These days doctor turned entrepreneurs – aka docpreneurs – are growing in number. The new age doctors take pride in owning a hospital of their own. And in promoting their hospital, the doctors for sure know that regular newspaper and billboard advertising are very archaic in approach and have to explore the social media for the brand establishment and service propagation. By law, i.e. digital marketing laws, a product or an establishment sells best through Internet-aided propagating methods, in which video-based branding and marketing are figured to be the most exploited. Healthcare professionals have opted this route as their best bet to reach out to masses and create awareness not only about their own brand but also on some critical healthcare advice that serves the general mass.
Voice&Data, recently interacted with Mohammed Ilias – an international healthcare branding and marketing strategist, who owns BCC Healthcare – to understand the reason for the obsession on video-based branding among healthcare providers.
BCC Healthcare is an integrated healthcare branding and marketing agency with presence in India, UAE, and Sri Lanka. The Founder, Mohammed Ilias works closely with hospitals, celebrity doctors, pharma companies, labs, and medical equipment manufacturers, helping them achieve better presence and deliver enriched brand communication in the market. In the interaction, Ilias gives out a strategic explanation of why healthcare video content making is in demand and how different types of videos are harnessed for different purposes.
Ilias begins by saying, “A video is perhaps easily consumable than any other format Also, now the trends in videos have become more attention-grabbing with innovative ways of content construction. A brand from any sector looking to establish authority by creating a personal brand can achieve desired results through video marketing only. Many brands across different sectors have done great at this strategy of winning attention from the audience. Live video sessions are becoming increasingly more popular day-by-day, and in the case of healthcare, live videos where doctors answer patients’ queries and influencer marketing are in demand.”
Live video sessions are becoming increasingly more popular day-by-day, and in the case of healthcare, live videos where doctors answer patients’ queries and influencer marketing are in demand.”
It is true that in the age of social marketing, many brands from other industrial sectors show their real factory production mechanism as a part of their video marketing strategy. When other industries can reach out to their end users via a video why would the healthcare sector alone overlook it? A video can simply establish the desired connection with the patient even in the remotest part of a country. Brand loyalists from sectors like salons and spas and hospitality use testimonial videos as a high-trust driving factor. Healthcare providers too have also adopted this route and have begun harnessing digital marketing technologies to bring about the healing touch among the patients or in creating awareness.
Cheap data plans and Internet availability accentuates video consumption
The availability of the Internet and affordable data plans has caused a thrust in video-based marketing. Ilias tells us how the Internet has become a major catalyst to marketing and selling via videos. “The whole world is revolutionized by the availability of low cost or even free data plans provided by telecom giants. The availability of internet has made video consumption very high and basic to people who belong to any section of the society. Affordable data plans have made people a huge consumer of online content with a video is the highly demanded type of content. With overwhelming amounts of information being available to us at the touch of a button, the content that provides more while consuming less from the user with respect to time, energy, mind-space or conscious attention investment is winning.”
According to Ilias, video-based content marketing has become the most demanded resource in the online medium. Videos have the highest interaction rate from the users in any social media more than a text or an image. With the availability of unlimited net packs that are ever-alluring to the user, the consumption of video content has seen a new high like never before.
Video-based content marketing has become the most demanded resource in the online medium. Videos have the highest interaction rate from the users in any social media more than a text or an image.
“Psychologically videos are preferred more by people because it doesn’t stop one from consuming information due to the language barrier, videos don’t require people to read and write a certain language for comprehension. The reach of regional content has grown with Youtube being the primary game changers and other platforms growing with it. This indeed, has enabled brands to get closer to their target audience and vice-versa,” reveals Ilias.
“Likewise, healthcare brands are realizing the importance of video marketing and looking to do it the right way possible not just to communicate to their patients but to communicate to the world about issues that they think their brands need to talk about. Healthcare branding and marketing through videos can serve purposes that are often overlooked or left unexplored by healthcare brands. Out of all the other sectors, healthcare brands have the highest responsibility to cater to the greater good of humanity. Healthcare brands can do so without much hustle & bustle or tedious efforts deviating from their primary area of operation, this is possible when healthcare brands choose a video content creation and marketing strategy with the perfect mix of these elements that go into meeting various purposes of video marketing for a healthcare business,” exemplifies Ilias.
“Demand for our video marketing services has escalated off late not because video content has been catching up but because business owners have suddenly realized the need for it. Video content has always been the top of the list of recommendations we have for any healthcare brand looking to make it big in the market, the immediate reach that one effective video can get is incomparable,” admits Ilias.
Video content has always been the top of the list of recommendations we have for any healthcare brand looking to make it big in the market.
Ilias evidences that videos produced by healthcare business can talk in-depth about any health issue, solution or an epidemic that can help people learn from the most authentic source of information. He says that Cause-based Marketing approach to the healthcare sector is the most rooted strategy to make each healthcare brand a visionary on its own. When a brand catches attention by talking about a cause that people can connect to then, the brand carries a share in their heart which is any day higher than a mere market share.
Ilias helps us in understanding the benefits of videos for the healthcare sector through a list:
Medical Tourism: The world is a global village today, people from any part of the world have the capability of getting a healthcare solution from elsewhere. India is an international patient destination because of the price versus quality ratio. For healthcare videos to build on this they have to reach a patient from nook and corner of the world through videos that give a direct insight for the potential patient into the hospital, team of international patient coordinators, facility managers and mainly doctors. Videos are the best way to orient or counsel international patients through their yet to happen patient journey before they arrive to prepare them mentally.
Patient Education: Patient education videos can be of any type such as doctor interview, procedure explanation, live procedure demonstration or new medical equipment demonstration that can develop credibility about the healthcare brand amongst patient. Patient Education videos drive the greatest number of attractions on all the social media platforms, people want to consume it on-the-go as they realize the importance of this.
Accelerated Digital Presence: Digital marketing is the new now! No brand can escape it to reach its target audience. And all digital marketing efforts need the best content, videos being the best form of content can give an instant edge to healthcare brands that sincerely practice it.
Video marketing is not just to popularize a brand but it is to let people take well-informed healthcare decisions.
“A video is functionally considered the best way for a healthcare brand to reach its people solely because people are in a position where they can effortlessly consume such content. Smart devices and super smart internet plans have enabled people to enjoy visual content as they prefer. The millennial generation colloquially 90s kids have no time to read wisdom generating articles but are fully keyed on to engaging memes, GIFs and videos. Videos shoot to viral status when the content is informative, exciting, engaging and easily available at the same time. From this, we can infer that video marketing is not just to popularize a brand but it is to let people take well-informed healthcare decisions. Healthcare brands can reach their ultimate goal of creating healthy generations if video marketing is used wisely,” says Ilias.
As an agency owner specializing in different areas of expertise mainly in healthcare, retail, real-estate and industrial, Ilias has certainly realized and cracked industry-specific video marketing strategy for each. He is convinced that any brand looking to take a solid plunge into video marketing can efficiently incorporate at least 6 types of videos in their video content creation strategy and calendar. The obvious benefits of videos for healthcare branding leave the question of this article answered that doctors will forever be obsessed so long as they are able to reach out to their patients through interactive and engagement platforms providing video streaming.