The healthcare industry focuses on the maintenance and improvement of health via the diagnosis, treatment, prevention and cure of disease, injury, or disability. Advances in research and technology, as well as the broader ramifications of the COVID pandemic, have resulted in a significant shift in the industry’s inner workings.
The constant pressure to increase the quality of patient care has bred extreme competition in the healthcare market. It is therefore getting more and more difficult to distinguish yourself from competitors. Your marketing strategy needs to adapt, and what better way to do so than through video?
What is video marketing?
Video marketing utilises various styles of video media to promote and market your business’s products and services. It aims to attract and educate audiences, retain their interest and convert them into customers. Its highly shareable nature also contributes to the success of video as a marketing tool.
Video marketing can be shared in many forms, either on hosting platforms like Youtube or as part of an article, blog post, report, presentation, or social media post.
Why use video in your marketing strategy?
A staggering 86% of businesses use video as a marketing tool, it has been proven to build trust, promote authenticity, explain, educate, and, perhaps most importantly, produce a high return on investment.
Whilst it has been proven that video marketing is effective for all types of business, it is particularly well suited to healthcare marketing, owing to its capacity to simplify complicated material whilst also engaging a wide audience.
To further understand the perks of video marketing and to garner inspiration for your own creativity let’s take a look at ten examples of healthcare marketing video and explore what makes them so great.
1. Trust builder- Apollo Hospital’s patient testimonial
To be trusted, businesses must do the right thing, in the right way. Clearly, due to the sensitive nature of client health, this is of the utmost importance within the healthcare sector. The relationship between healthcare provider and patient, above anything else, is built on trust.
So how do you promote trust?
An effective way of building trust is through customer testimonials. Testimonial videos give potential consumers the confidence to consider your organisation above others. Growing trust through honest user evaluations is the key to success in a world flooded with healthcare providers and a population that is rightfully sceptical of them.
Up to 90% of people trust what a customer says about a business more than what a business says about itself.
2. Authenticity promoter- Urology Partners promotional film
Authenticity is critical in healthcare marketing since it helps to develop trust.
Being authentic means staying true to your core aims as a business and sharing this truth through your marketing. In the healthcare sector, an environment in which human elements really matter, authenticity sells more than anything else.
An inaccurate portrayal of your business can result in negative feedback, future mistrust, and even serious lawsuits. For this reason, it’s critical that you portray your healthcare organisation accurately.
Customers’ expectations will be controlled appropriately if you use actual video footage of your locations, resources, and services.
3. Research presenter- Tesaro: Lonnie Moulder interview
Scientific research is at the forefront of the healthcare industry. To industry professionals, it’s incredibly exciting when breakthroughs are made, but getting the public to share this interest can be difficult at the best of times, despite the implications it may have on their health.
Presenting research data through text is not only inaccessible, but it’s boring! This is where video can help.
Incorporating research with meaningful storytelling or visuals encourages engagement in those who would likely otherwise be uninterested.
Video interviews with scientists and medical professionals are a great way to promote understanding of research.
4. Effective Demonstrator- WWCIH Charity: ultrasound demo
Undergoing a medical procedure or spending time in a hospital can be daunting. Using a video demonstration to show patients their likely hospital experience will calm their nerves and allow them to have a pleasant time within your institution.
Medical demonstration films can also be helpful to instil expectations about the level of care and attention needed in new recruits. Multimedia style learning is great as it can reach employees with various learning and communication styles. It has been recently proven that video has the ability to outperform in-person training, humans are hardwired to learn best when we are processing auditory and visual information.
5. Recruitment champion- NHS nursing recruitment campaign
Around 90% of the job market today is candidate-driven. This means that if you want to attract the right talent – and hire them before your competitors – you need to create the type of content that will best speak to your ideal candidates.
For a health company, whether research or care-based, the employees are at the heart of the organisation. A recruitment video lets you ‘blow your own horn’, demonstrating why the best talent should be drawn to your company. Show off your state-of-the-art equipment and facilities, whilst also exhibiting your corporate culture.
Did you know that video-based job postings have a 34% greater application rate than those without videos?
6. Engagement booster – Walgreens: Suncream
In the past 20 years, the attention span of the average person has dropped to an astonishing 8 seconds. It’s getting harder and harder to promote audience engagement in videos, especially using mid to long-form content. This is why snackable videos are perfect. The bitesize, attention-grabbing media teases audiences into engaging with larger pieces of content developed for your brand.
