September 12, 2024 • 7 min read

Health Content Marketing: How Video Helps Your Reputation

Trust is an essential component in any relationship between brand and consumer, but it’s impossible to understate its value for the healthcare sector. If your brand provides medicine, medical products, healthcare services, or anything else in this niche, your number one goal for all your marketing should be to cultivate trust among your audience.

Fortunately, health content marketing can help you do just that. Even better, video content marketing – ranging from short social media videos to long-form educational content – is exceptionally good at developing, strengthening, and maintaining trust among your consumers or patients. It should be a cornerstone element of your patient-centric healthcare marketing strategy, and we’ll explain how to achieve that below.

Healthcare video marketing: how content builds patient trust

Most people agree that healthcare is one of the most important things in life. So it’s no surprise that most folks also aren’t generally willing to put their health in the hands of brands and organizations they don’t know and trust. Yet, with so many types of content to pick from for your healthcare marketing, it’s easy to ask, “Why video?”.

It’s simple: high-quality healthcare video content has the power to persuade and inspire trust – even compared to many other marketing tactics and media types.

Indeed, video has a uniquely powerful potential to resonate deeply with viewers. It’s one thing to see an informative fact sheet about your healthcare brand or practice. It’s quite another to see a video testimonial from a current patient, a heartfelt message from one of your healthcare specialists, or a reassuring, easy-to-understand procedure video for new patients.

A patient discussing their care with a doctor on a virtual telehealth appointment

4 Ways to build healthcare audience trust with video

Healthcare video content can serve many purposes and help your brand achieve several different objectives – let’s look at some examples below.

A bar graph illustrating how consumers are spending more time with digital media over traditional media from 2021 to 2025

1. Testimonial healthcare videos

Consider testimonial healthcare videos, which are common tools for healthcare services and product providers. Videos featuring current or previous patients expressing their gratitude to your brand are an amazing way to build trust among future patients who may not have experience with your brand.

When made with the right choices, technology, and visuals, testimonial videos can also:

Significantly assist with making your healthcare brand or practice feel genuine, legitimate, and accessible.
Soothe patients’ concerns about upcoming procedures, such as surgeries, or novel medical experiences, such as exams.
Establish authority in your healthcare brand – by proving previous patients appreciated their experience with your brand, you prove its quality to new patients.

All in all, healthcare testimonial videos are some of the most versatile and impactful marketing video content you can craft.

A woman sitting in front of a chair in front of a digital camera

2. Candid “meet the people” content

Successful healthcare marketing is contingent on establishing trust. And one of the best ways to do that is to make your brand feel personal and down-to-earth – “human,” in other words.

Candid healthcare content on TikTok and Instagram, which is often popular on these social media platforms, is a potent tool for meeting new patients or customers and building trust in the process. Consider “DIY-style” vertical videos shot on your phone camera that show off your new office or introduce patients to your staff in a casual, relaxed manner.

Or consider crafting a top-notch, extremely high-quality video with excellent production standards introducing your healthcare staff in a “meet our doctors” video. A single well-made video can make a big splash online, especially on social media, humanizing your brand in a welcoming, authentic way and making new patients feel like they already know who they’ll be meeting.

Given that platforms like TikTok boast over 1 billion users, social media content for your healthcare brand isn’t something you should leave on the table. This type of content simultaneously cultivates trust among your audience and boosts brand awareness when posted across social media sites, plus expands your brand’s reach among younger audience members.

An influencer being filmed by a man with a smartphone

3. Education and animation

Part of being a successful healthcare brand means establishing your authority and expertise in your niche. No one wants to visit a dental office that doesn’t seem staffed with capable professionals, and the same is true of any other healthcare practice or organization.

Educational videos fulfill this need for your healthcare brand. Picture an animated video explaining the purpose and process behind a medical procedure, for instance, or an informative ad detailing the benefits of a new healthcare product or medication. Done properly, this kind of video healthcare content can establish trust and authority at the same time.

An illustration of microbes and a bottle of hand sanitizer

4. Thought leadership video content

Some healthcare brands don’t provide direct medical services; instead, they offer medicine or other health products. If your organization is among them, video content can still yield major benefits, particularly in the area of thought leadership.

Videos where your experts explain or discuss policy decisions, educational series, public safety announcements, or advice videos all position your brand as a trustworthy, established figure in the healthcare industry. In conjunction with other digital marketing efforts that reinforce your healthcare brand’s narrative, thought leadership videos have the potential to grow trust among your target customers and the general public rapidly.

A dental professional holding up a toothbrush and floss while in front of a camera

Healthcare video production best practices

Healthcare video content creation could be one of the top tools in your brand’s repertoire for converting new customers, drawing in new patients, and maximizing customer retention (just to name a few benefits). Of course, all those positive results depend on you producing video content that’s worthy of your brand, and there are several ways you can accomplish that.

Use the patient-focused language

No one likes to be made to feel unintelligent or like they’re just another customer, particularly people who are about to trust a brand with their information or health. With that in mind, it’s crucial to use the right language in your healthcare videos. We recommend using “patient-focused” language and terminology wherever possible.

In a nutshell, patient-focused language is:

Easy to grasp
Not overly simplistic or complicated – a layperson should be able to understand it without feeling talked down to
Empathetic at all times

This kind of language in your healthcare videos can jumpstart a rapport between your staff and their patients or customers. It’ll also make a positive initial impression, which is of the utmost importance when dealing with newcomers to your brand.

Keep the tone friendly

By the same token, keep the overarching “tone” of your videos friendly, warm, and confident. Healthcare audiences want to know that they’re in good hands, and your videos should reflect your brand’s expertise and experience.

For example, use warm, upbeat music in your video backgrounds, and find people with friendly faces and approachable demeanors to explain medical topics or invite people to your practice. Simple touches like these could be the tipping point for whether a customer decides to trust your brand with their well-being.

Match healthcare video content type to the audience

Lastly, remember that while healthcare video content is effective, any given video is not universally resonant with all demographics or audiences.

Take TikTok or other social media video content, like a 30-second short video shot from your phone, as an example. That kind of content might be just what patients in younger generations are looking for, and they’ll be more likely to see that content as genuine or authentic.

On the flip side, older patients – say, people over the age of 60 – could take away the opposite impression. They might think an informal 30-second video on TikTok shows a lack of professionalism, turning them away from your practice.

The lesson to be learned is this: tailor your healthcare practice’s video content to specific audiences or patients based on your market research for those groups.

A woman using a wheelchair and a man reviewing information on a tablet with a nurse

Let videos give your healthcare content marketing a boost

It takes time to build trust among your audience. But with the right healthcare marketing agency team at your side, you can cultivate deep, meaningful relationships with that audience much faster. Infinity Marketing’s team is well-versed in the most successful types of healthcare video content creation, analysis, and strategy. Get in touch today to start a conversation about our capabilities and past successes.