Editor’s note: This post was originally published on 12/2/15 and has been updated for accuracy and comprehension.
Editor’s note: This post was originally published on 8/31/17 and has been updated for accuracy and comprehension.
Healthcare is entrenched in science.
And science is black and white; it’s statistics and data, rationality and evidence.
But for the consumer, all of that is secondary.
The emotional impact of a scary diagnosis, making difficult decisions, and the threat of medical bills piling up are at the forefront.
With this in mind, what kind of healthcare marketing strategy will be most effective?
Video marketing is the perfect medium to help your healthcare brand engage an audience – whatever your target may be – using empathy.
Let’s take a look at how healthcare videos can achieve this goal.
Video isn’t just moving pictures. It’s a way for your brand to connect with your target market. You can show them what makes you different from your competitors.
This is the main reason why prospects would choose you over others in your market.
Video is great. No, it’s awesome. In fact, it is the best thing that’s happened to content marketing (so far).
No, but seriously, videos are the future of marketing. Yet some business owners don’t know that videos have power when it comes to reaching your target audience.
Videos can get your prospects to take action and support their brand. They can provide your brand with a unique selling point (USP). Master video marketing and you’ll start to differentiate your product or service from your competitors in no time. So forget about being camera shy and hit that record button. You’ll be glad that you did.
So what are some ways video can help move your targets to action?
For several decades companies measured marketing success in terms of two basic metrics: reach and frequency.
Reach was a measure of how many people, or households, saw a certain print advertisement or TV spot, whereas frequency referred to the number of times the advertisement was seen.
These two marketing metrics were major drivers for strategic decision making throughout the advertising world, and they still are in many quarters. It’s easy to understand why.
Traditional advertising mediums like newspaper and radio pack a serious punch when it comes to reach. Powerhouse newspapers like USA Today and The Wall Street Journal boast circulation numbers of about 1.6 and 1 million respectively.
Nielsen numbers show that about 271 million Americans listen to AM/FM radio on a weekly basis. Without a doubt, reach and frequency are important factors to consider.
But now we have the Internet.
With the advent of the Digital Age, and all of the analytical capabilities that are intrinsic to the World Wide Web, reach and frequency are no longer the sole drivers of an effective marketing strategy.
Digital marketing needs to supplement print marketing and other traditional advertising mediums. “See” metrics have to work in conjunction with measurements of what customers, “think” and “do” for companies to truly enjoy sustainable marketing success.
Why is this so crucial?
Marketing your company has to be about more than just throwing out generic buzzwords. Your marketing needs to represent everything your company does and stands for.
The best way to build an excellent marketing plan that leads to happier customers and higher profit margins? Pairing with the right marketing firm. Because when you want something done right, it’s always better to let an expert do it for you, isn’t it?
Let’s take a look at four signs that you know you have the right marketing firm.
With 400 hours of video content uploaded to YouTube every minute, YouTube continues to grow faster than anyone can keep up with. The power of video continues to be validated by these shocking statistics about YouTube. There is no shortage of content on YouTube and it doesn’t seem to be slowing.
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.
We are all racing to bring in new customers or clients. It seems to be a race to be the first, yell the loudest and push the hardest. But I argue that there is a better way to win the race. With the mounting evidence that visual content is crucial in driving both brand awareness and conversions, digital video is entering the forefront of many marketing strategies. But what type of video would work best for your needs?
Naturally, a plethora of video ideas float around the web and could be utilized to suit your marketing strategy. Today, I’m going to focus on a company explainer video to help drive new customers to your business and differentiate you from the competition. Industries having to market complicated products or services, such as healthcare, simply explaining what your company does is an important part of the conversion process. Relating to your audience and helping them understand how you solve for their situation is what an explainer video is all about.