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Trends in Online Video in 2014 and What They Mean for Healthcare

While the following statistics and trends regarding videos online should be read with interest by any business, the numbers also provide you with insights as to how these trends impact the healthcare industry and healthcare marketing.

Trends and Statistics

  • By 2014, 90% of all web traffic will be video based (Cisco).
  • 188.5 Million Americans watched 46.7 billion online content videos in August 2013 (ComScore)
  • Online Video users are expected to double to 1.5 billion in 2016 (Cisco)
  • More then 1 billion unique visitors visit YouTube each month, spending more then 4 billion hours watching videos (YouTube)
  • The equivalent of 100 hours of video is uploaded to YouTube each minute. (Kleiner Perkins Caufield & Byers)

What it means for Healthcare

With such a huge volume of video consumption, consumer/patient behavior and expectation is changing. Consumers will increasingly expect content in the form of video. For healthcare, this means that patients will increasingly expect the following from healthcare provider’s websites:

  • Procedure: Videos that describe procedures
  • Patient testimonials: Patient testimonials are some of the most consumed pages on a provider website. In the future, patients want to see patient testimonials in form of videos.
  • Doctor bio videos: Although still image headshots are most common, we have seen a steady increase in bio videos accompanying doctor bio pages. Being able to provide a personal perspective or note in form of a video will help to bring across important differentiators and brand attributes.
  • Practice videos: Practices with premier facilities, will utilize videos to provide patients with facility related videos.
  • Education videos: Along with procedure videos, healthcare providers will create education videos, both for patients, as well as for other doctors.

Trends and Statistics

  • 52% of consumers say that watching a video makes them more confident in online purchases (Inovodo)
  • 55% of marketers who use video in their email campaigns, reported increased click-through rates (eMarketer)
  • Videos on landing pages increased conversion by 86% (WebDAM)
  • 76% of marketers plan to add video to their sites making it a higher priority then facebook, Twitter, and blog integration (Social Media Examiner)

What it Means for Healthcare

Healthcare providers will increase the quantity and variety of videos that they will produce with the sole purpose of increasing the conversion of prospecting patients to converted patients. Education videos and procedure videos will play an especially important role.
In addition, increasingly Search Engine Optimization and Search Engine Marketing will utilize videos on dedicated landing and conversion pages.

Trends and Statistics

  • Mobile devices account for 10 percent of global online video plays. (Ooyala)

What it Means for Healthcare

We have already seen a huge increase in mobile usage. Across all our healthcare clients’ websites, in January 2014, we had 38% of all website traffic coming from mobile devices. With the drastic growth of video overall, companies will start thinking specifically about how to best serve video content to mobile users.

We will see video libraries from doctors for doctors that are specifically designed to provide educational videos to their peers and referral base.

Trends and Statistics

  • Twenty-five percent of viewing time of streaming video on tablets is spent with content more than 60 minutes long. (Ooyala)

What it means for Healthcare

The trend is pointing upward. People are increasingly willing to watch longer videos online. This means that we will see increasingly longer production videos, as patients are willing to watch them. This opens the door for an increase in education videos.

Trends and Statistics

  • Thirteen percent of online video ads run less than 15 seconds; 36 percent of online video ads run longer than 30 seconds; 79 percent of in-stream online video ads are watched to their midpoints; 72 percent of in-stream online video ads are watched to their completion. (In-stream video, also known as pre-roll, allows advertisers to place video ads in video content that is streamed online) (Google)
  • Consumers are 27 times more likely to click through online video ads than standard banners. (Sizmek)
  • U.S. digital video ad spending will nearly double in only four years, climbing from $4.14 billion this year to $8.04 billion in 2016. (eMarketer)
  • In terms of what kind of ads are selling best in display: In the U.S., rich media and video ads are by far the most popular formats for ad buyers. Static images, which were worth more than video two years ago, are now declining fast, at a rate of nearly 45 percent. But another low-tech format is doing much better: Text-based display ads are actually growing at a faster pace than rich media ads (both more than 16 percent). Video spend will overtake that of text ads by 2014. (Forrester)

What it means for Healthcare

Video advertisement is overall only in its infancy and in healthcare almost not existent. With the increasing volume of video consumption and the fact that YouTube is the second biggest Search Engine in the world, video ads will not only be necessary for Healthcare providers to ad to their marketing channels, but it is also a huge opportunity to differentiate in a meaningful way from your competition.

The Bottom Line

What is happening with video online is not just another trend that you read about, think that it is interesting and move on with your day-to-day live in healthcare marketing. What is happening with video and the overall trend is fundamentally disrupting how we think, how businesses will interact, how we consume content, how we market and we live our lives. Start thinking about how you want to incorporate it into your business and marketing strategy.

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