What’s your strategy to connect with your healthcare audience?
By 2019 it is predicted that as much as 80% of consumer internet traffic will be devoted to watching videos. With the growth of video consumption on the Internet, both B2C and B2B businesses are putting videos at the forefront of their online marketing strategies.
Even though regulation, professionalism, and compliance heavily influence healthcare, there are ways to cut through the cookie-cutter approach to digital healthcare marketing.
Tell a story – Telling a story is an essential key to establishing an emotional connection with viewers. In healthcare, it is easy just to focus on the products and services using overly specific or rote messaging. While being specific is important, remember the context. Telling your story and giving an introduction first will allow viewers to digest the information more easily.
Simplicity is Key – Taking complicated scientific and technological concepts and presenting them in a digestible, clean, and efficient manner is central to keeping viewer’s attention. Your goal is to present the information in a way that is unique, makes sense, and sticks with the viewer.
Be informative – Determine what the goals of your video and how you are going to present the information. If the goal is educational, make sure the video explains the topic clearest and simplest way possible. Make sure your video has the depth and information appropriate to meet your goals.
Consider animation – Animated videos are an excellent way to explain complex information in a user-friendly format. Incorporate elements from your other marketing collateral to provide continuity between pieces. Animation can add a personal touch and connect emotionally with viewers.
Be straightforward – Use plain language that speaks to your target audience. Knowing your goals, audience, and where they are in the buyer’s journey is important when creating the tone of the video. Your prospective and current patients are looking to be convinced and assured they are making the right healthcare decisions so provide easy-understand information without using flowery or complicated language.
The most important thing to remember is never losing sight of your healthcare audience. A video aimed at millennial patients should come across very differently from one targeting baby boomers. Let the audience dictate the tone and feel of the video.