2024 Healthcare Video Marketing Report: insights to help improve your results
Another year, another amazing research report from the Content Marketing Institute.
The folks at CMI have issued the results of their annual video and visual storytelling survey. They looked into how marketers used video in 2023, and the information is crazy good.
It’s the type of stuff that, when analyzed, can help you do your job better in 2024.
As a video guy and marketer, I have combed through it and the following is my take on the data, and what you need to know. Let’s start with why you should care, then go into some analysis, and we’ll finish with actionable steps for you to take.
Why Healthcare Marketers Should Care About the Report
Understanding Market Trends
Staying ahead of the curve is key in healthcare video marketing.
Aligning with these trends means better engagement and staying relevant.
Addressing Production Challenges
Overcoming common challenges can streamline your process.
It's about efficiency without sacrificing quality.
Embracing AI and Technology
AI can be a big help in video production, but probably in a way you’re not considering.
It's about balancing tech with the human element of storytelling.
Tailoring Content to Audience Journey
Crafting content that resonates at each stage of the journey.
It's not just about making videos. It’s about making videos that matter.
VIDEO: Which of the CMI results is like a knife to my heart?! Watch the video to find out.😆
Increasing Importance of Video
Okay, nothing new here. Video’s importance to marketing continues to rise. What’s astonishing is the number of marketers who aren’t happy with their videos.
67% of marketers report that video has become more crucial in the past year.
Only 14% say they’re getting excellent results from their videos.
And only 7% feel they're using video to its full potential.
60% of marketers say they need a better video strategy.
This is probably my biggest takeaway. These four stats.
What do they mean?
There's a massive opportunity here. We're recognizing the power of video, but there's still a gap in fully leveraging it. It's like having a sports car and not knowing how to shift out of second gear.
Think about it. You've got this incredible machine, sleek and powerful, capable of incredible speed and performance. That's your video content in the world of marketing.
It's dynamic, engaging, and has the potential to take your healthcare organization's message to new heights. But here's the catch – if you're not using it to its full potential, it's as if you're cruising in a high-performance vehicle but hesitant to push it beyond a comfortable, slow pace.
This gap – between recognizing video's potential and fully exploiting it – is where the real magic happens. It's about shifting gears, pushing the boundaries of what your video content can achieve.
It's not just about producing videos. It's about crafting stories that resonate, messages that stick, and content that engages and converts.
So, how do you shift gears? It starts with understanding the tools at your disposal – the nuances of video storytelling, the platforms where your audience engages, and the metrics that matter. It's about strategic planning, creative execution, and continual optimization.
When you start to push your healthcare video production strategy beyond the basics, exploring new formats, experimenting with storytelling techniques, and aligning your content with your audience's journey, that's when you begin to see the full potential of your 'sports car.' You'll move from cruising comfortably to racing ahead, leaving competitors in your rearview mirror.
In essence, the opportunity lies in not just owning the sports car but in learning to drive it like a pro. It's about harnessing the full power of video in your healthcare marketing strategy, accelerating your brand's impact, and driving tangible results.
Biggest Challenges in Producing Videos
I have to admit, this one surprised me. If you would have had me list what I thought was the biggest video hurdle for marketers, I absolutely would have put “budget” at the top.
Boy, was I wrong.
#1 challenge: 69% say it’s finding the time to produce videos.
Consistency (56%) and producing enough video (52%) are the next biggest issues.
Only 40% say video cost is their biggest challenge. That’s fifth on the list!
These stats highlight common hurdles. Time, consistency, and volume are the biggies, but they're not insurmountable. It's about finding that sweet spot in your production process.
As someone who owns a healthcare video production company, here’s what I find interesting.
Most marketers (69%) produce videos in-house.
21% mainly outsource their video production.
Now put those statistics together with the challenges.
The top three challenges are time to produce, consistency, and amount, and only 21% say they’re mainly outsourcing video production.
I know this is totally self-serving, but it seems to me outsourcing to a production company would completely eliminate marketers’ biggest pain points.
