As a healthcare marketer, you have undoubtedly been asked whether you would recommend running video as part of your campaign. You carefully evaluated whether the awareness a video generates would help to achieve the campaign’s goals and if it’s worth the investment. For years, digital video has proven to be a vital component of any robust healthcare marketing plan. YouTube reports that traffic to hospital sites has increased 119 percent year over year – a relevant statistic as web traffic translates to new patient leads more often than other entry points. The problem faced by digital marketers is ensuring we are making a positive impact once these 15 and 30 second long clips have been placed.
Since YouTube introduced pre-roll ads in November 2008, there has been an explosion of promoted video content on the web across all verticals and platforms. Every publication, app or network seems to have a video offering, and brands are commissioning expensive, labor-intensive video productions to keep up with the trend. While brands can maintain a firm grasp on the content they are producing together with their creative agencies, there is seemingly less control over where that carefully crafted message ends up. The objective of buying video placements has shifted from aligning with publications to aligning with the brand’s ideal audience through programmatic buying of ad space. More