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It's no secret how powerful video can be for a business. This includes hospitals and medical providers. Video can be used to help market your services and improve your patient's experience, but getting started can be challenging.

We've put together this guide for healthcare providers looking to get into video marketing. If you are a marketing coordinator or manager at a hospital, use this guide to help your department get started with video or find ways to improve your video marketing efforts. We recommend also checking out our video above where we go even more in-depth. If you have any questions, feel free to reach out to us.

Healthcare Video Strategy

Before we get to some video ideas, it's important to first understand why a patient would need care. By doing this, we can create some objectives that our videos need to speak to. Typically, healthcare can be divided into three categories.

Watch our video (at the top of the page) for an in-depth look at patient profiles.

Emergency Care

Emergency care involves care that is unexpected. Two places for this would be the emergency room and urgent care. For the emergency room, patients will almost always go to what is closest. For urgent care, patients often have more time to decide and will go to someone they trust. You can use video to help build trust and create awareness of your emergency services.

Elective Care

Elective care includes procedures like knee replacements or the delivery of your baby. Patients seeking elective care will often take their time researching their options. Most often the quality and reputation of the hospital makes their decision. Word of mouth also plays a role here. Video is extremely effective in marketing your elective care services and does a great job of communicating the quality of your services. By integrating video into your marketing services, you can build trust and awareness of your elective services.

Preventive Care

Preventive care services include care like annual physicals and screenings. Patients in this category are often looking for a provider that makes them feel safe and comfortable. Video can help create trust with your patients by introducing physicians through video. You can also use video here to encourage patients to attend annual cancer screenings such as mammograms.

Healthcare Video Marketing Objectives

In a traditional business, your objective is almost always to increase sales. You usually do this indirectly by focusing on key objectives you identify in customer profiling. Working through our patient profiles above, we can very clearly identify three goals that our videos should speak to:  

  • Build Patient Trust
  • Create Awareness
  • Improve Patient Experience

Video is fantastic at achieving all three of these objectives. You can build trust by demonstrating your expertise and showing the outcomes of your patients. Video can create awareness on social media and local tv. And lastly, video does a great job of improving your patient's experiences through educational and instructional videos. By first identifying these objectives we can better plan our video messaging.

Video Ideas for Healthcare Providers

We've put together a list of 13 video ideas that hospitals and medical providers can use. Use this list to help your marketing team get started with video. Need some help formulating an video strategy? Please reach out to us! We offer consulting and full production for hospitals and medical providers.

1. Meet the Doctor Videos

Meet the doctor videos are a great way to get started with video marketing. They are relatively easy to make and are usually filmed interview style. Have the doctor describe who they are, why they went into medicine, their expertise, and why they love caring for patients. Meet the doctor videos help build patient trust and create awareness of your services.

When onboarding new physicians, meet the doctor videos are a great way to introduce them to the community. Hospitals and medical providers should use these videos on their website, social media, and in waiting rooms with TVs.

2. Patient Education Videos

Patient education videos should also be a big focus of your medical marketing efforts. Patient education videos topics can vary greatly but usually focus on educating patients to be more proactive in their care. These videos can be filmed interview style like meet the doctor videos or created using graphics and animation.

The above video is a great example of a patient education video from the Mayo Clinic. This video helps educate patients on the risks of delaying medical care. Some other ideas of patient education would be: Type 1 vs. Type 2 diabetes, sun safety tips, or how to recognize a stroke. There really is no limit to the amount of patient educations you can make. We recommend filming patient education videos the same time you film a meet the doctor video. Ask the doctor to explain a specific topic in their area of expertise.

3. Wellness & Nutrition Videos

Wellness and nutrition videos go along with our patient education videos we talked about earlier. Hospitals and medical providers could create a series of healthy recipes to try out. Or they could create videos encouraging patients to get more exercise and live an active lifestyle. Videos like this are important in your overall marketing strategy.

4. Patient Testimonials

Patient testimonial videos should be a priority for all hospitals and medical providers. It's a great way to highlight certain service lines and bring attention to the quality of your care you provide. Patient success stories act as social proof and can be critical in a patient's decision for their care.

The above example is a patient story we created for Holland Hospital. The video shares Kirt's story of how he is back to life after two knee replacements. Patient success stories do very well on social media and service line landing pages. Contact us today if you are a hospital or medical provider looking to create high-quality patient testimonials.

5. Surgery & Procedure Prep Videos

You can also use video to help educate patients on their upcoming procedure, such as a knee replacement or baby delivery. These videos are typically a step-by-step walkthrough of what will happen and how one should prepare. Videos like this do a great job of improving the patient experience and developing patient trust.

The above example is an animated video we produced for Spectrum Health in partnership with Lead Marketing. This video gives expecting parents all the information they need to know before giving birth at the birthing center. If your hospital or medical organization is looking for a video like this, please contact us today!

