Video is #1. A 2025 study found that video advertising has become the dominant form of promotion in healthcare, with 85% of healthcare marketers using video content to reach their target audience. It’s how patients, caregivers, and healthcare professionals like to receive information, whether promotional or educational.

In this first of two articles, we discuss the most powerful medium for your story: video.

Video is popular among patients, healthcare professionals, and marketers who target them

Short videos (under 30 seconds) are far and away the most popular format for content, surpassing photographs, illustrations, and other static images, and outpacing text-only content.

The preference for video extends to healthcare professionals as well. Videos can be effective in marketing to HCPs. Physicians and allied health professionals, like patients, are also consumers; they prefer to receive information in the most accessible format that saves their precious time.

In addition, many doctors are using video themselves to market their practices to the community, educate patients, make presentations to their peers, as well as for virtual visits with patients.

Video is effective at increasing patient and HCP awareness, engagement, and sales

More and more marketers are using video – in healthcare as well as across other industries – because it gets results:

•  Increased awareness of your brand in the crowded healthcare market sector

•  Increased engagement with your brand by patients, caregivers, and HCPs – through video views, likes, shares, and reposts

•  Increased web traffic – video on your website is good for SEO and can help improve your search engine rankings

•  Increased lead generation – for both B2B and DTC healthcare marketing

•  Increased sales – to consumers of medical products and services, providers, and payers

•  More effective building of your patient base, nurturing of your community of physician referrers, and recruitment and retention of employees

•  Stronger loyalty of patients and professionals who use and advocate for your brand

•  Increased interest from investors

Video can also deliver value in other ways. For example, videos can save time – or even reduce the need for costly headcount – for patient and healthcare professional education, training, and support.

Video is versatile with applications for all healthcare audiences

Video is a persuasive selling tool. But it is also a potentially an excellent teacher and motivator. Video can help make complex medical topics clearer – there’s no substitute for seeing a concept in action.

•  Video can teach and train, show what a medical product is, and how to use it

•  Video animations can help explain and illustrate procedures, disease states, and mode of actions for treatments

•  Videos can be used to encourage and support medication adherence by patients and caregivers

•  Videos can build trust with healthcare organizations through patient and provider testimonials

•  Videos can showcase new technology, new facilities, new personnel, promising pipelines, and more

•  Video can help you present research findings and clinical evidence

•  Video can help you recruit patients, recruit referring physicians, recruit staff… and retain them all

•  Video can educate professionals and reward them with CME credits

•  And video can humanize a healthcare brand and product by showing people creating it, selling it, using it, and/or talking about their experience with it

So create a range of videos with a variety of content to meet your goals – whether it is to sell, build awareness, or educate.

Maximizing the uses – and value – of your healthcare videos

Once you’ve created a healthcare video, it can potentially be used in a variety of contexts, including:

•  Your website

•  Social media posts

•  Email campaigns – just adding the word “video” in your email subject line can increase response rates; so does embedding video in your email content

•  Conference and health fair exhibits

•  Patient education

•  Healthcare professional continuing medical education  (CME)

•  Product user training programs

•  Sales training

•  Investor presentations

Stay tuned for part 2

In part 2 of this series, we will outline the steps you need to take to develop a successful video campaign to promote your healthcare brand.

Use video to tell your story to any healthcare audience

Tell your story in the most popular, most powerful, most preferred medium: video. To any audience: patients, caregivers, physicians, nurses, payers, and others.

The team members at Bryant Brown are specialists in healthcare marketing, with experience everywhere in healthcare: medical devices, health information technology, hospitals and health systems, pharmaceuticals and biotechnology, and patient and professional advocacy.