Healthcare digital marketing has been going through a period of immense transformation thanks to the digital and technological developments of the era. As such, hospitals also need to adapt to the ever-changing market by incorporating new strategies that can overcome the challenges posed by this age of information overload. A major shift can be noticed in marketing strategies as organizations allocate more resources for marketing their brand in the digital spaces, especially on social media. Since a vast majority of the target audience can be found scrolling their social media apps on a regular basis, social media marketing has become the smartest and fastest way to reach a wider audience. But even so, not all content can get you the same level of audience attention and engagement. This is where video marketing comes in.

Why video marketing?

Video marketing has evolved as a highly effective tool the brands can use to communicate with their target audience. When it comes to social media apps, there is no shortage of content as far as the user is concerned. So the primary aim of the content created for the brand’s social media is to get them to pause scrolling long enough to get your message across in a clear and concise way. Video content has the ability to capture the attention of the audience like no other and successfully convey even seemingly dry and relatively complex content in a way that appeals to them. The audiovisual element also has a higher chance of resonating with the audience than traditional forms of communication like infographics, carousels, and static posts. Combined together, video marketing gives the healthcare brand a chance to connect and engage with the audience on a regular basis, making it possible to slowly build a favorable impression of your brand.

What are the benefits of video marketing?

Now that we have discussed what makes video marketing so special for healthcare brands, let’s take a look at what benefits can be achieved through delivering high quality video content to the target audience through the brand’s social media channels.

1. Better patient education
Medical content might be hard to communicate solely through text and the audience also might find it difficult to understand. Videos are an excellent way to bypass this hurdle. Through video content, hospitals can explain even the most complex procedures to the audience in a way that makes it easier to understand with demonstrations and professional explanations. This makes information sharing efficient and allows the patient to understand their conditions, procedures, and recovery options better, leading to better outcomes.

2. Increased engagement and brand awareness
Video content by nature is more appealing to the audience and can keep them engaged. They are also useful in showcasing the various strengths and expertise of the brand in the field of healthcare, enabling the brand to establish itself as a top player in the market. The increased engagement and brand awareness together can bring better results for the brand later in terms of conversion rates.

3. Building patient trust and credibility
When it comes to healthcare, patient trust is the most essential requirement. No one would want to choose a healthcare provider they cannot fully trust and video marketing is an effective way of gaining this patient trust. The video content can humanize the hospital through patient testimonials, healthcare expert videos, and marketing videos specifically created to achieve the campaign goals. Patient testimonials can resonate with the audience on a personal level and videos from healthcare experts can make them trust the brand’s knowledge and expertise in providing the best care for the patients. Together, they can boost the brand’s credibility in the eyes of the potential patients as the best choice for their healthcare needs.

4. Accessibility and inclusiveness
Since video content has both audio and visual elements, brands can make it accessible for a wider audience through subtitles, multiple language audio descriptions, and even sign language interpretations. Such content can also be of immense help for patients in remote areas as it will keep them informed and well aware regarding matters of healthcare.

5. Cost-effective
The high ROI that comes with video marketing is another major factor that makes it more attractive than other forms of communication. High quality video content can attract more audience, keep them engaged, and create a good reputation for the brand all in the same breath. The ability of video marketing to bring in outstanding results that far exceed the expenditure is why hospitals need to allocate sufficient funds for video marketing.

The times are changing, and so is the healthcare marketing industry. To stand out in the competitive market, hospitals need to adapt as quickly as possible and meet the demands of the target audience in the most efficient way. Video marketing, when properly implemented, can be the turning point for the brand in gaining patient trust and a good reputation, both of which are necessary for the continued growth and success of the brand. But to do this successfully, there should be a well-designed strategy which needs to be executed just as seamlessly and this is where a highly qualified and experienced healthcare marketing agency can help.

Moksha Media, a branding and marketing agency specializing in the field of healthcare has successfully worked with numerous clients in healthcare across India, providing them with the best results. Our years of excellence has enabled us to become a top branding and digital marketing agency for hospitals in India. With our highly capable in-house team and various strategic partnerships, we develop effective video marketing strategies and create videos that can achieve the campaign goals. Connect with us today to know more about our services. We are here to deliver results beyond delight.

06 May 2024