Recommended Performance Diagnostics Four and Five to Boost Health IT Video Marketing Conversions
By Joel Goobich and Dan Greenfield
Yesterday, Joel and I highlighted three key performance diagnostics to boost health IT video marketing conversions as part of your new year content marketing resolutions. We covered when to use video, how to measure its effectiveness, and which stakeholders to target. Today, we feature two more diagnostics: Content/Tone and Video Style/Form.
Diagnostics 4: Content/Tone
Good video content takes into account the different needs of your viewers. As we discussed in the last post, you’re targeting different stakeholders.
Focus on Core Features
A marketing video should focus on a few core features at most, sometimes even a single item. Don’t turn it into a ‘kitchen sink’ filled with every feature and benefit. Instead, concentrate on the primary values your target audience will understand and respond to.
Show the specific benefits of your solution (time saved, less money spent, etc.). And do it quickly. Doctors and administrators are time strapped and schedule bound. They lack the patience to watch videos that don’t answer the specific questions they’re asking.
Show a day-to-day problem being solved — fewer clicks, boxes being automatically populated, records being auto-saved. Doctors by training and temperament are analytical. They ask questions. They’re problem solvers. They make decisions based on data, facts and statistics, not marketing claims. They want to be informed and educated, not sold to.
Administrators need to see how processes can be automated and workflows streamlined to save money and increase efficiency. The IT teams needs to see how new solutions can be integrated with legacy systems and how data is securely stored and accessed.
Establish credibility. Include a peer’s perspective when creating videos. Doctors often turn to fellow doctors for input and validation. They’re skeptical of marketing claims and salesperson pitches.
In addition to content, consider tone. Some prospects embrace technology; others resist changes to workflow and outcomes. Your task is to address the two mindsets:
Rational – They are skeptical, analytical, data fact based, objective, and scientific.
Emotional – They are peer influenced, risk averse and mindful of position and status.
Healthcare is serious business so striking the right tone is critical. Your goal is to engage, not entertain.
Diagnostics 5: Video Style & Form
Consider the style of video that will be most effective. Although there is no set formula, there are guidelines and certain formats that work better than others.
Don’t be too Long
The advantage of a marketing video is that its combination of crisp visuals with (or without) a compelling voice-over can convey a lot of information in a short amount of time. Typical ‘Explainer’ overview style videos are 60 – 90 seconds in length. Product Demo videos can be somewhat longer.
Intros and Outro
The first 5 – 10 seconds of your video is what will determine if someone will stick around to watch the rest of it. Creating a compelling video Intro that grabs the viewer’s attention is worth the extra effort.
The final section of a video, the Outro, is also of importance in a marketing video that converts. This is usually where the Call to Action (CTA) is placed. Be sure to drive your viewer to do something. Using strong action verbs such as “Download” or “Click” generally evoke more response than the basic “call” or “contact us.”
Brevity is best for both the Intro and Outro sections. Get to the point and let the ‘meat’ of the video speak for itself.
Videos need to communicate how and why your product addresses their needs. Videos heavy on production values, light on problem solving and without a clear message won’t resonate.
It is tempting to make a ‘perfect’ video. (See Joel’s recent LinkedIn article.)
But it should be resisted because most marketing videos, whether they are branded content, explainer- overview or even product demo videos have one purpose – to drive a viewer down the proverbial ‘marketing’ funnel and take a specific action. They are not ‘Hollywood” or “Super Bowl” productions.
What really counts is who is really watching your videos, for how long and most importantly – what they do afterwards.
Of course a better produced video will drive longer viewership, but only up to a point. Pay attention to what device will be used to view the video. Videos viewed on a small mobile device screen won’t need the same fidelity to production values as something that will get the majority of views on a larger computer screen.
The format of a video can play an important role in whether it is successful. The standard format is 16:9, but other formats such as 4:3 and even square 1:1 formats can be used. It depends on how the video will be viewed by your target audience. More marketing videos are being watched on a Mobile phone or Tablet. Generally they will viewed in Landscape (Horizontal) mode. A 16:9 video format should be used.
However, if the video will be viewed primarily on Facebook or Instagram, then a square 1:1 or even a 4:3 format ration would be better.
A final word about format. Even though you cannot determine how your video will be viewed you should save it in at least a 1080P and preferably a 4K format.
Final Note: Simply adding more video to your content marketing mix doesn’t guarantee more sales calls from time strapped doctors, administrators and IT procurement staff. You have to work smarter to turn your video marketing into legitimate leads for your health IT solutions. Video marketing is not a magic bullet. It requires strategy, planning, execution and diligence to pay dividends.
About the Authors:
Dan Greenfield is Principal of Health Tech Insight, a content marketing specializing in helping health IT companies reach physician practices, clinics and healthcare organizations. He has an extensive background in PR, corporate communications, video production and event planning. His Health Tech Insight services include blogs, video, infographics, case studies, webinars and podcasts.
Joel Goobich is the President of Big Picture Advisors, a consultancy dedicated to the use of video marketing to spur business and revenue growth. He helps SMBs and Startups efficiently utilize the power of video in a changing and modern business environment. His popular weekly podcast series Video Marketing 2.0 explored the new paradigm of video marketing for business.