Healthcare Video Marketing: Strategies and Best Practices

BINEESH MATHEW | April 17, 2021 | 773 views

The healthcare industry is witnessing an unparalleled phase of expansion and vitality. It is a phase of radical revolution due to the wake of digital transformation. Digital transformation has opened up enormous unique opportunities that were unimaginable until a few years back.

These digital trends are bringing companies and individuals together. Data is the starting point of the digital revolution. These data are then transformed into relationships. Today, including healthcare companies, the success of every company is at stake. In other words, it is how you communicate with customers that matters.

This blog is all about healthcare digital communication, especially healthcare video marketing.

We’ll start by looking at data that demonstrates the power and effectiveness of the video marketing medium. There is nothing equal to the power and efficacy of video marketing in our world today. Then, we’ll look at the video marketing best strategies, healthcare video marketing best practices, and successful examples for healthcare video marketing.

There’s Nothing More Effective than Video Marketing

Here are some numbers that alone demonstrate why video is the most effective marketing medium in the digital age:

  •  More than 5 billion videos are viewed on Youtube every day;
  •  78% of online users watch at least one video every week. And 55% watch one every day;
  •  According to estimates by Cisco, by 2022, 82% of all internet traffic will be generated by video. This percentage was already 72.3% in 2017;
  •  When it comes to video, 55% of people pay more attention than any other type of content;
  •  when viewing a video, the average user retains 95% of the message it contains; this percentage goes down to 10% when we talk about the text;
  •  about 100 million hours of video watched every day on Facebook;
  •  82% of registered Twitter users consume video content constantly;
  •  on Instagram, posts containing video record 38% higher engagement on average than posts containing images;
  •  54% of consumers say they want to see more videos from the brands they follow and support.

 

Such statistics are compelling for brands, and brands are taking notice. As a result, brands are moving to implement videos as much as possible in their marketing strategies, with excellent results.  Two statistics below offer additional proof:

  •   87% of marketing professionals use video in their strategy.
  •  88% of marketers are satisfied with the ROI generated by video marketing campaigns.

 

This collection of data proves one thing: video is the most effective tool for healthcare digital marketing. And this also applies to the Healthcare sector. It’s even more accurate for this sector, which is intimately involved with consumers as part of their daily lives. Thus, healthcare video marketing is much effective and should be included in your healthcare marketing plan.

 

Strategies and Best Practices of Healthcare Video Marketing

So, let’s take a closer look at how we can build a video marketing strategy in the Healthcare sector, the fundamental points that must be included, the best practices, and some examples of success.

 

Start from education

It is often said that we live in the information age. Today, as never before, we have access to all the information we could need in just a few seconds, maybe with just a few taps on our smartphone during a coffee break. Health information is undoubtedly among the most sought-after online. In Italy alone, web searches made on this topic are 4 billion per year, a constantly growing trend.

The downside of all of this is the difficulty of finding your way around this mass of information, which is sometimes complex, misleading, or even untrue. That is why the first task of a company in the Healthcare sector is education. Education is not just a responsibility; and it’s also an opportunity.

In this sense, healthcare videos marketing prove to be the best ally. Healthcare video marketing is a way to provide the consumer with an effortless way to have access to transparent, precise, and authoritative information from your brand. That can be the first step toward establishing a relationship of trust with your brand.

 

Be clear, but also calm

In this case, let’s start immediately with an exciting and practical example. Targeted toward their younger patients, Miami Children’s Hospital created a healthcare video marketing campaign that explains what happens before, during, and after heart surgery. Understandably, this is a sensitive topic. With this effort of healthcare video marketing, the Miami Children’s Hospital manages to achieve the complex objective of providing clear and authoritative information while at the same time reassuring the viewer.

How?

They make the healthcare video marketing campaign compelling, authoritative, and reassuring by showing the faces of its staff members, demonstrating their professionalism, the environment, the healthcare technologies used, and everything related to the surgery. In this way, the high level of preparation and humanity of the people involved stand out to the viewer.

 

Learn to be engaging

As we saw above, you have to know how to correctly inform and educate your audience using influential healthcare video marketing trends, all with a calm demeanor. However, it’s also true that success also depends on your ability to excite and involve the viewer for healthcare video marketing in the sector. In short, the keyword is ‘storytelling.

An excellent example is the healthcare video marketing campaign carried out by the dental health department of Bupa UK and addressed to children (but applicable and reachable to adults as well). Through a great use of animations and storytelling, the brand uses the well-known story of the tooth fairy and associates it with childhood memories.  This healthcare video marketing campaign has proven to be an excellent vehicle for establishing a truly intimate relationship with the viewer (and, not surprisingly, the video has exceeded 1.3 million views on YouTube).

