The shift to video marketing is nothing new, but like all things healthcare, the industry has lagged behind—until now. Healthcare marketers are becoming more aware of the benefits of video marketing and realize it’s no longer a nice to have, but a must-have.

Video can help you cut through the noise and stand out from the competition, establish your brand or change brand perception, and encourage your buyers to take action—to name a few.

Whether it’s a brand video, an explainer video, or a product demo, video marketing is on the agenda in 2025. Still not convinced? We’ve got you covered. But first, let’s talk about what video marketing is and what the latest data shows.

What is Video Marketing?
At the most basic level, video marketing is using video to market a product, solution, or service. Just like any other form of content, video can educate, build brand awareness, foster thought leadership, reach and engage your target audience, and ultimately convert leads into sales. Yet unlike text, video is unique in its ability to connect with the viewer and leave a lasting impression.

Video Marketing Statistics
With the increased move toward video marketing, there has been a wealth of research and compelling statistics about the benefits of video marketing. Here are some:

• 91% of marketers use video as a marketing tool

• 88% of video marketers see video as an important part of their overall strategy 

• 87% of marketers say video is an effective way to build brand awareness

• 85% of marketers say video has been effective in engaging their audience and improving loyalty

• 58% of B2B marketers say video is the most effective type of content 

• 61% of B2B marketers will increase investments in video in 2025

The Benefits of Video Marketing
There’s no doubt that video is a powerful tool that should be in your content strategy. Here, we explore more of the reasons why it’s so beneficial.

1. Video Is a Channel Buyers Prefer
If you’ve ever had to fix a broken appliance in your home or wanted to learn how to make a new recipe without it being an epic fail, chances are, you watched a video. Video brings content to life and helps you learn and understand information, be entertained or inspired, and connect with a company in ways that text alone cannot pull off.

People also prefer video over any other type of content. In fact, when asked how they like to learn about products or services, 44% of marketers and consumers said they prefer video over ebooks, articles, and even webinars, a report by Wyzowl found.

Plus, with people spending more than 26 hours a month watching YouTube, video meets people where they are and in a channel they prefer.

2. Video Builds Brand Awareness
Whether you work for a healthcare start-up, your marketing has fallen by the wayside, or you’re going through a rebrand, building brand awareness is top of mind—and video can support your efforts.

Video can help your company establish itself in the marketplace, stand out from the competition, and quickly establish who you are, what you do—and why you’re different—and the values you stand for.

3. Video Delivers a Positive ROI
Many healthcare companies focus on writing blog posts, placing thought leadership articles, and developing ebooks, for example. Although all of those are necessary, video is a one-two punch when it comes to developing content that gets your company results.

While any type of marketing is a long game, video can amplify your content and get you to your end goal quicker. Consider this: a whopping 90% of marketers say video marketing has resulted in a good ROI.

4. Video Supports SEO
With every company talking about the same healthcare issues, ranking for common keywords like health equity, value-based care, and healthcare engagement can be tough. Yet adding in video can help you get found.

For starters, since video is more engaging than text, people are more like to stay on your pages longer, which improves your rankings. A majority of marketers (82%) say video has helped keep visitors on their websites longer.

There are other reasons to add video to your site. Google prioritizes websites that have video content. Plus, when Google shows a video thumbnail next to a search result, the result is a rich snippet, which is likely to have higher click-through rates than standard snippets, according to Lemonlight.

5. Video Drives Engagement
Considering that 65% of people are visual learners, video marketing is a no-brainer.

Using video to tell your brand story, educate your buyers, or walk through a demo can help you stand out from the competition and improve recall. One study found that people are 13% more likely to remember the details from a video than the text in an email.

6. Video Improves Sales
Unlike other forms of content, video can help buyers better understand a solution, see it in action, and build a deeper connection to a brand—all of which can boost sales. In fact, 82% of people have made a purchase after watching a video.

Evoking emotion in your campaigns can also boost conversions. Research out of the University of Southern California found that of advertising campaigns that performed well, 31% had emotional content versus just 16% that had rational content. Perhaps even more interesting is that the emotional response to an ad has a greater influence on a consumer’s intent to make a purchase than the content of the ad.

