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Video Medical Marketing Trends for 2017

Video Medical Marketing Trends for 2017.jpg

Medical marketing, just like any other marketing effort, must continually adapt, improve and grow with the trends. With social media having a greater influence on marketing budgets, doctors and healthcare professionals should look for ways to stay on the scene and visible to users of this media channel.

Video marketing is a cost-effective way to promote your industry. Having your own YouTube channel where you upload approved videos is a free and fast way to get your message out.

Create Content for Sharing

So much of social media depends on appealing and attractive content, and healthcare providers can use this to their advantage. For example, they can demonstrate complicated issues and even medical procedures easily with video. The goal should be shared content, new users and clients.

Consider the hospital team At Arnold Palmer Hospital for Children in Orlando, Florida. They recorded the entire surgical procedure of grafting on a toddler and live-streamed it with commentary. Viewers on Instagram, Twitter and Facebook were provided 46 live updates, increasing public knowledge and awareness of such medical procedures.

Create Content to Build Trust and Reputation

Medical marketing via video is also a great way to instill trust with your patients, building a better reputation and creating transparency, something all clients appreciate.

Another trend we are seeing is patients themselves becoming researchers. According to Pew Research, more than half of all internet users look online for information about their diseases and conditions. It’s not uncommon that a patient will come to you already informed and armed with plenty of “researched” facts. As the medical professional, you should be the one who can match those facts with your own figures, presenting the latest technologies and findings of your expertise.

Video Marketing Trends for the Medical Sector in 2017

This year saw more healthcare providers catering to clients who use smartphones. The Chattanooga Times reported that Memorial Health Care is planning to live-stream more surgical procedures, engaging their website visitors. Other surgeons may start to use Google Glass for more nonintrusive recording methods. While still only used for physician training, it won’t be long before medical marketing expands with future possibilities for shared video as well.

More Helpful Medical Marketing Tips

 If you are considering using internet and video technology for your medical marketing efforts, here are five things you should remember.

1. Storytelling

Use customer testimonials to tell inspirational stories (always ensure the permission of your patients first) and make sure they are always consistent and factual.

2. Positive Health Care Messages

Produce videos that promote good health through easy tips and preventative measures. 

3. Educate the Masses

Promote the new technologies and best hospital techniques you currently employ.

4. Promote Community

If your hospital community engages in special events, record and share these to spread positivity for the medical environment.

5. Engage New Markets

Work with those who have large social media followings, for example, bloggers who can self-record their own medical procedures such as standard checkups and increase awareness of your brand in their community.

With video for medical marketing, you not only educate your current patients, but you reach potential future clients. By personalizing healthcare, you communicate a caring side of the medical industry. This is how you can easily boost engagement, patient experience and, essentially, future sales.


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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.