May 11, 2024

Maximize the Value of Video in Healthcare Marketing

Lyn Wineman

In the healthcare world, tracking your Return on Investment (ROI) is essential to keeping those budget dollars flowing. But when the numbers dip, patient traffic slows, and your clinic feels a bit emptier than you’d like, your marketing budget often takes the first hit when you need it the most.

So, as you consider your next big marketing plan and the cash you’ll need to implement it, let’s discuss a game-changing tactic: video.

Video made up 82% of all internet traffic in 2022—a whopping fifteen times more than just five years earlier! A third of online activity is spent watching videos.

But why does video matter so much, especially in healthcare? It’s all about building trust, showing off your expertise, and standing out from the crowd. Videos let you connect with folks in a real, authentic way. Let’s face it, hospitals and doctor’s offices can feel pretty intimidating sometimes. But videos make healthcare feel more personal and less scary. They’re your ticket to showing the human side of healthcare.

Use video for your website

There are lots of different ways to use video, and the first is on your website. It’s a critical space for video to be utilized. The average user spends 88% more time on a website that has video. As healthcare providers, you have a multitude of information to share to help woo those new prospective patients, from provider information to specialties you offer and hours of operation. That means you need to keep people on your page longer and find ways to engage them–and video can be the solution. 

Another reason you should have video on your website is that it helps with your findability. A website with video is 53 times more likely to reach the first or front page of a Google search. Video may also increase your organic search traffic by up to 157%.

So, how can you use video on your website? The first thing you can do is create a welcome video. It’s a great way to tell patients and prospective patients about your hospital or clinic in a less intimidating way. You can let them know what they can expect if they entrust their care to you, which is important to patients. You can use video to share patient testimonials, using it as a tool to allow your biggest fans, your current and/or past happy patients, to tell their stories of the great care they received from you.  Get your staff involved by having them talk about their passion, dedication and experiences to help tell your story too. Video is the most compelling and authentic way to get the biggest bang out of your patient testimonials. Sharing a text quote, with a first name and last initial below it, just doesn’t give you as much traction as a video.

Use video for staff introductions and bios

Another valuable way for healthcare providers to use video is through staff introductions and bios. Nowadays, consumers are diligent researchers, particularly when choosing their healthcare providers. Video bios offer an excellent opportunity for clinic or hospital staff to showcase both their expertise and their personalities. This personal touch is essential for cultivating enduring relationships with patients.

When patients feel a genuine connection with their providers, it lays the foundation for long-term relationships based on trust. Establishing this connection is key to ensuring patients return to your care whenever they need it. So, let your staff’s personalities shine through on video, fostering those meaningful connections that keep patients returning for your exceptional care

Importance of health education

In healthcare, the demand for education is abundant, spanning procedures, conditions, and treatments. Patients are increasingly proactive in their research, often arriving at clinics or hospitals armed with self-diagnoses, seeking validation and treatment plans. This underscores the significance of providing accessible information. Notably, 68% of consumers favor videos for learning about products, services, and care—a preference that surpasses articles, infographics, eBooks, and presentations.

Education helps build trust and demonstrates expertise in your area. One way to do this is with online video courses, which can also serve as a lead-capture tool. Before your new or existing patients have surgery or a procedure, they can complete an online video course and learn in detail about their treatment. These informational videos may also lead to a new visit or a new patient.

An additional advantage of video content is its versatility. Once created, educational videos can be repurposed to expand outreach efforts. Transcripts can be transformed into blogs, while segments can be tailored for digital and social media platforms, amplifying their impact. While the creation of videos demands investment in time and resources, their multifaceted utility underscores their value in the healthcare landscape.

Use video for social media

Social media platforms offer another excellent venue for utilizing video content. Video stands out in anyone’s feed, and people preferring to watch content rather than read it holds true in the realm of social media as well. Interestingly, people are twice as likely to share video content with friends compared to any other type of content. This sharing behavior can significantly impact referral patterns since individuals often turn to their friends and family for recommendations, including healthcare providers.

Live video is also gaining traction on social media platforms. It can be employed to promote events, provide educational content, or offer glimpses into the daily operations of your hospital or clinic. Live video is inherently genuine, and the beauty of it lies in its accessibility—it’s something that any practice can leverage regardless of budget constraints. Unlike pre-recorded content, live video doesn’t require extensive editing or production; it’s about presenting yourself authentically and connecting with your audience to convey your story.

Another benefit of live video is its archival nature, allowing prospective patients to view it at their convenience. While it’s true that the majority of views may not occur during the live broadcast, there’s no cause for concern if viewership appears low initially. Studies have shown that 93% of marketers report acquiring new customers from videos on social media, underscoring the significance of video content in engaging audiences on these platforms.

Get strategic with video using YouTube

If you’re going to invest in creating a video strategy and putting some great content out there, it’s important to have a YouTube channel to house that information, organize it, and make it available to the masses who are looking for the information you’re sharing. YouTube has the second largest reach (the first is Facebook!), but more importantly, an average session time on YouTube is 40 minutes—much, much longer than any other platform. 

This barely scratches the surface of how video can be used in healthcare. It’s a powerful tool that, if used correctly, can show the personal side of healthcare, enhance your patient’s experience, and, most importantly, boost that engagement, leading to long-term relationships. Using the right video at the right time can keep patients and prospective patients engaged no matter where they are on their journey. 

Need help getting started on your marketing? Let’s connect.

KidGlov is a full-service advertising, branding, and content marketing agency with B Corp and National Women’s Business Enterprise certifications. It is located in Omaha and Lincoln, Nebraska, and specializes in nonprofit marketinghealthcare marketingfinancial services marketingsocial impact marketing, and purpose-driven businesses.