How Video Marketing Benefits the Healthcare Industry

Michael Hoffman
September 07, 2021

Video marketing is one of the biggest rising trends in this industry, with as many as one out of every eight people looking for information about health, hospitals, and health insurance using online video to help their search. People retain as much as 95 percent of a message that is viewed as a video as opposed to only 10 percent if it is read in text form.

In the healthcare industry, video marketing is successfully used by:

  • Hospitals and clinics
  • Health insurance companies
  • Private practices
  • Pharmaceutical companies
  • Healthcare product manufacturers and distributors

The healthcare industry relies on trust, and patient testimonials can help to build this trust. Close to three-quarters of patients report that positive reviews from other patients help them to trust a practice. Video testimonials from real people who have been helped by a particular healthcare provider, product, or hospital can go a long way.

Video marketing in the healthcare industry can be used:

  • To introduce healthcare providers and staff
  • As a tool to welcome patients and explain details about care
  • To feature patient testimonials
  • For virtual tours
  • To help market or sell products to health care providers and/or patients

A staggering 85 percent of internet users in the United States view online videos on any device. If you want to reach people and promote your product and brand, you need video.

Video content generates the best return on investment (ROI) for social media marketing efforts. More than 90 percent of businesses say that video marketing on social media has gotten them a new customer.

You don’t need a huge marketing budget to make effective content. Most videos are watched on YouTube. You can upload videos there directly or link people to them through social media or email.

Michael Hoffman is the CEO of Gather Voices and an expert in the use of video in marketing and digital engagement. He teaches marketing at the University of Chicago and is a long-time consultant to business leaders on constituent engagement strategies. In 2017, Hoffman founded Gather Voices to revolutionize how organizations create and use video. Gather Voices’ Video Relationship Management (VRM) software solution enables associations to leverage the power of video to achieve revenue-based outcomes, like new member acquisition, membership renewal, and event attendance.