Educational content has become a cornerstone for engaging audiences and building trust in the healthcare marketing world – and when it comes to delivering valuable information in a digestible format, video reigns supreme.
With its ability to combine visuals, audio and storytelling, video is a powerful tool for educating consumers about health-related topics. Studies support this, with 96% of marketers saying video has helped increase user understanding of their product or service.
Since viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text, video is a powerful tool when it comes to educating your audience.
In healthcare marketing, trust matters – with 58% of consumers considering companies that produce video content to be more trustworthy, video can be a great way to build up more trust amongst your audience.
In this post, we’ll explore seven top tips for creating great educational videos for healthcare marketing, along with compelling statistics that underscore the effectiveness of video as a learning medium.
1. Know your audience
Understanding your target audience is key to creating effective educational videos. Tailor your content to address their specific needs, concerns and preferences. Whether you’re targeting patients, caregivers or healthcare professionals, building up a clear profile of your target audience allows you to speak directly to their interests and pain points. Positioning yourself as a trusted authority in the healthcare industry by sharing expert knowledge through your video content helps to foster a strong relationship with your audience based on trust and transparency.
2. Keep things clear and concise
Healthcare can be complex, but your videos shouldn’t be. Use simple language and clear visuals to convey your message effectively. Break down complex concepts into easily understandable segments, and avoid overwhelming viewers with too much information at once. Focus on delivering key messages in a clear and succinct manner to hold viewers’ attention.
3. Provide actionable takeaways
Offer practical advice and actionable takeaways that viewers can apply to their own lives. Whether it’s tips for managing a chronic condition, preventing illness or improving overall wellness, give viewers tangible steps they can take to make a positive impact on their health. You can encourage engagement on social media channels by prompting viewers to ask questions, share their thoughts or participate in polls related to the video topic. Remember to always include a clear call-to-action at the end of your video, guiding viewers on the next steps they should take after watching.
4. Use visual aids and graphics
Visual aids such as diagrams, charts and animations can enhance understanding and retention of information. Incorporate relevant graphics to illustrate key points and reinforce important concepts visually, and help illustrate those more complex medical concepts.
5. Tell compelling stories
People connect with stories on an emotional level. Use storytelling techniques to engage viewers and make your educational content more memorable. Share real-life examples, testimonials or case studies that demonstrate the benefits of your treatments or services. Giving your audience valuable insights, tips or educational material that resonates with their needs and interests is a great way to keep them coming back for more.
6. Optimise for mobile and accessibility
Optimising your videos for mobile viewing is essential. Ensure that your content is mobile-friendly, with clear visuals and legible text that can be easily viewed on smaller screens, with custom edits in vertical format specifically for social media. Make sure your videos are accessible to all by including subtitles, transcripts and audio descriptions for those with disabilities.
7. Measure and iterate
Track the performance of your educational videos using analytics tools. Monitor metrics such as view counts, engagement rates, and audience demographics to gauge effectiveness. Use this data to refine your content strategy and continuously improve your videos over time.
Creating compelling educational videos for healthcare marketing can be a powerful tool to engage your audience and convey important information effectively. By following these top tips, you can create informative and engaging healthcare videos that resonate with your audience and drive results.
By incorporating these 7 top tips for creating great educational videos for healthcare marketing, you can effectively engage your audience and convey important information in a compelling way. Remember, video content is a powerful tool that can help you stand out in the competitive landscape of healthcare marketing. Utilise these strategies to create impactful videos that resonate with your target audience and drive results for your healthcare organisation.
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