• The Problems and Solutions for Healthcare Video Marketing

    The Problems and Solutions for Healthcare Video Marketing

    Earlier this month, I had the privilege of attending the Healthcare IT Marketing & PR Conference (HITMC), a get-together specifically tailored to professionals in the healthcare marketing space. Daily sessions included strategy discussions about the common challenges healthcare marketers face, and how to overcome them. There were also panel discussions about how the holistic industry; an industry that has historically been slow to adapt to progressions in technology, and what it can to do keep up.

    After chatting with some marketing professionals at the show, there seems to be a bit of a disconnect between the common video professional and a corporate healthcare marketer. Meaning, some things that marketers view as challenging hurdles, we see as opportunities to collaborate. Here are two key problems and solutions:

     

    PROBLEM: Just because your organization has a video, doesn’t mean it’s engaging. Some healthcare companies may see that “a video on the website” as a checklist item – something that needs to get done so they can point people in its direction and move onto the next thing. Even before I attended this conference, I cannot count how many smart companies overlook this. Seeing a YouTube channel which only contains hour-long webinars makes me cringe, and you should feel the same way. I appreciate that there are a lot of restrictions when it comes to healthcare marketing, with HIPAA being the most prominent. For this sole reason, a lot of companies just assume they won’t even bother make public-facing videos.

    SOLUTION: Instead of focusing on the hospital as a whole, focus on one single patient, a single procedure, or a single doctor.Humanize great care. The story of how a revolutionary new treatment helped someone live a better life is a story worth telling, and it has a long shelf life. Take a look at this video our team produced for UMass Memorial Hospital back in 2016.

     

    PROBLEM: Marketers know that they want video, but feel like it’s on them to create everything. The mentality seems to be, “this is my brand’s story I’m trying to tell, and since I’m the one with insight into our customer’s perspective, nobody can tell the story but me.” Marketers then believe the burden of scheduling, coming up with interview questions, and crafting the messaging in editing is on them to nail, because the videographer doesn’t understand X, Y, and Z. about their business.

    SOLUTION: A video production company. A videographer is your typical “guy/girl with a video camera” who tends to get thrown into the mix at the last moment, and is often setup for failure at the get-go. A video production company will do its best to take care of all the logistics up front, so that you, the marketer, only has to answer a few questions here and there. We also strive to produce videos like the one below, to help get rid of the “fear of the unknown” that you may have.

     

     

    C-Level decision makers are (finally) realizing the value of video. One fact all CMOs can agree to is that they would like to be everywhere at once, but can’t. Internal announcements, new hire processes, and sales tools can all be streamlined with concise videos so that money isn’t wasted on travel or extra training. The C-suite must understand that the real value of video is that the exact same message is getting to the right people in a shorter amount of time, and available 24 hours a day. Although it’s taken awhile, I’m noticing that companies are beginning to have less sticker shock when it comes to the price of video, because they know how it will prove its value – and even alleviate many headaches – later. Less companies are coming to us saying “we want to do a video,” and instead are providing examples they like and asking how to replicate it for their own use.

    Overall, marketers in the healthcare space have challenges to overcome, but help is out there. Preparation is key and while patient privacy is something to be respectful of, it’s not a reason to stop your creative idea dead in its tracks. Video can be a key differentiator for a healthcare brand, and the sky is the limit when you partner with the right creative team.

    Fill out the form below to schedule a free strategy call with our team.



    Colter Beote

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  • How to Create a Successful Video for the Healthcare Industry

    How to Create a Successful Video for the Healthcare Industry

    All the usual principles of creating an impactful video — such as authenticity, clear storytelling, lively pacing and compelling visuals — apply to healthcare, but there are also a few industry-specific tips we’ve cultivated over our years of shooting videos with healthcare organizations. Follow these tips to avoid common pitfalls and land on a final product that’s all the more effective.

    Avoid Medical Jargon

    Let’s start with an organizational overview video (which should be priority #1!). When describing your organization and its mission it’s best to steer clear of any potentially confusing medical terms and or technical jargon. Instead, strive to foster an emotional bond with your viewers by focusing on how approachable, personable and compassionate the organization is. This is a story that is best told through your people, and that should appear consistent from the C-suite to reception. The trust and warmth you establish with your prospects, partners and the industry at large will serve as the stalwart foundation for every other message you share with them.

    …Unless You’re Creating Long Form Content

    Once you have your high-level overview video completed and you’ve established the human side of your brand, video is a great option to delve deeper into specific clinical, regulatory, or technical topics. Still, keep a conversational tone and consider using on-screen text or motion graphics to reinforce the spoken word and improve information retention. And as always, keep the videos as short as possible.

    Proactively Address the Anxieties of Your Prospects

    Your viewers are likely watching your video because they’re looking to solve a problem, whether it is related to their personal health or the health of their organization. Take their most common anxieties or concerns and incorporate reassuring responses into the messaging and visuals of your video. Take a step outside of your organization, product or service and put yourself into the shoes of those you want the video to resonate with. This will help foster that emotional bond we talked about earlier.

    Account for the Perspective of All Key Players

    The most compelling, well rounded stories often include the voices of medical professionals and the patients or people they impact; not just one or the other. This isn’t exclusive to just physicians and patients, it could be a doctor and a nurse or an executive and a network administrator or a medical assistant and a pharmacist. The point is that each side speaks to entirely different aspects of your messaging strategy, which together can form a more cohesive, complete and impactful picture. People relate to the experiences of others wearing similar shoes, but they also benefit greatly from the perspectives of their bosses, caregivers, partners, etc.

    Healthcare Workers are Busy and Often have Unpredictable Schedules

    It seems obvious, but I can’t count the number of times we’ve had healthcare-focused interviews nixed at the last minute. This is particularly true for physicians, who are often on call or must attend to emergencies.  We’ve learned from experience to always schedule our subjects when they’re least likely to be called in, and we always have a plan B,C and D, just in case. 

    We hope these tips help you produce even more engaging and impactful healthcare videos for your organization. Don’t hesitate to reach out if you have any questions, and happy shooting!

    Gabe Gerzon

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