7. Video Makes Your Brand Relatable
For B2B healthcare companies, the products, solutions, and services don’t usually tug at a buyer’s heartstrings or create a visceral connection. Yet it’s important to remember that at the end of the day, B2B is just like consumer-facing brands: people do business with people. 

Unlike other types of content, video effectively weaves in storytelling in a way that allows brands to seem relatable and authentic, and also establishes trust, builds credibility, and makes that human connection with buyers.

Some of the ways to use video to add that relatability factor include developing a brand video, behind-the-scenes videos, patient stories, and customer case studies.

8. Video Improves PR Efforts
When you’re developing thought leadership content and pitching the media, adding a video can increase the chances that you’ll place the piece or land an interview. In fact, 87% of reporters say they use video from pitches.

9. Video Boosts Email Click-Through-Rates
Posting your videos on YouTube and running LinkedIn campaigns is a good first step, but including video in your email campaigns can take your efforts further. Adding video to an email improves click-through rates by 65%.

Consider sending a welcome video to new subscribers, a product demo, or promoting a webinar, conference, or event. 

As sales cycles get longer and buyers are more difficult to reach, video marketing will continue to be important for B2B healthcare brands.

Looking to get started with video marketing or ramp up your efforts? Learn more about our video script copywriting services or schedule a discovery call today.

As a health care marketer, you already know how valuable content marketing is to acquire new customers, increase sales and achieve your business goals. 

One of the biggest obstacles to implementing a content marketing strategy however, is getting your c-suite on board.

Without buy-in and an allocated budget, it’s nearly impossible to hire content writers and designers, persuade your subject matter experts to make time for interviews and above all else, help your sales team meet their quotas.

Lack of c-suite buy-in may in fact be why only 36 percent of B2B organizations say they’re “very committed” to content marketing, according to a recent report by the Content Marketing Institute.

The key to selling your company executives on the importance of content marketing will depend largely on data, strategy and proof of ROI. Here are some tips to consider.

Pitch the “why”

In the initial meetings with your executives, think of yourself as a publicist pitching a story idea to the media. Just like a TV producer needs to know why and why now before they run a story, your executives need to understand your case for content marketing and why one-way marketing and advertising alone no longer cut it.

Use data

Do your own research and pull together surveys, white papers and special reports that point to the value of content marketing and how other health care organizations like yours are getting results.

Explain how you’ll do it

Once you have a documented content marketing strategy in place, share the tactics you plan to use to attract and retain new customers.

Make sure that each type of content you plan to create is linked to your company’s overall objectives to build brand awareness, strengthen credibility and grow revenue, for example.

Show them the competition

Health care marketing is notorious for lagging behind other industries so to make your case for content marketing even stronger, show your c-suite examples of what your competitors are doing and how they’re getting results.

Explain what success looks like

Content marketing doesn’t always have a clear-cut, immediate ROI.

Unlike a traditional marketing campaign or an ad, it’s a long-term strategy that takes time to see results and get an understanding of what success actually looks like.

In fact, according to a report by True North Custom, about 43 percent of health care executives say that measuring the effectiveness of their content was one of their most significant challenges.

Although it may take time to get total buy-in from the entire c-suite, if you can show that content marketing has increased email subscribers, attracted new customers and supported upsetting and cross-selling opportunities for example, they’ll have the proof they need to know content marketing works.

Gone are the days when world-class doctors, reputation and referrals alone are enough for medical practices to have a steady flow of patients walking through the door.

To attract and retain patients, reduce attrition and drive revenue, medical practices must focus their efforts on elevating the patient experience—both online and in-person.

Here, read on for 6 proven marketing strategies medical practices can use to grow.

1. Create content

According to a report by Healthcare Insight, approximately 73 percent of health care marketers use content marketing to attract and retain their target audiences.

Posting timely, relevant and engaging content at least two to three times a week is one of the best ways to market to both new and existing patients.

