Does your audience stick with your health IT videos? A “stick” of Fruit Stripe gum that loses its flavor can teach us a lot about making attention grabbing videos that hold the interest of time-strapped decision makers.
The clock starts ticking the moment a time-strapped physician, administrator or practice decision maker clicks on our 2-3 minute health IT videos.
Grabbing and holding their attention is critical in turning our demo videos into leads. It’s a big deal when we get them to watch and invest their time. We don’t want them to drop off feeling their time was wasted.
It reminds me of a Family Guy video clip of cartoon character Peter Griffin who is disappointed with a stick of gum that can’t hold its flavor. (The clip, on the other hand, doesn’t disappoint: it always draws a laugh.)
The eight second clip is a reminder about what happens when our videos don’t deliver. More importantly it begs the question of how to get viewers to stick with health IT videos and prompt them to contact our sales teams.
“Health IT demo videos don’t have to be short; they just have to be good.“
The Issue of Length
The conventional wisdom is videos need to be short to appeal to our increasingly shorter attention spans — :08 seconds by some estimations. But actually health IT demo videos don’t have to be short; they just have to be good. And good means relevant.
One study found that “the length of the video doesn’t have a significant effect on the performance, as users typically drop off in the first couple of seconds or tend to watch the video until the end if it proves interesting enough.”
In fact when it comes to video SEO longer videos tend to significantly outrank short videos.
YouTube wants to promote videos that keep people on YouTube for a long period of time so longer videos are more valued.
Grabbing Viewer Attention
Video is a proven marketing tool. Its power comes from its ability to grab customer’s attention, generate strong connections, trigger emotions, and enhance understanding.
That doesn’t mean you have a lot of time to start making your point. Video is different than a blog post or white paper where a customer is willing to invest a little more time. The clock starts running when they click on the arrow. Mary Pedersen wrote
Marketers have just 10 seconds to capture and engage an audience before they continue to scroll down or click away; and engagement drops off significantly beyond that. If you have not fully engaged your audience after the first 30 seconds, you’ve likely lost 33% of viewers; and after one minute, 45% of viewers have stopped watching.
You will do yourself a favor by getting quickly to the point. Avoid using up precious seconds with long openings with extended graphics and music. Dive right in.
Keeping Viewer Attention
Health IT demos highlighting software feature usually don’t include great visuals and typically don’t pack an emotional punch. Generally they are a bunch of screens pointing to different EHR features. Unless the audio is terrible or the images are out of focus, production “values” aren’t the keep driver.
What is critical is addressing the specific need your decision maker. And that means answering their question(s) up front, not what we want to highlight. The two are often not the same thing much to our chagrin.
One administrator I recently talked to found this video useful. It kept her attention because it highlighted a specific need she had about scheduling. In this case, it wasn’t the visuals. It addressed a perceived value. And guess what; it prompted her to call the vendor.