According to the Social Science Research Network, 65 percent of us are visual learners, meaning we process information based on what we see. Researchers also found that women (one of healthcare’s top target audiences) tend to be more visually oriented than men.
Which brings me to healthcare marketing and live broadcasting. As visual creatures we are attracted to pictures and if those pictures are moving that’s even better. Now imagine if those moving pictures gave us the opportunity to interact with our doctor, a healthcare expert, a nurse or a wellness expert while we watched. Wow. Think of the connections that could be made.
A variety of apps allow live video broadcasting—including Twitter, YouTube and Facebook. According to an article about live broadcasting in Forbes, 75 percent of the world’s mobile data traffic will be video by 2020. The latest figures from Facebook show that people are more engaged with live video, commenting on it ten times more than on regular videos. Facebook also tells us that people spend three times longer watching live video compared to a video that’s pre-recorded.
Right now the price of including live broadcasting in your social media strategy is right—it’s free.
A few advantages to live broadcasting
- Going live allows you to build loyal followers who can become your advocates and spread the word about you quickly.
- It taps into our collective FOMO—fear of missing out. When we see something live we feel like we know something others don’t yet, and we’re apt to share what we’ve learned.
- Live videos can be edited later and used across other channels like YouTube, your website or made into short clips that can be sent via email.
- Go live with an event or community activity. Does your facility sponsor a sporting event, a walk, a blood donation drive or flu shot clinic? Interview people participating in the event and invite people to come join you.
- Meet key staff members, doctors or medical staff. During the many healthcare awareness weeks throughout the year, why not highlight an expert in the field talking about prevention or the importance of screening. Invite online viewers to ask questions.
- Promote a special event. Does your facility’s foundation have an annual event? Tease it by going live with preparations, interviews with speakers or special guests, menu items or special auction items.
- Provide a tour of your facility, department or office.
- Share healthy living and wellness tips, including recipe demonstrations. It might be fun to show physicians doing their favorite healthy activity.
Musts to consider
- HIPAA applies to live videos, so be sure to get signed waivers for each person in your video (even if that person is just partially shown in your video).
- Have a plan. Know what you are going live with and who is involved. Don’t go live with any situation that you feel could get out of control quickly.
Live broadcasting is opening a whole new world of interactivity. It’s providing transparency, which is a big issue to healthcare consumers. It is also creating community—a huge plus for healthcare facilities. Start small, give it a try.