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In 2021, industries across the board are increasingly investing in video as part of their marketing strategy. The healthcare industry is no different, as you’ve likely noticed an increase in video marketing content from major healthcare providers.

Video is an excellent way to creatively reach your community, demonstrate your values, showcase your services, highlight medical staff, and help patients feel at ease about visiting your office.

Before you start incorporating video into your healthcare marketing strategy, be sure you have a plan to produce engaging content that tells your story well.

The Process of Producing Healthcare Marketing Videos

It can be overwhelming to consider the work it takes to create a high-quality video for your healthcare organization. But just like anything else, you can simplify the process by taking it one step at a time.

There are three main phases of the video production process:

1. Pre-production

It’s easy to speed through this phase, but trust us, you want to take your time here. This is the part of the process where you’ll brainstorm ideas, outline your story, write a script, and put your thoughts on paper. For example, if you’d like to create a patient testimonial video, there are several ways to approach the topic depending on your brand voice, budget, and time constraints.

Some items to consider in this phase include:

  • Budget
  • Video topic
  • Actors or team members involved
  • Camera equipment
  • Lighting

2. Production

This is where the action happens! All your work in the pre-production phase will help the video production run smoothly. Whether you’re shooting the footage on your smartphone or hiring a professional videographer, you’ll need to make sure you capture the shots you need. The last thing you want to do is schedule re-shoots, so gather as much as possible during the production process.

3. Post-production

After you capture your footage, it’s time to edit! During the post-production process, you can splice together your clips to fit the vision you created during the pre-production process. You can add captions (which are recommended for social media videos), background music, and more to create a video that represents your healthcare organization. Depending on your budget, you can do this editing yourself or hire an outside videography specialist to handle it.

Where Can You Use Your Marketing Video?

After you’ve completed the production process, it’s time to share it and reach your target audience! Healthcare marketing videos can be featured in:

  • Digital advertisements
  • Fundraising efforts
  • Social media
  • Television commercials
  • Tradeshows

Ideas For Healthcare Marketing Videos

Healthcare Practice Overviews

This is an open-ended video idea to showcase what makes your healthcare practice unique. Discuss your community involvement, company values, services, and more! Because the “overview” topic is wide-ranging, you’ll have plenty of opportunities to flex your creative muscles.

Patient Testimonials

For healthcare practices, patient testimonials are a potent marketing tool. It’s common for new patients to choose a healthcare practice because of a referral. Patient testimonial videos create an opportunity to humanize your healthcare organization and demonstrate your value to the community. Plus, these videos often get high engagement on social media.

Meet the Medical Team

You can establish a relationship with a potential patient by creating friendly videos to introduce the medical staff. Ask your doctors or nurse practitioners to participate in short biographical videos that discuss their role at the practice and what they enjoy doing outside of work. This video can help significantly in personalizing your healthcare organization’s brand.

How M&R Marketing Can Help

Our team of video marketing experts can help your healthcare organization thrive throughout 2021. When you partner with M&R Marketing, we will help you evaluate all aspects of your healthcare practice so you can strengthen your brand reputation with professional video content.

Let’s get started! Send us an email at for a free consultation.