An astounding 85% of businesses use video as a marketing tool, with 87% of marketing professionals leveraging video content to reach their audiences, according to HubSpot.
The health tech sector, with its intricate concepts and transformative solutions, stands to benefit immensely from this visual medium. This article delves into the compelling advantages of video marketing for health tech, illustrating how it can amplify brand messages, engage target audiences, and drive conversions.
Why video resonates in health tech
The health tech industry, with its blend of innovation and care, presents complex narratives. Video, as a medium, offers a unique way to simplify these narratives, making them accessible and relatable to a broader audience.
Breaking down complex concepts
Health tech solutions often involve intricate technologies or methodologies. A well-crafted video can break down these complexities, using animations, graphics, and real-life scenarios to convey the core message.
Humanising technology
At its heart, health tech is about improving patient outcomes and care. Videos allow brands to showcase real-life testimonials, bringing a human touch to technological advancements. This not only builds trust but also emotionally resonates with the audience.
The strategic advantage of video marketing
Incorporating video into the marketing strategy offers health tech brands a competitive edge. It’s not just about creating content; it’s about crafting compelling narratives that align with brand values and business goals.
Enhancing SEO and web traffic
Search engines favour content that engages users. Videos, known to increase dwell time on websites, can significantly boost SEO rankings. Moreover, platforms like YouTube offer an additional channel to attract potential leads.
Boosting conversion rates
According to various studies, including a video on a landing page can increase conversions by up to 80%. In the health tech sector, where purchasing decisions are significant, this uplift can translate to substantial revenue.
Building brand authority
Producing high-quality, informative videos positions a health tech brand as an industry thought leader. Regular video content, whether it’s product demos, webinars, or educational series, establishes brand authority and trust.
Leveraging video for sales acceleration
In the realm of health tech, the sales cycle can be prolonged, given the stakes involved. Video marketing can act as a catalyst, accelerating the sales process by offering clear product demonstrations, addressing common queries, and showcasing proven results.
Types of video content that shine in health tech
The health tech sector, with its myriad of solutions and services, offers a fertile ground for diverse video content. Tailoring the type of video to the specific message and audience can significantly enhance its impact.
Educational videos and webinars
Health tech often introduces novel concepts or technologies to its audience. Educational videos, tutorials, or webinars can demystify these innovations, offering clear explanations and practical applications. These videos not only inform but also position the brand as a knowledge leader in the industry.
Product demonstrations
A well-executed product demo can showcase the functionality and benefits of a health tech solution. By visually walking the viewer through the product’s features, it offers clarity and can address potential queries, reducing the sales cycle duration.
Customer testimonials and case studies
Real-life stories resonate. By showcasing testimonials from satisfied customers or diving deep into a case study, health tech brands can offer tangible proof of their product’s efficacy. These narratives build trust and offer potential customers a glimpse into the benefits they might experience.
Behind-the-scenes and company culture videos
Humanising a brand goes a long way in building trust. Videos that offer a peek behind the curtain, showcasing the team, the work environment, or the company’s values, can resonate with both potential customers and future employees.
Best practices for health tech video production
Creating a video is just one part of the equation. Ensuring its quality, relevance, and alignment with brand values is crucial for its success.
Storytelling is key
A video should not just convey information; it should tell a story. Whether it’s the journey of a patient benefiting from a health tech solution or the evolution of a product, a narrative approach engages the viewer and makes the content memorable.
Quality over quantity
In the digital age, viewers are inundated with content. To stand out, it’s essential to prioritise the quality of the video. This includes clear visuals, crisp audio, and professional editing. Investing in quality ensures the brand is perceived as professional and trustworthy.
Call-to-action (CTA)
Every video should have a purpose, whether it’s driving website traffic, encouraging product trials, or simply building brand awareness. Including a clear CTA ensures that viewers know the next steps, increasing the likelihood of conversions.
Optimise for search
With platforms like YouTube being the second largest search engine, it’s crucial to optimise videos for search. This includes a descriptive title, relevant tags, and a detailed description. SEO optimisation ensures that the video reaches its intended audience.
Real-world success: health tech brands and video marketing
The transformative power of video marketing in health tech isn’t just theoretical. Numerous brands have harnessed this medium, achieving remarkable results and setting benchmarks for others to follow.
A spotlight on innovation
One health tech brand, specialising in wearable monitoring devices, launched a series of videos showcasing real-life scenarios where their product made a difference. From athletes monitoring their performance to elderly patients ensuring their safety, the videos offered a tangible glimpse into the product’s impact. The result? A 50% increase in website traffic and a significant uptick in product inquiries.
Building community through storytelling
Another brand, focusing on telehealth solutions, used video to tell stories of remote communities gaining access to quality healthcare. These videos, highlighting the human side of technology, not only resonated with potential customers but also positioned the brand as a community-centric entity, deeply invested in making a difference.
Engaging webinars and virtual events
With the rise of remote work and digital interactions, one health tech company pivoted to online webinars and virtual product launches. These video-based events, interactive and engaging, allowed the brand to reach a global audience, garnering interest from markets they hadn’t previously tapped into.
Future trends: the evolving landscape of video marketing in health tech
As with all digital mediums, video marketing is continually evolving. Staying updated with the latest trends ensures that health tech brands remain relevant and impactful.
Personalised video content
With advancements in AI and data analytics, there’s a growing trend towards personalised video content. Imagine a potential customer receiving a video tailored to their specific needs, challenges, and interests. Such personalisation can significantly enhance engagement and conversion rates.
Immersive experiences with AR and VR
Augmented Reality (AR) and Virtual Reality (VR) are set to revolutionise video marketing. For health tech, this could mean virtual product demos, immersive patient testimonials, or even virtual tours of facilities. These technologies offer viewers an interactive and engaging experience, making the content memorable.
Focus on mobile optimisation
With an increasing number of users consuming video content on mobile devices, optimising videos for mobile viewing is crucial. This includes ensuring that videos are of the right resolution, load quickly, and are easily navigable on smaller screens.
Maximising ROI with video marketing
The power of video marketing in health tech is undeniable. From building brand awareness to driving conversions, it offers brands a medium that’s both engaging and effective. However, like all marketing strategies, it’s essential to continually assess, iterate, and innovate.
For health tech brands looking to harness the full potential of video marketing, partnering with experts can make a difference. Highland Marketing, with its deep industry knowledge and marketing expertise, offers tailored solutions that ensure your video marketing strategies are not only effective but also future-proof. Reach out to us today and discover how you can maximise the ROI of your video marketing efforts, ensuring that your brand not only stands out but also achieves its business goals.
