Part 3: Addressing Healthcare Challenges through Video Content Marketing
With a rapidly evolving landscape – and uncertainty about the future of healthcare – video offers an easily digestible way to respond to industry and health challenges facing consumers. Though they may be sensitive in nature, these topics are top priorities for members and prospects. Whether it’s addressing headline-grabbing health crises or matters related to cost, video can be an effective way to discuss challenging topics in a clear and concise fashion, while communicating key brand messaging.
Here are a few ways in which health insurers around the country are using video as an effective and shareable way to discuss even the trickiest topics.
Confront cost issues
Cost – and perception of cost – is one of the biggest issues facing the healthcare industry. So, how do insurers approach this important, but sometimes tricky subject? Blue Cross Blue Shield of North Carolina launched the Let’s Talk Cost campaign. Through a series of videos, BCBSNC highlights how the insurer is tackling rising healthcare costs and how members can manage costs with affordable urgent care alternatives, transparency tools and more.
https://www.youtube.com/watch?v=iPxSforouhw
https://www.youtube.com/watch?v=_XoVox-61RQ
Address current health crises
Aetna President Karen S. Lynch uses video to discuss the country’s opioid epidemic. She details the steps Aetna takes to help members “avoid and overcome addiction” and educate providers about the risks of over-prescription. In doing so, she is able to highlight Aetna’s behavioral health business – and how Aetna makes substance abuse care a top priority.
https://youtu.be/MLZ1J7yWAag
Similarly, Kaiser Permanente addresses the mental health crisis with a video on the importance of quality mental healthcare. It introduces members to Kaiser Permanente’s community of healthcare professionals, aimed at offering the “highest quality of behavior health services in the nation.”
Educate about “hot topic” health issues
In 2016, the Zika virus emerged in headlines across the country as the Centers for Disease Control and Prevention and the World Health Organization issued serious warnings amidst concerns of a link between the virus and birth defects. Because the virus was unknown to most people until it made headlines, the need for information, particularly for pregnant women and travelers, was great. Humana responded by providing the latest facts and resources, including this video message from their VP & Chief Medical Officer:
https://www.youtube.com/watch?v=5Fbu2rrS89k
Prioritize access to care
Despite improvements, universal access to quality healthcare services continues to be a concern. Telemedicine represents an approach to providing healthcare to the underserved, while eliminating some barriers and costs for consumers. Blue Cross Blue Shield of Massachusetts uses video to introduce its telehealth services, explain how they work and encourage use of the services.
Ask yourself this, healthcare marketers: as the industry evolves, are you ready to use video to answer consumers’ most challenging questions and tackle the industry’s biggest crises? Check in next month to see how health insurers are using video content marketing to tout health and wellness.
