Google recently conducted a study, The Digital Journey to Wellness, that focused on the use of video in the medical marketing field.
It’s one thing to be using video, but it’s another thing to be creating the correct content and marketing it to the right audience. In the The Digital Journey to Wellness study, Google was able to collect some convincing numbers that any marketer would be naive to ignore.
Medical video marketing is skyrocketing and jumping in without a full understanding of why you are doing what you are doing could cost you a lot of time and money. Looking at some of the numbers below you can see not only who is watching medical videos but why. Consumers want to be informed before converting into a sale, and that means you need to be the source of reliable information.
Potential patients do their research before deciding on a hospital or care facility. They want to know what to expect before they book an appointment or start a treatment. Gain the trust of your patients through video.
Utilizing a video marketing strategy could be what makes your facility stand out. A lot of previous medical marketing strategies that failed to produce results were too much about selling the brand, not enough about the needs of the patient.
Once you have your video it’s key to know where your audience will see it. Youtube is the 2nd most popular search engines and as a result a huge website referral platform.
Providence Cancer Partnership – Clinic Video
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When they came to us, they were looking to make an introductory video plus a handful of doctor profile videos to run on their website. Their goal was for the website to be the point of conversion for people who have recently been diagnosed with cancer. The challenge was the center’s relative newness, and their proximity to some well known centers in Seattle. Their location in Everett, WA was expected to be a huge benefit to people living north of Seattle, but it also meant overcoming local prejudice in favor of Seattle, and against Everett’s blue-collar roots. Would people believe it was possible to get world class care, at quite likely the scariest time of their life, in Everett?