Three ways to use videos as part of your marketing strategy

Discover three powerful methods for leveraging video content, enhancing your marketing efforts and engaging your target audience more effectively.

The healthcare products and services space is complex, featuring sophisticated devices, pharma products, and educational programs that require detailed explanations. Effectively communicating their value is the responsibility of marketers—they are on the front lines of engaging with healthcare professionals (HCPs) and others on behalf of their brands.

Video marketing is a powerful tool for conveying detailed information to these healthcare decision makers, thereby enhancing the likelihood of converting them to new customers. Online video is incredibly popular as well—on average, the average consumer watched 17 hours of online video content per week in 2023, Statista reports.

How to use video in healthcare marketing

Here we explore online video formats, opportunities, and strategies healthcare marketers can leverage to connect with their target audience and achieve their marketing goals. With the right techniques, marketers can capture the attention of HCPs, build brand awareness, and drive conversions through video content.

1. Publishing video demos and tutorials

Video demonstrations, tutorials, and similar "explainer" videos can be effective tools for showcasing healthcare products and services. These videos allow marketers to highlight key features, benefits, and value propositions while providing a visual representation of how the product or service works. This can be especially useful when marketing to potential buyers who may have apprehensions about products or services in your space—hospital administrators in the market for new equipment, for example.

The following are some types of "explainer" videos you can produce:

• Product demos showcase features and benefits through visuals, demonstrating functionality and unique selling points.
• Tutorials provide detailed guidance on using specific products or services; they are especially useful for complex items that need clear instructions.
• How-to guides provide step-by-step instructions for using products or services; this is especially helpful in healthcare, where specialized knowledge is often needed for optimal use.
• Virtual tours offer an immersive experience for healthcare facilities or products that are difficult to market through static advertising.

These videos are also highly shareable and can help generate interest around a particular product or service.

2. Hosting industry webinars

Webinars are live or pre-recorded video discussions or presentations that allow marketers to demonstrate thought leadership, provide educational content, and build relationships with their target audience. 51% of marketers consider webinars the best-performing content distribution channels, second only to in-person events, according to a recent survey by the Content Marketing Institute.

Webinars can open dialogue between suppliers and purchasers, often through a panel discussion involving both parties or a "Q&A" session with webinar attendees. This format yields significant opportunities that can't be found via other video formats.

Potential benefits and outcomes include:

• Relationship-building: Webinars provide an interactive platform for engaging with HCPs and other target audience members and building relationships with them.
• Thought leadership: Webinars allow healthcare marketers to share valuable insights and demonstrate expertise, positioning their brand as a thought leader in the industry.
• Lead generation: By requiring attendees to register for the webinar, marketers can capture potential leads and contact information.

Today, webinars are as ubiquitous as blog posts, but they differ greatly in terms of the quality of their content. Prioritize creating topics, themes, and formats (e.g., panel discussions) that will differentiate your webinars from competitors.

3. Launching social media video campaigns

Social media platforms, including social platforms specific to healthcare professionals, offer powerful opportunities to connect with target audiences through video content. In addition to traditional posts and advertisements, these platforms allow for the sharing of video content that can generate significant engagement and reach.

The following are some strategies for leveraging social media video marketing in the healthcare space:

• Behind-the-scenes footage gives audiences a unique look at what goes into your products or services, building credibility and fostering a connection with your brand.
• Video testimonials from satisfied customers can be a powerful way to build trust and showcase the effectiveness of your products or services.
• Educational content that provides valuable information about healthcare topics positions your brand as an authoritative source of knowledge in the industry.

Social media video marketing allows for a more personal approach to connecting with target audiences while also providing opportunities for engagement and conversion.

Video marketing is an essential tool for healthcare marketers to connect with their target audiences, build brand awareness, and drive conversions. By utilizing various video formats such as product demos, webinars, and social media marketing, marketers can create engaging content that resonates with HCPs and other key decision makers in the industry.