Blogging is an ideal way to drive traffic to your site and keep readers engaged, but also think about creating free content like an e-book, a cheat sheet or a series of videos as opt-ins to grow your email list.

2. Strategically use social media

You might think that Facebook is the best place to share content and advertise, but it might not be the best channel to market your practice.

Before creating a marketing strategy, it’s important to find out where your patients hang out. If you’re trying to market to Medicare patients for example, Facebook is probably the way to go, while Instagram and Snapchat are better for targeting millennials.

3. Show off

When patients look for new doctors, they want authenticity, transparency and trust.

Before they make an appointment however, they’re reading reviews and feedback about your practice on social media so encourage or incentivize patients to leave reviews and always respond to negative comments.

Another way to build trust and credibility is to write case studies about your patients. Tell the stories that new patients want to know, such as how your doctors helped a patient find the right diagnosis or overcome a chronic health condition.

4. Host an event

When patients have the opportunity to meet their physicians, they’ll feel more comfortable with receiving their care.

In fact, 85 percent of people say it’s important to have a doctor who listens to them and 71 percent say they want a doctor who is caring and compassionate, a study in the Journal of Participatory Medicine found.

Aim to have an event at least once a month at your practice, at the local chamber of commerce office or the local library.

Or host special events and present a timely and relevant topic that your patients want to know. Cater the food and wine, have a raffle and ask everyone to bring a friend to increase your referrals.

5. Send direct mail

It might seem like an antiquated marketing strategy, but direct mail can still be an effective way to market your medical practice. In fact, in 2015, direct mail volume was down but data spend saw an increase.

Take advantage of newcomers’ clubs or purchase lists and send a letter and a brochure about your practice. Although you may not see an immediate flood of calls, people keep paper and will call when they need a doctor. Include information about your doctors, their services and what patients can expect.

6. Keep patients engaged

Medical practices need to think like brands and make patient loyalty a priority. Patients want to feel that their physicians actually care so think about special opportunities throughout the year to keep patients engaged.

For example, send cards for birthdays and anniversaries, SMS or direct mail reminders for annual wellness visits, mammograms and prostate screenings or a monthly newsletter with targeted health tips.

Health care marketers know white papers are one of the most effective tools for lead generation.

When done right, white papers educate your potential customers on a pain point and then—only then—offer the solution.

When it comes to planning and writing white papers however, many health care marketers miss the mark. They make crucial, obvious mistakes that crush their credibility and send leads looking elsewhere for the right solution.

Here, read on for 5 of the most common white paper mistakes health care marketers make and what to do instead.

1. Poor white paper planning

As with any type of content you create, you must take the time to plan out your white paper before you start writing.

It’s vital that you have documented buyer personas so you can understand who your customers are and their goals and pain points.

Before writing your white paper, you need to get everyone on board including your c-suite and marketing and sales teams to ensure the topic is something your leads want to learn more about.

2: No creative brief for your white paper

Every piece of content you create should have a creative brief or a synopsis of your goals, ideas that must be covered, studies and/or surveys you want to include and a specific call to action (CTA).

If you hire a health care content writer, the creative brief also ensures the person understands your goals and will nail the copy the first time.

3: Skipping the white paper outline

You might think having an outline will stifle your creativity, but it’s a crucial first step for writing a white paper because it makes the writing process much easier and faster.

The outline ensures you know what the story is and how it will flow and it allows your team to provide feedback and make revisions along the way.

4: Heavily plugging your business in your white paper

The primary goal of a white paper is to educate your leads about a potential problem or challenge they’re facing, not to promote your business.

Leads that download a white paper are in the awareness stage of the buyer’s journey so they’re looking for information, unique insights and data. You can still make a sales pitch, but leave it for the end.

5. A lack of quotes in your white paper

Relevant studies, surveys and data are a good start but they’re not enough to back up your message.

Besides, it makes for a boring read.

Think of your white paper like a news story and be sure to interview c-level executives, your sales team and key stakeholders to get compelling quotes that build your credibility and make the white paper a piece of content your leads will want to read.