You know that old saying “A picture is worth a thousand words”? Apparently, “moving pictures” are worth a million in the world of digital marketing. According to a recent analysis by technology giant Cisco, roughly 80 percent of global consumer Internet traffic will come from video by 2018.
That’s a lot. And if you aren’t already investing in your organization’s video marketing, you’re about to be left in the dust. Here are some ways you can tap into the power of video to enhance your healthcare company’s promotional efforts:
For hospitals, medical centers and similar organizations, few things are as effective as a patient testimonial — especially on video. Consumers are more likely to listen to an impartial third party tout your services than one of your company’s bigwigs. And with consumers’ already short attention spans, a quick video is more likely to make an impression than blocks and blocks of copy.
For example: Gary, a heart attack survivor, is the focus of several marketing campaigns we’ve developed for South Nassau Communities Hospital (SNCH), an independent hospital on Long Island. His story is a great read, but it’s fully realized on camera where you can see him get back to doing the things he loves like spending time with family.
Similarly, we’ve used short documentary-style videos to help Humana inspire its members to strive for better health. DeEtte, who is now a Senior Olympics medal winner, lost more than 100 pounds and changed her life fundamentally. She was the perfect one to tell her incredible story and video was the perfect way to tell it.
Another great way to leverage the power of video is Q&A. When you’re in the business of healthcare or health insurance, your clients and prospects have a lot of questions. Short FAQ videos can answer them, and help boost engagement.
For our Truth in Medicine campaign with SNCH, we recruited doctors to answer common health questions like “Is too much coffee bad for you?” These whimsical and fun vignettes helped humanize the organization and introduce SNCH’s doctors to the community.
New Technology and Procedures
If your organization is the only one in the area to have a certain technology or to offer a specific procedure, shout it from the hilltops by making videos. Subjects such as technology and procedures are more easily understood visually, and these videos offer a prime opportunity to showcase your organization’s capabilities.
Regardless of how you decide to leverage the power of video, just remember that all your work is for naught if people don’t know about your videos. Consider using a multichannel approach, and sharing those videos across social media, email blasts, websites and other avenues. You’ll reach more eyeballs, capture new business and build your brand.
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