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HealthcareJAN 2021|Sean Jaques

Healthcare Video Production Trends to Increase Awareness

Healthcare video production used to be pretty cliché. Creating visuals that were often cold and clinical.

Many people don't like going to the doctor or visiting hospitals, and the videos that healthcare organizations were producing did not help at all.

Speaking to topics as sensitive as patient care, destructive diagnoses, and financial disparities, producing short-form videos for clients in the medical field is no easy task.

Curating impactful and memorable content and translating those stories to film takes a masterful team.

Colormatics has found that three video marketing strategies work exceptionally well for increasing brand awareness when introducing new products or entering new markets.

Here are 3 healthcare video production trends to increase awareness:

Social Media Video Ads

Facebook, Instagram, Twitter. What do they all have in common? 

They have a ton of people in one place. Today, more than 3.5 billion people use social media worldwide. 

That’s billion with a b.

Remember when you were little and someone asked, “what do you want to be when you grow up?” Did any of you answer, “a social influencer?”

The lines between how organizations market themselves by channel are blurring. The beautiful thing about this trend is the ability to segment and target healthcare audiences like never before.

Healthcare brands today can create campaigns that are responsive and encourage their audiences to act. The archaic model of creating push campaigns has evolved into two-way conversations where we can feed prospective patients and customers exactly what they want, when they want it.

Predicting and controlling recall and recognition of your healthcare brand is marketing gold. Just by numbers alone, the development and distribution of social-optimized video ads is a sure-fire way to cast your net not just far, but into the right ocean.

Healthcare is one of the most competitive industries. Brands need the opportunity to enable engagement, promote content, and encourage sharing.

By producing social video ads that are savvy and play nicely across each platform’s playground, brands can bust their way out from the pack, making for a successful medical educational campaign. 

So what kinds of content in social ads increase brand awareness the most? Turns out that visual images and videos are the top 2 most commonly accessed types of content on social media. 


Social Media Video Example

Educational Video Content

When you have a question about a complicated topic, where do you go for an answer?

*hint, it’s no longer a book.

Healthcare has some of the most complex topics around. Unless you majored in biochem (which we did not, btw), video content for healthcare must be educational to be actionable.

Video is the preferred method for education because it holds people’s attention, and it can be watched over and over again.

Combining patient education with patient engagement is what differentiates your healthcare organization from the rest.

Colormatics is sensitive to healthcare subject matter and able to simplify complex information. 

Healthcare Video Content Example

Patient Testimonial Videos

We all know what it feels like to be sold to. Getting a sales pitch from a company that has no idea what you’ve gone through.

You may even think, “how dare they try to put themselves in my shoes?”

For healthcare marketing, this could not be truer. 

Assuming we know what it feels like to have cancer when we never have, to lose a family member to heart failure when our family has never suffered this type of loss, to get a terminal diagnosis at an early age when we are still healthy.

Patient testimonial videos build credibility and trust. 

Healthcare video content that shares the stories of patients, in good times and in bad, brings a brand to life.

In this line of work, patients share narratives that are incredibly personal. Stories of remission and fight that make your heart soar, and those of loss and pain that punch you in the gut. They are trusting you with their story – and that is a huge responsibility to honor.

Patient testimonial videos create a better emotional connection for current and prospective customers. 

Most importantly, these videos make a brand feel more human. 

In healthcare, feeling understood and respected is at the heart of an experience that you will remember forever.

Patient Testimonial Video Example

Learn more about Colormatics healthcare marketing services by reading our article on video storytelling brings warmth and compassion to otherwise salesy advertising. 

HCP Marketing

Video advertising is a great tool for HCP marketing, as it allows pharmaceutical companies to reach their target audiences in an engaging and impactful way. By using videos, companies can showcase products and services, simplify complex topics, and offer interactive tutorials. This way, HCPs can easily access educational content and gain a better understanding of the product or service. Furthermore, video content can be customized to meet the interests and preferences of each individual viewer. Overall, video advertising provides an effective way for pharmaceutical companies to reach their target HCPs and promote their products or services.

To create the most effective video content, it's important to research your audience thoroughly and understand their needs and preferences. Keeping videos short and sweet (less than 2 minutes) is also key, as HCPs have limited time and attention to dedicate towards marketing messages. Additionally, including a call to action at the end of your video can encourage HCPs to take action, such as visiting a website, signing up for an email list, or downloading additional information. Finally, incorporating visuals such as images and animations can supplement your message and make your video more engaging. Leveraging social media platforms like YouTube, Facebook and Instagram can also help you reach a larger audience of HCPs.

Healthcare Video Production Trends Key Notes

  1. Social Media attention span is that of a goldfish, 8 seconds. We have to harness attention and keep it.
  2. Educational video content is the number one way to turn a complex topic into an understandable one.
  3. Patient testimonial videos make a brand come to life.