As health marketing becomes more sophisticated, new ways are constantly being added to attract prospective patients to grow a practice along with maintaining current patients.
Videos have been a great method of differentiating one practice and website from all others in their field. By watching a video, viewers can understand the scope of a doctor’s services, the way in which procedures are performed and why, or even what a patient may expect upon arriving at the physician’s office. It is far more memorable than reading a description alone.
While some larger health facilities may choose to have the videos professionally done, creating small videos with a smart device still works well.
Not convinced? Check out the statistics from several studies performed recently.
For mobile video users (who now consist of many more than desktop users), according to Invodo:
92% of mobile video users share videos with others
Keep this in mind when creating a video so that the image is not focused on very small objects which can make viewing difficult. Also, make sure your video is compatible with mobile devices.
52% of consumers say that watching product videos makes them more confident n online purchase decisions
Invodo points out that video is useful in demonstrating interactive product potential. Users like proof that the product, not only works but functions as expected. Thing of your patient portal or tele health practice. Both of these make excellent topics for video explanations and demonstrations.
According to Wyzowl:
72% of businesses say video has improved their conversion rate
This means that although they have had viewers in the past, the ones looking at their website did not complete the deal or take the action that was desired. Wyzowl’s point is that a we site without video can be a tremendous error in attempting to explain certain aspects of your practice which would otherwise encourage them to use your services.
70% of consumers say that they have shared a brand’s video
According to MarketingCharts, the 3 reasons why users share content is to:
- Share information
- Connect with others
- Highlight an issue
The top driver was because the content was funny, entertaining or “pulled on your heartstrings”. Think of the puppy videos. They are so cute, emotions are elicited and they spread like wildfire. Try to figure out how you can do the same with your videos. Perhaps it is someone who is reunited with family members due to treatment, or someone who would have died had the surgery not been done, demonstrating a happy ending after a tough ride. Remember though, whatever topics you choose for your video, make sure that they are in alignment with your practice and the services that you provide.
As your video is shared, assuming it is engaging and captivating, those who view it will be more likely to check your practice out along with your website and make that appointment to consult with you.
65% of executives visit the marketer’s website and 39% call the vendor after viewing a video
How does this apply to you? Video can be the variable that drives your colleagues and professional vendors to refer you as the physician to see rather than one of your colleagues in the community. A video of a webinar or an interview that you gave makes a great short video that highlights your benefits and differentiates you from others in your field. Remember- “Perception is everything!”
96% of B2B organizations use video in marketing campaigns
73% report positive results to their return of investment (ROI)
Determining whether video marketing is appropriate for each company of course comes down to the bottom line. Incorporating analytics like watch time and re-watch rates confirm that video usage is the way to go.
Wistia is a company that tracks how well liked your videos are and how they perform. Wistia segments them so that you know which sections of your video that people are rewatching more than others. This information is invaluable as you can then create videos that concentrate on this or even touch upon those topics for the emails and content that your prospective patients find relevant.
Videos are shared very easily across most social media channels and reach a much wider audience. Not sure about this? Consider that the number of users for Snapchat has now exceeded Twitter with a user base of greater than 150 million users daily as compared to 136 million for Twitter users daily. Clearly consumers are enjoying video engagement.
Have you started using videos in your practice? Share your experiences in the comment box below.