Marketing is never build-it-and-they-will-come, but a long game that requires a well-thought-out strategy, proven tactics, and multiple touchpoints throughout the buyer’s journey. With 80% of B2B sales interactions expected to occur in digital channels in 2025, healthcare companies must identify new ways to stay top of mind and stand out. If there’s one way to amplify your efforts and get to your end goal sooner, it’s video email marketing.

Here, we’ll explore what the latest research shows, the benefits of video email marketing, plus, easy ways to get started.

Video Email Marketing Statistics

The move to video has been at play for years, but there’s no doubt B2B healthcare marketers are embracing it more than ever—a trend we should expect to continue next year and beyond.

In fact, 58% of B2B marketers rank video as the most effective type of content and 61% are likely to increase their investments next year, according to new research from the Content Marketing Institute.

While posting video on your website, LinkedIn, and YouTube channel is a given, adding videos to your email campaigns can give you a powerful, one-two marketing punch.

According to Campaign Monitor, video and email can:

• Increase open rates by 19%

• Boost click-through rates by 65%

• Reduce unsubscribe rates by 26%

The Benefits of Video Email Marketing
Not yet convinced? Here are more reasons to believe.

Meets buyers where they are
Video and email are already preferred channels so why not make the most of them? With 95% of B2B buyers who say video plays an important role in their decisions to make a purchase, and 77% who prefer vendors to contact them via email, the combination is a no-brainer.

A competitive edge
Video and email can help you build brand awareness, stay top of mind, and stand out from your competitors. In fact, people are 13% more likely to remember information from a video email than a text-only email.

Higher engagement
#DYK that our brains process images 60,000 times faster than text and 90% of information transmitted to the brain is visual? It’s no wonder then that video is way more engaging than copy alone.

Positive ROI
A single piece of content isn’t usually enough to net an immediate ROI, but the combination of video and email may be. After all, email on its own can generate a whopping 3,600% ROI while 90% of marketers say video marketing has resulted in a good ROI.

Increased sales
Video email marketing can be an effective way to nudge buyers to close the deal. In fact, 82% of people have been convinced to buy a product or service after watching a video and nearly 60% of B2B marketers say email is their top revenue-generating marketing channel.

Video Email Marketing Ideas To Try
There are so many different ways to add videos to your emails, but here 8 to consider.

Welcome email
One of the most underutilized tactics for B2B healthcare marketers is a welcome email. When a new subscriber downloads a piece of content, or signs up for your newsletter, don’t stop there. You’ve already piqued their interest, so take advantage of the airtime.

An automated welcome video email can be an opportunity to tell your brand story, provide additional, relevant content, explain what they can expect in subsequent emails, include an invitation to an upcoming webinar or event, and a CTA to talk to a salesperson.

Email drip campaigns
Building email drip campaigns that include video can be an effective strategy to improve your click-through rates and conversions. Aim for about 5 to 6 emails and include video and other assets such as blog posts, ebooks, and case studies. Each email can have a video that provides an overview of the content, or the last email can be a video from a salesperson, for example.

Case studies and testimonials
Customer case studies are among the most effective types of content for B2B marketers, but oftentimes, they only live on the website or are used during the sales process. If you have permission from the client, record the interview and create a case study video that is more engaging than text alone and can net a positive ROI.

Event promotions
If you’re hosting a webinar or live event, or attending an upcoming conference, create a talking head, animated, or typography video and add it to your email campaign. A video email can drive sign-ups, allow you to schedule on-site meetings, and get the conversation going before the event.

Product demos
If you’re rolling out a new product or new capability, your customers will want to see it in action, and video can help them better understand how it works than text alone. Keep the video short—30 to 90 seconds— which is long enough to tease the solution and encourage them to sign up for a live demo or schedule a meeting.

Company announcements
A new round of funding, new partnerships, M&A, new hires, new solutions, or awards are all reasons to spread the word. Record a video with someone from your c-suite or sales team and embed it in your email announcement.

Media hits
A recent TV interview or a video podcast shouldn’t be a one-and-done. Emailing the interview to your subscribers can support brand building, foster thought leadership, and help your company stay top of mind.

Behind-the-scenes
You might be in B2B, but that doesn’t mean you can’t take your cues from consumer-facing brands. Creating videos with behind-the-scenes content of your team can be an effective way to humanize your brand and make a personal connection with buyers.

Revelant Writing helps lean B2B healthcare marketing teams do more with less. Set up your free discovery call today to learn more. 

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.