Video marketing is booming in the online space these days. Social media posts that include video elements have 48 percent more views than those without, according to Hubspot.
People connect and engage at higher rates when they interact with visual components, like photos, videos, and infographics. Our brains can process these visual elements 60-thousand times faster than written information, allowing us to understand and interact with the data quicker and more easily.
When it comes to healthcare marketing, utilizing videos can make a huge difference in your competitive advantage. Nowadays, patients feel like they have more control over their medical care because they have easy access to endless information on the internet.
Medical facilities can use this to their advantage by proactively connecting with patients through video marketing. Videos help to position medical practices as more visible, conversational, and authentic, allowing patients to feel empowered to trust you, and rely on your expertise more fully.
Captivating uses of video marketing for healthcare
Because videos constitute half of all online traffic and 52 percent of people feel more confident in purchasing a service or product after watching a video about it, it would be a shame to ignore video marketing for your practice or healthcare business. With the ever-intensifying growth of digital marketing, video needs to be a part of your healthcare marketing plan.
To determine how to incorporate videos into your healthcare marketing, it is best to start by considering how you want to connect with your ideal customer.
Do you want to explain the uses and benefits of your products or services so people can understand them better? Do you want individuals to get to know the story behind your business? Do you want to highlight the backgrounds of your employees and what they do so that customers can feel invested and connected with the team?
Consider your goal, and then construct a video marketing plan that supports your goal.
A few creative uses of video marketing include:
- Interviews with physicians or medical experts to answer prominent questions
- Illustration of a medical procedure with important pre- and post-op information
- Health tips or at-home how-to exercise instruction, monitoring blood pressure, or nutritious diet information
- Physical therapy demonstrations
- Patient testimonials
- A digital tour of the facility, operating room, or office
- Welcome video for new patients to get acquainted with the office and staff members
- Employee highlight video for patients to get to know the staff
- Benefits of particular medical services and procedures
The options are limitless for ways to share informative and compelling information using video marketing. Video helps to fully communicate a company’s story in a way that is easy for consumers to understand.
Tips for creating high-quality videos for SEO marketing
With an effective video, viewers retain up to 95 percent of the information presented, while they retain merely 10 percent in text format. This is a major discrepancy in retention rates, which means it is worth it to put a lot of focus and effort into creating valuable, helpful videos for digital marketing purposes.
As important as video marketing is, you do not just want to slap a poorly lit, shaky video taken on a phone onto your business’s social media pages. You want your viewers to be able to digest the information with ease and as much clarity as possible. There are a few steps to take to ensure your videos are the best quality and easiest for viewers to consume, connect with, and understand.
The first things you want to pay attention to are light and sound quality. If there is a lot of background noise or dim lighting, the video looks unprofessional and could come across as less trustworthy. Set up in a quiet, well-lit area like a conference room that has little to no ambient noise or distractions.
Natural light is great but not always necessary or ideal. If your budget allows, investing in studio lights or even an inexpensive ring light can add a professional look to the video. It also might be a good idea to set up a backdrop. It can help give your videos a consistent and high production look. Use a solid color that preferably is not white, because it can wash people out and can take a higher level of film production understanding to get it to look just right.
Shoot in horizontal (or landscape), since most screens are wide, and most video platforms play videos horizontally. Set up a tripod, or secure the camera on a steady surface for filming. While there is a time and place for handheld video, nothing quite says professional camera work like still and steady video.
For graphics and text, make them as concise and clean as possible. Use them over solid backgrounds or less busy sections of the frame in order to make them easy to read. Remember that video can allow you to do more showing and speaking and less explaining through text, so get creative! You can add names and titles and bullets to drive home your points but try not to overload your videos with text. Lastly, it is always a good idea to avoid talking in jargon, which can be difficult for viewers to understand. Instead, use simple terms to describe your service or topic.
The higher the quality of the video the more likely people are to watch and share it. The more people who watch and share it, the more effective your SEO marketing will be, generating more traffic to your website and social pages.
The importance of connecting with patients online
Videos that provide value, education, and informative content lead to more conversions for business. In fact, if you are focusing on producing quality videos for your digital marketing plan, your conversions could increase up to 20 percent.
In healthcare, social media allows patients to interact with their providers in a new way. Not only are videos beneficial for your SEO marketing, but they also allow you to connect on another level with those who you serve.
Videos can attract new patients, and offer useful information to those already in your network. On top of that, videos demonstrate that you are a leader in innovative approaches to healthcare marketing, setting you apart from your competitors.
People are constantly searching for medical information online, whether they are sick, have an unusual symptom, or are looking for a new doctor. By maximizing social media with videos, healthcare companies can actively participate in the conversation, and draw in new patients by being resourceful and supportive online.
For more information about how to utilize videos for your healthcare marketing plan, get in touch with our team of marketing experts at iProv. We would love to help you create a lasting impact on the individuals you serve with interesting and informative video marketing.
Call now at 501-235-8194 today for more information or to schedule an appointment for your video shoot!