We’ve been talking to our clients and looking at what other healthcare marketers are talking about. For us, the five trends below that point to developments in the use of video in healthcare are making us look at 2024 with fresh eyes. Video applications, both live and pre-recorded, are exploding with new ways to build awareness for healthcare brands.
1. Omnichannel Video Content Strategy
Healthcare video content is increasingly going omnichannel, appearing across multiple digital platforms. As consumers navigate multiple websites and social media sites on a regular basis, providers need to meet them in a variety of digital destinations.
Platforms like TikTok, Instagram Reels, Facebook Watch, and YouTube are just some of the options that reflect the rising popularity of video content. We typically deliver video to our clients in a variety of versions, all intended to reach audiences across multiple platforms, and we know there will be more to come.
2. Increasing Emphasis on Video Content in Google SERP
Google is placing increasing emphasis on video content in its search results. The “Perspectives” feature in Google search results highlights videos from various platforms, along with real people’s views and discussions.
What does it mean? Creating and posting videos can help healthcare providers rank higher in search.
We’re excited about explainer videos as a way for healthcare organizations to get noticed. They’re info-packed, straightforward to produce, and can stay factually evergreen for years. Topics can include procedures, anatomy, how drugs work, clinical trials, explaining technology (such as 3D mammography or the CyberKnife System), and more. When explainers are done right, they’re genuinely helpful to consumers–all while helping increase credibility and visibility for healthcare systems.
3. More Live Video Streaming
Live streaming typically activates more consumers than pre-produced content, so it’s worth a look if you’re not doing it. With real-time engagement, it offers an immediacy and interactivity that pre-recorded videos don’t.
Live-streaming for healthcare providers can serve myriad purposes. Examples include pre- and post-operative care instructions, wellness programs, Ted Talk-style lectures, and real-time Q&A sessions digging deep into a specific topic. Live-streaming platforms like Instagram, Facebook, and LinkedIn Live provide easy and affordable ways to go live.
4. The Rise of Healthcare Webinars with Video Content
Webinars have become vital in healthcare marketing, providing a platform for sharing in-depth, specialized knowledge. Not only do they build brand recognition. They also establish healthcare organizations as a source for trusted experts and showcase systems that provide specialized care.
Whether live or pre-recorded, webinars are well-suited for healthcare content. And when embedded with video explaining systems or procedures, video gives added value and increases engagement and knowledge retention.
5. Video Campaigns to Meet New Consumer Demands
Competition is fierce in healthcare, and new players are disrupting the landscape more and more. Think Amazon, Walmart, CVS, Walgreens and others who are getting not just into pharmacy goods but also brick-and-mortar clinics offering patient care. Other organizations are introducing virtual medicine to patients who want the convenience of affordable healthcare that also works with their schedules.
And online reviews? This is a big one. It’s not just for hotels and restaurants anymore. According to this article in Medical Economics, 77% of patients use online reviews as their first step in finding a new doctor, and 84% say they wouldn’t go to a referred physician if rated with four stars or less.
Patients are gaining more power, and it’s changing the industry.
Video storytelling helps healthcare companies explain their relevance in a changing marketplace. As healthcare systems expand to offer primary and urgent care clinics, virtual services, remote monitoring, and more, video is the solution to spreading the word on how legacy systems are competing successfully with the disruptors. Through patient stories, education, and the ability to showcase caregivers in action, high-quality video can assure consumers that healthcare hears them–and is responding.
These are the five trends we’re watching. They show how healthcare is evolving and how video offerings are evolving with it. Healthcare providers who stay ahead of these trends will connect with more patients and strengthen their brand presence, especially in the digital world.
HealthSight Media - We are award-winning producers with deep experience in television, news, and documentaries who produce high-quality videos exclusively for healthcare organizations. Our rich storytelling experience helps healthcare providers enhance patient engagement and education in today’s digital-first environment.
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