4 Healthcare Video Mistakes You’re Probably Making

26 Jul 4 Healthcare Video Mistakes You’re Probably Making

Patient testimonial videos, provider bio videos, medical explainer videos, physician relations videos – these are all powerful and effective tools for attracting and connecting with potential patients or referral partners. When you take the plunge on producing video content as part of your digital marketing plan– whether you partner with a video production company or DIY – be sure you’re milking all you can from these versatile, valuable assets. Here are common healthcare video mistakes you’re probably making when using video to market your hospital, clinic or healthcare system. Plus, our suggestions for easy ways to fix them.

Limiting the Reach

Most hospitals or clinics initially produce a healthcare marketing video for their website. That’s a great place to start, but don’t stop there! Put that video in all the places your target audience might find it. It can go on social media platforms, as a newsletter link, or on a loop in your waiting rooms. We’ve even produced videos that play in elevators. Where are your patients or potential patients? Your videos should be there, too. Our digital world loves video content, so get yours out there in as many places as possible. 

Not Using Closed Captioning

Every video should have an accompanying closed captioning (.srt) file that follows the video wherever it goes. Posting videos without captioning can limit engagement, decrease understanding, stunt your SEO and put you at risk for an accessibility lawsuit. Not every viewer will want or need to utilize the captioning, and that’s fine. But be sure those who want it can easily and fully access your video content on your website and social media sites. This blog post goes into deeper detail about closed captioning. Our company includes closed captioning files with every video as part of our deliverable, Also, captioning companies, such as Rev or 3playmedia will provide captioning for your existing videos for a decent price and quick turnaround. However you do it, we encourage you to be sure all of your healthcare videos have accurate captioning.

Leaving Material on “The Cutting Room Floor”

We’re dating ourselves with this old film reference, but it’s a long-standing rule of thumb that only about 10% of all video content that’s shot gets used in the final video(s). Rich, useful content could live among that other 90%, so don’t let it go to waste. Dig into interviews for additional uses such as blog posts, articles, tweets, quotes, etc. Here at Healthcare Video Edge, we provide transcripts of interviews in many of our video bundles. That way, your marketing team can be aware of, and make use of, all material gathered in the interview process. It’s an easy way to get even more ROI from your video production investment.

Not Thoroughly Branding Your Video

When someone watches your video, make it easy for them to know who you are and how they can take action. Many of our healthcare video clients think because the video will live on their website or social media platforms it isn’t necessary to have their logo or contact information within the video. However, part of the magic of video is that it is easily and frequently shared. Storytelling videos tend to move people emotionally, and can take on a life of their own when they strike a chord with viewers. Once your video content gets “out there” help viewers to connect your video back to you. A small logo and some contact information woven in can reinforce your brand, without distracting from the content. It’s a simple way to be sure that video is effective in driving people to you.

These are some of the top mistakes we see our healthcare MarCom friends make when they first begin using video. Fortunately, they’re easy to fix – and, of course our team is always here to help!