The Anatomy of a Great Promotional Healthcare Video
When it comes to digital marketing, video is king. Multiple studies have shown the impact that Promotional Healthcare Video can make on audiences of all kinds, from increasing engagement to improving recall of your business even days after watching the video. But at the same time, simply creating a video is not enough. You need to make sure that your message actually captivates your audience, driving them toward a visit when they need your expertise. To accomplish that feat, consider the anatomy of a great promotional healthcare video.
1) It Captures Attention Immediately
Our online attention span grows shorter by the day. It is now at 8 seconds, which is shorter than that of a goldfish. Any successful promotional video needs to make sure that it captures its audience’s attention within these first few moments. Don’t wait to share the most compelling footage, colors, or sound. Make sure that as your audience scrolls by your video on social media, they stop and pay attention. Consider starting your video with direct eye contact from a medical expert, or asking a question of your audience. Don’t hold back for the big reveal.
2) The Sound is Attractive But Not Annoying
Studies have long shown that music and sound can make a big difference in influencing audience behaviors. The same is true for a Promotional Healthcare Video. Make sure that the music is at once interesting and calm, without ever overpowering your main message. Increasingly, your potential patients are consuming promotional videos without sound. While music and sound can undoubtedly add value to your video, they should not be essential for capturing interest or conveying your core message.
3) The Messaging Stays on Topic
Attention span doesn’t just matter at the beginning of your Promotional Healthcare Video. If your messaging ventures off-course, your potential patients may stop paying attention before you get your value proposition across. The marketing concept of attention ratio applies in this case, as well. If your goal is to get a singular message across about your medical expertise and the value of your practice, don’t dilute that message to draw your audience away from that value. Instead, stay on topic for the entirety of the video, focusing your entire messaging on that singular point.
4) The People Are Authentic and Relatable
Finally, most promotional videos include people to make them more relatable. But that effort can fall apart if those participants are inauthentic or not able to get the message across dynamically and believably.
Social proof, for example, has been scientifically proven to work because it allows your audience to learn about your value from someone neutral. Try to involve both your medical experts and existing patients to make sure your audience understands that your medical practice actually makes a difference in helping people get and stay healthy.
Creating a great promotional video is not easy. But if you follow these steps, you can take advantage of the various benefits that the video can bring you in today’s digital marketing landscape. Approach it strategically, and keep the above elements in mind, and your chances of succeeding online increase dramatically. For help in creating a great healthcare video, contact us.
