According to “The Digital Journey to Wellness,” a Google and Compete Inc. hospital study, 77% of patients used search engines and 83% used hospital sites before booking an appointment. In today’s digital world, prospective patients are now ACTIVE PARTNERS in their medical journeys. If you are a part of this journey, you will be able to increase patient acquisition for your hospital.
This creates a huge opportunity for you. Hospitals are in an inevitable position with lots of in-house experts, as well as a hungry audience eager to research a vast amount of health-related topics. Many healthcare organizations have expanded their priorities from simply growing their online and social media presence to actually engaging with patients and consumers on various platforms.
And there’s arguably no better engagement tool than video marketing. Video can connect and educate while humanizing the organization.
There is no question that video is playing a bigger role in marketing than ever before.
Marketers are tasked not only with determining what type of content to create to engage customers, but they must also decide on the best method for deploying videos. For those who are new to video, it may seem easy and effective to host your videos on YouTube. Newcomers are partially right. It is easy, but it’s definitely not the most effective video player for most businesses.
Here are five reasons why your company should host videos using a YouTube alternative. Read More
Video is one of the strongest tools you can incorporate into your marketing strategy.
It not only engages potential customers, but it also educates those customers about your product or service. If done well, some videos can even sell for you. Creating content that leads to sales is the goal of many marketing strategists. They think, if I can create an effective explainer, my job is done right?
Wrong! Many marketers make this big mistake!
If you are only creating a product overview or an explainer video, you’re missing out on a lot of opportunity.
Imagine this! You are looking for a new job and decide to apply for an open position using only a paper resume. While submitting a resume has historically been the best approach, new tools and tactics are often needed to help you land a job interview. You can submit an application online, connect with the hiring manager on LinkedIn, or even reach out to a recruiter via email to express your interest. Pairing the traditional resume submission with some of the newer outreach methods is a more effective strategy to help you get hired.
Similarly to the job search example, marketers are limiting themselves if they don’t make content for all stages of the sales funnel. Some customers respond well to product overview and explainer videos. Others won’t engage with your content unless they are first introduced to your company in a way that’s not overbearing.
Right now, more than 200,000 clinical studies are going on worldwide, with doctors and researchers studying countless aspects of health and medicine like heart disease, diabetes, nutrition, cancer, drug treatments, pneumonia, childhood food allergies, even acne.
All of the studies, however, have one thing in common: At some point, the results need to be presented to the medical community and key stakeholders. And that’s where Myriad Genetic Laboratories are greatly improving the way this information is communicated and shared.
Using the Power of Video to Communicate Research
There’s no denying the power of video, which uses both sight and sound to capture the attention of the viewer, making the message concise and easier to understand. Here are a few statistics you may not know:
According to INSIVIA, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Cisco Systems estimates that by 2019, 80% of internet traffic will be video.
Forrester Research says that overall, employees are 75% more likely to watch a video than to read documents, emails or web articles.
How does all that translate to a researcher’s clinical study results? After all, doctors aren’t marketers, and they aren’t in the business of providing entertainment. However, when used as a communication tool, video can make complicated scientific information better understood, far more accessible, and can dramatically increase the size of the audience.
Trends continue to show more of the buyer’s online journey is moving to the digital world. A recent Forrester report, “2016 B2B Budget Plans Show That It’s Time For A Digital Wake-up,” B2B marketers are in need of new ways to generate more compelling customer experiences. “Simply sticking with what worked previously is a poor strategy,” the report says, “given that business buyers have become more sophisticated in their digital and mobile use.”
One of the report’s recommendations is that marketers should be, “focusing content marketing efforts on video…”
This doesn’t have to be complicated or expensive. There are so many different types of videos that can be created and utilized in many different digital channels.
As you know, content marketing touches every marketing and sales channel. There is an opportunity for video to enhance each of your customer and prospect touch points.
Is anyone busier than doctors these days? We bet if you ask anybody in Marketing Communications or Sales Management; their answer would be an enthusiastic, “No!”
In addition to a doctor’s primary passion of caring for patients, he or she must also supervise staff, juggle changing fee structures, deal with new insurance policies stemming from the Affordable Care Act, and manage electronic medical records (EMRs). Physicians also must make time to read medical journal reports pertinent to their specialty, exchange information with their peers, attend medical conferences and sometimes conduct research studies of their own.
It’s no wonder that the doctor’s door is closed more often today to marketing representatives. They simply have less time. And in the biotechnology, molecular genetics and genomic fields, the information you need in HCP education changes often and is complex, requiring more time.
Doctors with less time vs. communication that takes more time? That’s a no-win situation in HCP marketing, you say. And it leaves you with the less dynamic text-only options of email and PDFs.