these brands need to keep in mind that their video openings should engage from the start.”

Building relationships with consumers is a priority for most marketers. Well in healthcare, this is no different, as Rebecca points out. With such a competitive market, hospitals need to find a way to stand out from its competitors, and engaging video advertising is key to making this happen.

Effective Video Formats in Healthcare 

A healthcare marketer’s goal is to connect with potential patients while building long-lasting relationships with existing patients. Traditional out-of-home advertising techniques such as billboards and bus wraps are limited in the ways in which they can tell a story. Video marketing, however, offers a variety of different  formats, including:

  • Emotionally-captivating patient testimonials
  • A Facebook Live Series with a Q&A session on trending health topics or National Health Observances 
  • A 60-sec “Minute Series” highlighting up and coming physicians
  • A “Day in the Life” series
  • A “What to Expect” Series
  • Virtual Hospital Tours

As you can see, video marketing offers a full spectrum of formats that  allow for a world of creativity widely used by some of the top brands in healthcare. As stated on Forbes, “Humans are visual creatures. Most of us process information based on what we see.” Because a majority of people are visual learners, it’s vital to implement video content into healthcare marketing strategies. 

“Humans are visual creatures. Most of us process information based on what we see.” – Forbes

Making Your Videos Stand Out 

From email marketing to social media platforms, patients are constantly being targeted with information. Healthcare marketers are not only competing with other advertising techniques, but they are also competing with the plethora of video content online and across all digital platforms. This is why the content within a video is more important than ever. When producing a video, all marketers strive for two things: psychological response and relevance.

Healthcare marketers aim to draw their audiences in by appealing to the viewer’s emotions. Patient testimonials are commonly used to evoke psychological responses. This is because they offer real-life scenarios shared by real people, like this example of a breast cancer survivor:

Audiences are able to connect to these stories, which may just be that extra nudge needed to lead to conversions. Whether it’s becoming a parent for the first time, having a fear of what you’ll find out at a hospital, or losing a family member, most viewers will be able to relate to the contents of a patient testimonial. 

Marketers are storytellers. Good marketers, however, understand what story to tell, when to tell it and to whom. With such an abundance of videos readily accessible on the internet, healthcare marketers strive to remain relevant and timely in the release of their videos. A video has a better chance at reaching a consumer base if it is strategically targeted to reach consumers. For example, the above testimonial from a breast cancer survivor was released in October, in honor of Breast Cancer Awareness Month. The video also included a caption with a call-to-action to encourage women to schedule a mammogram. Not only does the video reel in viewers because of its appeal to emotion, but it is also timely and relevant, which can lead to an increase in its click-to-conversion rate. In fact, according to Big Commerce, when a consumer interacts with a testimonial, they are  “58% more likely to convert”.

“When a consumer interacts with a testimonial, they are 58% more likely to convert.” – Big Commerce

Video marketing has become a powerful approach to storytelling within the healthcare industry. This is widely due to the fact that videos consist of emerging tools and techniques that offer an effective alternative to more traditional communication outlets. Video marketing provides healthcare marketers with a form of messaging that portrays authenticity that can directly impact the ability to captivate an audience. Through high-quality, compelling videos, healthcare marketers are now taking internal and external communication to the next level.

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