Healthcare marketers are responsible for attracting new customers, building trust and converting prospects into new customers. While following content marketing and SEO best practices can put you a step ahead of the rest, there is another opportunity that you may not have considered.
As far back as 2010, Pew Research found that approximately 80% of internet users have searched for information online about health topics, and 25% of all internet users have watched an online video about health or medical issues.
Could video marketing be part of the solution? Consumers buy from people that they like and trust, especially when it comes to their health. What better way to connect with your audience in a meaningful way than through video marketing that they can relate to?
Now, there is the question of what to create and how to promote it. This post will diagnose some of the top opportunities for incorporating video into your digital marketing strategy.
Run A Temperature Check on Your Audience
Healthcare companies often have many target audiences in varying demographics. That can make it difficult to pinpoint exactly how to position a video marketing campaign. Begin by identifying your top three most sought after audience members and create simple personas based on their needs. Much of the data for persona development can be accomplished by speaking with current customers.
Share Useful Information, Not Germs
When planning for video content, there are many directions that you can take. First and foremost, healthcare video should focus on sharing information that consumers will find useful. Examples of video topics could include:
- Compelling or inspirational stories to connect with the audience
- How-to guides for those that may not have a current medical need
- Tips for avoiding seasonal sickness
- Customer testimonials
- General health education
- Preventative tips
- News on industry innovation
- Interviews with current customers
Transplant Existing Content
To get a jumpstart on a video marketing strategy, assets that were previously created in the form of blog posts, white papers, announcements, etc. can be repurposed and used for video content. Take the time to dig through Google Analytics data and determine the top performing blog posts, topics and keywords of your website. Start by creating videos of the content that has resonated best with audience members in the past and then begin tracking the performance of those videos.
Distribute “Medicine” Wisely
Once videos have been created, it’s time to determine how and where to share them. There are many options for distribution, but healthcare professionals should make sure that videos always published on YouTube, social media, blog posts and the company website. Why are these avenues impactful?
- YouTube: Believe it or not, YouTube is the second largest search engine in the world.
- Social Media: 40% of consumers say that information found via social media affects the way they deal with their health. (AlliedHealthWorld)
- Blog Posts: Adding video to a blog post allows the writer to create context and setup for the video content.
- Company Website: By including videos on your company website, it encourages visitors to create a connection with the brand.
Examples of Great Healthcare Marketing Videos
While there is a great opportunity for healthcare professionals to begin incorporating video content, many are already doing a great job. Below are some examples of health focused videos that leave an impression:
American Heart Association: Hands-Only CPR Program
Blue Cross Blue Shield – Live Fearless
Johnson & Johnson – Recycling: A Boy & His Bin
Video content is not a guaranteed way to get more customers, but it does present a unique opportunity to connect in a different way. One of the best pieces of advice that I can give to healthcare marketing professionals looking to incorporate video content is to:
- Have a plan
- Follow the plan
- Adapt the plan
For more information about healthcare marketing and video, check out “How 3 of Healthcare IT’s Top Companies Are Tackling Social Media in A Highly Regulated Industry“.
I’m curious to know, have you previously incorporated video content into your digital strategy? If so, what did you learn?
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