Healthcare Great Video Content & Having It All

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Tips For Healthcare Marketers: Great Video Content & Having It All

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Forget the traditional trade-off between quality and budget.

As healthcare marketers search for ways to provide valuable, yet cost efficient content for their audiences, accessible technology and channels such as YouTube and Vimeo provide important opportunities beyond static web content and traditional advertising.

Creating marketing content that audiences actually want can be a bit of a challenge. But if you take a deep breath, channel your inner Spielberg and approach it with an open mind, you can find yourself producing valuable, quality video in no time at all (at a fraction of the budget associated with traditional marketing vehicles).

Here are some points to keep in mind:

Armed with a powerful idea and important and timely topics, your smartphone’s camera can certainly be a lens to provide informative web-based content as readily as a professional TV production can. But be sure audio quality is clear if you have voiceovers or music.

PowerPoint (forget what the name usually implies), iMovie, Keynote and other forms of slide presentations can provide valuable content and work well for more constricted budgets. Well-written (easy-to-take in) and creatively designed presentations can go a long way.

Regardless of production value, remember there is no substitute for an important, timely and distinguishing (great) idea. Be creative, but be sure to communicate clearly and directly.

Upload your videos to YouTube using matching search keywords, title tag and video title for maximizing SEO effectiveness.

Videos over two minutes must really be engaging. It’s not easy to keep someone’s attention for much longer, so keep this in mind. It might make more sense to have multiple shorter videos than one long one.

Make sure your content is relevant to your target audience. This may seem obvious, but it’s easy to become enthralled with all the cool video FX and music and forget about your primary communication objective.

Now relent to your hidden desire to direct (you know you really want to), go be creative, make mistakes, learn from them and keep these words in mind:

“An essential element of any art is risk. If you don’t take a risk then how are you going to make something really beautiful, that hasn’t been seen before?” – Francis Ford Coppola

About The Author Tony’s experience spans two decades in NY – as Associate Creative Director at Grey Worldwide and Earle Palmer Brown and Senior Art Director at Young and Rubicam. Over the course of his career, he has helped shape and contribute to the growth of global, national and start-up brands through design, digital and web, print, TV/video, POS/exhibit graphics. His diversity is exemplified through his multidisciplinary and award-winning work for clients including Advil, AVON, Canon Cameras, Citigroup Private Bank, ConAgra Foods, Ericsson Mobile Phones, Management Health Solutions, National Geographic Channel, Novartis Animal Health, Pepsi, Sofitel/Novotel Hotels and Sony Consumer Electronics, among others. When he’s not working, at least in his “day” job, Tony is an avid photographer and a drummer.

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