There has been a dramatic shift in consumer behavior when it comes to healthcare decisions, largely due to the Affordable Care Act and seemingly constant changes in digital media and technology options. The empowered healthcare consumer is seeking more information to make those decisions and is savvier than ever before.
While TV can still play an important part in the marketing mix, consumers are increasingly educating themselves online with most considering word-of-mouth recommendations more credible and trustworthy than traditional marketing.
Healthcare organizations can connect with consumers online by providing original, patient-centric content that is truly useful information during their decision journeys. Video content is the most powerful storytelling tool in your marketing toolbox. It can strengthen a brand’s credibility and can increase search engine success, driving action on your site.
Let’s take a quick look at consumer behavior related to search and video content:
Consumers are searching for health-related topics online and, without question, video gets people to your site and helps convert. But, what kind of video should you produce? Where do you start? Here are three ways to begin using video online:
1. Physician Profiles
Skip the standard postage-stamp headshot and basic bio as your only choice. Choosing a physician can be a mysterious process and difficult decision. Give consumers a little help. Short testimonials or interview-driven, documentary-style profiles can humanize a doctor, build trust and facilitate a strong patient-doctor relationship starting with the physician selection process. This can also be a differentiator if your competition isn’t taking advantage of this type of storytelling.
2. Patient Testimonials
Patient stories draw people in and allow them to connect in an incredibly genuine and emotional way. Sharing someone’s story — whether it is about managing an illness or overcoming a major health challenge — is a relatable and authentic way to engage people. Allow patients to be your biggest champions by sharing their experiences in their own words. This can easily be done in compliance with HIPAA regulations and you’ll find many patients are more than willing to speak truthfully and positively about their personal story and interaction with your organization.
3. Explainer Videos
Video can also be an effective way to simplify complex information. Explaining a procedure, providing disease education, or sharing tips on managing health are all ways you can deliver clear and engaging content through live footage or animation. This type of content can be used in a variety of ways across your web site and social channels depending on your audience needs and where they spend their time.
These are just a few examples that not only drive conversions, but increase your visibility in search, can be shared socially, and serve to lift overall brand awareness. There are many other types of video your organization can consider such as a brand image piece, welcome video, tours, annual report highlights – the list goes on.
What about TV?
It isn’t going away, at least not yet. There is still a place for more traditional advertising — a video strategy can connect broadcast spots in a brand or targeted campaign for an integrated omni-channel experience. Strategic content marketing outside of time-based campaigns is here to stay and storytelling is critical. Incorporating a content strategy into your marketing plan can help you identify where video content can deliver the most value to both your organization and your most valued audience: the empowered healthcare consumer.
Core Creative is a branding agency that specializes in telling the life-changing stories for mid-market healthcare systems and the emerging med-tech world.