With the ubiquity of video camera-enabled devices and video-sharing platforms, it’s no wonder that healthcare marketing trends are moving in the direction of video content. In fact, according to a report by Cisco, “82% of all internet traffic will be video by 2021.” If you’re not using video to market your medical practice, you’re missing out on a huge opportunity to reach and engage with your target audience.
So, what types of videos should you be creating? And what are some best practices for creating effective healthcare video content? Keep reading to find out.
Video Types for Healthcare Marketers
There are numerous types of videos that healthcare marketers can create to engage with their target audiences.
Explainer videos: These types of videos are great for conveying complex information in an easy-to-understand way. When creating an explainer video, be sure to keep it under two minutes—viewers have short attention spans and are likely to lose interest if your video is too long.
Testimonial videos: patient testimonials are one of the most effective types of videos you can create. Why? Because they show, rather than tell, viewers how your medical practice has helped others. When filming testimonial videos, be sure to get release forms from patients beforehand so that you have their permission to use their images and stories in your marketing materials.
Educational videos: Education videos are another great way to engage with your target audience. These types of videos can teach viewers about various topics related to your medical practice, such as disease prevention, healthy living tips, and more.
Best Practices for Creating Effective Healthcare Video Content
Now that you know what types of healthcare videos you should be creating, it’s time to learn about some best practices for creating effective healthcare video content.
Plan ahead: Before you start filming, it’s important to take the time to plan out your video. This means brainstorming topics, writing a script (if needed), and gathering any props or visuals that you’ll need. By taking the time to plan ahead, you’ll save yourself a lot of time—and headache—in the long run.
Keep it brief : As we mentioned earlier, viewers have short attention spans. So, when creating healthcare videos, it’s important to keep them brief—aim for two minutes or less. Otherwise, you risk losing viewers’ attention before they’ve had a chance to learn anything about your medical practice.
Invest in quality : Just because viewers don’t expect big-budget Hollywood production values doesn’t mean you should skimp on quality. Be sure to invest in decent equipment (a good microphone and lighting can make all the difference) and hire professional editors if needed. Remember, poor-quality videos reflect poorly on your medical practice—so it’s worth taking the time (and spending the money) to do things right.
If you’re not using video content as part of your healthcare marketing strategy, now is the time to start. With 82% of all internet traffic expected to be video by 2021, there’s no better way to reach and engage with your target audience. And with the tips and best practices outlined above, you’ll be well on your way to creating high-quality healthcare videos that will help grow your medical practice.
