As we transition into a new year, it’s important to look back to see how 2020’s adopted trends will play in 2021 — and it’s safe to say, streaming video is booming and will most likely continue to dominate in the months and perhaps years ahead. And as a healthcare marketer, how should video influence your branding and marketing mix?
According to YouTube Video Global Solutions, consider the following:
DOUBLE DOWN ON BRAND BUILDING. Too often, longer term brand-building investments are cut first during a crisis, when they’re critical to business growth. Online video is proving to be a powerful medium for brand building, capable of reaching a wide audience while also focusing on specific products and ROI-targeted conversions.
EMBRACE THE MOVEMENT TO DIGITAL. While more healthcare is being transacted digitally, seek opportunities to provide your audiences new products, services, amenities and communications — and promote these valuables with the performance power of video.
EVOLVE MEASUREMENTS TO DRIVE RESULTS. As Covid and economic conditions change, be sure to constantly evaluate your key performance indicators — and be ready and willing to pivot when something’s working…or something’s not.
James is a regular contributor to communications created by the Wisconsin Healthcare Public Relations & Marketing Society.