Another effective way to be direct and engaging is to use influencers in your healthcare video marketing campaigns. An exciting example is the Australian pole vaulter, Amanda Bisk, diagnosed with chronic fatigue syndrome. On her Instagram channel, Bisk talks about her path to fight the disease through fitness, and she has quickly become one of the most famous figures in Healthcare on the platform.

It’s important to note that today, more and more brands target top influencers and micro-influencers. Micro-influencers have a much smaller yet targeted and loyal following of fans. Therefore, their healthcare video marketing messages are perceived by the public as more authentic and personal.

 

Personalization

94% of marketers believe that personalization is crucial for the future of the business in which it moves. But what do we mean when we talk about personalization?

First of all, it’s not something new: knowing your audience has always been the best way to make a profit, calibrate your communication and your “tone of voice,” and increase engagement and loyalty. But what is the turning point of personalization today?

It is a digital turning point. Today, we all leave traces online at every moment: geolocation, Google searches, preferences on social networks, apps (which in Healthcare are increasingly widespread), and so on. We are talking about a vast amount of data that benefits both companies and consumers from a win-win perspective.

Therefore, it’s a matter of utilizing efficient systems to collect this data, dynamic systems designed with an omnichannel approach in mind. From the collection, the next step is to analyze and interpret this information. Then, you will want to divide your audience into many micro-targets with homogeneous and consistent characteristics to target with tailored communications and offers.

In conclusion, these facts are all the more true in a sector like healthcare that impacts people’s daily lives. The best healthcare video marketing strategy for brands can only be to get closer and closer to customers. That is precisely where specialized companies like us, Media7, come into play. Through compelling B2B healthcare video marketing efforts, we create opportunities for interaction and the possibility to insert custom calls to action.

 

FREQUENTLY ASKED QUESTIONS

What is a video marketing strategy?

Video marketing strategy is creating, curating, and utilizing videos for marketing products and services of companies to the targeted audience. Marketing teams design the strategy. The idea behind the strategy is to keep the audience engaged with the brand.

 

Are videos effective for health tech marketing?

Videos are much effective for health tech marketing as people prefer to watch things than reading. Also, people are likely to trust what they see than reading. Videos are the highly impactful medium of marketing for any domain of business, including healthcare.

 

How to start with healthcare video marketing?

The first step to healthcare video marketing is to define your video marketing strategy. Fix and analyze the target audience to understand the online behavior trends to get an idea about their video engagements and clicks on various social media channels.

Spotlight

Henry Ford Health System

Founded in 1915 by auto pioneer Henry Ford, Henry Ford Health System HFHS is one of the nation’s leading comprehensive, integrated health systems. It provides health insurance and health care delivery, including acute, specialty, primary and preventive care services backed by excellence in research and education. HFHS is a not-for-profit corporation managed by President & Chief Executive Officer Wright Lassiter III, and governed by a 21-member Board of Trustees, with volunteer-led advisory and affiliate boards providing additional leadership.

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Carenet Health Acquires Stericycle Communication Solutions, Creating Industry’s Most Comprehensive Healthcare Consumer Engagement Company

Carenet Health | December 02, 2022

Carenet Health, a leading provider of 24/7 and on-demand patient engagement solutions announced it has acquired Stericycle Communication Solutions, an industry leader in patient engagement technology and solutions and a service of Stericycle, Inc. as part of its strategic vision to create a cohesive patient experience and provide better healthcare for all. The acquisition strengthens Carenet’s robust capabilities in the payer, healthcare services, and clinical arenas by adding provider-centric technology services including online scheduling platforms, automated messaging solutions, and additional inbound and outbound call center services. The combined entity provides 1 in 3 Americans access to Carenet offerings and works with 14 of the top 20 health systems in the U.S., among 1,000 other leading healthcare companies. “At this critical moment in healthcare, where health systems are working hard to get patients back in the door for needed procedures, we’re pleased to be able to provide 24/7 modernized and elevated technology tools with the overall goals of better access, better experiences, better outcomes, and better profitability. Carenet is now the industry’s most experienced and comprehensive healthcare consumer engagement company, delivering dynamic integrated solutions that support the ongoing shift to value-based care.” John Erwin, Carenet chief executive officer In addition to Carenet’s Intelligent Engagement™ clinical and telehealth services, Carenet’s offerings now include Best-in-class Intelligent Scheduling solution, built on the InQuicker™ scheduling platform, that enables patients to convert at the moment of intent Broadest and deepest EHR/EMR integrated solution in the marketplace Award-winning SaaS digital and automation platforms with natural language processing and multi-language capabilities Partnerships with leading health-tech innovators, including leading search platforms Fully API-enabled enterprise platform Carenet’s Matt Dickson, formerly senior vice president at Stericycle Communication Solutions, said the deal is a great fit for both companies. “The acquisition creates an enhanced and powerful end-to-end clinical solution for payers, providers, and healthcare partners that eliminates costly handoffs and multi-vendor management headaches,” Dickson said. “Additionally, our hospital and health system customers will continue to receive the top-notch service they expect while also benefiting from Carenet’s deep clinical expertise and resources. The strategic marriage of tech-enabled communications and expert human capital is a recipe for success during this time of worker shortages, delayed care, and heightened interest in non-traditional venues of healthcare.” Carenet’s enhanced portfolio brings together a human touch to patient engagement and innovative technology solutions to deliver meaningful improvements to patient experience and health outcomes while strengthening provider, payer, and healthcare partner successes. “We’re excited to build on our more than 30 years of expertise by exponentially improving our ability to modernize and optimize the delivery of the healthcare consumer experience across the entire patient engagement journey,” said Mick Mazour, Carenet president. “It’s an essential moment in time for healthcare, and we’re well-positioned to answer the industry’s call for better healthcare for all.” About Carenet Health Carenet Health is the industry's leading healthcare consumer engagement company, providing member and patient engagement, clinical support, virtual care, online scheduling, and advocacy solutions for providers, payers, and partners. One in three Americans have access to Carenet's services. The global company is headquartered in San Antonio, Texas. About Stericycle Communication Solutions Stericycle Communication Solutions is an industry leading provider of patient engagement solutions, providing online scheduling, automated messaging, and strategic inbound and outbound call center services to drive patient access, action, and adherence. Combining a human touch with innovative technologies, Stericycle Communication Solutions delivers a comprehensive patient engagement platform that helps clients acquire and retain patients, achieve higher customer satisfaction rates, enhance their brands, and grow revenue.