Time is often the biggest enemy of video production. Crafting compelling content takes not just creativity but also hours of planning, shooting, and editing. It's a meticulous process where every second of video can take several minutes, if not hours, to perfect. This is where the challenge of consistency comes in. Producing high-quality content on a regular basis is tough, especially when you're juggling other responsibilities.
Then there's the issue of volume. In today's content-hungry world, the demand for fresh, engaging video content is relentless. Keeping up with this demand can feel like running on a treadmill that's constantly speeding up.
So, how do we tackle these challenges?
First, if you are producing things in-house, it’s about streamlining your DIY production process. This means setting clear goals, establishing efficient workflows, and leveraging the right tools and technology. It's about building a team that's not just talented, but also understands the nuances of efficient video production.
But here's a crucial point: don't be afraid to look outside your organization.
Outsourcing can be a game-changer.
It's not just about offloading work. It’s about bringing in fresh perspectives, specialized skills, and additional resources. With 21% of marketers already outsourcing mainly, it's clear that this path offers valuable benefits.
Outsourcing can help you overcome time constraints by bringing in a team that's solely focused on video production.
Event better when you’re outsourcing to healthcare video specialists, like us.😉
VIDEO: Hear from a healthcare executive as to why it made sense for his company to outsource their video production.
It can aid in maintaining consistency, as these teams are professionals in producing quality content regularly. And when it comes to volume, an external team can significantly ramp up your production capabilities without overburdening your in-house staff.
Remember, outsourcing doesn't mean losing control. It's about partnering with experts who can complement and enhance your in-house efforts. It's a collaboration where you steer the vision and message, and they bring it to life with their expertise.
In summary, while in-house production offers control and familiarity, embracing outsourcing can provide the additional bandwidth and specialized skills needed to overcome the challenges of time, consistency, and volume in video production. It's about finding the right balance that works for your organization, ensuring that your video content is not just consistent and voluminous, but also impactful and engaging.
The Role of AI in Video Production
I know. Everything in marketing these days comes back to AI, and that includes video.
But while you might assume that means having AI create your videos for you (there are a growing number of companies working on this), there are other ways you can use AI to help as well.
Currently, 18% of marketers use AI in video creation.
33% of those not using AI plan to incorporate it within a year.
IMAGE: Created by DALL•E
AI in video production is like having a highly skilled assistant who can anticipate your needs and enhance your capabilities. It's not just about simplifying tasks. It’s about elevating the entire production process to a new level.
Imagine having a tool that can not only assist with the mundane and repetitive aspects of video production but also bring a level of efficiency and creativity that's hard to achieve manually.
This is where AI steps in. It's like having an extra set of hands, eyes, and even a brain that works tirelessly to help you create better content.
For instance, during pre-production, AI can help with ideas for videos based on customer personas. It can help with story outlines and scriptwriting based on your input. This can significantly speed up the pre-production phase, allowing you to focus more on the creative aspects.
In post-production, AI can transcribe hours of interviews. This not only speeds up the process but also ensures a level of precision that's hard to match manually.
Moreover, AI can enhance the visual quality of your videos. From color correction to adding special effects, AI tools are becoming increasingly sophisticated, enabling you to achieve a high production value without necessarily having the budget for a big production team.
But perhaps the most significant advantage of AI in video production is its ability to learn and adapt. Over time, AI tools can understand your style and preferences, making suggestions and edits that align closely with your vision. It's like having a collaborator who knows exactly what you want and helps you achieve it more efficiently.
However, it's important to remember that AI is a tool, not a replacement for human creativity. It's there to enhance your skills, not take over the creative process. The key is to use AI to handle the technical and time-consuming aspects of video production, freeing you up to focus on storytelling, creativity, and connecting with your audience.
In conclusion, integrating AI into video production is about enhancing your capabilities and elevating the quality of your content. It's a partnership where AI handles the heavy lifting, allowing you to soar higher in your creative endeavors.
Audience Journey
This one was not a surprise for me. Most videos marketers are creating these days align with the top of the funnel or start of the flywheel.
Videos are mostly created for the brand awareness stage (48%).
Only 15% of marketers use them in the buying stage.
