Michael Epps Utley 
Over the last decade, the healthcare industry has been completely revolutionized by technological advancements. Tech has impacted not just how medical providers offer care but also how they promote their practices.
One game-changing advancement is the use of video. Healthcare organizations leverage it in medical marketing, communication, and patient education. Video benefits healthcare providers, patients, and the industry as a whole. From promoting novel healthcare products and services to educating patients on the medical issues they face to training medical practitioners on how to use new technology properly, video is an effective tool for engaging audiences and delivering information in a captivating way.
Let’s explore some key ways the healthcare industry is embracing videos.
Videos Educate Patients
The number one use of video in the healthcare sector is to educate patients. It’s proven to be the best way to explain complex medical concepts to people who don’t have a healthcare background. It’s easier to understand information delivered through video than streams of words on a web page or in a brochure.
Videos are an excellent medium for:
Sharing healthcare information in an easily digestible format that can be accessed anywhere, at any time
Video can help patients better understand their health issues, treatments, and recovery plans. In the end, this results in better medical outcomes and patient satisfaction.
Video Increases Engagement
Videos are more engaging than traditional forms of communication, such as written materials and static images. By adding videos to medical marketing, communication, and education campaigns, healthcare providers can capture the attention of the people in their target audience more effectively. This leads to increased engagement, higher conversion rates, and better information retention.
Video Increases Brand Awareness
Video marketing is an effective way to increase brand awareness by reaching new audiences. If you solely rely on traditional media to promote your healthcare organization, you’ll miss out on the significant number of people who prefer to access information via video.
Medical care providers can use videos to demonstrate their expertise, showcase testimonials from happy patients, and demonstrate the positive impact their services have on people’s lives. Videos can help build trust, credibility, familiarity, and comfort with potential clients. If you use video right, it not only increases brand awareness—it will help you attract new clients and advance patient loyalty.
Video Is a Cost-Effective Form of Healthcare Marketing, Communication, and Education
While producing high-quality videos may require an upfront investment in equipment, video is ultimately a cost-effective medium. Once you’ve created an engaging video, there’s virtually no limit to the number of times or ways you can use it. Videos can be shared and promoted on many platforms, including social media, email, blogs, and websites. Video provides medical practices with a powerful tool for reaching current patients and prospective ones that’s also cost-effective.
Video Is Accessible and Inclusive of all Patients
Videos make healthcare information more accessible and inclusive. By adding closed captions (in multiple languages), sign language interpretation, and audio descriptions, medical practices can ensure that their content is accessible to a broader audience. This makes critical information available to people with disabilities or those who speak different languages.
Video Is Effective for Practitioner Education
Videos are a great tool for educating healthcare practitioners on using new equipment and procedures. It’s far more effective to watch a demonstration than to merely read about it. Closeups, zooms, and careful editing can make it seem like a demonstration is a real-world experience. The use of video in practitioner training is resulting in overall better patient care.
Tip: It’s possible to use video wrong. Check out our video series about the three most common ways this happens today.
Video in the Healthcare Industry: The Bottom Line
Video marketing, communication, and education are changing the game for the healthcare industry. Video improves education for patients and practitioners, increases engagement, enhances brand awareness, increases information retention, and is relatively cost-effective. As medical care providers continue to embrace this technology, they will be better able to meet the constantly changing needs of their patients and stay current in a rapidly changing industry.
Check it out: Find out how to use video to get found online.
