There are a myriad of ways that hospitals and physicians can successfully use video to build traffic to websites. At the same time, videos can also create a sense of trust and credibility for the hospital or practice. This provides the opportunity to engage viewers in an interesting and meaningful way and becomes a powerful tool for building brand loyalty.
One of the most prevalent ways to use videos of physicians is on physician profile pages. Videos can provide a sense of the physician’s emotions and personality which allows viewers to more readily connect with them. A potential patient that experiences a sense of connection is more likely to visit a hospital site than to trust blind luck that the relationship will be a good one. According to research conducted by Google, YouTube traffic to hospital sites has increased 119% year to year. And over 30% of patients who watched an online video booked an appointment.
Videos also allow a hospital or physician to introduce the key services and treatment options they provide. Patient testimonials are a great way to reinforce this information because they provide believability and proof of successful treatment. While not a promise, it allows health seekers to identify with them and entertain the belief that they might have the same outcome.
Education is a natural fit for video. Information can be communicated in an easily understandable way that resonates with the viewer and can be viewed repeatedly or as needed. This is especially useful for preparations for surgery, after care instructions and information on dealing with specific conditions.
Videos are excellent tools for recruitment for physicians and allied staff. You can essentially provide a “slice of life” to give prospects a sense of what they can expect if they decide to join your hospital or practice. This allows prospects to make an initial decision about whether this would be a good fit for them. If so, it will encourage them to investigate further. This is an especially valuable tool for rural hospitals and practices as they try to garner attention in a very competitive landscape. For a harried physician in a larger market, communicating the benefits of a smaller market can entice them to take a second look at the community as well as the hospital or practice.
Videos are a valuable resource for public relations and for communicating about upcoming events and announcements. On social channels, videos significantly increase engagement which translates to more viewers and clicks – all good PR. In fact, Facebook recently announced that video views doubled in the past six months and that it will now deliver more video to people who have shown an interest in viewing such content. Secondly, sharing interesting/entertaining content in a video format increases the chance of news outlets picking up your information. And last, video allows you to humanize your organization and culture, thereby increasing buy-in from viewers who may want to interact with your hospital or practice or come to work for you.
So, if you aren’t currently using videos for healthcare marketing, try implementing them in one of these ways and see what a difference it can make in engaging patients, physicians and staff, as well as consumers.