In today’s world, digital communication has become an essential part of a company’s growth — even in the healthcare field. It’s now common for consumers to seek medical and health information online. Pew Research Center reports that 72% of Internet users searched for health information online within the past year.
There is an ever-growing opportunity for healthcare companies to establish an online presence — especially one that can provide useful information in an engaging way. One of the best ways to do this is with video. Here are three video strategies healthcare companies can use to market their practice and let consumers know they exist.
Animate Your Message
Many large healthcare institutions use animated video content to grab the attention of their customers online. Animated marketing videos can turn a complex or lengthy topic into a simpler, quality explanation. Healthcare organizations have seen the benefits of animated videos and are employing it to their messaging strategies across the board. Video can work for a wide range of content including anything from educational resources (such as a how-to video or prevention tips) to customer testimonial videos.
Here is an animated marketing video we created for Wisercare, an online decision-making tool designed by physicians and healthcare experts that educate patients about their treatment options.
In this video, animation allowed Wisercare to convey a professional and serious message, yet maintain a warm tone to connect better with their target audience. It also allowed Wisercare to use creative storytelling and a warm character to help make their services more relatable.
Make an Emotional Connection
Video content that strikes an emotional chord is popular on platforms such YouTube and can help humanize a healthcare organization. The key is to make sure the messaging appears natural and not forced. The American Heart Association made an emotional connection in this video that offers helpful heart surgery tips from relatable “friends who have made the journey to full recovery”. This personalized connection uses real patient stories and voices to help viewers prepare and plan for their surgery.
Often a healthcare company can have a large target audience with a variety of demographics, so it can be difficult to pinpoint exactly how to position video marketing efforts. Before creating any video content, it’s important to identify and create target audience personas for your healthcare-related video. This persona data development process will help make sure the time and effort you put into creating a company video is well worth it.
Focus on Simplicity
Healthcare organizations need to distribute information in an engaging, yet simple way. Simplicity is key for video messaging, especially when it comes to medically complex or technological concepts. Distilling your message into a video that is digestible and to-the-point is the most effective approach.
In this whiteboard animation video we created for Medibis, a leading provider of business intelligence to ambulatory surgery centers and hospitals, we needed to tell the story of Medibis without being overly complex as well as use hard facts to back up claims. Simple illustration was used in the video to explain clearly how the company helps process data in a cloud-based format.
Animated videos are one of the most effective healthcare messaging vehicles if properly executed. If your healthcare organization is interested in learning more about video and healthcare video marketing, contact Revolution Productions.