Stats Are Where It's At

The Power of  Video for Healthcare Web & Social Media 

Randall Gerber, CEO, The Gerber Group

In one of my earliest articles, I made the case for the power of video to educate, inform and persuade people interested in health issues.  (See Times Change – The Power of Video Doesn’t).  

In this piece I’d like to employ third parties to reinforce my thesis with these findings.

ASSERTION #1:

People watch video on the web and social media.

EVIDENCE:

  • 78% of adult Internet users in 2013 watch or download online videos. (Pew Internet Research)
  • 57% of online adults watch videos on social media.  (Pew Internet Research)
  • 41% of smartphone owners watch video. (Pew Internet Research)

ASSERTION #2

People engage with video – especially if it’s relevant to their lives.

EVIDENCE:

  • 37% of consumers are more likely to engage with social content when there’s a promise of video. (ClickZ)
  • People spend 2.5 more times watching short videos that are personally relevant. (SundaySky)

The story told by the statistics is simple. To paraphrase actor Peter Sellers in the movie  “Being There“: People like to watch video. 

It’s immediate. It’s intimate. And these days, it’s at our fingertips – literally.

Technologically, today’s smartphone, tablet and laptop are all “video-ready” – more processing power running on faster networks.

Retailers are using it to show off and sell their products. And while hospitals and healthcare are not retailers, it’s important to note “visitors who view product videos are 85% more likely to buy than visitors who do not.”  (Internet Retailer)

It’s healthy to allow potential patients for orthopedic, heart or women’s services see and hear your doctors.  Let them see your heart center and the technology.  They WILL be looking on the Internet, according to these statistics:

  • 72% of Internet users in the past year have looked online for health information.
  • 77% of those online users employed a search engine to find information on healthcare (i.e., Google, Bing, Yahoo).
  • Most common search topics by online health seekers:
    • Specific diseases and conditions
    • Treatments or Procedures
    • Doctors and other health professionals.

I hope this little article answers some questions you – or your Senior Management – might have about video.

I’m sure you and they may have other questions.  “What does video for the Web or Social Media cost?” “How long should it be?”  “Where can we use it?”

As they say in the “soap operas”, all these questions and more will be answered in future posts.