As a healthcare business owner, you know the importance of attracting new patients and maintaining a steady flow of leads. You’ve likely seen other practices utilizing video marketing to grow their patient volume, but without the expertise or resources to implement a successful video marketing strategy, you will have a hard time replicating their results.
In this comprehensive guide, we provide the ultimate guide our healthcare digital marketing agency uses to create successful video marketing campaigns for healthcare providers like you. You’ll learn about different types of healthcare videos, current trends, and effective implementation strategies. Whether you’re new to video marketing or looking to refine your approach, this guide will equip you with the knowledge and tools needed to generate leads and grow your patient volume.
If you’re running a dental, chiropractic, dermatology, or other healthcare practice and want to start a successful video marketing strategy, click here.
Benefits of Video Marketing in Healthcare
With the expertise and resources that go into building a comprehensive video marketing strategy, you may be wondering if the investment is really worth it. We’ve seen firsthand how video marketing offers numerous advantages for healthcare providers, from boosting patient engagement to enhancing trust and credibility. Plus, it may not be as difficult to execute as you think.
Here’s what you can expect if you implement video into your healthcare marketing strategy.
Improved Patient Engagement
Visual content is more captivating than text, making information more accessible and easier to understand. Engaged patients are more likely to trust your practice and feel comfortable with your services, which increases the likelihood of them becoming loyal patients. With a video marketing strategy, you can experience the benefits of increased session lengths, higher conversions, and better patient engagement on your website.
Enhanced Trust and Credibility
Creating videos that feature real healthcare professionals can boost trust and credibility. Patients feel more connected when they see and hear the dentist, chiropractor, telemedicine doctor, or SMP artist first, making them more likely to choose your services over competitors.
With our own digital marketing agency, we’ve had prospective clients say they feel like they already know us after watching a few of our Youtube videos. What’s the payoff of this, at least for us? Prospective clients want to sign a contract immediately, something we rarely see with written content alone.
For healthcare providers, video content could encourage users to choose your practice over a competitor because they have seen you demonstrate expertise on camera.
Better SEO Rankings
Search engines monitor user engagement to help determine where your landing pages show in their search results. By adding videos to your pages, you’re increasing the amount of time visitors spend on your page, signaling to Google that your resource is valuable. This ultimately improves the position your pages rank in search results and leads to more prospective clients navigating to your website.
Increased Conversion Rates
Video marketing can dramatically boost your conversion rates by providing clear and concise information that helps potential patients make informed decisions. Videos can demonstrate medical procedures, showcase patient testimonials, and highlight the unique aspects of your healthcare services, making your practice more appealing.
Incorporating a strong call to action in your videos can guide potential patients toward the next step, whether it’s scheduling an appointment or contacting your office for more details.
Types of Healthcare Videos
Now that you know why it’s worth your time and resources to implement a video strategy, you’re likely wondering how to do it. Before we get into the practical steps, it’s important that you understand the types of healthcare videos you can create, whether you run a home care agency or addiction treatment center.
Educational Videos
Educational videos provide valuable information about medical conditions, treatments, and preventive care. They position your practice as a knowledgeable and trustworthy source of health information, attracting patients seeking expertise.
This should include videos where you answer frequently asked questions found in search engines. Just like a strong content marketing strategy aimed at getting pages on Google, you’ll want to do keyword research to identify what people are searching for so you can get in front of your audience base with the answer.
Patient Testimonial Videos
Patient testimonial videos showcase real results, recoveries, and satisfaction with services. These videos can be powerful in building trust and encouraging potential patients to choose your practice based on the positive experiences of others.
Corporate Videos
Corporate videos highlight your practice’s mission, values, and team. They provide an inside look at your facilities and services, helping to humanize your brand and connect with patients on a personal level. While these likely won’t show up in someone’s video feed on YouTube or TikTok, it’ll help build trust once they navigate over from another video and are doing their research on your practice.
Trends in Healthcare Video Marketing That Really Work
Providing digital marketing in the healthcare industry, we’ve picked up on the trends that work for healthcare video marketing. As you’re thinking about the types of videos you want to create, try to work in these types of videos to maximize results.
Personalized Video Content
Personalizing your healthcare video content by directly addressing your audience can significantly enhance engagement. Featuring a human face in your videos helps build a personal connection and fosters trust, making viewers more likely to convert into patients.
Whether you’re creating educational videos or corporate videos, your audience wants to see a real person representing a humanized brand. When your audience sees real people who genuinely care about what they do, they feel more confident choosing your services.
Interactive Video Content
Interactive video content engages viewers and holds their attention longer by allowing them to actively participate in the viewing experience. Adding clickable links within your healthcare marketing videos can lead to additional resources, such as detailed articles or booking forms, enabling viewers to explore more about your company at their own pace.
Incorporating quizzes, assessments, and decision-making paths can make the content more engaging and informative, allowing viewers to interact based on their specific needs and interests.
Short-Form Videos
Short-form videos, typically under two minutes, cater to today’s short attention spans. They deliver key messages quickly and effectively, making them ideal for social media and mobile viewing.
A viewer that scrolls past or gets bored and doesn’t make it to the call to action at the end is less likely to convert. It’s vital that you create a piece of content that is not only engaging, but digestible for viewers.
Live Streaming
Live streaming offers a combination of the personalized and interactive approach mentioned above. It’s real-time interaction with a real person behind the camera. It’s a great way to host Q&A sessions, webinars, or live tours of your facility, allowing potential patients to engage with your practice in an interactive and immediate way.
How to Implement Video Marketing
Implementing a successful video marketing strategy involves careful planning and execution. We’ll share what we’ve done for our clients that has helped them increase their patient volume.
