7 Essential Video Types That Drive Results for Health Care Marketers

Why is video a necessity for health care?

Health and wellness marketing is about more than just promoting a product or service. It is can be personal, sensitivity is must, not to mention that many products in the sector are governed by regulations. At a fundamental level, video for health care must compete to earn the attention of your intended audience — professionals, patients, stakeholders, clients or donors. Once you do have their attention, you have a narrow window of time to get your message across.

That is why so many health care marketers are turning to video to engage their target demographic.

Video has an innate ability to capture and hold interest in a way few mediums can match, giving the viewer a chance to connect emotionally with an organization while learning about what they have to offer.

The numbers do not lie: video marketing is here to stay. Did you know:

  • 83% of health care organizations are engaged in content marketing, according to MarketingProfs. However, only 36% says their content marketing is very effective.
  • Video is a vital tool for health care buyers. 68% user videos to compare products, 63% use them just to see how a product performs and 63% of those viewers will contact a vendor directly after viewing a product video. (Source: Google Think Insights)
  • 50% of consumers look for a product video before making a buying decision
  • Four times as many customers would rather see a video about a product than reading about it
  • Businesses using video marketing on average see their revenue grow 49% faster year on year than those that do not
  • 59% of executives maintain that when it comes down to a choice between reading text and watching a video, they will choose video
  • People share videos a staggering 1200% more often than text and images combined
  • 73% of business to business marketers contend that video marketing positively impacts their marketing ROI

Of course, not all videos are created equal. There are several types to consider depending on your messaging needs, and choosing the right video style will help expand your reach while putting you in alignment with potential patients, customers or decision-makers.

Whatever type of video you use, one thing is clear: forging an emotional connection with your audience helps engagement significantly. That’s why it is imperative that you use the short amount of time available to you in video to touch them on an emotive level.

Working with a professional video production company pays dividends over producing it yourself. They can advise you on the best direction to proceed to engage your target audience as well as create the video itself.

To that end, let’s take a look at the different styles of videos and determine how they can impact your marketing efforts.

1. Explainer Video

An explainer video is a short duration video, often animated, that aims to get the viewer to understand an idea. It could be information about your product or service, a breakdown of your organizational mission, or even an abstract concept.

In the example above, Gardner Productions client Apertura MD needed to explain its products and benefits succinctly to physicians, who, as any health care marketer knows, are typically difficult to reach.

As you’ll see in the video above, and some of the examples below, using animation provides you with multiple avenues to explain your concept. Voice overs, images, diagrams, and music may all be married together to impart your message.

Striving to entertain your audience is usually a large part of what an explainer video does, as they will be more likely to become engaged with your messaging if they enjoy watching it.

These types of videos are extremely popular among organizations trying to impart information in a short period, and they work: 93% of businesses who use explainer videos believe that they effectively increase viewer understanding of their product or service.

Whether you are looking to inform or inspire your audience, explainer videos are a great tool for capturing the imagination and retaining interest.

2. Website Video

Sometimes called an introductory video, a website video greets the visitor to your site and quickly outlines your product or service. While they may at times overlap in objectives with the explainer video, the ultimate goal is twofold.

Remember that statistic about people preferring to watch a video about a product over reading about it? A website video is an easy way to let your site’s visitor quickly understand what the company (or its products and services) does.

In the example included above, Gardner Productions helped Intel create a website video for Thunderbolt 3.  This animated video is used front-and-centre on the Thunderbolt 3 website.

In addition, video increases your visitor’s time spent on your site which has positive implications for search engine optimization and your rankings.

Google, for example, uses a range of metrics to determine how a site should be ranked. One of these is called the bounce rate, essentially a measurement of how long visitors tend to stay on the site before leaving.

By encouraging visitors to remain on your site longer, it signals to the search engines that you have valuable content for which they will usually reward you with better rank, giving you as much as a 53% better chance of reaching page one.

So a website video gives you an avenue to inform the viewer about your offerings and increase your site’s engagement and performance.

3. Promotional Video

A promotional video is typically longer in length than other types and is purely designed to showcase your product or service. These 10 to 15-minute videos usually go into more depth and detail. Moreover, while viewer retention does tend to drop off proportionately to the length of the video, 50% of your audience is still likely to hang on until the end.

An example of this from a Gardner Productions client is the Pancreatic Cancer Research fundraising video included above. This video clocks in at 16-minutes, so our production team paid careful attention to pacing and using a variety of visuals to keep the audience watching.

As a best practice, each video you make should be re-purposed and used in multiple ways. For example, the Pancreatic Cancer Research video was shown to supporters at a sit-down event. There weren’t many dry eyes in the house once it finished, speaking to the power of storytelling when combined with an organization’s message. 

Because of their known ability to create engagement, promotional videos have been used for decades to sell and market high-ticket items. The main difference today is the capacity to share them organically amongst supporters, employees via email, websites and social networks. Another major advantage is the ability to use paid platforms. YouTube should come to mind immediately, and social networks like Facebook, Twitter, and LinkedIn all have specific ad units for video. Don’t overlook programmatic and native ad platforms that specialize in videos such as TubeMogul, StackAdapt and Outbrain.

A longer running time lets you drill down into your product or service’s features, letting the visuals enthrall the viewer while the voiceover extols the benefits to the user.

They are not only ideal to be shared online, but you can offer them on DVDs along with physical promotional materials, as well as play them at exhibitions and trade shows or on digital signage for increased interest in your product.

