5 Reasons Video is Beneficial in Healthcare Marketing

In 2020, 86% of businesses used video as a marketing tool, which is up almost a quarter from 2017. Healthcare organizations should be no different, especially since 88% of video marketers reported that video gives them a positive ROI, according to Hubspot. Here are five reasons to pursue integrating video into your healthcare marketing plans.

Story Telling

The most important thing in healthcare is gaining the trust of the consumer. According to a National Center for Biotechnology Information study, “patients’ trust in their health care professional is central to clinical practice.” One way to achieve this is through video storytelling featuring testimonials from patients who endorse your healthcare organization.

Visuals

The ability to make a bigger impact is one of the major advantages of using video rather than text alone. Modern medical equipment, interactive graphs, and tours of facilities on a website will all leave a lasting impression on visitors. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.

Information

Healthcare organizations face the challenge of relaying complex information. The visual component helps break down things that text alone is not able to convey. 72% of consumers prefer to learn about a service or product via video. Whether it’s innovative medical procedures or new pharmaceutical offerings, video helps consumers better understand the facts.

Website Advantages

A video is 50 times more likely to appear on the first page of a Google search result page than a website with only text. Google acquired YouTube in 2006, so it’s no surprise that websites that include a YouTube video are favored in searches. Video is a clear way to improve your webpage standing.

Action

46% of those that watched an online video ad took some type of action after viewing the video. The most popular action was to find out more about healthcare topics on that website. Additionally, website visitors are 64% more likely to buy a product or service online after watching a video. The ultimate goal of any healthcare marketing strategy is to convert information seekers into consumers, which can be accomplished through video.

There are many other components of digital healthcare marketing. For more information about digital healthcare marketing, download and read third chapter of our e-book, Inbound Marketing for Healthcare today!

Updated: Nov 15, 2024