How can your healthcare organisation stand out amongst the crowd? That’s easy! An effective and engaging way to increase communication and awareness with your patients and target audience, is through video marketing.
When deciding to create videos within healthcare industry, the content needs to educate your audience on your expertise and services. It is important to add value to your viewers and to build a sense of trust between your patients and your practice, and you, as a leader and an expert in the field.
The Henry Ford Hospital YouTube channel which has generated over 1 million views, is a great example of a medical institute successfully using video to regularly communicate and inform the audience. They commit to producing ongoing content, with hundreds of videos on their channel ranging from discussions with medical experts, staff, patients, news updates and trends and educational content about the hospital.
If you are considering engaging in some online video marketing of your own, select a few key messages that you would like to begin with. Your videos should not only showcase your organisation and offerings, but also solve problems and address topics that are commonly asked by patients. This helps to settle the nerves of any new patients and can also give a broader understanding of the hospital or clinic’s process and what they should expect.
Another effective way to demonstrate your services and expertise is by using case studies or patient and staff testimonials in your videos. Some healthcare organisations do have specific regulations around interviewing staff or patients, so make sure you check the company protocols first.
We recently worked with St Vincent’s Private Hospital to produce informative communications videos for their patient preparation. By interviewing staff members in the videos, we were able to build confidence with the viewer and give them a sense of familiarity and reassurance in preparation for their hospital stay.
There is endless content that can be created for a healthcare organisation – whether the videos are to be used for promotional, educational, informative or practical purposes. If your healthcare organisation is looking to engage in video marketing material and you need some ideas – have a look at our healthcare showcase here.