Video: A Powerful Healthcare Marketing Tool

25 Jun Video: A Powerful Healthcare Marketing Tool

If you’re debating whether adding video to your marketing strategy is worth the time, expense and effort—here’s some statistics that may sway your decision.

• Jill Cress, Senior Vice President, Global Consumer Marketing for MasterCard, estimates that “70% of all Internet traffic will be video as of 2017.”
• Marketing Week reported as early as 2012 that almost 70% of the top 100 searches on Google yielded video results.

• James McQuivey of Forrester Research states that a single video has the impact of 1.8 million words.

• According to comScore.com, the average Internet user watches nearly 17 minutes of video advertising each month.

91% of American adults own a cell phone, and 41% use their phones to watch video.

These numbers prove that video marketing can be an effective way to reach patients.

Google Owns YouTube

Yes, indeed. So it’s no surprise that YouTube videos receive high rankings in Google searches. Considering that comScore.com, an American Internet analytics company, estimates that nearly 70% of all Internet searches in the United States are accessed through Google, a high-ranking video can help drive traffic to your website—and your practice.

Establishing Your Practice as an Authority with Video

Consumers (a.k.a. potential new patients) select businesses and individuals they feel are trustworthy, experienced and knowledgeable. “Meeting” their physician in a video instills a sense that they are already acquainted.

According to Pew Internet Project’s research studying health and healthcare, 72% percent of consumers who use the Internet do so to research information on their health or the health of someone they are caring for. And that information may not be accurate.

A well-produced, informative video is a means for establishing your authority on a particular subject(s) and for providing solid, science-based facts about health conditions.

Using Videos to Educate Patients

A popular method of defining learning styles divides individuals into three main categories: visual, auditory and kinesthetic. With video, two of the three learning styles are accessed, thereby increasing the odds of the information being fully processed.

“Explainer” videos are short one- to two-minutes clips that explore a potentially complicated subject in a user-friendly manner. Although simplification may occur, a call-to-action about more information can provide an opportunity to engage.

72% of Americans live with chronic health conditions and access the Internet. The Mayo Clinic offers a superb example of using video to educate and engage patients. Services such as Dental Hub provide (paid) access to a large range of videos that can be added to a practice website. These animations are generally much more palatable about surgeries such as dental implant than realistic visual information.

Tips for Creating Healthcare Videos

For many of us, being in front of a camera can be daunting. Following are suggestions for creating a successful healthcare video.

• Keep it short
• Engage viewers immediately
• Talk about a subject of expertise
• Address seasonal health concerns

Most importantly: hire professionals!

You probably wouldn’t want a medical assistant performing surgery. Likewise, having an untrained individual creating your video marketing can quickly become disastrous, and unprofessional marketing is worse than not marketing at all. Invest in experienced professionals with proven results.

HealthCare Marketing Group offers a wide range of marketing services, including video. They specialize in your industry and know how to get results.

To help get your marketing strategy off your “To Do” list, Healthcare Marketing Group provides several services free of charge: phone consultation, website analysis, competitor website analysis as well as free social media and marketing guides.

You can reach us at 800-258-0702 or marketing@healthcaremarketinggroup.com. We look forward to collaborating on your success.