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

Vera began her career in residential real estate, working her way up from Leasing Agent to Property Manager. She segued to Operations Manager for the first privately held Cognitive Rehabilitation clinic in Austin, Texas. In 1993, Vera launched her career at GSD&M, an internationally known advertising agency. After various positions within several Austin area agencies, Vera went client-side to Forgent Networks. There she managed and implemented a multi-million dollar marketing budget for several years. In 2004, Vera founded her agency, 97 Degrees West known as The Brand Marketing Agency. Since 2004, the agency has survived both recessions and shown significant growth since 2012. 97 Degrees West has been the recipient of 15 international creative and marketing awards including a Stevie Award from the American Business Association. Vera is a member of the University Area Rotary Club, a member of the Advisory Board for the School of Journalism and Mass Communication at Texas State University, a Mentor at Capital Factory and most recently, was accepted to the Masters program at Texas State University in Strategic Communications.