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Why you can't afford not to include video marketing in your health care marketing strategy

Make video marketing front and center for your health care marketing plan

by Michelle Nessman | July 05, 2019 |

Lady on laptop with a doctor on the screen

Let’s be honest: If you aren’t using video in your health care marketing, you’re falling behind the times.

Nearly 90% of marketers are using video as a marketing tool, 83% of them say that video gives them a good ROI, and 87% of consumers say they want to see more video from brands in 2019.

No longer just one component of your content marketing plan, video marketing needs to be a central part of your health care marketing strategy.

Why? Because video marketing is the best channel for increasing awareness, building trust, driving engagement, and, ultimately, converting prospects and delighting customers.

So What Is Video Marketing?

Simply put: Video marketing is the use of video to promote or market your brand, product, or service.

By creating different types of marketing videos throughout each stage of the buyer’s journey, your marketing team will get more engagement, your sales team will convert more prospects, and your service team will create a more personalized support experience that delights customers. For example:

  • In the awareness stage, an explainer video shared via social media can answer questions and educate buyers who are experiencing problems that your product or service can solve.
  • In the consideration stage, a salesperson might send an expert interview video via email to newsletter subscribers to prove that their company is an expert in the industry, which helps build trust and authority with their target audience.
  • By the decision stage, a brand video that lives on your “About Us” landing page can tell your company’s story and showcase what makes you different from your competitors.

With so many ways in which video can be sales-focused, video marketing presents a great opportunity for sales and marketing teams to join forces and create great videos that deliver results for both.

So how do you get started?

3 Ways to Approach Video Marketing

There is a lot that goes into making a video from writing the script and prepping the talent to shooting the footage and editing the video. When it comes to creating videos for your business, you have a few options. The best one for you will depend on your target audience, budget, time availability, and creativity.

1. Record & Edit In-house

If you have an in-house marketing team with video experience, or if you’re thinking about building one, you can create and edit videos for your business internally. With a smartphone or a camera, a tripod, a quality microphone, good lighting, and free video editing software, your team can produce a video that’s unique to your brand.  

Keep in mind, quality video production takes time and resources. If you don’t have video experience in-house, a sub-par video can undercut your messaging and give an impression of sloppiness or low effort.

2. Record In-house & Hire an Agency to Edit

Another option is to build a hybrid production strategy where you record the content in-house and partner with an agency for editing, which can be one of the most complex parts of video production.

Maybe there is someone on your team who is comfortable recording expert interview videos, but adding motion graphics is out of their wheelhouse. A video marketing agency will be able to edit the video content so that your core message shines through, add graphics and special effects to help your video come to life, and mix music that engages the audience.

Recording internally allows you to shape your video content. Hiring an agency to edit it can bring your vision to life. 

3. Hire an Agency to Record & Edit

If your staff has no background in video production, it might be more valuable to hire a marketing agency to record and edit the video so that your team’s time and resources can be put toward other mission-critical tasks.

When you hire an agency, they’ll work with your team to solidify your objectives and build a video strategy, develop the creative approach, shoot the footage and edit the video content, optimize the video and set up analytics, and spread the video to your target audience.

Because an agency will have a larger pool of production equipment and specialized knowledge, the upfront cost may be more — but you get what you pay for.

Benefits of Video Marketing

There’s probably a reason or two why you haven’t invested in video marketing — you think you can’t afford it, you think it’s a trend, you don’t want to hire a videographer.

The reality is that you don’t have to go viral for video marketing to be more than worth the investment. Did you know that:

Video can personalize your brand, make you more approachable in a complex and confusing industry, and bring you closer to your audience.

These days, you can’t afford not to include video marketing in your health care marketing strategy.

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