Healthcare Practices Can Utilize Video Advertising

In the evolving world of advertising and marketing, video advertising has emerged as a very powerful tool for local healthcare clients to reach and engage their target audience. With the growing popularity of Over-the-Top (OTT) and Connected TV (CTV) platforms, healthcare practices have a unique opportunity to leverage these channels to connect with potential patients effectively. Here are some of the benefits of utilizing OTT and CTV for local hospitals and healthcare practices.

What is OTT and CTV:
OTT refers to video content delivered over the internet without requiring a traditional cable or satellite subscription. It includes streaming services like Netflix, Hulu, Paramount+, Peacock and more. On the other hand, CTV refers to the television sets that are connected to the internet, allowing users to access OTT content on their big screens. Together, OTT and CTV provide an expansive platform for delivering targeted video advertisements to a highly engaged audience.

For more information on OTT/CTV and other video advertising tactics:
https://www.viamarkvideo.com/services/video-advertising/

Reaching a Niche, Local Audience:
One of the significant advantages of OTT and CTV advertising for local healthcare clients is the ability to target a specific local audience effectively. With precise geographic targeting, healthcare practices can ensure that their video ads are displayed to the right audience within their service area, increasing the likelihood of attracting potential patients.

Engaging Viewers with High-Quality Content: OTT and CTV viewers tend to be more engaged compared to traditional TV audiences. They actively choose the content they want to watch, leading to a more receptive and attentive audience for video advertisements. By creating compelling and relevant video content, local healthcare clients can capture the attention of viewers and leave a lasting impression. And the majority of people watching our clients’ ads, watch to the end.

Measurable Results and ROI:
OTT and CTV advertising provide detailed analytics and insights into ad performance. Healthcare practices can track the number of views, completion rates, click-through rates, and more. This data enables clients to assess the effectiveness of their video campaigns and make data-driven decisions for better ROI. Our healthcare clients typically see completion rates in the 90% range. Meaning 90% of viewers watched the entire 30-second ad.

Building Trust and Credibility:
Video advertising allows local healthcare clients to showcase their expertise, state-of-the-art facilities, and compassionate care, fostering trust and credibility among potential patients. When viewers see real patients’ testimonials or informative videos from healthcare professionals, they are more likely to choose those practices for their healthcare needs.

Adapting to Changing Consumer Behavior:
As consumer behavior continues to shift towards digital platforms, especially among younger demographics, OTT and CTV offer a way for local healthcare practices to stay relevant and connect with their target audience where they spend a significant portion of their time. Approximately 50% of households have “cut the cord”, so they are watching TV shows through streaming services like Hulu, Paramount+, etc instead of traditional Cable TV.

In conclusion, video advertising through OTT and CTV presents a powerful and effective means for local healthcare clients to promote their services, connect with potential patients, and grow their practices. By embracing these platforms, healthcare practices can deliver compelling video content to a highly engaged local audience, establish themselves as trusted authorities in the industry, and achieve remarkable results in their marketing efforts.