06 Mar Video Medical Marketing for Professionals
Medical marketing should never rely on flashy images and empty content to bring patients through your doors; modern audiences require meaningful information that appeals to their needs, generates conversations, and gives them a reason to consider your practice over others. One of the best ways to do this is through video content.
While this may seem like a large task, successful video medical marketing begins with the same thoughtful content planning you would use for any social media plan. Here, we will discuss the ways in which video content can elevate your practice’s audience interactions, and how you can integrate video into present campaigns.[vidPopper vidpop=4593]
What do I put into video?
Video medical marketing does not — and should not — consist of formal medical videos that detail every step of a procedure. Think of the content that is organically passed around among your friends and family on your preferred social networks. In fact, the videos that appeal to the greatest range of readers share a few highly important qualities:
Relevance: Viral videos (content that is quickly passed from person to person) tend to hit the zeitgeist in a way that is highly relevant to their lives at the moment. Medical content is slightly different; social content can change quickly, but many different people can be searching for highly variable health information at any time. A good way to get a read on relevance is to consider the types of questions your patients bring into your practice on a daily basis — are they asking similar things? If so, would this make a good informational video that can be hosted on your website, Facebook, Twitter, and email newsletters?
Interest: Have you ever clicked out of a video because its intro was too long? Listen to that instinct, because it is shared among many of your audience members. Video content has to capture your audience’s attention within a few short seconds. Delete the long medical marketing intro; display your practice’s name perhaps with some relevant theme music, and then immediately get to the point of the video.
Brevity. Nobody wants to sit and watch a 20-minute medical marketing video. Instead, compose short, thoughtful messages that span no longer than 2 – 5 minutes, depending on the content. Bring your central point as close to the beginning as possible, and avoid extra fluff that leaves your reader wondering when the video is going to end.
Beauty. While this may seem like a subjective point, your video should — at its most basic level — be aesthetically pleasing to your viewer. This can be as simple as ensuring your recording takes place in a clean, well-lighted place, and that your video transitions cleanly from any title cards into the content itself.
How do I disseminate my video content?
Begin with your medical marketing content plan. Where would your practice benefit from video content the most? Email campaigns and promotional material, for instance, can be integrated with recorded testimonials from current and past clients. Hosts these videos to your practice’s designated Youtube channel, and cross-post this content on your social networking sites to make it easier for new and prospective patients to learn more about your brand.
Additionally, virtual tours can give patients peace of mind by giving them a chance to tour your office and meet the first faces they’ll interact with (front desk staff, intake staff). Interviews with medical professionals (even short, Youtube-friendly tidbits) about a central topic can humanize your practice and avoid having patients feel like they’re just another face. Ask medical staff to share one healthy living tip, compile their responses into a single video, and use it as a form of medical marketing that can spread your brand’s name and showcase the information you can provide.
Interested in learning more about medical marketing with video? Contact the HealthCare Marketing Group today for more information!