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Video Marketing for Healthcare & Biotech

Posted on March 30, 2020 by Clancy Calkins

Healthcare is one of the fastest changing industries and is subject to constant innovations in medical and procedural methods, as well as constant changes in government policies. In fact, with each political cycle and election, the healthcare system is bound to change. Using video in your healthcare organization is a great way to convey information to a large audience quickly and efficiently.

The Increasing Demand for Video in Healthcare

The ever-evolving aspect of healthcare is why more and more healthcare organizations are using video to convey information on a daily basis. Healthcare organizations can use video to market innovative service, best-in-class customer service, train employees on new medical or political procedures, tout experience and expertise, etc.

Over the last decade or so, the use of video for patient and provider education, alone, has grown. In my research to find leading trends in healthcare marketing campaigns, I stumbled across the words of a prominent healthcare consultant, Leonard Kish, who called patient education, "the blockbuster drug of the century." Of course, information itself isn't a drug, but that's quite a statement -- there has been an increase in effort to engage the patient on their healthcare journey, which has proven to increase the amount and effectiveness of care that patients receive, as well as increase patient compliance, and lower medical costs. Most of this is due to the fact that the healthcare field has taken on remote patient visits, and interactive patient portals. According to a 2003 medical journal article, "Efficacy of video education for patients and caregivers", patient education videos are becoming popular because they help with "knowledge acquisition, reducing anxiety, improving coping skills, and enhancing self care behaviors" (Krouse, 2003). 

For healthcare workers, training or explainer videos can orient individuals to a new software system, new medical processes, workflows, etc. which is helpful to HR and marketing teams that hope to get all the organization's employees operating on the same level.

Check out this video for more examples on how healthcare and biotech organizations can use video marketing to go beyond marketing:

 

Video Strategy Success: CTI

One of our clients, CTI, came to us with a desire to develop a multi-faceted video marketing plan. The organization does clinical trials and has a need to speak to both healthcare partners and trial participants. This Overview Video aims to address both, illustrating their history of experience as well as dedication to the safety and well-being of all its participants. 

CTI Clinical Trial Overview Video:

 

Additionally, the company decided to segment its online presence and uses Instagram as a channel to promote their company culture with consistent and engaging behind-the-scenes and day-in-the-life content. The goal, which CTI claims is working, is to allow a younger audience to understand and be attracted to the company’s commitment to nurturing young professionals, in hopes top talent will apply and develop within the company.

The Case For Video: Breaking It Down By Numbers

Video use, no matter what industry, is trending upward. Websites with video content have higher engagement, videos shared on social media are liked and shared more often than posts with pictures and text, and emails that include video have a higher click through rate.

Forrester Research recently reported that videos were 50 times more likely to receive an organic first page search ranking than traditional text pages. So, the easiest and most efficient way to try and get on the first page of Google Search, is through video. Here are some other numbers:

  • Facebook executives predicted that their platform will be all video and no text by 2021. (Quartz)
  • Viewers retain 95% of a message when watched in a video, compared to 10% when read in text. (Insivia)
  • 81% of businesses use video as a marketing tool - up 63% over the last year. (HubSpot, 2019)

With the obvious buy-in from viewers and consumers, there's no reason not to use video, or any reason that video should solely be allocated to traditional marketing ads, when video can convey important company information across departments - internally and externally. 

Getting Started

Video campaigns can be designed to fit your unique needs. Wherever you are in the process, we have the experience and can help. Whether you want to use existing footage, figure out how to supplement your current marketing plans, or need something built from scratch, we can meet you where you are. 

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