From social media to website content, video marketing has quickly become a go-to strategy for healthcare practices. Creating dynamic videos that highlight services and offerings, as well as patient success stories, can be a valuable source of information for prospective patients and drive tangible returns on investment.
According to 2023 data, 91% of businesses use video as a marketing tool. If your practice is not utilizing the power of video to its fullest potential, you’re likely falling behind the competition. To help you enhance your marketing efforts, let’s explore the value of video marketing and how it can positively impact healthcare organizations and patients.
The ROI of Video Marketing
According to a Wyzowl survey, 92% of marketers say they get a good return on investment (ROI) when producing video content. In fact, marketers who use video marketing in their strategies grow revenue 49% faster than non-video users. With such strong ROI, using video in your marketing mix can be a great way for healthcare organizations to drive conversions and increase patient engagement.
Today’s digital climate is filled with instant gratification and short attention spans. This makes it difficult to capture and retain the attention of prospective patients. However, videos have the power to break through barriers that text-based content can’t. Relevant video content can increase conversions by 86%, making it one of the most powerful marketing solutions. If your practice wants to improve ROI, creating professional video content should be an integral part of your healthcare marketing strategy.
The Power of Online Videos
Online video content has shaped the way we consume information. According to Statista, 85% of the American internet audience watches online videos, and over 500 million hours of content are watched on YouTube daily. With modern patients consuming more and more content in video form, creating videos can be an excellent way to keep them informed and increase patient engagement.
Social video is particularly powerful when it comes to capturing the attention of prospective patients, as videos can be shared and spread virally across multiple social media platforms. Social videos generate 12 times more shares than both text and image content on social media.
The impact video content has on audiences doesn’t stop there. A whopping 50% of online viewers aged 18 to 34 said they would stop what they were doing to watch a video by their favorite brand or creator. Harnessing the power of online videos allows healthcare organizations to position themselves as trusted sources of information, reaching potential patients and engaging with them in a more interactive and compelling manner.
How Patients Respond to Video Marketing
The way your practice or brand produces video content is just as important as the content itself. Patients are looking for a connection with their healthcare providers and want to know they can trust them. A poorly made video can reflect negatively on your organization and make it hard to gain the trust of prospective patients.
On the other hand, well-produced videos can help you stand out from the competition and build credibility with viewers. As mentioned earlier, many viewers have short attention spans, so your video content should be concise yet informative. Videos under two minutes long tend to get the most engagement.
Video content offers a more engaging and memorable experience compared to traditional textual content. Patients appreciate the visual appeal, storytelling, and emotional connection that videos provide. Furthermore, patients find videos helpful for understanding medical information, learning about treatment options, and getting to know their healthcare providers. This makes it easier for them to make an informed decision about the services they receive. All in all, video marketing not only educates patients but also empowers them to actively participate in their healthcare journey.
Video Marketing Benefits
When done correctly, the benefits of including video content in your healthcare marketing strategy go beyond gaining ROI and boosting brand awareness. Adding a well-thought-out video marketing campaign to your current content marketing strategy can help your practice in a multitude of ways. The following are some of the many benefits:
Enhancing Patient Education
Many people are visual learners and may struggle to understand complex medical terms. Viewers retain 95% of a message when they watch a video compared to 10% when reading text. That said, utilizing videos can help simplify difficult concepts and provide a better understanding of the services your practice offers.
When patients feel comfortable and informed about their care, they’ll be more likely to trust your practice and become loyal patients. Creating video content that explains what to expect from different treatments, how to prepare for procedures, and other relevant topics can be an invaluable resource for patients.
Effective Training for Healthcare Professionals
Video-based training materials are crucial for educating healthcare professionals. Videos can demonstrate proper techniques for medical procedures, share case studies, and provide updates on research findings. By incorporating video into training programs, healthcare organizations can ensure their staff is well-equipped with the latest knowledge and skills. Having an up-to-date staff is vital to providing high-quality services and keeping patients safe. Well-produced training videos can help your practice achieve this.
Social Proof and Testimonials
Testimonials from satisfied patients can serve as powerful social proof and build trust. Video lends a personal touch to patient stories that can help potential patients feel more confident in your services. When patients share their success stories through videos, it humanizes the healthcare experience and inspires others to seek similar care. Additionally, viewers that see and hear from patients who have had a positive experience with your practice may be more likely to book an appointment.
Demonstrating Medical Technologies
Healthcare organizations can use videos to display the potential of medical technologies and procedures. Visual demonstrations can educate patients and healthcare professionals on the advantages and potential of innovative medical solutions. Videos can raise awareness and generate interest in the latest healthcare options by highlighting technological advancements. This especially benefits medical device companies that want to showcase their products.
Enhance Your Video Marketing Efforts With Levo Health
To drive traffic to your practice through effective video content, partner with Levo Health—a full-service healthcare marketing agency. Levo Health leverages expert video production to captivate your current and potential patients. From storyboarding to post-production, our experienced team understands the process of creating dynamic videos that get results.
Whether you’re looking to develop a video series, educational videos, or promotional content, we can help you create engaging and powerful videos that speak to your target audience. Contact us today to take your video marketing to the next level.