When it comes to the current king of content, look no further than video. With a whopping billion videos being viewed every single day, and 45% of people watching more than an hour’s worth of video content every day, it’s clear that video is the superstar of online marketing. Healthcare professionals can capitalise on this by creating short videos providing insight into their practice life or may choose to answer the most frequently asked questions in their specialty field – again, the possibilities are almost endless. Additionally, the production of a video may be much less time-intensive than the creation of a high-quality blog article with a few thousand words. It is also worth taking note of the meteoric rise of TikTok, the fastest growing social media network and considering whether this platform may also be suitable for your content.
It’s clear that people are happy to consume videos as a source of information. But what about video as a form of real-time communication? During the height of the COVID-19 pandemic, it was natural that many healthcare providers turned to video consultations – with it being the only way for some health professionals to communicate with their patients during lockdowns. With most countries, including Switzerland, easing restrictions, it feels like we are back to “business at usual” – but it’s worth taking a moment to observe the behavioural changes that have happened as a result of the last two years. According to McKinsey & Company, telehealth (video consultation) usage has experienced a 38-fold increase vs. before the pandemic. This peak has sustained into the beginning of 2022, with a clear interest from patients towards being able to communicate with their healthcare professionals via video call – whether it be due to a now heightened awareness of public health, comfort or simply a personal choice. Offering your patients this modern and easy to implement service allows you to cover their needs to a fuller extent.