5 Reasons Video is Beneficial in Healthcare Marketing
In 2020, 85% of businesses will use 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
When it comes to healthcare, few things are more important than gaining trust with 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 accomplish this is through video storytelling with actual testimonials that endorse your healthcare organization.
One huge advantage to using video rather than text alone is the ability to make a bigger impact. State-of-the-art medical equipment, interactive graphs and tours of facilities will all create a longer lasting impression than still images on a website. Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
One of the challenges in healthcare organizations is relaying complex information. Video helps break things down that text alone wouldn’t be able to accomplish. 72% of consumers prefer to learn about a service or product via video. From innovative medical procedures to new pharmaceutical offerings, video enables consumers to 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 also increases organic search traffic by 157% within a website, according to Biteable. Video is a clear way to improve your webpage standing.
46% of those that watched an online video ad took some type of action after viewing the video with the action that took the most was to seek out more information within that website on a healthcare related topic. 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 turn the information seeker into your consumer and this can be accomplished through video.
There are many components to digital healthcare marketing and video is just one. For more information about digital healthcare marketing, download the third chapter of our e-book, Inbound Marketing for Healthcare today!
Updated: Aug 26, 2020