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HEALTHTECH SECURITY

Intuit to Acquire Financial Health Startup SeedFi

Intuit | December 02, 2022

Intuit the global financial technology platform that makes TurboTax, Credit Karma, QuickBooks, and Mailchimp, announced it has entered into an agreement to acquire SeedFi, the partner behind Credit Karma’s Credit Builder1, which helps low, or no-credit borrowers build credit while saving money, all for free. Credit Builder offers a line of credit and a secured savings account enabling members to build their credit while building up savings. By combining SeedFi’s Credit Builder technology with Credit Karma’s long standing relationships with credit bureaus and others in the credit ecosystem, Intuit will be able to move with greater speed and scale to help Credit Karma members make financial progress. Late last year, Credit Karma entered into a partnership with SeedFi to offer Credit Builder to its members, enabling them to make regular payments, starting with as little as $20 per month or $10 per paycheck. By reporting these payments to the credit bureaus, members took steps toward improving their financial health. Through this partnership, members increased their score by an average of 21 points in as little as 30 to 45 days2 and built up over $10 million in savings. This acquisition will enable Credit Karma Money to continue to build on that momentum and help put more members on a path to financial security. “Credit Karma Money was built to change consumers’ relationship with money and help them develop responsible financial habits, like staying on top of their bills and spending within their means. With Credit Builder, we are able to differentiate ourselves as one of the best accounts for building credit. We have long standing relationships with credit bureaus and others in the credit ecosystem, and SeedFi has built great technology, so when combined, we will move even faster and build products to help more members, including those who need it the most.” Poulomi Damany, SVP and GM for Credit Karma Money and Tax A recent study from the Consumer Financial Protection Bureau showed that nearly three-quarters of Americans with no emergency savings have credit scores below 660. The correlation between low credit scores and lack of emergency savings persists over time, and SeedFi takes that problem head-on. Similar to Credit Karma, SeedFi’s mission is to break the cycle of debt and help Americans realize their financial potential. “We have already been working with the Credit Karma Money team for over a year to help members build their credit score and have been impressed with how Credit Karma’s mission comes through in everything the company does. SeedFi has a similar mission to help consumers become financially fit, so joining forces just makes sense,” said SeedFi co-founder and CEO Jim McGinley. “Together, leveraging Credit Karma’s resources and scale, we will be able to accelerate the momentum of Credit Builder and SeedFi’s technology capabilities to help more consumers improve their financial health.” The transaction between Intuit and McBurberod Financial, Inc. which does business as SeedFi, is subject to closing conditions, and is expected to close in the coming months. Upon close, SeedFi will become part of Intuit’s Credit Karma business. The transaction is not expected to have a material impact on Intuit’s operating results for the full fiscal year 2023. Terms of the transaction have not been disclosed. Intuit Ventures was an investor in SeedFi’s last financing round. About Intuit Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With more than 100 million customers worldwide using TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us for the latest information about Intuit, our products and services, and find us on social. About Credit Karma Founded in 2007 by Ken Lin, Credit Karma, an Intuit company is a consumer technology company with nearly 130 million members in the United States, U.K. and Canada, including almost half of all U.S. millennials. While best known for pioneering free credit scores, the company’s members turn to Credit Karma for everything related to their financial goals, including identity monitoring, applying for credit cards, shopping for loans auto insurance, savings accounts and now checking accounts through our bank partner, MVB Bank, Inc., Member FDIC — all for free.

