More recently, video content has surged in customer popularity. It’s a medium that requires substantial planning, resources, and internal time in order to yield desired results. As a result, healthcare marketing teams may be hesitant to incorporate the use of video in their marketing tactics, especially if they must hire a third-party to complete production. Despite these challenges, video has become an important and necessary marketing tool in reaching and educating both your customers and sales forces.

As estimated by Cisco’s networking index and forecast, by 2021, 82% of all consumer traffic will be generated from internet video traffic. The healthcare industry is also experiencing a similar surge with an increasing number of HCPs (healthcare professionals) requesting videos for training and educational purposes when rolling out new products. With the popularity of video content, it’s becoming more crucial for healthcare marketers to incorporate video as a key tactic to drive product messaging and raise brand awareness.

Healthcare marketing teams can easily fall into the trap of producing one-off videos, which create a sense of dissonance that can ultimately undermine the overall marketing message. However, by carefully planning an overarching brand and product message, marketers in healthcare can craft video content that is aligned with the brand’s voice and execute consistent messaging.

During the process of developing video content, key performance indicators (KPIs) and metrics should be identified and tracked to ensure video content is consistent with the brand and product message. By measuring KPIs & metrics early and frequently, healthcare marketers can quickly identify underperforming content and implement the needed changes. Additionally, effective content can be further expanded and serve as inspiration for future video content.

Throughout the process, marketers in healthcare will need to continuously measure ROI in order to fine-tune their video content. While producing videos can be time consuming and require internal resources, incorporating videos as a key marketing tactic can prove a dynamic and effective medium that can increase new product trials and adoption, as well as increase brand awareness, which can, in turn, increase top-line revenue.