Since the beginning of the mobile revolution, around the year 2000, the average attention span has dropped from 12 seconds to eight. As attention spans continue to shrink, traditional forms of advertising are becoming less effective. The fast-paced nature of digital media has shifted consumer behavior, making digital video advertising one of the most powerful tools for reaching your target audience.
For healthcare professionals (HCPs) and practices, leveraging the power of video can be a game-changer in reaching potential patients and establishing a robust online presence.
Why Video Advertising Matters for Healthcare
Video advertising is more than a trend. It is a necessity for HCPs looking to communicate their messages and services effectively. With the rise of telemedicine and virtual care, video content has become more relevant than ever before. For HCPs, it offers a unique opportunity to:
Humanize Your Practice
Videos allow doctors, nurses, and other HCPs to introduce themselves, share their expertise, and connect with patients on a personal level. This can help build trust and make patients feel more comfortable even before they enter your practice. When patients feel they know their healthcare provider, they are more likely to seek care and adhere to treatment plans.
Educate and Inform
From explaining medical procedures to discussing health tips, videos can be an excellent medium for healthcare professionals to share knowledge. They can break down complex topics, making them accessible to the general public. If your practice has a specific area of expertise, creating educational or explainer videos can position you as an authority in that field.
Increase Brand Awareness
Using video content in your marketing strategy can significantly amplify your practice’s visibility. Videos can be shared across multiple digital platforms, including your website, social media channels, and email newsletters. This widespread dissemination can increase your reach, attracting more viewers and potential patients. Furthermore, videos are often favored by search engine algorithms, driving more organic traffic to your website.
Types of Digital Video Ads for Healthcare
1. In-stream Ads
These ads play before, during, or after a video on platforms like Vimeo and YouTube. They may be particularly effective for building brand awareness or directing viewers to a specific service or treatment offered by a healthcare practice. In-stream ads may also be effective at driving traffic to websites or landing pages.
2. Out-stream Ads
Out-stream ads offer a less intrusive experience appearing within website content or apps. They can be especially useful for healthcare practices looking to reach audiences without disrupting their online activities. These ads tend to be more contextual, targeting individuals based on interests and browsing behavior.
3. Native Videos
These videos blend seamlessly with your practice’s content on platforms such as Facebook and Instagram. They can effectively create an emotional connection with potential patients or showcase patient testimonials and success stories. Native videos provide informational content that aligns with the platform’s overall feel and can help build trust and credibility.
4. Interstitial Video Ads
Commonly found in mobile apps, these full-screen ads can be a bold way to capture attention. They might showcase a new medical technology, a promotional event, or a special offer from a healthcare practice. Interstitial video ads are particularly effective at creating a sense of urgency and driving conversions. If you are looking for a high-impact ad format, interstitial video ads may be the way to go.
Best Practices for Healthcare Video Advertising
As you venture into the world of healthcare video advertising, it’s crucial to keep in mind best practices that can maximize your campaign’s effectiveness and drive tangible results. In the upcoming sections, we’ll discuss each of these practices, providing actionable insights to help you create video ads that resonate with potential patients and boost your online presence.
Prioritize Patient Privacy
Always ensure any patient information or testimonials used in videos have the necessary permissions and adhere to privacy regulations. When creating healthcare content, it’s essential to strike a balance between providing valuable information and respecting patient privacy. HIPAA compliance should always be a top priority. By taking the necessary precautions, you can avoid any legal repercussions and maintain patient trust.
Keep It Authentic
Patients value authenticity. Showcase real stories, genuine testimonials, and actual footage from your practice or hospital. This can establish your practice as transparent and trustworthy, which is crucial for attracting new patients. Avoid using stock footage or overly scripted content, as these may appear insincere. Patients like to see the real people behind their healthcare providers.
Educate With Empathy
Remember that healthcare topics can be sensitive. Approach subjects with empathy, ensuring your content is both informative and compassionate. Use real patients to share their stories or healthcare professionals to provide expert insights. This can help build a connection with your audience and showcase your practice’s compassionate approach to patient care. As always, make sure to follow ethical guidelines and maintain patient confidentiality.
Optimize for Mobile
In today’s digital landscape, over 55% of website traffic comes from mobile devices. When creating video ads, ensure they are optimized for viewing on smartphones and tablets. This includes keeping videos short and engaging, using subtitles for those watching without sound, and optimizing for vertical viewing. By making your content easily accessible on mobile devices, you can reach a wider audience and increase the chances of conversions.
End With a Strong Call to Action
A video ad without a clear call to action is like a ship without a captain. Make sure to include a strong CTA at the end of your videos, directing viewers towards the desired action. This could be scheduling an appointment, visiting your website, or contacting your practice for more information. By providing a clear next step, you can maximize the impact of your video advertising strategy and turn potential patients into actual ones.
Turn Views Into Visits With Levo Health
Are you ready to harness the power of video advertising for your healthcare practice? At Levo Health, we specialize in helping healthcare professionals connect with their audience through impactful video campaigns. Whether you’re a small private practice or a large hospital, we have the expertise and experience to create video ads that drive results. Contact us today, and let’s create a video strategy that resonates with your patients and elevates your practice.