OMG… video should be used at EVERY stage of the buyer’s journey.
Understanding your audience's journey is a pivotal aspect of effective video marketing. It's not merely about producing videos. It's about crafting the right kind of content that resonates with your audience at each stage of their journey. This approach ensures that your videos are not just seen but are impactful and drive the desired action.
Each stage requires a different type of video content to effectively communicate with the audience.
Awareness Stage: At this point, your audience is just getting to know your brand or product. Here, the goal is to capture attention and spark interest. Videos at this stage should be engaging and informative, designed to introduce your brand and set the tone for what viewers can expect. Think of short, attention-grabbing videos that highlight the problems your brand solves or the value it offers.
Consideration Stage: Now, your audience is evaluating their options. They are interested but not yet convinced. This is where more detailed, explanatory content comes in. How-to videos, product demonstrations, or explainer videos work well here. They should provide enough information to help the viewer understand why your product or service is a viable solution to their needs.
Decision Stage: At this juncture, your audience is close to making a purchase decision. Videos that instill trust and credibility are key. Customer testimonials, case studies, and detailed product overviews can provide the assurance and validation needed to nudge the viewer towards a purchase.
Post-Purchase Stage: After the purchase, the focus shifts to retention and loyalty. Here, videos should aim to educate the customer about the product or service they've purchased, offer support, and continue to engage them. Instructional videos, tips and tricks, and community-building content can be effective.
VIDEO: Once you have a client/customer, what videos should you produce to get them to keep coming back? Watch the video to find out.
By aligning your video content with these stages, you ensure that your videos are not just part of the noise but are strategic tools that guide your audience through their journey with your brand. This approach leads to a more cohesive and effective video marketing strategy, where each piece of content has a clear purpose and contributes to the overall goal of converting viewers into loyal customers.
In summary, understanding and catering to your audience's journey with tailored video content at each stage is not just a best practice; it's a necessity for creating impactful and successful video marketing campaigns.
Actionable Steps
Developing a Healthcare Video Marketing Strategy
A clear and well-defined video strategy is the backbone of successful video marketing. It's about aligning your videos with your business goals and ensuring they contribute to your overall objectives. Here's how to do it:
Identify Your Goals: Are you aiming to increase brand awareness, generate leads, or educate your audience? Your goals will dictate the type of content you produce.
Understand Your Audience: Tailor your content to the needs, preferences, and journey of your target audience. This ensures your videos resonate and engage effectively.
Plan Your Content: Map out what types of videos you'll create, considering the various stages of the customer journey. This could range from introductory brand videos to detailed product/service demos.
Distribution Strategy: Decide where and how you'll share your videos. Each platform has its own nuances and audience preferences.
Budgeting and Resource Allocation
Smart budgeting is crucial for producing effective video content. It's about making the most of your resources and justifying your investment to secure the necessary funding. Here's how to approach it:
Assess Your Needs: Determine what resources you need in terms of equipment, talent, and production costs.
Allocate Wisely: Prioritize spending on areas that will have the most impact. This might mean DIY-ing awareness stage videos and investing more in high-quality production for key videos moving towards conversion.
Justify Your Budget: Use data and insights to demonstrate the ROI of video content. Show how videos have contributed to achieving business goals in the past.
Measuring Video Effectiveness
Analytics are indeed your best friend in video marketing. They help you understand what's working and what isn't, allowing you to refine and improve your content over time. Here's what to focus on:
Engagement Metrics: Look at views, likes, shares, and comments to gauge how your audience is interacting with your videos.
Conversion Metrics: Track how your videos are contributing to your business goals, whether that's generating leads, sales, or other desired actions.
Audience Insights: Analyze who is watching your videos and how they're engaging with them. This can inform future content creation and targeting.
Feedback and Surveys: Don't underestimate the value of direct feedback from your audience. Surveys and comments can provide qualitative insights.
By focusing on these actionable steps, you can create a more strategic, effective, and measurable video marketing approach. This not only enhances the quality of your content but also ensures it aligns with your business objectives and delivers tangible results.
