HOW TO ENGAGE HEALTHCARE PROSPECTS WITH VIDEO TESTIMONIALS
Prospective patients seeking information about healthcare already have a lot on their mind. That’s why your health system or assisted living facility must provide content that is memorable, easy to share and consume, and quickly conveys the quality and trustworthiness of your brand. Testimonial video content is especially suited to meet all of these needs.
WHY TESTIMONIAL VIDEOS WORK:
- Consumers want videos. Four times as many customers would rather watch a video about a product than read about it. Give customers the videos they want, and you’re more likely to convince them that your organization can provide the care they need.
- Videos are shareable. 45 percent of people watch more than an hour of video on Facebook or YouTube each week. Since videos are so easy to consume, they’re easy to share, and sharable content is crucial. It’s easier for people to watch videos than it is for them to parse out important information from text.
- Demand for videos is growing. According to Cisco, video will make up more than 80 percent of all consumer internet traffic by 2020. Part of what’s driving this demand is the shift to mobile. On small screens, which consumers are using more for daily computing, text can be difficult to read. That’s why providing videos isn’t just about giving people your message in the format they prefer; it’s about them receiving your message clearly.
Testimonial videos aren’t just great for letting patients tout your brand, they also help prospective patients understand that the people who are most satisfied with their care have been through the same experience, and have similiar needs. When you make your brand’s testimonial videos, try to show how your organization fits into patients’ own stories.
TIPS TO MAKE YOUR VIDEOS SUCCEED:
- Let your patients or residents tell their stories. Testimonials are great for letting people talk about how great your organization is. But you should also ask the sources about their backgrounds, where they came from and what they enjoy. This makes testimonials more memorable and can help reassure potential patients that others have similar backgrounds, values, and needs. For example, take a look at Sunrise Senior Living’s series of resident testimonials. While some of the testimonials focus solely on residents’ experiences at Sunrise, others share their backgrounds and what led them to seek a senior care facility and eventually choose Sunrise.
- Include high-end videography of your location and staff. While the focus of any testimonial should be on the patient and their family members, you should include some clips that make your staff and location look good. Consider clips of physicians and staff interacting with patients or residents enjoying amenities and participating in activities.
- Make your testimonials sharable and easy to find. Post your testimonials on your social media sites, or drive web traffic to a microsite with a range of testimonials. New York Presbyterian’s Amazing Things page, for example, provides easy access to powerful video testimonials from many patients. You can also use testimonials as key parts of your main web pages. UC Health features a video testimonial right on their home page.
Quality testimonial videos that are inspiring to watch and easy to share will boost positive impressions of your brand and promote the great service it provides.
Interested in learning more about creating memorable video content? Give us a shout.