Video marketing in the Healthcare sector: the Healthcare sector is experiencing an unprecedented phase of vitality and expansion. It is also a phase of radical revolution in the wake of Digital Transformation, which has opened up enormous unprecedented opportunities that were unthinkable until a few years ago.
In our previous post, we focused on the meaning of Digital Health and its importance in today’s landscape. In another post, we shifted our gaze towards the future, analyzing the new technology trends impacting the Healthcare Industry and the opportunities they bring, all to be seized.
In the midst of all these trends, one direction emerges clearly: that of bringing companies closer to individuals. If the starting point of the digital revolution is data, the point of arrival is instead to transform this data into relationships. Today, the success of every company – especially those in the world of healthcare – is at stake.
To put it another way: it’s really about reviewing how you communicate with customers. In this post, we will focus on a specific and decisive aspect of digital communication: video marketing.
We’ll start by looking at data that demonstrates the power and effectiveness of the video medium. This power and efficacy have no equal in our world today. Then, we’ll look at the best strategies, best practices, and successful examples for video marketing in the Healthcare sector.
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There’s nothing more effective than videos…it’s all in the numbers
Here are some numbers that alone demonstrate why video is the most effective media in the digital age:
- more than 5 billion videos are viewed on Youtube every day (merchdope.com);
- 78% of online users watch at least one video every week. And 55% watch one every day (hubspot.com);
- According to estimates by Cisco, by 2022, 82% of all internet traffic will be generated by video. This percentage was already 72.3% in 2017 (cisco.com);
- when it comes to video 55% of people pay more attention than any other type of content (omnikick.com);
- when viewing a video, the average user retains 95% of the message it contains; this percentage goes down to 10% when we talk about text (wirebuzz.com);
- about 100 million hours of video watched every day on Facebook (99firms.com);
- 82% of registered Twitter users consume video content constantly (Twitter);
- on Instagram, posts containing video record 38% higher engagement on average than posts containing images (mention.com);
- 54% of consumers say they want to see more videos from the brands they follow and support (hubspot.com).
Such statistics are compelling for brands and brands are taking notice. As a result, brands are moving to implement videos as much as possible in their marketing strategies, with excellent results. These two statistics offer additional proof:
- 87% of marketing professionals use video in their strategies (wyzowl.com).
- 88% of marketers are satisfied with the ROI generated by video marketing campaigns (animoto.com).
This collection of data proves one thing: video is the most effective tool for digital marketing. And this also applies to the Healthcare sector. In fact, it’s even more true for this sector, which is intimately involved with consumers as part of their daily lives.
How to structure a video marketing strategy in the Healthcare sector in 4 points
So, let’s take a closer look at how we can build a video marketing strategy in the Healthcare sector, the fundamental points that must be included, the best practices, and some examples of success.
1. Start from education
It is often said that we live in the information age. Today, as never before, we have access to all the information we could need in just a few seconds, maybe with just a few taps on our smartphone during a coffee break. Health information is certainly among the most sought after online. In Italy alone, web searches made on this topic average 4 billion per year, a trend that is constantly growing (agendadigitale.eu).
The downside of all of this is the difficulty of finding your way around this mass of information, that is sometimes complex, misleading, or even altogether untrue. This is why the first task of a company in the Healthcare sector is education. Education is not just a responsibility, it’s also an opportunity.
In this sense, video proves to be the best ally. Video is a way to provide the consumer with an effortless way to have access to clear, precise, and authoritative information from the brand. This is the first step toward establishing a relationship of trust with the brand.
An example? The Mayo Clinic’s one-minute video series covers a variety of useful topics, from the importance of fitness, to the use of cosmetics, to how to prevent allergies.
2. Be clear, but also calm
In this case, let’s start immediately from a very interesting and effective example. Targeted toward their younger patients, Miami Children’s Hospital created a video campaign that explains what happens before, during, and after heart surgery. Understandably, this is a very sensitive topic. With this video, the Miami Children’s Hospital manages to achieve the complex objective of providing clear and authoritative information, while at the same time reassuring the viewer.
By showing the faces of its staff members, demonstrating their professionalism, the environment, the technologies used, and everything related to the surgery. In this way the high level of preparation and humanity of the people involved are what stands out to the viewer.
3. Learn to be engaging
As we saw above, you have to know how to correctly inform and educate your audience, all with a calm demeanor. However, it’s also true that, for video marketing in the Healthcare sector, success also depends on your ability to excite and involve the viewer. In short, the keyword is storytelling.
An excellent example is the campaign carried out by the dental health department of Bupa UK and addressed to children (but applicable and reachable to adults as well). Through a great use of animations and storytelling, the brand uses the well-known story of the tooth fairy and associates it with childhood memories. This campaign has proven to be a great vehicle for establishing a truly intimate relationship with the viewer (and, not surprisingly, the video has exceeded 1.3 million views on YouTube).
Another effective way to be direct and engaging is to use influencers in your video marketing campaigns. A very interesting example is that of the Australian pole vaulter, Amanda Bisk, who has been diagnosed with chronic fatigue syndrome. On her Instagram channel, Bisk talks about her path to fight the disease through fitness, and she has quickly become one of the most famous figures in Healthcare on the platform.
It’s important to note that today, more and more brands are targeting not only top influencers, but micro-influencers. Micro-influencers have a much smaller yet targeted and loyal following of fans. Therefore, their messages are perceived by the public as more authentic and personal.
4. The definitive strategy? Personalization
94% of marketers believe that personalization is crucial for the future of the business in which it moves (info.monetate.com). But what do we mean when we talk about personalization?
First of all, it’s not something new: really knowing your audience has always been the best way to make a profit, to calibrate your communication and your “tone of voice”, to increase engagement and loyalty. But what is the turning point of personalization today?
It is a digital turning point. Today, we all leave traces online at every moment: geolocation, Google searches, preferences on social networks, apps (which in Healthcare are increasingly widespread), and so on. We are talking about a huge amount of data that benefits both companies and consumers, in a win-win perspective.
Therefore, it’s a matter of utilizing efficient systems for the collection of this data, dynamic systems that are designed with an omnichannel approach in mind. From collection, the next step is to analyze and interpret this information. Then, you will want to divide your audience into many micro-targets with homogeneous and consistent characteristics to target with tailored communications and offers.
Can you go further?
Yes, the real goal must be the single person, using a truly one-to-one dialog. This is exactly where specialized companies like Doxee come into play.
Think about Doxee Pvideo®: we are talking about personalized videos that are built on the characteristics of individual users, with many opportunities for interaction and the possibility to insert custom calls-to-action. In short, Doxee Pvideo® combines the strength of video with the power of personalization.
That’s why Forbes magazine defined personalized videos as “the ultimate marketing breakthrough that brands need” (forbes.com).
In conclusion, these facts are all the more true in a sector like Healthcare that impacts people’s daily lives. For brands, the best strategy can only be to get closer and closer to customers.
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