Investing in Healthcare Videos: Challenges and Inspiration

When speaking of healthcare, we all marketers truly want to raise awareness on healthy eating habits, the essence of having an exercise regimen and even taking care of our circadian rhythms.

But, whenever you try to use the word ‘marketing’ with healthcare, you’ll see people getting skeptical about what you’re going to say next.  

The problem here is not with the definition of marketing. It’s the connotation that people have associated with it that makes it appear as rather a game of deceit.

When actually it’s not. I’m not here to argue or defend people who actually deceive others to squander and lose their money.

But my stance is for ethical marketing in the healthcare industry. I see marketing as a tool to educate and inform our people to lead their lives into a better tomorrow. Being a healthcare marketer that’s what I advocate for.

In my opinion, the goal of healthcare marketing is to inform and educate the general public to advance their health by making better choices without having the need to pour in huge amount of money.

And, it won’t be an overstatement if I say that healthcare marketing ties quite easily with social marketing endeavors made for the betterment of a community.

What’s important to know here is that when trying to elicit a positive response from people, the tone, style of your messaging and medium for delivery would always be key. Therefore, the kind of tool you pick for your delivery will decide how many people you can reach and inform successfully.

That tool is video. Video production particularly healthcare video production has been around for a couple of decades now. And, with the pandemic, the practice of having virtual physicians and doctors talk to you from the comfort of your home became a norm.

Plus, there’s so much content on YouTube that helps people to take care of themselves without even seeing a doctor. One of those channels is Bob and Brad.

They’re giving free advice on physiotherapy, helping millions to self-regulate their physical activity, and lead themselves into a heathier lifestyle. One that won’t just make their life better, but also increase their longevity.

Interestingly, according to TeleHealth, over the last few years, the need for virtual physicians has grown 35-fold more than it was before the start of the pandemic.

So, healthcare marketing is not anything new. Neither is it something that should be overlooked by a reasonable person. Instead, you would want to invest in ethical and valuable marketing for your community.

Even if your goal is not to achieve financial growth, investing in videos to improve your healthcare marketing game can do load of good in helping you build a handsome social capital.

Now that you already know the value that video marketing has for healthcare professionals, let us consider some possible challenges, which if not taken head-on will result in inertia for most healthcare organizations, preventing them from taking any action to increase the number of clients.

Limited resources

Firstly, the people working in the healthcare industry have a stressful work routine. Keeping a healthy work-life balance is perhaps their greatest struggle. So, expecting them to develop video marketing skills to promote their organization won’t do the job.

Secondly, when it comes to resources, we’ll know the marketing budgets are very thin. Be it for placing ads or publish special discounts, the budgets are never impressive.

On top of that, the doctors in your organization are not interested or perhaps not really aware of lead generation or having a marketing funnel in place to drive the growth of the organization.

So, in such instances, justifying the need to allocate money to produce videos might be extremely difficult.

Even though having a social media presence is popular for healthcare organizations these days, there will always be people in your team who’re shy of facing the camera or might not like the idea of adapting trendy marketing practices.

Lack of creativity

Another big challenge for healthcare organizations is the lack of creativity. The problem is even though video marketing is wildly popular, it might have never been heard among people working in healthcare. So, if you’re new to the crew, you’ll need some time to get the hang of things. Creativity is another challenge.

For healthcare organizations, maintaining doctor-patient confidentiality is mandatory. So, creating thought-provoking videos are patient stories may not be so possible. So, there’s actually a limit to the kind of content you can choose to have for your video marketing campaign.

Inspiration for healthcare marketing

You can always start off with a brainstorming session in which you invite team members to share their ideas. To figure out a better video strategy, it’s always best to do your own research and pen down a handful of good ideas that would be easier for your organization to accommodate.

Below we’ve given 7 of the best marketing ideas for healthcare brands. Know that are tips are inspired from the best healthcare video examples of all time. So, make sure to check these out;

• Opt for explainer and awareness videos
• Produce product demos and how-to videos
• Give a virtual facility tour to pique interest
• Let viewers peek into your brand with interview videos
• Build social proof with testimonials from satisfied patients
• Publish AMA and FAQ videos with top professionals

Wrap up

Let’s wrap this one up. Above we gave you a thorough discussion on healthcare marketing and why you should bother investing in it.

We touched on the virality of healthcare videos since the start of the pandemic and also highlighted the need to invest for healthcare organizations to expand their client.

While doing so, we also pointed out the biggest challenges when producing videos for a marketing campaign, and to counter them will also gave some fine inspiration for you to create thought-provoking healthcare content.

So, make sure to check out some of the best ideas and invest in healthcare videos to expand your clientele. Hope you got a nugget or two from this one.