4. Event Video

Event videos capture live events and record them for posterity. They can be extremely useful from a marketing perspective as you can use them to improve your ROI when putting together a conference or industry function.

Since 83% of business to business marketers are heavily invested in events, an event video can be an excellent way to increase the event’s scope and reach while spreading your messaging to those who were unable to attend.

Additionally, businesses who regularly invest in sponsorships have an avenue to spread the word of their charitable engagements, which in turn helps to increase goodwill and create a positive perception of your organization in the community.

In the example above, Gardner Productions was engaged to support The Gathering, the annual coming together of the world’s most coveted brands to share secrets and learn from the courageous leaders and trailblazers who are reaping the benefits of unbreakable brand affinity and loyalty.

Some popular types of event videos with marketing implications include:

  • Conferences
  • Exhibitions
  • Trade shows
  • Corporate meetings
  • Grand openings
  • Launch events
  • Public speaking engagements
  • Fundraisers

Overall, event videos give your audience a chance to participate in an event after the fact making it an excellent vehicle for showcasing your product or service. It helps to increase engagement with your business, position you as a thought-leader in your field, and establish you as an authority.

5. Documentary

How can a documentary video help your health care marketing efforts? Let’s put it this way: selling a product or service involves more than just showing off benefits and features. It means building a brand that aligns with consumers’ hopes and aspirations, compelling them to feel an active connection with it.

If you manage to entertain, inform and inspire your audience, it will go a long way toward getting them to have a positive perception of your brand.

Besides, people love documentaries. In fact, Netflix said that 73% of its subscribers watched at least one documentary in 2016. That means over 68 million people watched a Netflix documentary in 2016. They are a growing form of entertainment that people respond to, and if you target your niche correctly, it can pay enormous dividends.

In the Gardner Productions example above, which is part of a longer series of videos, you may watch the impact of the documentary style as we profile a researcher who is pioneering methods to treat a very rare disease.

There are numerous examples of companies using branded documentaries to expand the reach of their messaging. Moreover, while it is a much more nuanced type of marketing, companies do it because it works.

In previous years, producing documentaries was limited to larger organizations. These days, however, it is a style of video that is within reach of even smaller companies. Partnering with a video production company that excels in telling engaging stories will help position your brand in a positive light.

6. PSA

A public service announcement (PSA) video is designed to bring public attention and awareness to an issue. Similar to documentary videos, a PSA can help position your brand in a positive light in the community while engaging and inspiring your audience.

At their core, they are instruments of persuasion aimed at trying to influence the audience to exhibit a particular behavior. PSAs attempt to:

  • Change attitudes
  • Bring about emotional responses
  • Educate and inform
  • Capture attention
  • Inspire

In the video included above, health and wellness promotion was a key theme. In a short 30-seconds, Gardner was able to help this client create a message with impact that also captured attention and inspired participants.

Persuasion is in no way a foreign concept for marketers. However, PSAs tend to go for a direct approach that helps the audience align their beliefs with those of the organization.

Creating your own public service announcement video brings awareness to a topic and helps associate the positive outcome with your brand. Done correctly and with positive reinforcement, it can help your brand’s perception in the eyes of your audience.

7. Commercials

Whether shown on television or used online, the 30-second spot is a great way to quickly and succinctly deliver your information about product benefits and explain to the user why they should purchase.

In the LivRelief spot above, Gardner Productions blended animation, patient footage, product shots, music, and a voiceover to create a spot that not only raised awareness but also educated the patient group, in this case, those suffering from joint pain due to inflammation.

These days, the 30-second spot is often edited down into shorter versions that can be used on social networks and as ad units. But don’t overlook the opportunity to explore broadcast opportunities on the plethora of cable channels, in movie theatres, or on digital signage.

Video commercials work because:

  • Audience targeting (online and off) allows you to ensure that your commercial is seen by your potential customer.
  • They’re short and sweet. It is essential to boil down your messages to their essence and combine creativity to reach your target market.
  • You may use direct-response tactics, such as toll-free numbers or links with calls-to-action to order, save, or get more information.

Given the importance to the bottom-line, working with a professional video production company on your commercial makes sense. They’ll bring expertise and make sure that your commercial has the desired impact. Remember in 30-seconds (or less), you need to explain what your business does, how you can help and why the viewer needs to act now.


Almost 5 billion videos are watched on Youtube every single day, so the importance of video as a marketing medium cannot be overstated.

  • 51% of marketing professionals worldwide name video as the type of content with the best ROI.
  • Video marketers get 66% more qualified leads per year (Aberdeen Group)
  • Marketers who use video grow revenue 49% faster than non-video users (Wordstream)
  • Video on a landing page can increase conversions by 80% or more (Slideshare)

Video marketing has proven its effectiveness in reaching target audiences, engaging them, and helping to improve conversions.

Regardless of the type of video you work with, it is crucial to remember that each one you create should ultimately tell a story. Storytelling is the main way that audiences connect with you since it resonates with them on an emotional level.

So when you are examining your marketing strategy, do not overlook the power of video to capture your target audience’s attention. The video itself should also be strategic. Your production company should ask about the goals and ensure the video is crafted to satisfy your objectives.

Gardner Productions is a video production company dedicated to helping organizations tell their story in an engaging and emotive way. For over a decade, we have helped clients in the health care sector tell their stories and drive results.

Our expert team will be with you every step of the way, from conceptualization through to post-production. Contact us to learn how we can create a video that captures your audience’s imagination while improving your brand messaging.

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