How to Make Video Work for Your Medical Marketing Campaign

Marie Westerhof

Marie Westerhof

Posted on July 22, 2013

When we talk about optimizing a website and creating content that engages site visitors, we usually think about imagines and text. The truth is, however, that video can be just as effective for conversions as pictures, blog articles and other text – depending on how the video campaign is carried out and where the new content is placed.

Video marketing

Is your healthcare organization thinking about adding video to its newly revamped website? Remember that there are three things that can contribute to a video’s success as part of an online marketing campaign:

  1. Brand recognition
  2. Links to your site
  3. SEO

If a video is able to accomplish all three of these things, there is a greater likelihood of a campaign taking off, resulting in increased web traffic and more attention from site visitors. In order to be successful, however, it is also important for healthcare videos to achieve each of the following:

  • Introduce your brand and talk about your practice/hospital’s mission
  • Sell your services well
  • Be well-produced by a talented staff
  • Generate interest and encourage people to share by having some attractive quality

The “attractive quality” that tends to make videos more interesting is usually humor. Understandably, this can pose a problem for many hospitals and medical practices that want to appear serious and instill trust in potential patients. There are creative ways to generate interest, however, without relying on humor. Additionally, there are ways to be humorous and maintain a professional image. As long as your video includes this important aspect, you will see more notable results for your healthcare internet marketing campaign.
Are you taking advantage of how easy it is to add videos to your website? Let us know about your marketing successes thus far.

Marie Westerhof

Marie Westerhof

Marie is the Director of Marketing at Medical Web Experts, and has over 10 years of experience in the development and execution of digital marketing campaigns for healthcare organizations. She also heads complex medical writing projects for healthcare networks, hospitals, large physician groups, and independent physician practices.

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