Marketers in the healthcare industry need to go up against the top players to tap their target customers on different online platforms. Right from sharing healthcare information to interacting with potential customers, video is a crucial marketing tool.
Do you know that around 90% of the patients trust online reviews before consulting a doctor? Moreover, healthcare marketers claim to get 66% higher leads through online video campaigns. All these stats indicate the relevance of video marketing in engaging the audience.
Video campaigns are also useful in boosting brand awareness, brand exposure, and brand loyalty. They can also increase the consumer engagement ratio and get a higher ranking in SERPs. So, if you are a healthcare brand and want to launch a video campaign, follow these simple tips to smoothen the process.
1-Personalization of brand
One out of three people in the U.S. use the internet to read about several medical conditions. A healthcare brand can release a 10 seconds video clip or develop a YouTube channel for its service promotions.
If the content fails to impress the right audience, all efforts can go in vain. It calls for an urgent need to identify the target audience and personalization of the brand. These practices will make a healthcare brand more approachable and reliable.
2-Compelling brand story
Over 47% of patients prefer to know about doctors and other healthcare professionals before making an appointment. Apart from this, there are over 80% of the people who are continuously searching for a reliable healthcare brand. Somehow, they tend to trust videos more compared to the written content.
Marketers should take these statistics seriously and make every effort to create a meaningful brand story. A good brand story is the one that fulfills consumers’ expectations and needs. Incorporating personal experiences of patients and doctors can be a masterstroke for showcasing the human side of the brand.
3-Showcasing empathy
A good healthcare brand is the one that is empathetic toward the medical conditions and sufferings of patients. Showcasing this factor in video campaigns will allow a brand to engage its audience in a better manner. It also motivates them to connect with a brand on a personal level.
Marketers can take some ideas from the Cleveland Clinic’s videos that have so many human emotions to depict in a single video. It covers everything from patients to the resident doctors. Moreover, everyone has something to share. It is a great way to create brand awareness and brand loyalty. This strategy will also trigger positive emotions. Brands can also use an online video editor for creating impeccable videos.
4-Educate and inform
Instead of focusing on acquiring new customers, video campaigns must focus on creating value for them. In other words, any content that is educational and informational can attract over 80% of the patients. Healthcare is the kind of industry that involves a lot of complicated acronyms and jargon.
Any genuine effort to simplify things will be 100% appreciated by the target audience. Therefore, marketers must break down these complicated terms and medical conditions for the ease of the patients. Miami Children’s Hospital is a perfect example of how informational video content should be.
5-Focus on building relationships
Over 66% of the people start imagining their possible medical journey with the first sight of a doctor in a video. Moreover, around 74% of people come online only for medical reasons. A healthcare brand must foster long-term relationships with its audience if it aims to carve a niche in the industry. Here are some tips to ace this art:
- Releasing consumable videos
- Having attractive captions and video descriptions
- Focusing on realistic goals
- Using social media platforms
Video campaigns should reduce the fear and anxieties of the audience. Such campaigns are also an excellent way to build credibility and position itself as a leading name among the plethora of healthcare agencies. Marketers can take some tips from Aetna Healthcare that perfectly explains how to gain confidence and trust of the audience with its mindful content.
6-Highlight the fun element of wellness
Wellness and health are quite sensitive topics around the globe. However, it does not imply that a healthcare video campaign should also be equally uninspiring and frightening. Campaign planners must take some inspiration from one of the top U.S. healthcare brands, UnitedHealthcare.
For the last 40 years, this brand is passionate about engaging its audience with various innovative health programs and plans. The ‘We Dare You’ video campaign dares people to introduce one healthy change in their lifestyle and share it on their social media platforms.
Any brand that aims for higher consumer engagement can also design such innovative and fun video campaigns through an ad maker. This strategy will also foster an online community of loyal customers. Here are some creative ideas:
- Conduct online and offline quizzes
- Distribute prizes to the best entries
- Conduct live Q&A sessions
- Introduce new challenges every month
7-Don’t forget Google Reviews and SEO
Over 45% of the people consult a medical facility through referrals. Although these statistics also include personal references, the majority would still rely on the internet to know about a brand. Therefore, any healthcare brand that is planning a video campaign must first assess its market position. It is essential to have more positive reviews than negatives to gain a better online ranking.
Similarly, healthcare search engine optimization is another crucial factor of a successful and engaging video campaign. According to Ironpaper, search engine results can boost organic traffic on a website by 300%. Focusing on both these aspects will result in an engaging healthcare video campaign.
Conclusion
Video content is a part of the larger picture. Apart from this, the quality of content, its relevance, and authenticity are also equally essential. The above-mentioned top seven tips will help a healthcare brand to plan an engaging and value-creating video campaign. Marketers must ensure that no stone is left unturned to make the video campaign hit among the target audience.
