Visually Explaining the Healthcare Industry
A healthy healthcare marketing strategy isn’t centered around finding more sick people or constantly increasing the amount of services your institution offers. What it really boils down to is educating your audience about when they should seek medical attention, and positioning yourself as the medical institution that will provide the best care from among their available choices.
So what’s the most effective way to do this?
Video marketing is growing in every industry, including the healthcare sector…In fact, especially in the healthcare sector. Did you know that YouTube traffic to hospital sites increases 119 percent year-over-year? Let’s take a look at ways you can create videos that will help your practice and your patients stay healthy, wealthy and wise.
Provide Your Patients With Actionable Information
We live in a world where people turn to the nearest search engine for an immediate answer to everything, and medical queries are no different. The latest study from Pew Research Center’s Internet & American Life Project found that 72 percent of US internet users search for health information online.
If you know your audience, and three-quarters of them are online, stay one step ahead of them. Create video content that anticipates and responds to frequently asked questions from your patients. You can also provide them with information and preventative measures they can take to avoid a visit to the doctor. Let’s face it, no one is looking for a reason to go to the doctor, even if you’re the funniest one in town!
Finding the right topics and keywords will help lead your audience to your website or YouTube channel. More importantly, by taking the time to create and publish content exclusively for your audience’s benefit, you build up your reputation as an institution that’s willing to go the extra mile to take care of their patients.
A caring reputation will go far the next time someone is deciding where to go for a check-up or medical procedure!
Show Off Your Facilities and Equipment
You spend thousands each year maintaining an up-to-date facility. Maybe you just invested in a new state-of-the-art ultrasound machine. Or perhaps you’ve installed a service that makes your patients’ hospital visits faster, or their treatment plans more effective.
Publicizing and explaining the latest equipment and services at your hospital benefits you in two major ways. First, enter the wow-factor. Once potential patients see firsthand how your establishment outdoes the competition, they’ll be happy to choose a better equipped facility. Second, by attracting more patients who need or want the specialty service you offer, you justify and profit from your investment. If you got it, flaunt it!
Introduce the Crew
In 1981, suffering from a gunshot wound, Reagan famously joked to the staff wheeling him in to the emergency room, “I hope you’re all Republicans.” Jokes aside, medical doctors have lives on their hands, and patients like to get to know just what kind of person will be taking care of them. 44 percent of American web users look online for information about doctors or other health professionals. There’s a good chance a patient’s first impression of their doctor won’t be made while judging his or her bedside manner, but rather while watching an online video performance.
Depending on the age of your audience, creating an animated version of your staff can really appeal to a younger crowd. Animations and cartoons can turn a sterile experience at the pediatricians into a goofy adventure down into the mysterious depths of your body!
Break Down Complex Processes
You’re a medical professional. We’re explainer video production professionals. While you see through complex medical procedures with finite accuracy, we excel at breaking down complex procedures into engaging and digestible visuals. Is there a popular or rare procedure that your healthcare establishment specializes in? Do your patients have difficulty understanding the internal symptoms and effects of their illness, or do they get confused by niche terminology?
Illnesses and treatments can affect areas that can’t be seen from the outside, and in some cases, like in the video we made for Nanobiotix, the treatment itself is imperceptible to the human eye! Motion graphics are the perfect solution for depicting complex concepts, and help patients immediately understand what’s going on inside of them.
The possibilities for a healthcare video explainer are endless. Educate your audience, build awareness about your healthcare practice and set yourself apart from the crowd with great animations!
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in Visual Marketing
on 27 March 2014
Jill of all trades and enthusiastic latte artist. Réka has redonned her Hungarian hat and set up shop in Eastern Europe to soak in the trademark kitsch and grunge...and to give the world a big bay window into Flikli life. In the off hours she produces some strings of words that rarely peek their heads out, and plays with pretty pictures on Tumblr. You can find real-time Reka on Google+