Video attracts attention, and online users are hungry for useful content. Healthcare marketers have the opportunity to provide video content that consumers, patients and healthcare professionals (HCPs) trust, knowing that it is based on scientific evidence and has undergone a rigorous medical and regulatory approval process.
In Cingulate Marketing and Advertising’s February article, “Don’t Be Anti-Social: Make Social Media Work for Your Brand,” we explored the benefits of social media for healthcare marketing. Now we’re going to focus on video and how you can use it effectively as part of your brand marketing campaign.
Video: The Big Picture
- Nearly five billion videos are viewed on YouTube every day*
- 98.4% of internet users aged 16 to 64 in South Africa watch online videos**
- Locally, YouTube is the most used social media platform and is growing (101 million visits recorded).**
Statistics like these prove that video is here to stay. Healthcare marketers can use online video to deliver engaging content to consumers, patients and HCPs. Here’s how:
The strategy before the storyboard
Before making any video, you should have a good strategy by following guidelines like below.
Identify your business objectives. All content should drive clearly defined objectives. What goals are you trying to achieve with video and what KPIs (key performance indicators) can be used to measure success? How does your video support this specific business objective? As an example, brand awareness can be tracked through targeted insights.
Who is your ideal target market? Decide if it’s internal (for company use) or external video. Always create video content with your target market in mind. Having a clearly defined customer persona is important to ensure that the content directly speaks to the needs, wants and pain points of your target audience. HCPs and patients will have different communication needs; Therefore, the content must be tailored to each unique audience.
It’s also important to consider the sales cycle and how the video message supports the entire customer journey. Different parts of the marketing funnel require different types of communication.
It also allows having a general profile of the target market Choose the right social media platform for your video Where the audience you want can see it. Different audiences may have different platform preferences and it is important to identify the platforms your target audience prefers to create content for that platform.
- Think about your creative approach (Video Type) Before explaining your agency. Know which type of video best suits your specific objectives, KPIs, audience and social media platform such as explainer video, testimonial, product video, live video or unboxing.
- Provide Creative details for specific platforms. How video content is consumed varies between different social media platforms. Therefore, it is important that the content is created for the specific platform you want to use. The length and size of the video are also key considerations. It should add value to both the end user and the brand.
The way people consume content varies across platforms. This will affect how you structure your video, its duration and messaging.
Measure your results
The beauty of digital marketing is that you can. Measure your performance:
- Develop KPIs for your video that align with your business objectives. If you consider your KPIs before developing your video, it’s easier to measure them. Setting KPIs allows you to measure your ROI.
- Also tracking how many people watch your video; Measure how much video you watch. 75% or more will watch your video. Hot prospects And since they’ve shown interest in your brand, you can pick them up again in the next campaign.
By partnering with an agency that has experience doing video production estimates, you can benefit from their experience.
More bang for your marketing buck
Technological developments Things like DSLR cameras and online editing packages (no need for hours in editing suites) allow you to edit videos more effectively than ever before. Depending on your requirements, you can shoot a video within a day.
Video, or video clips, can be multitasking. Creating a video should be seen as an investment. The same video can be edited and packaged to serve different audiences, platforms and purposes.
Your goal should be to create a professional and purpose-driven video that delivers a memorable experience and valuable information to your audience. Consider your video as part of your overall marketing campaign mix.
If you and your brand need social media guidance or want to make a video please contact Sabine or Angela on (011) 467 3645 or complete our contact page. www.cingulate.co.za.
*fortunelords.com/youtube
**#Digital 2021 Report for SA
