Unlock the Potential of Video for Healthcare Branding

In healthcare marketing, storytelling is pivotal in connecting with patients, caregivers, and the broader community. Stories have the power to humanize complex medical concepts, build trust, and create emotional connections that inspire action. Video, with its ability to blend visuals, audio, and emotion, is one of the most effective tools for delivering these stories.

Whether you’re sharing patient testimonials, educational content, or promotional material, video enables healthcare brands to engage with audiences in a way that feels both personal and impactful. The challenge is not whether to use video, but how to leverage it to achieve the best results. Healthcare marketers need to optimize their video content to resonate with patients, healthcare professionals, and other stakeholders.

In this post, we’ll explore the best platforms for healthcare video marketing, how to tailor your videos to each, and tips to ensure your content delivers powerful results.

WHAT PLATFORMS ARE THE MOST EFFECTIVE?

Not every platform will yield the same results for your healthcare brand in video marketing. The right choice depends on where your audience is most active and what kind of engagement you want to achieve.

1. Social Media: Meta, LinkedIn, TikTok, and Reddit

Meta platforms (Facebook and Instagram) and LinkedIn are among the most popular social networks for healthcare marketing. LinkedIn is ideal for professional audiences, including healthcare providers, while Meta is good for reaching patients and caregivers. TikTok and Reddit are also on the rise, offering opportunities for creative engagement, though they require more focused, community-driven approaches.

• Meta (Facebook and Instagram): Video ads can appear in users’ feeds, stories, or reels. Vertical video with a square or 9:16 aspect ratio is the most common format here. Since many users browse with the sound off, ensure your videos are visually informative even without audio. Use captions or text overlays to communicate essential health information, or encourage users to turn on the sound for a more immersive experience.
• TikTok and Reddit: On TikTok, healthcare brands can create short, engaging videos with health tips or patient testimonials. Authenticity and relatability are key on this platform. Reddit, with its community-driven environment, offers a space for healthcare marketers to connect on topics of interest, such as wellness or disease awareness, while avoiding overt sales pitches.

2. YouTube

YouTube remains a powerhouse for healthcare video marketing, particularly for raising awareness and educating the public. From patient stories to how-to guides for managing conditions, YouTube allows for long-form content that can deeply engage viewers.

• Horizontal vs. Vertical: Horizontal video is the standard on YouTube, although vertical videos for YouTube Shorts are increasingly popular for delivering quick, impactful messages.
• Ad Types: YouTube works well for top-of-the-funnel awareness-building content, while healthcare providers might also use ads in conjunction with Google’s Demand Gen campaigns to drive actions such as booking appointments or downloading health guides.

3. Over-the-Top (OTT) Streaming

OTT ads offer a growing opportunity for healthcare marketing across devices like smart TVs, smartphones, and tablets. These 15- to 30-second ads are perfect for reaching a broader audience with brand-building content, such as promoting new medical services or health awareness campaigns.

• Awareness Building: OTT ads are great for increasing awareness of healthcare services, but they may not drive immediate conversions. To boost conversions, pair these ads with targeted digital campaigns, such as Google search ads or social media marketing.

HOW TO TAILOR VIDEOS FOR EACH PLATFORM

Adjusting your content to each platform’s unique format and audience preferences is essential. Here are some suggestions.

Meta and LinkedIn

• Format: Vertical videos in a 9:16 aspect ratio perform well for Facebook and Instagram. LinkedIn prefers square or 4:5 videos with a more professional tone.
• Silent Viewing: Since many users browse without sound, add captions or text overlays to ensure your message is communicated effectively.
• Authenticity Matters: While LinkedIn videos should remain professional, Facebook and Instagram allow for a more informal tone – think behind-the-scenes content or wellness tips.

TikTok and Reddit

• TikTok: Videos should feel authentic, relatable, and often unpolished. Healthcare tips, wellness challenges, or patient stories work well here.
• Reddit: Focus on specific subreddits, such as health or wellness communities. Videos should be informative, engaging, and tailored to the community’s interests.

YouTube

• Format: Horizontal videos are standard, but vertical videos for YouTube Shorts are becoming increasingly popular.
• Length: Aim for 15- to 30-second ads, with bumper ads capped at six seconds. Ensure your content is engaging and concise.
• Content Type: Use YouTube for deeper educational content or testimonials that build trust and awareness about your healthcare services.

OTT Streaming

• Ad Style: OTT ads can follow a traditional commercial format but should also focus on brand awareness. Consider highlighting new medical services, patient success stories, or community health programs.
• Device Optimization: Ensure your videos look professional on both large screens and smaller devices, such as smartphones and tablets.

GENERAL VIDEO MARKETING TIPS

No matter which platform you use, certain best practices apply. Following these tips will ensure your healthcare videos are optimized for engagement and results.

Clear Call to Action (CTA)

A strong CTA guides your audience toward the next step.

Example: In a healthcare video, the CTA could be: “Need expert medical care? Schedule a consultation with our specialists today!”

A/B Testing

A/B testing involves creating two or more variations of the same video, with small changes like the headline, call to action, visuals, or music. Testing lets you to see which version resonates more with your audience, helping you optimize future content.

Example: One version of a medical service video might focus on convenience, while another emphasizes outcomes. Testing these variations will provide insights into what works best.

Targeted Customization

Customizing your videos to appeal to specific audiences can dramatically improve their effectiveness. This means tailoring your video’s visuals, messaging, or even tone to match your target viewers’ interests and behaviors.

Example: A video promoting pediatric care might feature young families, while a video about senior wellness programs could showcase older adults staying active and healthy.

Immediate Attention Grabber

With only a few seconds to grab attention, start your videos with an intriguing question or emotional appeal.

Example: “Worried about your heart health? Learn how our state-of-the-art technology can help.”

Platform-Specific Content

Each platform has its own audience expectations and video styles. A highly polished, TV-style ad might work well for YouTube or OTT streaming, but on social platforms like TikTok or Instagram, informal, user-generated content tends to perform better.

Example: On YouTube, a healthcare organization might produce a professional 30-second video featuring patient testimonials about successful surgeries and positive health outcomes. The video could showcase its cutting-edge technology and trusted medical team. On TikTok, however, the same organization might post a short, informal video of a doctor offering a quick health tip or answering a common patient question in a casual, relatable way, fostering a personal connection with viewers.

Creating effective healthcare video content helps your brand connect with diverse audiences in a meaningful way. By following the tips outlined above, you’ll increase brand awareness, build trust, and convert viewers into patients. If you need expert guidance to develop a tailored video strategy for your healthcare brand, LIGHTSTREAM is here to help. Contact us today.