Friday Flyover: Healthcare marketing videos
POSTED : August 28, 2020
BY : Derek Phillips

Grab your popcorn—it’s time to review healthcare marketing videos on this month’s Friday Flyover.

My colleague Dave Wieneke and I took a look at how four provider systems are using healthcare marketing videos to communicate to patients:

  • Catholic Health Initiatives displays video profiles of their providers, giving prospective patients a view into its doctors. This strategy allows patients to get a tangible sense of how providers will sit with you as a patient and help them to understand your journey, which is a big part of the provider-patient experience.
  • Cedars-Sinai uses video to advertise their services to traveling patients. On the center’s page are language-localized videos that introduce Cedars-Sinai’s services to multicultural visitors. This globally-connected content strategy shows that organizations go beyond just checking the box of translated material, and are more interested in making a real connection in the language that their audiences prefer.
  • Kaiser Permanente uses video for mental health engagement. Kaiser provides wellness and education-oriented material related to mental health conditions, which are topics that are often fraught with emotion, yet also touch a lot of our lives. Kaiser takes cues from B2C marketing strategy to address a complex topic more simply through the videos they share on their mental health page.
  • Sutter Health uses virtual reality video of their facilities to help orient and acclimate patients before they set foot on their campus. Their self-directed 360-degree panorama videos, which include areas such as the maternity ward and rehabilitation facilities, help to alleviate a major pain point patients experience when visiting a new hospital facility.

Watch the video below for more of our insights and to see the highlighted healthcare marketing video strategies in action.

To learn more digital trends in healthcare that are shaping the provider-patient experience, download our award-winning Hospital Digital Experience Index research report.


About the presenters

Derek PhillipsAs Director of Content Strategy, Derek is focused on building PK’s content strategy practice and has deep experience working with regulated industries, including utilities. He works alongside other discipline leads to develop processes, templates, and best practices that enable strategic approaches to content for PK’s clients. His recent projects include Portland General Electric, NW Natural, BMC Software, Spectrum Health, Priority Health, Banner Bank, Everence Financial Services, Zimmer Biomet and Citrix.

A picture of Dave WienekeDave Wieneke leads PK’s focus on serving the digital experiences of healthcare organizations, establishing a baseline method of measurement as outlined in PK’s Hospital Digital Experience Index. He’s partnered with executive teams at Harvard University, KinderCare Education, OHSU, and Everence Financial to advance their digital business capabilities. Prior to agency life, Dave directed digital teams for Thomson Reuters, the Christian Science Monitor, Sokolove Law and the states of New Jersey and Massachusetts. Dave is a graduate of the Rhode Island School of Design and teaches about customer-centered management at the Rutgers Business School.

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