Your hospital should be using video as part of a social media marketing campaign to capitalize on a huge opportunity to engage Web visitors and draw new traffic to your site. However, there are certain things you want to consider.
Videos make your website more interesting and helpful for visitors. And, most importantly, videos help viewers make a personal connection to your facility and doctors. Posting brief doctor introductions or video tours of maternity rooms or pediatric floors demonstrates in a very powerful way that you care about the patient experience.
Examples of Good Hospital VideosConsider this short but effective video tour of the Janet Weis Children’s Hospital in Pennsylvania. In just 2.5 minutes, viewers – likely parents – can clearly see this is a facility that prioritizes children, from the decorated elevators to playroom spaces and kid-level nurses stations. There’s no written description or single photo that can drive home that marketing message in the same way.
If you’re still not convinced, consider these stats about how video can help prospective patients find your site:
• Staying competitive is not just about Google hits anymore. YouTube is the third most-visited site in both the U.S. and worldwide, according to Alexa, a web information company
• When key words are used correctly, web pages with videos are 50 times more likely to show up on the first page of a Google search than those with only text, according to Forrester Research
Aha Media and Johns Hopkins Hospital Video FindingsWhen our company researched the use of video on Johns Hopkins Hospital’s website, we were amazed by our results. For example, when we tested users’ ability to remember a certain health fact that would help them lower their risk of diabetes, we found that 63% remembered what they read. But when we put video on the page, some users elected not to watch it, and when they did, their retainment rate fell. Only 20% who watched the video could remember the health fact, as opposed to 63% who had read it.
You can learn more about this study by watching our presentation on Slideshare: Johns Hopkins Medicine and the Healthcare Content Conundrum.
7 Ways to Make Hospital Videos More EffectiveWhether video is a new marketing effort, or the videos you have aren’t working hard enough, these best practices will ensure you are getting the most out of your video content:
1. Content matters: Don’t upload videos for the sake of having video on your site. If viewers watch one video that isn’t helpful, they are less likely to watch others.
2. Complement, don’t substitute: Videos should never replace webpage text. Don’t rely on video to communicate key patient information, because not everyone watches videos or finishes them. In health care, the best videos provide a personal connection. Take a look at this video introducing the chief radiologist at Phoenix Children’s Hospital. It adds value by allowing viewers to hear him talk about how he works with patients. It should not, however, replace any text page about him (listing his title, degrees, contact info, etc.) or about the radiation department.
3. Keep it short: Aim for videos that last 2-3 minutes, quick and to the point. Videos any longer don’t hold the viewer’s attention.
4. Brand the video: Don’t forget your hospital’s name and logo! Viewers who arrive at the video via Google or YouTube should know right away this is your video. Keep your logo at the bottom of the screen throughout, or display it prominently in both opening and closing credits.
5. Remember SEO: Those same search-engine optimization rules governing text titles and keywords still apply to videos. How you name and tag everything matters. Be clear and concise in your descriptions: creative and catchy won’t work on Google.
6. Share videos on YouTube: Posting your video on YouTube makes it highly visible to your audience and allows the video to be easily shared by viewers. Create a YouTube channel for your hospital’s videos and include clear titles, descriptions and tags to make yours videos easy to locate in search. In addition, include a link back to your hospital URL (i.e. “Learn more at [your hospital URL].”) in the description. These links allow the viewer to find your website, and also add authority to your video so that Google ranks it higher in search results.
7. Remind users to take action. Think "Lights, Camera, Take Action." You want the video to tell you where to go after you've watched it, so users can continue to engage with your brand.
How you found an effective video strategy? If so, please share in the comments below or give us examples of other hospital videos you've enjoyed.