7 Tips on Integrating Video into Healthcare Marketing
Creating engaging, dynamic and interesting content in healthcare digital marketing is all about being unique. In a space heavily influenced by regulation, professionalism and compliance, this is sometimes a difficult task – hence the overwhelming amount of cookie-cutter approaches to healthcare digital marketing.
One of the best ways you can immediately begin to cut through the noise, distinguish your organization and tell your brand’s story is through video.
No need to beat around the bush in your video strategy. First, identify goals and directives that you’re aiming to hit with your video(s). If you want to create awareness, make sure every element of the video is informational. If your goal is to create an educational resource, make sure your video explains the topic in the most efficient, simplistic and tasteful way possible. You don’t want to put out a video just to have video content. Video can be a powerful tool if it has a directive and a goal, but it can also harm your digital marketing efforts if it lacks depth and valuable information.
One of the biggest mistakes you can make in your video strategy is being vague – using hazy language and not fully explaining what problems your organization solves. Another mistake is using too many buzzwords, overly technical language and not speaking with your audience. Users are looking to be convinced, so provide easy-to-understand information directly to them without using flowery or complicated language.
It’s no secret that there’s a certain complexity to the products and service offerings within the healthcare industry, and this creates an increased need for distilled information exchanges and quality, simple explanations. Animated videos are a great way to break down complex information into a more easily digestible format. Many large healthcare organizations have seen the benefits of animation and are employing it more frequently in marketing messaging across the board. GE, for example, utilizes animated videos regularly in marketing messaging to create educational resources (click here and here to see two examples) that distill larger concepts into formats that are conducive for web browsing.
Tell a Story
Telling a story is key to drawing attention and can also help establish an emotional connection with your viewers. When creating marketing materials, it’s easy to get “heads down” about products and service offerings and plow through your work without stopping to actually think about what you’re doing – making messaging rote, overly specific and lacking any big picture elements. This trend is especially present in many healthcare marketing scenarios where clinical materials are repurposed and passed off as marketing materials.
Is specificity important? Absolutely. Without a doubt, being in-depth is important, but you can’t forget about context. Telling your story and giving an introduction first can provide your potential patients and customers with context, allowing them to better receive the information you’re presenting.
Simplicity is Key
Leonardo da Vinci once said, “Simplicity is the ultimate sophistication.” This definitely holds true for video messaging. Taking complicated scientific or technological concepts and distilling them down into messaging that is digestible, clean and efficient will be most effective. The greatest teachers are not always the smartest, but they are the ones who can organize and distribute information in a unique, simple way that sticks and makes sense. Sophistication in your video strategy will come from your ability to effectively present information.
Before pushing your video content live, you must identify two things. One – you need to define the stage in which you want your video to hit your potential patients or customers in the buyer’s journey. Two – you need to know where your video fits in with your other digital marketing efforts. To do this, you first need to remember the goals you set prior to creating your video(s). This will help you answer the preceding questions. For example, if your video is awareness-based and aims to educate users on your organization’s service offerings, the video would most likely fall in the early stages of the buyer’s journey, as it’s more informational. You would also benefit from fitting it into corresponding top-of-the-funnel marketing activities, like high-level web pages, pay-per-click (PPC) advertising, social media posts, blog promotion and more.
Work With a Partner
Oftentimes, video content is produced outside the context of other digital marketing efforts. For example, you might outsource your video content to freelancers or production companies who aren’t marketing specialists and don’t play a consistent role in your organization’s overall marketing efforts. This can lead to disjointed messaging, styling and themes. It’s important to work with a healthcare digital marketing partner who has video capabilities and fully understands your organization and other marketing efforts you have in place. If you don’t have the luxury of working with a partner, make sure your digital marketing team has a big hand in the video strategy and production. This is true with any video process, but within the healthcare space, added regulations, marketing nuances and messaging strategies really make it a necessity.
Video can be one of the most effective healthcare messaging vehicles if properly strategized and executed. Are you interested in hearing more about video in healthcare marketing and how it can help your organization? Contact us today – we would love to answer any questions or provide feedback!