Article | May 19, 2021
As the COVID-19 pandemic upended the healthcare system, hospitals and doctor’s offices doubled down on technology and implemented a host oftelemedicine services, from virtual visits to remote patient monitoring and customized treatment plans.
The results were unexpected. Not only did telemedicine help bridge the gap between physicians and patients during the health crisis, but arecent J.D. Power studyfound that telemedicine also delivered increased customer satisfaction, outpacing other healthcare services.
Patient-centered care played the largest role in this shift. Technologies that let staff reach patients anytime, anywhere enabled providers to shift their functional focus away from simply treating issues to building better relationships.
Article | February 14, 2021
Tempted to throw in the towel on your New Year’s resolutions? It’s a natural reaction during this unprecedented year. I’m here to tell you it’s okay—and you probably don’t need them anyway.
You’re in good company if you’ve given up on the big shifts. According to widely-cited research study, only 19% of people keep their New Year’s resolutions. In addition, this may not have been the best time to make changes, given all that’s going on with the pandemic.
Also, worthwhile to consider the following insights on the unease with making big changes these days. According to research published in Molecular Psychiatry, when you go through prolonged challenging times (and the pandemic certainly qualifies), chronic stress can change the architecture of your brain and make you feel worn out, anxious, fearful, or depressed. These aren’t the best conditions for making major changes.
You may also face “change saturation,” or in other words, you’ve had to make so many transitions, you just can’t make any more. To prevent yourself from becoming overwhelmed, focus on attainable aspirations. Here are a few recommendations.
DREAM ON A SMALLER SCALE
Success for the next 12 months may be closely tied to a less-is-more approach. Instead of seeking a whole new career, maybe you can set your sights on getting assigned to a new project at your current company. In other words, consider how you can tweak your behaviors rather than overhauling them.
Cultivate gratitude. Appreciate the little things. When you’re more tuned into what you have, you’re less focused on what you still want. This “enough mentality” can be helpful to your mental health. You don’t have to make big changes to achieve satisfaction or happiness. Contentment starts with gratitude.
Avoid perfectionism. Often, the fuel for big changes is a feeling you or your situation are not perfect. Remind yourself that perfection is a myth and focus on what’s working. This will help you find fulfillment with your present reality (even if it’s not all you aspire to).
Make a list, then edit down. Another great way to keep your ambitions reasonable is to make a list of all you want to accomplish and then eliminate everything but the top three items. A surefire route to frustration is to expect too much and put unrealistic pressures on yourself. Instead, focus on just a few vital things you want to accomplish, rather than a long list that does not empower you. After you’ve accomplished the first three goals on your list, you can always come back to the others, but give yourself a fighting chance to achieve the most integral top three, first.
Keep yourself accountable through specific techniques—and pay attention to events that may cause you to slide backwards. Research in the Personality and Social Psychology Bulletin explains that 40% of your behaviors occur in similar situations, which is to say familiar circumstances encourage the repetition of choices. Therefore, if you’re able to adjust one potentially repeated behavior, it can make a difference.
Create routines and conveniences. When you want to nurture a behavior, make it a default so you’re not thinking consciously about it. Research published in the European Journal of Social Psychology found when you repeat behaviors in a consistent context, it helps with habit formation and these take hold much more effectively. You can use this to your advantage. Instead of making a conscious choice each morning whether you want the donut or the smoothie, have the sliced fruit ready to go and the blender on the counter so when you arrive bleary-eyed to the kitchen in the morning, you’re just doing what’s already laid out. Start each day with the routine of responding to quick-hit emails. Rather than deciding what to work on first, just create a routine where you’re repeating behavior that works without as much conscious thought.
Plan ahead. When you can plan for things, you can usually control them more effectively. If you’re going to be in a situation that might create challenges for your new behaviors, make a plan. Perhaps you’re going to the grocery store and you can make a plan to avoid the cookie aisle. Or if you’re back in the office, avoid the calorie-tempting socially distanced happy hour with colleagues by leaving right on time and get a head start on the big project you’re working on. Anticipating what might present challenges will help you overcome them.
Support can be the difference between making small changes and not succeeding at all. Find a source that works for you.
Find friends. Create a virtual group of people also trying to make changes. Perhaps there’s an online group where you can exchange healthy recipes or provide mutual encouragement for regular trips to the gym. Also tap into your existing network and ask your friend to check in with you to see if you’ve had your workout for the day. Seek out colleagues who can nurture the writing skills you want to develop. Find people who encourage you, provide feedback, and remind you about your ability to succeed.
Use technology thoughtfully. There are a wide variety of virtual solutions to help you shift your behavior. Download the app that allows you to track your water intake or the app that will send you notifications if you haven’t moved enough in the last hour. Look for apps that can help you learn the new language you’ve been wanting to add to your skill set or that can connect you with colleagues who have like-minded ambitions. Behavior shifts are most likely to occur with planning, reminders, and feedback. So, find apps that provide these three kinds of support.
Give yourself permission to do less for now and know you can always do more later. In the meantime, stay strong and be satisfied with a little progress for now.
Article | April 17, 2021
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.
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.
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.
Article | March 16, 2020
Artificial Intelligence (AI) is getting increasingly sophisticated day by day in its application, with enhanced efficiency and speed at a lower cost. Every single sector has been reaping benefits from AI in recent times. The Healthcare industry is no exception. Here is decoding the future trajectory of healthcare with AI. The impact of artificial intelligence in the healthcare industry through machine learning (ML) and natural language processing (NLP) is transforming care delivery. Additionally, patients are expected to gain relatively high access to their health-related information than before through various applications such as smart wearable devices and mobile electronic medical records (EMR). The personalized healthcare will authorize patients to take the wheel of their well-being, facilitate high-end healthcare, and promote better patient-provider communication to underprivileged areas. For instance, IBM Watson for Health is helping healthcare organizations to apply cognitive technology to provide a vast amount of power diagnosis and health-related information.