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The use of video communication has grown exponentially over the past decade, especially in the healthcare sector. It is becoming the preferred way for medical practices to increase online visibility, convey expertise, and engage and educate potential patients.
According to Google Think, approximately 1 in 8 patients use online video to research hospitals, health insurance, and health information. In addition, YouTube traffic to hospital and clinic websites alone increases 119% year-to-year.
As the number of consumers looking for information grows, healthcare professionals face an increasing need to create online (shareable) educational content that can help point consumers in the right direction. And video is a near-perfect tool to accomplish that task.
So, why is video such an impactful medium for healthcare marketers? Simply put, it engages multiple senses simultaneously, allowing hospitals to convey complex and nuanced information about their various service lines in the form of a highly digestible and relatable narrative.
Ways to Use Video Content to Engage Your Patients
Medical practices can use video in a variety of ways. Here are some ideas and examples to get you started.
It is so difficult to stay in touch with your patient base and keep them engaged on an ongoing basis. You’re only able to educate your patients when they come to see you in at your clinic. Many times, this may take away from those who really need critical care services. Therefore, providing patient education videos on your website can help educate current and prospective patients.
Plus, watching a video is much more engaging than reading a clinical white paper. Simply put, videos inform, make an impression, and are the most effective means of patient engagement. And for the best SEO results, use a specific title for your video and include keywords in the title and description.
Pre- and post-op instructions
The goal of pre- and post-op education is to have a better prognosis for a certain treatment or procedure. Instead of giving patients a paper handout, provide them with a video that conveys an efficient message. You can make the video available on your website or patient portal or email it directly to patients.
Doctor presentations and TV appearances
If you or any of your partners have appeared on the news or given a speech or presentation, consider including a video clip on your website, social media pages, or even on a TV in your waiting room.
In the medical realm, patient testimonials, including videos, share the value and benefits of patient care options and are a heavily used source of information for those eager to decide on a medical practice, doctor, hospital, medical device or the like. A recent survey conducted by Search Engine Land showed that 88% of consumers are likely to trust an online review as much as a personal recommendation. For best results, keep videos short (two minutes or less).
Building a story around the patient is essential. By developing key points that illustrate your positive impact, you bring a genuine authenticity to your care or services.
Before and after result
If your practice handles anything visible or cosmetic, before-and-after videos are a great way to show off results. Dentists, orthodontists, plastic surgeons, and dermatologists are perfect candidates for before and after videos, but they’re not the only doctors who can show off a happy ending — a video showing a patient’s improved quality of life after an orthopedic or neurological procedure is also very moving.
To enhance social media pages
More and more clinics and medical facilities are discovering the power of online video and realizing that video has a key role to play in their marketing strategy. Video has become one of the most highly shared content formats on the Internet, especially on social networks. In fact, you can leverage the same video content that you use on your practice’s website for use on your social media channels.
To promote services to patients in your waiting room
Waiting room videos do more than help patients pass the time before their appointment at a healthcare practice. With the right content and video library, waiting room TVs can also offer a variety of benefits that improve experiences and lead to a boost in overall patient satisfaction.
3 Tips to Develop a Perfect Video for Patient
Use language that patients can understand
You may know all about complex conditions and medications, but your patients don’t. Medical terminology isn’t easy to understand. When you use clear, simple language and words the patient will understand, it will help patients to trust you and adhere to what was said.
If you are making a video for an international crowd, make sure to keep the various languages of your audience in mind. You need to make sure that the content included in your video will be understood by everyone. And don’t forget to include captions for your hearing impaired patients.
Always tell the truth
Before you even begin to create your medical video, you must be sure that the info you provide is 100% accurate. Whether you are giving tips or just giving an overview, telling your patients the truth is important. So, before you even start filming, plan to write a video script that helps you articulate truthful and accurate main points.
Measure the effectiveness of your video
Providing information about treatments and conditions is the most important feature of a medical video. Marketers have to keep an eye on a set of measurable results that will help them make better decisions.
You can calculate the impact made by the video by checking on website views, engagement, clicks on specific links, and other brand impressions before the release of the video. Then, be sure to check the spike in the traffic after the launch of the video.
It is undeniable that video is one of the most effective types of content for promoting services in the field of healthcare. If you are not using video content to promote your clinic or medical facility yet, then you are missing out on a great way to engage your patients. Website4MD can help you create highly engaging videos that help you connect with your existing and potential patients. To learn more, feel free to contact us.