Not only is snackable content a champion of engagement, it’s also perfectly mobile optimised. This means that healthcare video marketing can be delivered to a much wider group of people. Over half of people watch video content strictly on their mobile devices.
To discover more about snackable video click here
— Walgreens (@Walgreens) August 11, 2016
7. Audience focuser- Testosterone Deficiency Men’s Health Campaign
One million British men have a testosterone deficiency, before this advert was brought out, just 8% received help and treatment. Men over 50 notoriously downplay their health problems and shy away from seeking medical opinions. This small-budget commercial created by Kartoffel Films was designed to encourage this societal group to seek help and support them in their journey by providing information and treatment plans.
To most effectively attract the attention of your target audience, your advert must relate to them. This is why we decided to use visual and audio queues that the targeted age group would recognise, (Harry Redknapp, football, locker room chat, middle- aged talent). The video successfully garnered the attention of a group notoriously private about their health.
The advert was a resounding success, according to the TackleTD website, ‘Social activations reached 400,000 with 300,000 video views with over 15,000 website visits and two-thirds completing the symptom checker – 70% indicating possible TD! Thousands then attended a doctor’s appointment leading to an astonishing 13% increase in those seeking help.
8. Emotion driver- Apple Watch
Video processes in our minds over 60,000 times faster than text, it immediately ignites personal connections that demand we keep watching. It grabs attention and retains it.
Emotional marketing encapsulates advertising efforts that deliberately attempt to convey powerful messages that tap into human emotion, forcing a personal connection with its audience. It’s a masterfully impactful technique that can encourage social shares, increase sales and inspire customer loyalty.
Emotion in film is achieved through a combination of performance, movement, story, script, editing, and cinematography.
Connecting with potential customers or patients not just through intellect but also through empathy can inspire a more successful marketing plan. It incentivises more digital sharing, consumption, customer loyalty, and brand affinity.
9. Accessibility assurer
The National Literacy Trust has determined 1 in 6 adults in England have very poor reading skills.
For those that struggle to read, leaflets and letters overloaded with written information are overwhelming and inaccessible. Although complete illiteracy is rare in the UK, many possess eye problems, brain trauma, mental illness, and developmental problems that contribute to a low comprehension ability.
It is essential that these groups have access to medical content and are aware of their options surrounding healthcare services. This is where video comes in…
If video is made with accessibility in mind, for instance using simple concepts, captions, high colour contrast and non- flashing content, it can be more productively understood by those with disabilities.
10. Animation- Bupa: Tooth Fairy Film
Animation has numerous logistical pros, when done right, it is possible to save time, energy, and money.
- Depending on the options and type of video being made animation can be cheaper as there is no requirement to hire actors or pay any location costs. Be aware that this is not always the case.
- Medical imagery can be tough to replicate in live action, this can be due to patient confidentiality or logistical impossibility, for instance, it’s difficult to film the biological changes caused by disease.
- If you are looking to push into the realms of creativity, animation will be able to provide this for you.
- Animated video is much easier and cheaper to edit than live-action footage. This is especially useful for healthcare video as adjustments can be made in response to new medical findings.
- The ability to easily edit animated videos allows for changes over time, increasing longevity.
- It is possible to keep and use the content for years, amassing a huge total ROI.
- Due to its associations with children’s television, some may think that animation is an unprofessional medium to communicate health information through, this is a thoroughly outdated ideology.
- Animation can be polished, corporate, and professional whilst at the same time being accessible to wider sections of society.
Aside from this, most importantly in the healthcare field, animation is a video format that has the ability to be natural, accessible and inclusive.
Fear inducing topics can be crafted in a more approachable way through animation, making it a perfect tool for conveying diagnostic information.
For children, live action medical footage can be uninteresting or scary. Animation presents suitable imagery and caters for the short engagement spans of children, especially when using character animation.
Animation can also overcome language barriers and in doing so promotes a more inclusive ‘visual language’.
Create your own!
Taken enough inspiration from the great healthcare marketing videos above and ready to get started on creating your own? Video production can be tricky, outsourcing it to an agency will streamline the process, remove any anxieties, and ensure that your film is appealing, marketable, and meets your company objectives.
Thinking about using Kartoffel Films? Give us a call and we can get our creative partnership started!