Video is one of the most popular forms of content marketing across industries. When done well, video offers consumers an engaging and convenient medium for learning about topics and products of interest. In fact, statistics show that today’s audiences love video. YouTube reports users view over a billion hours of content every single day. Twitter found that tweets containing video content are 10x more likely to be viewed than those without.
In healthcare IT, the use of video marketing has become increasingly prevalent. This is particularly applicable in situations involving complex problems, workflows, and technologies. Video’s dynamic format and rich visual and audio content provides a powerful tool for enabling product marketers to show (rather than tell) key stakeholders the benefits and value potential of their solutions. As such, video has become an essential part of a balanced marketing program.
Formal vs. Informal Styles
A common misconception attributed to video marketing is that it must be professionally produced to be credible. Unfortunately, this can be an inhibitive expense for many organizations. The good news is, informal videos have been gaining popularity for some time.
Thanks to the pandemic, most people have become accustomed to video calls in informal settings. Casual dress and the buzz of daily activity in the background is the norm. This has driven not only a tolerance of but a preference towards video content that mimics casual conversations and authentic interactions… rather than those that are polished and scripted. The bonus being, they are also inexpensive and easy to produce!
This format also resonates well with healthcare buyers, where content needs to be honest, informative, and compelling to capture and retain their attention. Videos that clearly and concisely share relevant thought leadership or present credible solutions to burning clinical, operational, or financial problems are highly valued and can result in increased levels of engagement.
Live Video
Another high-value form of video marketing is the use of live streaming or recordings. Webinars, especially those that include live Q&A, are an excellent example of real-time video content. These events provide an opportunity to explore topics in greater detail and engage audiences on a whole new level.
Live video also affords an excellent opportunity to extend the value of trade show events. Presenters can capture customer interviews and testimonials, which they can then stream in real-time or record for later use. Either way, they allow you to leverage face-to-face interactions with healthcare leadership, providers, or administrators to promote your booth, introduce new products, and share visitor reactions. With today’s technology, it is possible to record high-quality video clips using readily available equipment like a mobile phone and a simple microphone attachment.
Video Marketing Do’s and Don’ts
Ready to maximize the value potential of video marketing for healthcare audiences? Here are a few simple guidelines to follow when creating and sharing video content:
Do:
- Make video clips short and digestible. For in-depth thought leadership or more detailed product information, be sure to extract short (teaser) videos that capture attention and lead users to your longer-form content.
- Share videos across multiple platforms. In addition to your website, leverage social media to promote your videos, enhance your SEO, and drive traffic to your website.
- Include a call to action. It is important not to leave your viewers hanging at the end of a video. Rather, direct them to the next logical piece of content or your website to continue the conversation.
Don’t:
- Try to cover too much in a single video. It is important to be clear and focused with your messaging and objectives for the piece. Long videos, or those that wander between topics, have weaker overall engagement.
- Be overtly promotional. The most successful healthcare content marketing is educational and informative in nature. Instead of creating an “advertisement,” consider using focused value statements and customer testimonials to generate interest.
- Post and pray. Much like other forms of content marketing, you should create videos with specific audiences and objectives in mind. Achieving those objectives requires a strategic approach to content development, distribution, and engagement tracking.
Incorporating Video Into your Product Marketing Program
Video marketing is an essential part of a balanced product marketing program. Video can be formal or informal in style. And, it lends itself well to various kinds of educational and thought leadership needs.
Plus, videos are an excellent way to augment written marketing content, such as:
- case studies (via customer interviews or testimonial clips), or
- white papers (through webinars or in-depth educational videos).
Thinking about integrating video into your product marketing program? Our team of healthcare IT product marketing experts can help design, produce, and promote highly engaging video as part of your content marketing strategy. Contact us to learn more.
