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Healthcare Video Marketing

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Healthcare video marketing is a subset of medical marketing utilizing video content to target potential new patients. The primary goal is to reach a broader base of people experiencing the healthcare issue a provider can address. With the explosion of videos on Social Media like YouTube and Facebook medical providers are speaking to people in a more effective way than reading text or print on a website. Videos help personalize the doctor to their audience. The medium of video is strongest because of its ability to elicit an emotional response, which all good marketers know is the key to getting action from a viewer.

Brevity is important due to viewers' short attention spans. The platform determines how long the video should be. On a healthcare provider's website, a video can last 1-2 minutes because the viewer is actively seeking information about the topic. However, a video should be 15-30 seconds on Facebook or other Social Media because the viewer is stumbling upon your video versus seeking out the specific information.

Videos generally fall into two classes, marketing, and educational.

Marketing Videos "Welcome" a potential new patient to the practice or medical group, giving an overview of the patient experience and what to expect when visiting for the first time. The person speaking in the video is typically the primary physician, dentist, or medical group manager with whom patients will interact. Sometimes a spokesperson will represent the practice or group if the primary physician is unable.

Patient Testimonials are probably the most popular forms of healthcare marketing videos. As potential patients see someone like themselves also suffering from a similar healthcare issue they tend to conclude that they could find relief as well. For this reason, it's important to consider the demographics of the patients used for testimonial videos to reach a broad audience.

Educational Videos, indirectly work as marketing videos, since the presenter is seen as the expert on the topic and often convinces viewers to contact the office for an appointment. Physicians and dentists use educational videos to explain procedures, answering common questions along the way.

Videos are proven to increase a doctor's website traffic, giving an SEO boost when their URL is in the description. Videos can be posted on Social Media like YouTube and Vimeo, but also on Facebook, Pinterest, Linkedin, Instagram, TikTok and more.


References[edit]


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