It’s no secret that video is a crucial tool for marketing almost anything online. But did you know that video is also making its way into the healthcare industry? They say that a picture is worth a thousand words, so you can imagine how much information a video can relay. When it comes to the complex nature of medical care, treatments or devices, video can be extremely helpful in relaying important facts, policies and more (to either staff or patients themselves). The Covid-19 pandemic made video communication much more acceptable as an alternative to in-person meetings, and that has translated into doctor-patient relationships as well. Stats show that 70 percent of consumers are comfortable communicating with doctors using technology rather than scheduling an appointment with them in person.
Below are just a few ways that video can be harnessed for use in healthcare.
5 Types of Customer Service Videos for Healthcare
1. Explainer Videos
Diseases and treatments are usually complex subjects to explain (imagine trying to learn about a specific type of brain tumour, for instance, or a new type of stem cell treatment). Instead of letting patients read through pages of information on the internet, let them learn about it from a real expert in an engaging video. Not only is it a quicker and more humanized way to relay information, but it’s also more efficient. Research shows that we remember 80% of information we see in a video compared to only 20% of what we read.
Social proof is incredibly powerful for convincing consumers to choose a specific product or service, and it’s no different when it comes to healthcare. A testimonial video might feature a patient talking about the quality of care they received at your institution or how a specific drug eliminated their symptoms and improved their daily life. This could even be in the form of a “before and after” video, with an initial clip of the patient before treatment and then a later one showcasing the results. A testimonial could also showcase a doctor or medical staff member speaking about their workplace experience at a clinic or hospital (a video which might be useful for recruiting more healthcare staff to your institution). No matter the angle, a testimonial video should be authentic and non-scripted, allowing the subject to speak from the heart and use their own words to convey their personal story.
3. Expert Tips
Social media is an important tool for raising awareness across all industries, and healthcare is no exception. Connect with your community and gain visibility with potential new patients by sharing short video content that’s engaging, interesting and expert-backed. If you’re a healthcare professional, this might be a series of weekly health tips that would speak to your authority in a subject (for instance, easy healthy recipes shared by a nutritionist or tips for boosting immunity to avoid the seasonal cold by a general practitioner). While these videos work magic for engagement on social platforms, they can also live on YouTube as well as a dedicated page on your website, acting like a video blog, which can drastically increase site traffic (through SEO), keep people on your site longer and even increase conversions.
4. “What To Expect” and FAQs
If you’re a medical practitioner or run a healthcare organization, you’ve probably answered the same questions about procedures hundreds (if not thousands) of times in an effort to reassure and prepare your patients. What if they could find answers to their most common questions and learn more about the details of different treatments via a convenient, searchable video library on your website? Your doctors and staff would save time, but so would your patients (in avoiding the additional in-person consultation, phone call or email communication). You might help ease their anxiety by explaining what will happen during their visit, showcasing your facilities, medical staff or even demonstrating the equipment used in a specific treatment. When this is done via video and showcasing a real person, it’s the next best thing to being face-to-face.
5. Medication or device training
If you’re a B2B healthcare company or a pharmaceutical brand, video can be a powerful sales, training and self-service tool. For instance, if you manufacture medical devices, you might choose to create short educational videos about different features. It’s much easier to demonstrate how to operate equipment, especially complex tools, on video (versus trying to explain with words or in a manual). For a drug, videos could answer common questions or provide important information that doctors need to know about a medication in order to guide their patients. This can save on sales calls and visits as well as decrease the volume of incoming support calls your company receives, ultimately saving money (while saving precious time for healthcare professionals – a win-win if you ask us).
The StoryTap Solution
StoryTap is a patented platform that simplifies video creation to help healthcare organizations, professionals and patients share authentic testimonials, demonstrations, FAQ videos and more. Our easy-to-use platform makes it simple for organizations to create high-value, high-volume video content at a fraction of the cost of traditional video production, with custom video prompts to ensure you get the videos your company needs. Website integration is ultra-simple (so your videos can get to work quickly and boost your SEO ranking) and content can be shared directly to popular social platforms. Plus, our customer success team will help curate videos, ensure quality, and even track your results.
Book a demo with our team to learn more about how StoryTap can work for your healthcare brand.