Develop a Strategy
Developing a comprehensive video marketing strategy is the first step to success. Start by defining your goals—whether it’s increasing patient inquiries, building brand awareness, or educating your audience. Identify your target audience and understand their needs, preferences, and pain points to tailor your content accordingly.
Plan Your Content
Content planning involves deciding on the types of videos you want to create and scheduling them for regular release. Begin by brainstorming topics that address common patient questions and concerns. Be sure to follow this brainstorming session with research into how people are searching these questions or services, so you ensure your healthcare marketing video is optimized around the exact keyword they’re searching for.
Ensure each video aligns with your overall marketing strategy and includes a clear call to action. Organize these topics into a content calendar and then collaborate with your team to develop scripts, storyboards, and shot lists to streamline the production process.
Shoot the Video
When shooting your videos, focus on quality production to make a professional impression. Use good lighting, clear audio, and high-resolution cameras to enhance the viewer experience. If you don’t have high-tech equipment, it’s not the end of your video marketing endeavor. We’ve shot professional-looking video content with our clients over Zoom. You just need to know what you’re looking for and any camera can produce high-quality videos.
Distribute Your Video Effectively
Effective distribution is key to maximizing the reach and impact of your videos. Each platform has a different audience and algorithm, which means that a different type of video will do best on different marketing channels.
Promoting Your Healthcare Videos
As we mentioned above, it’s vital to promote your healthcare videos on the right platforms and in the right way to get a return on investment. You can use the same video you post on your YouTube channel; you just need to know how to edit it so it actually gains traction when you post it elsewhere.
Below we explain how to optimize your video content for publication on social media, your website, and your email newsletters.
Social Media
Optimizing videos for social media channels involves creating content that is engaging and easily digestible. On platforms like Facebook and Instagram, use eye-catching thumbnails and include captions since many users watch without sound. Keep videos short and to the point, ideally under one minute for Instagram and up to three minutes for Facebook. Use platform-specific features such as Instagram Stories or Facebook Premieres to boost visibility and interaction.
Website Integration
Embedding videos on your website can enhance user experience and improve SEO. Place videos on relevant pages, such as service descriptions or patient testimonials, to provide additional value to visitors. Ensure videos are properly formatted for fast loading times and mobile compatibility. Include transcripts or summaries below each video to improve accessibility and keyword optimization.
You can also take the video, pull a transcript, and make minor edits to optimize it for search results. There are so many ways you can repurpose video to maximize results.
Email Marketing Campaigns
When incorporating videos into email marketing campaigns, use a compelling thumbnail or animated GIF to encourage clicks. Keep the video short, ideally under two minutes, to maintain viewer interest. Personalize the email content to make it more relevant to the recipient, and include a clear call to action linked to the video. Track engagement metrics to refine your strategy and improve future campaigns.
Tips for Successful Healthcare Video Marketing
We’ve covered the basics you need to know to grab a camera and start bringing in patients through video marketing. However, there are tips that’ll help you through the process, including keeping videos short and using high-quality thumbnails.
By following the tips below, you can create effective video marketing campaigns that drive results for your healthcare practice.
Keep Videos Short
When you’re taking a longer YouTube video and editing for social media, keep the clips short to hold viewers’ attention. For example, if you’re posting on TikTok, keep your videos 30 seconds or shorter. Use the most engaging and insightful part of your video to maximize engagement.
Make It Engaging
Ensure your videos are engaging from start to finish. Use storytelling techniques, compelling visuals, and clear narration to captivate your audience. It’s especially important to hit on the pain point of your viewers and what they’ll get out of watching your video within the first few seconds of watching. This is what we refer to as a hook.
Optimize for SEO
Search engine optimization (SEO) isn’t just for blog posts on Google. You’ll also need it for video content, no matter where you post it. Optimize your videos for search engines by using relevant keywords in titles, descriptions, and tags. This helps improve your videos’ visibility and attract more organic traffic.
Include Subtitles
Include subtitles to make your videos accessible to a wider audience, including those with hearing impairments or those who prefer watching videos without sound. Subtitles also enhance viewer engagement, as they allow people to follow along more easily, especially in noisy environments or when the speaker has a strong accent.
Use High-Quality Thumbnails
High-quality thumbnails are crucial for grabbing viewers’ attention and encouraging them to click on your video. A compelling thumbnail should be visually appealing, clearly represent the video’s content, and include readable text or graphics if necessary. Consistently using branded colors and imagery in your thumbnails can also help establish a recognizable look for your videos, increasing your practice’s visibility and credibility.
Create a Clear and Compelling Call to Action
A clear and compelling call to action (CTA) is essential for guiding viewers on what to do next after watching your video. Whether it’s scheduling an appointment, subscribing to a newsletter, or visiting your website, the CTA should be direct and easy to follow. Use strong, action-oriented language and ensure the CTA is prominently displayed in the video and its description.
Use the Right Music
Selecting the right music for your videos can greatly enhance the viewer’s emotional experience and engagement. The music should complement the video’s tone and message, whether it’s calming background music for educational content or upbeat tracks for promotional videos. Ensure the volume of the music doesn’t overpower the dialogue or narration, maintaining a balance that supports the overall narrative.
Start a Successful Healthcare Video Marketing Strategy With Sagapixel
At Sagapixel, we have experience creating effective healthcare marketing strategies that include videos. Our unique approach combines website SEO with video marketing, ensuring that your content reaches the right audience and maximizes your online presence. As the first SEO company to integrate these two powerful strategies, we offer a comprehensive solution that sets your practice apart from the competition.
To learn more about what a video marketing strategy would look like for your healthcare organization, contact us today.
