Constant digital innovation has led to new ways for organizations to connect with consumers. There’s artificial intelligence, the Internet of Things, and similar emerging tools that enhance how businesses communicate with their target audiences. Still, one of the immersive tools is video marketing. One industry where video is especially advantageous is healthcare. From hospitals and health systems to doctor’s offices and assisted living communities – these organizations use video to highlight new services, educate patients on health concerns, and provide overviews of the facility. Achieve more healthcare marketing success with these insights about video from AMNY Health Marketing.

Why Video Marketing?

Video marketing holds great potential. If your healthcare organization isn’t already using it, you might be missing out. Research suggests video marketing delivers on its promises, as 90% of marketers claim it has generated a good return on investment. If you use video marketing, there could be opportunities to maximize its use. Video editing technology has not only become easier to use, but mobile devices have enabled users to watch videos from anywhere.

Healthcare marketers may also find that consumers prefer video over other types of content. According to research from HubSpot, on average, people are watching 17 hours of video a week in 2024. Video marketing can boost engagement, build trust among your target audience, and ultimately increase conversions and sales.

How to Use Video Marketing in Healthcare

Part of what makes video marketing so worthwhile is that it’s versatile. You can use videos to educate patients about conditions and vaccinations. You can create social proof with testimonials from patients. You can also attract top talent to your hospital or practice with virtual tours of the facility. Check out these various ways to employ video marketing:

Patient Education: Explainers and How-To Videos

In an explainer video, a doctor shares tips for improving symptoms of specific conditions. These videos might also cover treatments, like surgeries, with doctors detailing what the procedure entails, from preparation to recovery. Think of these videos as a conversation a patient might have in the office with the doctor. They convey your physicians’ expertise, building trust among your target audience.

When discussing more complex or dry topics, consider animated explainer videos. These can be more engaging and make high-level medical content more digestible.

A similar form of patient education is how-to videos. In these, doctors or nurses will go step-by-step, explaining what happens during a procedure or how to do an at-home treatment. How-to videos can empower patients while also indicating the expertise at your facility. If going over complex procedures like open surgeries, how-to videos can also alleviate fear about seeking treatment. Giving patients this insight can make them more confident to get the care they need. What’s more, if your video fosters trust, prospective patients are more inclined to visit your hospital or practice when the time comes.

Social Proof: Patient Testimonials

As much as a health system or private practice attempts to understand their patient’s needs and concerns, sometimes no one knows better than other patients. Video marketing is a great way to be more intentional with patient testimonials.

Past patients may have left negative feedback on third-party sites or your website. Video testimonials can say more than these written reviews, allowing viewers to see a patient and hear their voice. They witness the patient interacting with doctors and other medical staff in examination rooms and operating rooms. It becomes easier to picture themselves in the patient’s shoes, enhancing their confidence and trust in seeking care.

The most powerful testimonials tell a story. They should start with the patient’s symptoms before diagnosis and continue through receiving treatment at your facility. This mimics the trajectory prospective patients watching the video want to follow. Of course, you should review data privacy guidelines to ensure you comply with regulations. You also only want to share information the patient is comfortable with being made public. So, focus on those patients who seem eager to share.

Corporate Videos: What’s Your Facility All About?

In some contexts, corporate videos have been replaced by other forms of marketing like user-generated content. However, they can still be beneficial for your organization. To make a compelling corporate video, think about your vision, mission, and core values. These ideas should guide the tone of your video and ensure you cover all the necessary points. There are multiple ways to approach a corporate video, but two of the most common include:

• Facility tour: A facility tour helps patients understand the atmosphere. It shows them the advanced equipment you use and the many doctors, nurses, and other staff available to help. It also shows the different amenities you offer, such as food courts and parking.
• Medical staff interviews: Interviews with doctors and other medical professionals allow patients to get to know providers and their philosophy of care. It can help them identify a doctor that pairs well with their personality and how they like to receive care. At the same time, these video interviews communicate the expertise at your facility.

Beyond resonating with patients, corporate videos like these can help talent determine if your organization is a good fit for their career goals. That’s why it’s important to convey mission, core values, and culture. Video marketing can help you stand out from other hospitals and practices seeking to fill open positions, enabling you to attract top talent.

Video Marketing at More with AMNY Health Marketing  

Part of a comprehensive marketing strategy, video offers numerous opportunities to boost patient engagement and drive appointments. Of course, your marketing efforts are only as effective as your capabilities. Since hospitals and practices already manage many tasks, it helps to have a marketing partner like AMNY Health Marketing. Our team of healthcare marketing strategists can help you tell a unique story of your organization that communicates your expertise. Through data-driven strategies, you can acquire new patients and boost referrals. Contact us today to learn more about our services.