In the B2B healthcare space, trust and expertise are key decision drivers. Tapping into these fundamentals requires high-quality, engaging content.
Video checks all of the boxes, provided you choose the right format and delivery method. It humanizes your brand and makes content accessible to a wider audience of busy and discerning healthcare leaders.
One of video’s biggest strengths is the sheer number of channels and content styles available. However, too many options can make it difficult to identify where to start. It’s worthwhile to explore some ideas for creating effective video content.
Why Video Content Matters for B2B Healthcare
Video content cuts through the noise of text-heavy white papers and emails. With professional-quality video, you can deliver your message in a format that’s engaging and memorable.
The B2B healthcare cycle is long, and buyers are inherently skeptical. Videos showcase your expertise while addressing pain points like compliance or interoperability.
Video content is also incredibly versatile. You can share it on your website, LinkedIn, and other platforms. You can also break longer content, such as webinars, into short-form snippets for social media.
7 Video Content Ideas for Your Business
Here are seven types of content you can incorporate into your marketing mix.
1. Webinars
Host live or on-demand webinars to educate your audience on important industry trends or compliance issues. Invite subject matter experts to discuss solutions and position your firm as a thought leader.
Record these sessions for evergreen content so that you can build out your library and offer value to customers in every stage of their journeys.
2. Webinar Clips for Social Media
Repurpose webinar highlights into short clips for LinkedIn and other social media channels. According to 83% of video marketing professionals, short-form videos that are less than one minute are best. These bite-size clips drive engagement and direct viewers to your full webinars or service pages.
With a little creativity, you can turn a single webinar into several weeks’ worth of social media clips. Just make sure to mix up your content so your followers don’t get overloaded with a single niche topic.
3. Professional Interview-Style Content
Produce polished interviews with company leaders or clients. Discuss topics like patent engagement strategies or medical device innovations. Split these interviews into short social media clips that look professional.
Hearing directly from your company’s leadership can help C-suite decision-makers realize the value you deliver.
4. Podcast or Speaking Engagement Clips
Podcasts and speaking engagement clips can also be transformed into social media-worthy content. These clips can spark meaningful conversations on their own or encourage followers to explore your longer-form content.
Generating intrigue is critical when dealing with the long sales cycles the B2B healthcare industry is known for.
5. Recorded Explainer Videos From Your Tech Team
Ask your tech team to create explainer videos that show off your product’s features and capabilities. Keep these videos concise and feature-specific so that users can explore the offerings most relevant to their needs.
You may also want to adopt video tutorial software. This technology will help you support clients before, during, and after the purchasing process. Providing full-cycle support is what builds loyalty.
6. Client Testimonials
Capture authentic client testimonials. Keep these videos short, focusing on specific benefits. Whenever possible, include quantifiable metrics so that your audience realizes the full value you provide your clients.
7. Behind-the-Scenes Team Clips
Unfortunately, B2B healthcare can become a bit impersonal. Counteract this trend by creating BTS clips that feature your team at work. These videos can humanize your brand and resonate with buyers who value true partnerships.
Post team clips on social media and on your website to give your audience a glimpse of the talented individuals behind your brand.
Making Video Work for Your B2B Healthcare Strategy
Creating impactful video content doesn’t require a Hollywood budget. Start small with one or two formats. Track your results and build on your wins. Make sure all of your content aligns with healthcare regulations and reflects your brand’s voice.
As you build momentum, strategically add other content types. By leveraging these video ideas, you can educate, engage, and convert your B2B audience more effectively.