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HEALTHCARE ANALYTICS

Carbon Health Announces Best-in-Class Patient Outcomes from Diabetes Program

Carbon Health | December 01, 2022

In honor of National Diabetes Awareness Month in November, Carbon Health, a hybrid healthcare company that combines expert care with proprietary technology for easy everyday health, announces compelling new patient outcomes from its innovative diabetes program. To date, Carbon Health's diabetes program has helped two-thirds of its patients with uncontrolled diabetes achieve and maintain recommended glycemic targets, while patients with baseline A1c >9.0% in particular saw an impressive average A1c reduction of 4.2%. Carbon Health’s program is endocrinologist-led, integrated with primary care, and supported by a team of certified diabetes educators. It is also completely virtual, making it easily accessible to patients with no waiting or travel time involved. The Carbon Health electronic health record integrates data from continuous glucose monitors into the patient’s chart and enables seamless care coordination among all members of the care team. Patients are able to log meals and medications alongside their CGM data in the Carbon Health patient app, which is an everyday companion to their care. “Diabetes care traditionally involves fingerstick glucose monitoring and quarterly visits. We’re flipping that on its head with our measurement-based, personalized, and proactive diabetes program. We’re the only healthcare provider to integrate a combination of blood glucose data from a CGM device with food, physical activity, and medication into our electronic health record (EHR) to allow patients and their interdisciplinary care teams – including primary care providers – to have incredibly powerful insights at their fingertips. This continuous data better enables our care team to manage our patients virtually and offer proactive support when they need it the most, avoiding one-size-fits-all advice and broken handoffs.” Myoung Cha, Chief Strategy Officer at Carbon Health These new outcomes will be presented at the 16th International Conference on Advanced Technologies & Treatments for Diabetes and represent best-in-class results among a number of diabetes care solutions. A recent analysis of 204 patients in the program found that 66.8% with baseline A1c ≥7.0% are meeting the guideline-recommended 70% time in range in their latest four weeks of available CGM data. Meanwhile, 54.0% of this cohort reached 70% time in range in their first 4 weeks of participating in the program then maintained that target thereafter, indicating that glycemic control was achieved rapidly and effectively. Among patients with baseline A1c >9.0%, Carbon Health's diabetes program lowered A1c by an average of 4.2%, compared to 3.3% by a leading digital diabetes competitor. Additionally, Carbon Health has made the following enhancements to its diabetes program Meal rankings: This unique feature shows the connection between meals and blood sugar changes, helping patients to better understand on their own which meals they should favor or avoid/limit. Peer support: Diabetes care & education specialists facilitate peer support and open discussions through virtual group learning sessions. Educational content: Expanding the diabetes content library to increase patient knowledge includes offering an evidence-based comparison of popular diets and strategies for eating healthy on the road. Ongoing accountability: Carbon Health’s care team has developed bi-weekly notifications to support patients: celebrating when they reach their blood sugar goals and reaching out when they need help. The notifications also act as time-saving tools for providers, who can easily see changes and better drive care adherence. For those at higher risk of diabetes, including individuals with high blood pressure, high cholesterol and/or a family history of diabetes, Carbon Health also offers an improved metabolic health assessment in California. Due to the complete integration of CGM data with the Carbon Health app as well as meal rankings, the metabolic insights program now offers even more individualized and actionable insights so patients can see what works and make appropriate lifestyle shifts. Learn more and check eligibility for the metabolic insights program here. Diabetes and metabolic care at Carbon Health illustrate the company’s innovative care delivery model, Connective Care. Where typical primary care is anchored in a visit, Carbon Health combines technology and expert care so every patient can establish a relationship with their own integrated team, monitor and manage their health on the go, and access in-person care when and where they need it. “We’re proud of the outcomes that are driving real change for our patients. It’s truly only by leveraging this integrated primary care model that we are able to offer our patients care that is simple, flexible, and personal,” said Dr. Calvin Wu, Medical Director of the diabetes program and endocrinologist at Carbon Health. About Carbon Health Carbon Health is a modern healthcare company offering hybrid care for easier everyday health. By combining custom technology with expert care, Carbon Health enables patients to establish a direct relationship with an integrated team, monitor and manage their health on the go, and access in-person care when and where they need it. Building on the success of its nationwide urgent care network, Carbon Health treats the full spectrum of first-contact needs – from acute issues to chronic conditions, as well as ongoing physical and mental health needs. The company is also expanding into value-based care through work with employers, health plans, health systems, and other ecosystem partners.

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