The Data Will See You Now
Physicians Prefer Video Content
Video is the preferred media for physician education. 88% of physicians surveyed said that they valued video-based learning over text based digital content. The majority of physicians polled ranked video-based learning as the most valuable content for improving their practice. Video is mainstream with 80% of physicians watching educational videos more than once a month. You might think that physicians deserve a well-earned break and prefer to travel, but it is just the opposite: 2 out of 3 physicians prefer online video education over travel. Physicians desire access to content day or night, as 78% of physicians say that they need 24/7 access to personalized video content for educational purposes. One of the most common questions from healthcare marketers is, “What type of content is most effective for engaging physicians? The answer is “CME and Surgical/Clinical Content”. Eight out of 10 physicians value video content containing CME and clinical demonstrations the most.
Online Video Influences the Way Physicians Run Their Practice
Physicians prefer using video for clinical education, which influences their healthcare practices and surgical techniques. This improves the standard of care for patients and allows physicians to share their own educational content with their peers. When asked to share their voice, 93% of physicians said that video influences the way that they run their practice and 77% of physicians polled stated that video impacts their surgical techniques. Physicians also identified Academic Medical Centers/Hospitals as their #1 most trusted physician video content source. From CME to surgical demonstrations to Grand Rounds, physicians are using video now more than ever to improve the quality of their patient care.
Video Drives Higher Engagement Rates
Video has a direct impact on your marketing strategy by increasing physician engagement. According to Forrester Research, simply adding a video to a landing page can increase conversion by 80%. Video heavily impacts conversions such as CME completions, newsletter subscriptions, site registrations, and most importantly, referrals. Adding video to your brand's website platform increases the chance of a front-page Google result by over 50 times. Featuring video in content marketing campaigns has been proven to double or even triple click-through rates, and adding videos to social media makes audiences over 10 times more likely to share the content. Multi-channel marketing data shows an increased number of conversions such as referrals in campaigns featuring video over other forms of content.
Video Generates Referrals
Developing engaging video content marketing strategies and campaigns directly influence physician referrals. Over 60% of providers agree that online learning applications directly inform their patient referral decisions. Leading hospitals feature a wide range of video content in their physician engagement campaigns including: CME courses, surgical demonstrations, live webcasts, symposia, cadaver labs, and Grand Rounds. Video media is proven to increase physician engagement, which results in increased referrals.
Video content marketing is a crucial component to your overall marketing strategy. Healthcare marketers can follow these three simple steps:
- #1 Create engaging physician-driven video content
- #2 Develop an online video destination dedicated to physicians
- #3 Engage your physician audience through multi-channel video content marketing campaigns
About the BroadcastMed Physician Survey Initiative:
In the evolving modern landscape of physician and provider education, we seek to more deeply understand healthcare provider behavior on the internet. We asked our BroadcastMed Network members about topics revolving around the shift in digital education, including questions about provider usage of video on the internet. The goal of the Physician Survey Initiative is to improve the global dialogue on healthcare.