3 Ways to Use Video in Your B2B Healthcare Marketing Strategy | Elevation Marketing

3 Ways to Use Video in Your B2B Healthcare Marketing Strategy

Video is a vital tool for healthcare buyers.

The complex nature of products, equipment, and features of the healthcare world lend themselves perfectly to the visual side of video – and healthcare marketers are tapping into this.

From the buying side, videos are more important than ever, with 68% of healthcare buyers using video to compare products and 63% using them to see how a product performs.

Graph showing the process of the buying cycle after decision makers watch a video.


Even better, 63% of healthcare buyers will contact a vendor directly after watching a video.  

If you’re not already leveraging the power of video, it’s only a matter of time before you fall behind those that are, particularly as video consumption is set to dramatically soar over the next few years.

Graph showing global, online video consumption.

SThe powerful nature of video has led healthcare marketers to start experimenting with emerging tools like live streaming, webinars, and immersive storytelling to get their message across to potential buyers.

If you’re on the fence, here are three key ways you can use video marketing for your healthcare business.

1. Explainer Videos

In a recent HIMSS Media Content Marketing Survey, 41% of healthcare marketers claimed that content production was a huge challenge for them, with 26% saying they struggle to product engaging content.

As we mentioned above, a large majority of healthcare buyers will watch videos to compare products and services before they buy, to see how well a product performs, or to see what services are offered.

Explainer videos are the perfect way to engage buyers and easily buy into this trend by sharing these videos about your products and services on social media and your website.

Related: Trends Shaping B2B Healthcare Marketing

They don’t have to be fancy, professionally shot videos, but they do have to show the benefits of your product or service to encourage buyers to invest.

Take IPG for example. They created an animated video to explain to potential buyers how they deliver on their mission to improve the quality and affordability of surgical care. While the content may not be super fancy, it does a great job of showing the buyer the benefits of their product in a way that’s easy to digest.



2. Host Webinars

Video comes in all shapes and sizes. It doesn’t just have to be Hollywood-style stories that rival the latest Blockbuster. In fact, one of the most popular forms of video at the moment is webinars.

These are essentially online workshops or talks that showcase a product or an idea to anyone who tunes in at a specific time.

The best thing about webinars though is that you can keep the momentum going after they end; you can repurpose them into a YouTube video, share the recording on your social media channels, or create a blog post that highlights the key points mentioned in the webinar.

Cardinal Health, a pharmaceuticals and medical products distribution company does exactly this. They host a series of webinars throughout the year, each one of which is focused on attracting a different segment of healthcare buyer.

As you can see here, they advertise their webinars on social media and encourage people to sign up and watch live. This also works as a great lead generation tactic, as every person who signs up to watch has to hand over their email address in return.

3. Live Streaming

Live streaming has really taken off in the past couple of years. So much so, in fact, that 82% of viewers prefer live video to social media posts, and 80% prefer live video to reading a blog.

Why is it so popular?

Because live streaming gives viewers the chance to get to know a company on a deeper level, creating a sense of authenticity that’s vital in the B2B world today.

This gives you the chance to combine the engaging nature of demo videos with the live, in-the-moment distribution that people today are craving.

While you can always run live demos via Facebook Live, there are other ways to leverage this idea, too: you can share behind the scenes clips from your company, showcase new products, share important news like awards and funding, and anything else that might deepen your connection with potential buyers.

At the Digital Health Summit, the marketing team recorded interviews with some of the top speakers and broadcast them Live to followers that couldn’t make it to the event.

Sharing the content with more than just the attendees expanded the summit’s reach and garnered the event a lot of additional online attention. Not only did it give an insight into some of the key trends in the healthcare industry, but it created trust through partnering up with well-known figures in the industry.

Video is the Future of B2B Healthcare Marketing

For many B2B healthcare brands, the prospect of video marketing might not be as enticing as it is for other industries. After all, the subject matter can be quite serious or mundane, but that doesn’t mean there aren’t ways to use video marketing to connect with buyers.

In fact, healthcare marketers are getting more creative by the day when it comes to video.

Sharing product information via explainer videos, live streaming behind-the-scenes, and hosting webinars as a lead generation tactic are all great ways to dip your toes into the world of video marketing and to start getting visual with your brand.

Curious how video marketing could help your organization reach its marketing goals? Find out more here.

Related Articles:

Trends Shaping B2B Healthcare Marketing

Why Video Content Belongs At Every Stage of Your Buyer’s Journey

How to Lead the Pack in B2B Video Streaming

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