Video holds immense power for businesses, especially in the realm of hospitals and medical providers. It serves not only as a marketing tool but also as a means to convey professionalism, quality, and most importantly, enhance patient experiences and outcomes. If you're a marketing coordinator or manager at a hospital, utilise this guide to kick-start your video initiatives or enhance existing strategies. Also, check out our in-depth video above for further insights.
Healthcare Video Marketing Objectives
In traditional businesses, the marketing objective typically revolves around increasing sales. However, healthcare marketing differs. By understanding our patient profiles, we can pinpoint three essential goals our videos should address for healthcare organisations:
- Build Patient Trust
- Create Awareness
- Improve Patient Experience
1. Corporate Videos
Corporate videos remain relevant even in the age of user-generated content. They serve as powerful tools to convey essential information about your practices, company values, and team members. Formats like facility tour videos and staff interviews are commonly used.
2. Animated Videos
In the competitive landscape of healthcare, staying ahead of digital marketing trends is crucial. Animated explained videos effectively communicate complex medical information in an engaging and understandable manner. These videos not only educate but also increase brand awareness and attract new customers.
3. Patient Testimonials
Patient testimonials play a pivotal role in the healthcare landscape, serving as compelling narratives that illuminate the excellence of care provided by hospitals and medical professionals. These narratives not only highlight specific service lines but also act as potent social proof, significantly influencing patients' decisions regarding their healthcare journey.
4. Patient Education Videos
Patient education videos empower patients to be proactive in their care by providing them with essential information. Topics can range from medical conditions to preventive care tips. These videos can be filmed interview-style or created using graphics and animation.
5. Wellness & Nutrition Videos
Wellness and nutrition videos complement patient education efforts by promoting healthy lifestyles. Whether it's sharing healthy recipes or encouraging exercise, these videos contribute to a holistic approach to healthcare marketing.
6. Instructional Videos
Instructional videos aim to enhance the patient experience by providing practical guidance, such as directions to parking or accessing the patient portal. Keeping these videos simple and including them in email communications can be highly effective.
7. Service Line Videos
Service line videos offer a high-level overview of specific departments or services, such as orthopedics or cardiology. These polished videos, often created by professional agencies, can be used for TV and digital advertising to highlight the quality of care provided.
8. Trending & Fun Videos
To add a lighter touch to your marketing efforts, consider creating trending and fun videos related to healthcare. These could include challenges, parodies, or entertaining skits that resonate with your audience while still delivering a positive message about health and wellness.
