When it comes to reaching out to a potential target segment for healthcare marketing, the power of video is unmatched. Online videos are taking content marketing by storm. Going by Internet marketing trends, online videos are definitely the future of content marketing. Let’s have a look at some statistics:
- By 2017, video will account for 69% of all consumer Internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled.
- A study from Nielsen states that 64% of marketers expect video to dominate their marketing strategies in the near future.
- The Guardian claims that small businesses that don’t add online video to their marketing strategies “do so at their own peril”.
If you get the knack of this powerful medium of marketing and communication, it can be the future of marketing for your practice. In fact, many social networking sites now offer their own video capabilities, and you can easily upload videos and share them with your patients and peers. Sites like Facebook, Instagram and LinkedIn allow you to upload videos from your computer, and you can easily share them with your followers. Video sharing sites like YouTube or Google Video provide an easy and interactive platform to healthcare providers through which they can deliver an engaging experience for their patients and others to view and share health and safety information.
Videos can be created on a variety of health topics, providing useful and accurate scientific information about any disease, its occurrence, preventive tips and measures, lifestyle changes, healthy habits and so on. If the video is liked and appreciated by the viewers, there is a high possibility that it can become viral on social media. The more likes, tweets, comments and views your videos get, the more likely that people will know about your brand and you can attract potential patients to your practice. Online videos also have higher viewer engagement and retention rates.
There is a large scope of creativity while making videos, which makes them a better channel of content marketing than blog posts or articles. The content of the video should be engaging and visually pleasing at the same time. While strategizing the content for the video, always consider the mind-set of your target audience. For instance, if you plan to launch a video on “healthy eating habits for expectant moms,” make sure the video contains interesting food facts in simple depictions, and the content should be presented in such a way that it can be retained in mind easily. The use of medical jargon, any kind of detailed technical information or unnecessary charts and graphs should be avoided. The mantra is to use simple, easy-to-follow “stories” with a single message or call to action as these are more likely to become “viral.”
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Viewers’ attention spans have become short and they prefer reading short, crisp information. For keeping your audiences engaged, it’s best to keep your video as short as possible. Your practice is your brand. To create online brand equity, make sure that you include your practice logo and contact information in the video. You could also add a link to your practice website in the video, as this will help drive more traffic to your website.
Many providers have already begun utilizing the power of online videos to attract new patients — how are you leveraging your video assets? If you still haven’t thought about this influential medium of online marketing, it’s high time to do so.