An effective video for the healthcare industry or one or more companies in the industry is a win-win-win-win-win for the industry, healthcare businesses, hospitals, medical professionals, and patients. In short, effective healthcare videos can literally save lives.
Healthcare industry videos should not be presented as ads because they’re not ads for consumer products in the same way that computer industry videos or appliance industry videos or videos in virtually every other industry are ads for consumer products. Healthcare has always been and always will be vital for everyone while the same cannot be said of products in most other industries. Consequently, healthcare industry videos should be presented as news — news that will spur viewers to buy the product that the news has just told them will improve their health.
The most crucial aspects of a healthcare industry video are determined by the target audience of the product. Videos targeted at medical professionals, for example, should be more detailed and longer than videos targeted at prospective patients.
The tone of the video should not be “This is a great product. It has helped a lot of people.” Instead, the tone should be “Are you always tired? Do you want to have more energy?" By connecting to your listeners, you are significantly enhancing the chances that they will be interested in the product.
A key component of connecting to listeners who could be interested in a healthcare product is conveying the story of someone who was or is like them. The video, for example, could be about a healthcare product for people who are always exhausted. This video would be far more effective if it describes how someone’s energy -- and health and fitness -- improved after using the product.
This tip is especially important if your video is for prospective patients. People in a waiting room at a doctor’s office or hospital are tense enough without having to listen to a depressing video. Your video can include a test. Ask five health-related questions one at a time and give viewers a chance to respond to each question. The questions can be multiple choice. Viewers are more apt to continue watching a video if they feel like participants rather than students who are being lectured.
A healthcare video should include interviews of medical professionals for several reasons. For starters, they add credibility to the product that’s being “promoted” (remember the video should convey news, not promotions). Secondly, a 10-minute video that is 10 minutes of narration can be boring. Interspersing the narrative with a Q&A is a better way of keeping listeners interested. The interview is also an excellent way to add details about the product and its effectiveness.
Calls to action in healthcare videos are more important than calls to action in videos for other industries. Imagine listening to a video and learning that the symptoms you have are also the symptoms of a serious disease. Your video must furnish contact information that gives viewers a chance to find out more information and ask questions. It should give viewers an opportunity to get a pen and paper to write down the contact information, which should include a phone number and a website address. Viewers will actually be upset if there isn’t a call to action.
90 Seconds is the world's leading cloud video creation platform, allowing brands to purchase, plan, shoot, edit and review video anywhere in the world, online and on mobile.