The marketing landscape for medical technology and healthcare providers is undergoing a dramatic transition. Spurred by changes in regulation and how consumers are now smarter and more informed than ever before, how can video provide value in these new and ever-changing conditions?
Now, more than ever, it is imperative that medical technology companies, and their customers, evolve parallel to one another. Manufacturers and healthcare providers can no longer simply deliver incremental product and cost improvements and expect to succeed. Hospitals and physicians are now embracing a more strategic relationship with manufacturers.
Current marketing tactics, continue to inch towards the digital space, where marketers can track audience engagement, make quick adjustments, and upstream content marketing efforts to downstream their revenue.
So where does video fit into the equation?
Video finds itself ranked among the top content marketing tactics that medical marketers find to be most effective, just below social media content and web articles. Why is this?
I spoke in past episodes about the number one and the most important factor in being successful with video marketing, and that’s the ability to be helpful. Healthcare marketing efforts benefit greatly by allowing consumers to quickly understand what the product or service is and how it relates to them. Providing this information builds trust, and trust as we know, is what leads to sales. No other medium leverages the presentation of this information more effectively than video.
VIDEO TYPES (FOR STAGES OF THE SALES FUNNEL):
So we know that video content will help us better connect with our audience, but what types of videos should you be making?
Well that would depend on which part of your sales funnel you are looking to engage them in. A video that is doing its job properly should attract, engage and convert your visitors, carrying them down the sales funnel.
At the top of the funnel, during the awareness stage, healthcare providers should be concerned with creating awareness and intrigue. Use fun and informative, free content to achieve this goal.
A great type of video within the awareness stage is a Brand Film, where you can acquaint your audience your core values, using alluring visuals, sound and storytelling.
Animated Video, which is perfect for breaking down complex medical processes and technology. And allows for more creative license than video utilizing live-action only.
A lot of your target audience is out there searching for information. Searching for various topics relating to diagnosis, treatment and new technology, which is perfectly suited for an Educational Video. These offer real value to your audience, that applies to their everyday lives.
At the middle of the funnel, during the consideration stage, you have your audience’s attention, but now you need to get them to choose your business! The idea is to remind your visitors why you are the best option without being to salesy about it.
Use these videos to showcase your middle-of-funnel content:
Product Videos are a staple of B to C marketers but easily work in B to B as well. Nothing helps more, than showing how your product or service works, to convince your viewers of its benefits.
One of my personal favorites, is the Company Culture video. Show the human side of your business by connecting on an emotional level with your viewers. Let the personality of your employees’ shine by including day-in-the-life footage, employee interviews, team-building days, retreats, or bloopers to name a few.
Trade Show Videos are a great B to B tool. When among other businesses, that are showing off their latest products and services, it is important that you leave a lasting impression and draw visitors to your booth or space. A uniquely crafted video presentation will draw the crowd and get conversations started.
The last I will mention is Testimonials. This one is huge for healthcare providers. In addition to building trust and credibility from satisfied customers, they can be used to showcase the features of your product. Capture them during in-store events, tradeshows or after the release of your latest product.
Finally, at the bottom of the funnel, in the decision stage, where your potential customers are on the verge of converting, you need to give that one last push.
Here are a few types of videos that will help you achieve this:
Now at this point, your leads are generally looking for answers to any remaining questions they may have. FAQ Videos are perfect to allay their fears and tackle any remaining concerns they have.
Will you be assisting them, even after they’ve purchased a product or service? Instructional Videos will allow you to beat them to the punch, and tackle topics that you know will be coming up after they purchase.
Lastly, a Personalized Video or Thank You in an email, from a staff member goes a long way, providing a personal touch and making the consumer feel special. These types of videos can be beneficial at any stage of the funnel, but they work well at the decision stage to give your potential customers the final push to purchase.
There are so many opportunities for you to offer your audience curated video content throughout their buyer’s journey. Videos that will help educate and inspire them, making it easy to trust your business, and move them to a purchase decision faster.
CAMPAIGN CASE STUDIES:
Here are just a few examples of successful video marketing campaigns that we can draw inspiration from.
In Dana-Farber Brigham’s “You Have Us,” they push an incredibly powerful slogan, “Right now you may have cancer. But what your cancer doesn’t know is – You Have Us.” Through confidence-inspiring web videos, the Dana-Farber Cancer Institute shows their personal approach to cancer treatment and state-of-the-art facilities.
By sharing these videos on social media (as well as using more traditional marketing techniques, like television and radio) the cancer center embodies what it means to build trust with your target audience.
Medical Realities, a firm specializing in new virtual surgical training techniques, created “360 Training,” an immersive 360-degree experience capturing a real-time operation at Royal London Hospital. The experience allows the viewer to scan around the operating room, and even switch perspectives from doctor to patient.
The world of digital video is evolving rapidly, and these new technologies are set to have a tremendous impact, on both healthcare offerings and healthcare marketing.
Performance Spine & Sports looked to advertise their interdisciplinary platform, through the use of motion graphic and animated characters in their “Spinal Chord Stimulator” video.
They feature a superhero’s journey through the large suite of services offered at PSSM as well promoting their spinal cord stimulator technology that has a male and a female version for split AB testing.
These videos were a refreshing take on the genre within the industry, and significantly increased their web traffic.
Since 2016, content marketing continues to skyrocket in popularity among businesses, and many are already setting up their budget for the next year.
Here are some of the biggest trends effecting the content marketing sphere today:
THE RISE OF VISUAL CONTENT
People are well accustomed to the major forms of content, like blogs, eBooks and white papers. Though these types of content will continue to be widely used, more and more brands are getting creative with their content, in order to stand out.
Smarter search engine algorithms can read and analyze images to determine the niche of a website. Brands are now slowly shifting more of their resources into creating higher quality content such as images and video to engage with their audience.
CONTENT WILL GET MORE NICHE-SPECIFIC
Each year, millions of blogs and articles are posted, and the majority of them cover repeat topics. With an overabundance of content, marketers are expected to get shift their efforts to more and more specific areas of their niche in the years to come.
This puts into play long-tail marketing techniques. Writing a post about a specific area of your niche can help you generate more readers and drive traffic to your website.
MORE USER-GENERATED CONTENT
User-generated content, that which comes from posts, comments, tweets and images created by audiences of the brand, have become a solid content marketing tactic. We are likely to see more brands taking advantage of this in the future.
When Coca-Cola introduced their personalized coke bottles, a lot of people took pictures of the bottles with their name on it. Taking advantage of this phenomenon, Coca-Cola asked their customers to share their photos on social media, turning them into an army of small advertiser’s.
MORE VIDEO & PROMOTION
Video has become one of the most successful types of content today, in terms of grabbing people’s attention. From the rise of content marketing, video has experienced explosive growth, with 61% of businesses using video as a critical tool in their marketing campaigns.
More and more companies today are using paid promotion to get their highly-curated content directly in front of their target audience. The best content won’t work without first promoting it to the correct audience.
So, if you are a Healthcare or Medical Professional looking to bolster your content marketing efforts, video has proved itself time and time again to be one of the most effective tools to drive sales and create measurable ROI.
For more information visit our MedTech & Healthcare page.
– Brett Mogavero / Owner – Legacy Production Company
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