Is your healthcare practice harnessing the power of online video? Find out how video marketing can motivate prospective patients to come to your healthcare facility by educating the public, inspiring trust, and improving online reach.
Expand Your Practice’s Reach
Especially after the events of 2020, it’s no surprise that people search for health information on the internet. But did you know that YouTube is the next-most-used search engine after Google? It’s extremely common for people to head there for health-related questions. This makes YouTube—and other forms of online video—the perfect medium for reaching and educating your audience.
YouTube is a fantastic place to upload videos about your healthcare facility and the services it provides because the users there are active viewers. Think of it this way: people watching TV may tune out ads or leave the room entirely once a commercial break starts. When prospective patients watch your videos online, however, they’re in a prime position to take immediate action, such as visiting your website or giving you a call to schedule an appointment.
Finally, online videos can be up and attracting patients for years—unlike TV spots that have limited runtimes. Plus, it’s easier and less expensive to track online conversions than it is to track callers on a unique-to-TV phone number. For these reasons, online video is a smarter investment than television commercials when it comes to motivating patients to come to your healthcare facility.
Learn more about the importance of tracking your advertising data (something we’re very passionate about!) here: 3 Ways Data-Driven Marketing Saves You Money
The more informative content your healthcare facility has out there on the web, the more you seem like an expert on your subject. Video is a great way to diversify the helpful content your facility publishes. People may not be interested in reading long-form articles, but it’s much more likely that they’ll pause while scrolling in their newsfeed to watch a video.
Fear and misunderstanding can make it intimidating to learn more about one’s health. Videos alleviate these feelings by being accessible: explaining things in a simple way, often with visual representation, is a lot more comprehensible than reading a dense article. Video also humanizes healthcare facilities and providers so that people don’t feel as anxious about going to the doctor. By explaining concepts, products, and procedures in a simple manner via video, you can help make nervous patients feel more confident about their health needs—and about contacting you to take care of them.
Learn more about how informational content helps your practice here: How Helpful Healthcare Content Attracts Website Visitors [FREE Infographic]
Encourage & Inspire Trust
Just like information can ease anxiety, so can a caring human face. So what are the best ways to evoke emotion through your healthcare facility’s videos?
- Tell a story. Storytelling is a powerful, captivating tool that has more staying power in a patient’s mind than the simple listing of facts.
- Go behind the scenes. Giving patients a peek behind the curtain inspires trust and helps relieve medical anxiety by showing them what they can expect when they visit.
- Create doctor profiles. Introduce the people that make up your team to humanize your facility and build further trust.
- Convince with testimonials. The most trustworthy word of all is that of a former satisfied patient! It’s much easier to walk in someone’s footsteps when you’ve been in their shoes.
Learn more about how to evoke emotion in your video marketing here: Effective Doesn’t Have to Mean Expensive in Video Marketing
Boost Search Engine Optimization
Search engines value videos for a simple reason: people like to watch them! Search engines like Google want to produce the best results possible so that users will continue turning to them when they need to make a search. By producing helpful videos as some of the top results, search engines know that it’s more likely that its users will be satisfied and come back again and again.
So what does that mean for your business? When you put compelling, high-quality videos on your healthcare facility’s website, you increase dwell time: the length of time people spend on your site. Dwell times are important signals that tell search engines if a website is valuable and trustworthy. If you put great videos on your facility’s website, you increase the amount of time that users will stay, improving the chances that they’ll be convinced to contact you.
Learn more about how quality SEO can generate leads for your practice here: 6 Types of Brand Awareness Campaigns (and How to Generate Leads from Them)
Improve Your Social Media
Videos make great social media content for a few reasons. For one, social media platforms value videos for the same reason that search engines do: they know that people like to watch, and the more time users spend on social platforms, the better. For another, video content is much more likely to be shared because it’s so skilled at evoking emotion—and widely-shared content is a boost to a social platform’s reach.
Video can benefit your facility simply because it makes for great social media content. Video, not text, is likely to get people to pause in their scrolling and take a moment to look at what you have to offer. Its shareability makes it likely to be spread to many other news feeds, and that in turn benefits your facility’s reach and credibility.
Learn more about the importance of social media for healthcare facilities here: Why A Strong Social Media Presence is Essential for Healthcare Marketing
Motivate Patients with Video Today
Ready to start creating healthcare marketing videos that are engineered to work? Kirkpatrick Creative produces healthcare videos that reach and motivate thousands of patients. We know how to tell your facility’s story, showcase your providers and services, and get more patients through your doors—and we believe high-quality video is the perfect way to achieve these goals.
If you’re ready to start motivating patients with healthcare video marketing, contact Kirkpatrick Creative today.