These Statistics Prove You Need To Add Videos To Your Existing Digital Marketing Strategy
One question that we're regularly approached with by healthcare professionals seeking to advance their marketing strategy is: “Is the use of video marketing in my industry necessary?”
The short answer? Absolutely.
It’s no secret that videos are incredibly popular across all industries and customer demographics. They’re easy to consume, engaging, and best of all, simple for companies to create and leverage for digital marketing.
Utilizing modern forms of technology such as video can help streamline processes and communication in the healthcare industry, producing immediate results.
We've observed and tested these observations over the years, discovering what the statistics show below.
Photo by National Cancer Institute
Five Video Marketing Strategies For Healthcare Companies
Online videos are an essential component of healthcare marketing. Users worldwide spend millions of hours watching them each day, so it makes sense that companies in the healthcare industry should incorporate videos into their marketing strategy.
Let’s look at some statistics that show why video marketing is a lucrative approach for healthcare brands and how you can leverage them to take your business to the next level.
1. Build Trust Through Intelligent Content Marketing
87% of adults use an online search engine to find health-related information. To attract their attention, you’ll need to create videos that not only offer value but build trust around your brand.
This is important because people respond better to video content. It’s easy to follow and view in between meetings or over lunch. However, according to TechSN.com, Google favors video over content with text only, ranking sites with video much higher in its search results. So it’s a good idea to amp up your video marketing strategy.
There are lots of ways you can improve your healthcare company’s credibility through videos, such as:
Videos that introduce your staff members to new patients.
General patient testimonials about your healthcare practice
Testimonial videos dedicated to a success story to show your provider's capabilities
By offering valuable videos to existing and prospective patients, you can build trust and increase engagement. Place these videos on your website and social media pages to show just how credible your healthcare business is.
2. Use Videos To Ensure Visitors Receive Essential Information
A study by DigitalSherpa found that 80% of online visitors will watch a video, while only 20% will thoroughly read a piece of written content. This means your healthcare organization cannot afford to overlook video marketing.
If getting your audience engaged and fully immersed in your health-related information is essential to you, then the video should be, too. As the statistic shows, your audience is more likely to consume your content to its full capacity when there's video involved.
Educational videos on common screenings and treatment plans
A video series about updates to medicare and other health plans
Videos on price changes or new hours at your medical practice
An online video helping patients navigate their patient portal
Offering both written and video format is a great way to ensure customers have multiple opportunities to obtain necessary information and updates. It’s an excellent approach for your healthcare marketing strategy because it also provides content your customer service team can share with patients to help offer clarity on their questions and pain points.
3. Add Videos To Your Email Marketing Campaign
On average, email marketing provides the highest ROI. However, we're all aware of how difficult it can be to get our target audience to open and engage with our email marketing when they're receiving a hundred more email messages from several other brands.
Statistics show that you can increase your email response rates by 25% when adding the word "video" to your subject line and email content. So focus on creating short-form videos that you can easily embed into your marketing emails. For example, include a health tip of the week or channel your humorous side to include a funny video about your office.
You could also add links to informative videos you’ve created to make it easier for users to access them. This is a great way to make your email marketing campaign more engaging while taking your healthcare marketing to the next level.
4. Improve your Video Marketing Strategy To Increase ROI
Over half of the professionals in the industry value video marketing as a must-have tool: "51.9% of marketing professionals consider video to be one of the content types with the best ROI" (eMarketer).
Video marketing is not only necessary to attract and engage audience members, but it is also one of the most successful types of content across the board. This means its ability to provide results has been established and tested, making video a crucial method to adopt in your strategy.
Depending on the types of videos you create, it’s easy to keep costs low. Since video production just requires a camera, good lighting, and some basic editing software, it’s relatively inexpensive to start a video series. Another way to save money on creating videos is to record any webinars and webcasts your company hosts and make them available to your audience.
Videos are a great marketing tool for healthcare providers and companies looking to make their marketing strategy more cost-effective. They also support your SEO efforts, making it easier for potential patients to find your healthcare practice. This means you’ll see more ROI generated through your video marketing strategy.
5. Generate Branded Videos To Gain Subscribers And Improve Customer Engagement
74% of all internet traffic in 2017 was aimed toward videos (Brainshark). With video dominating the content sphere, it has become more apparent than ever that organizations and brands that do not implement video into their marketing plan will become entirely irrelevant in the near future. And it's safe to say that's completely the opposite of what you want to do.
Social media marketing is an excellent channel for your videos, especially if you want to grow your healthcare practice and attract new patients. High-quality video content can be just as effective as any marketing agency.
Create videos that are short and shareable. Encourage your followers to share the videos and tag your practice in their posts. This is a great way to gain subscribers and build customer engagement to support your marketing efforts.
Photo by CDC
Partner With BeaconLive To Take Your Healthcare Video Marketing Strategy To The Next Level
Getting started with video is not as difficult as it once was. Now, with the rise of webinars, video blogs, and other types of videos, staying current with marketing trends has become more realistic than ever.
Partner with the event experts at BeaconLive to amp up your video marketing strategy. This is a great way to grow your healthcare practice, increase ROI, and attract new customers by building trust.
Learn more about putting OnDemand videos into your healthcare marketing mix to take your medical practice to the next level.