6. Instructional Videos

Instructional videos are very straightforward videos that aim to improve the patient experience. Use instructional videos to tell patients where to park or how to access the patient portal. These videos should be included in any email communications sent out to patients. Keep these videos simple--often time a voiceover with some corresponding footage is all you need.

7. Service Line Videos

Service line videos are high-level videos that describe the services of a particular service line, for example, your orthopedics or cardiology department. These videos are  highly polished and created by an outside marketing agency. Service line videos are generally run as advertisements on local TV and digital advertising platforms.

We love this example from Ascension Health that stars Peyton Manning. The light-hearted humor keeps the viewer hooked while Peyton highlights the quality in the pediatrics department. This is just one way to do a service line video. More traditional ways can include voiceover and be more informational in nature. Ask us about creating service line overview videos today.

8. Social Media Live Videos

Live videos for social media can be a great way for medical organizations to connect with the community. Some great uses for live videos would be physician lecture series, question and answer, and community events. Live videos provide a great opportunity to engage one-on-one with the community, by answering their questions and comments.

When filming a live video, make sure your sound quality is exceptional. Viewers are more forgiving to poor video quality but poor sound quality will almost certainly deter viewers from watching. We recommend a LAV microphone that connects wirelessly to your phone or video camera.

9. Community Outreach Videos

Being active in the community is extremely important for hospitals and medical providers. This builds trust with patients and helps create awareness of your services. Community outreach events like a volunteer food pantry or 5k fundraiser can be a great opportunity to use video. Use video to highlight the event and motivate people to attend next year.

10. Promotional Advertisements

Local TV and digital advertisements present numerous opportunities for hospitals to get in front of new patients. You can use promotional videos to advertise your hospital as a whole or highlight individual services. These videos are usually very polished and created by an outside marketing agency.

The commercial above for the Mayo Clinic is one of our favorite examples. It sets Mayo Clinic apart from all other hospitals by telling the viewer that they have the solution. The combination of voiceover, animation, and sound design creates a lasting impression on the viewer.

11. 3D Surgical Videos

3D surgical videos are animated videos that explain how a surgery works. These help educate the patient on how the surgery will operate. Typically these videos would not be used in outbound marketing efforts and are more reserved for specific patients. 3D videos are usually created by an outside animation company, with help from the internal marketing team.

12. Recruitment Videos

If you work in healthcare marketing, you know how hard it can be to recruit new talent. Recruitment videos can help show the culture of a workplace and how great it is to work there. More often than not, employees value the culture of an organization in addition to the compensation. By using a video to show the company culture, you can attract more qualified candidates.

13. Employee Recognition

To go along with recruitment, it's even more important to retain employees. Beyond the traditional retainment efforts of bonuses and compensation, video can be a great way to show the importance of your staff. You can use video to recognize specific instances of employees going the extra mile or highlight years of service milestones.

Our above example is a part of service awards campaign we created for Holland Hospital. This long-form video was used to headline their annual service awards ceremony.

Where Healthcare Providers Can Use Video

The other half of video marketing is using the videos. How will they be seen? This is just as important as the production of the video, so take time to plan out how your videos will be distributed.

Watch our video (at the top of the page), for an in-depth discussion on using videos.

YouTube is the 2nd largest search engine behind Google.

We recommend hospitals to use YouTube for their primary video player. First upload the video to YouTube and then embed that player onto your website. You can embed videos on landing pages, About Us pages, and places like the patient portal. A rule of thumb is the more you can use video, the better.

In addition to serving as a video hosting platform, YouTube videos can rank in search if they are well made and informative. You might find this as an effective way to attract new patients for specialized services like knee replacements or cancer care. Check out our blog on YouTube vs Vimeo for an in-depth look into video hosting platforms.

Almost all of your videos should go on social media.

In addition to YouTube, upload your videos directly to each social media platform. Facebook particularly does well with an older demographic, so you can get great engagement with your community by focusing on Facebook. LinkedIn should be a place you promote recruitment videos as well.

Video works great in waiting rooms.

Often times, you'll have a TV in a practice's waiting room. This is a great place to display the meet the doctor videos. If it's a patient's first time visiting, a meet the doctor video will help them feel comfortable before their appointment.

Healthcare Video Production

We hope that this guide was valuable to you. If you have any questions about what we went over, feel free to reach out to us! If your hospital or medical practice needs help with video marketing, we offer consulting and full video production services. Setup a free discovery call today by filling out our form.

If you enjoyed this content, we encourage you to check out our blog and subscribe to our YouTube channel. As part as our ongoing content marketing strategy, we're creating content to educate marketers and business owners on the best ways to use video. Thanks for reading!

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Rob Devroy

Rob Devroy

November 15, 2021

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