It’s no secret that video is an integral part of content marketing strategies across all industries.
62% of consumers are more likely to have a negative perception of a brand that publishes poor quality video (Brightcove).
4.8% is the average conversion rate for websites using video compared to 2.9% for those that don’t (Aberdeen).
4x’s as many consumers would rather watch a video about a product than read about it (eMarketer).
At this year's Marketing United conference, Wistia’s Director of Business Development, Kristen Craft, shared the five types of video that achieve the highest return on investment (ROI) based on the data of their users and best practices they’ve assembled over time. As the audience represented all categories, I have included Kristen’s original insights with applications for healthcare marketers specifically.
With any video you create, it should always reflect your culture and values and have a clear call to action. You’ve inspired your audience with this content—what do you want them to do next?
1. The Product Video a.k.a "What problems do you solve?"While hospitals don’t offer products in the traditional sense, you may have a new app, patient portal, elective procedure, or seminar you want to promote.
Product videos should explain what the product or service does and clearly state the value of using the product or service. It is important to show, rather than tell. Your viewers want a visual representation of what it is you’re offering, not just a talking head.
Product videos have the highest ROI as they offer a conversion opportunity for the most qualified leads to sign up for an event or schedule a consultation with a physician.
Wistia's pick: Insight Squared
2. The Teaching Video a.k.a. “How can you help solve my problem?”
Finding the content for this video is easy. Your nurse practitioners, call center, and reception staff receive questions from healthcare consumers every day. Poll them to see what questions come up most frequently. By proactively answering these questions in an engaging and visual way, you are empowering the consumer to find information on their own, establishing your hospital as a helpful resource, and building preference for your brand in the process.
Craft has only one rule of thumb: “Make your customer the hero.”
Wistia's pick: Their own "Choosing Music for Your Video"
3. The Recorded Webinar a.k.a. Easy Evergreen Content
Webinars are a great way to get more mileage out of an informational seminar or event. To engage those prospective patients that could benefit from this information but are not able to make it in person, you can use a recorded webinar to capture their contact information and continue the conversation.
Recorded webinars are easy to make, and have a long shelf life. There are many tools that will allow you to ‘gate’ the webinar and capture contact information. Craft suggests giving viewers a 30 second teaser and adding an embedded form where they supply an email address or other information to continue watching.
Wistia's pick: Greenway Health
4. FAQ Video a.k.a. Solve that “Why can’t I just talk to a person?!” Conundrum
Similar to the teaching video, the FAQ video is meant to provide proactive support and empower your customer to find information on their own time. The main difference is that the tone is less about marketing your brand and service and more about providing support. Are there frequent support questions for accessing your patient portal? Do patients frequently call asking about options for paying their bill? An FAQ video can help and free your call center staff to provide deeper, more personalized, customer service.
As with all video, it is important to show, rather than tell. Keep the scope narrow and specific so that viewers get their question answered quickly and clearly.
Wistia's pick: GivingTuesday.org
5. The Sales Video a.k.a. Create an Emotional Connection Between Your Community and Your Providers
With physician referrals a leading “sales” channel for driving revenue, marketers are increasingly taking on the responsibilities of managing physician referral programs and/or building their affiliated physicans’ brands.
The sales video can be a great way to feature key physicians and add a personal touch to what can sometimes be a long and emotional decision process for prospective patients.
Sales videos facilitate an authentic connection, are short and to the point, and are most effective when the prospect is close to making a decision. Craft recommends the length of a sales video be 30 seconds or less. Wistia clients that use sales videos see a 30 to 40 percent increase in conversions. It is a great platform for differentiating your hospital's or physician's brand in a highly competitive environment.
Wistia's pick: Bamboo HR
General Video Best Practices
1. If shooting in-house with limited resources, use natural light on a cloudy day. Your subject should face the light source to ensure you capture his or her good side. If using a newer iPhone or similar device, make sure you have an external microphone to capture the audio. Although the cameras on our phones have evolved, sound still needs some support.
2. 80% of viewers stop watching after 30 seconds, and there is another huge drop off at the 2 minute mark. Make sure to get to the point quickly and, as a general rule, keep videos under 2 minutes.
3. Each video should have a single message and a clear call to action.
4. And—as always—any marketing endeavor should tie in to your overall business objectives.
Learn more about how your peers are using visual content in the State of Healthcare Content Marketing Report 2016.