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Key Trends in Online Video Marketing in 2014 for Doctors

December 30th, 2013 | Online Marketing and Management
Key Trends in Online Video Marketing in 2014 for Doctors

Online videos have emerged as a powerful way to reach out to target audiences for doctors. However, many medical practices are still not very clear about what kind of video content would people like to watch from a doctor, when they may choose to watch it, what are their preferred modes of watching, and how they will respond to such content. Here are some key trends in online video medical marketing that can provide better answers to doctors regarding how to go about this strategy in 2014.

Exponential Increase in Online Video Watching

A recent Adobe study collected and analyzed extensive online data, which revealed that online video consumption has been growing exponentially over the last two years, and this pace of growth is likely to continue in 2014. To place the facts in context, the study found that in the fourth quarter of 2012, 15 billion video streams were watched, which is 11 times higher than the combined movie ticket sales in the United States in the whole of 2012. The year-on-year growth in digital video consumption has been more than 30 percent in 2012.

Mobile Video Consumption is Rising

Video viewing over mobile devices is on the rise. It grew three times between 2011 and 2012, and the pace of growth is expected to continue unabated in 2014. Doctors should aim at creating compelling and personalized mobile video experiences for their potential patients to achieve results. Video consumption over tablet devices is edging out the consumption over smartphones. Tablet device users are more active on the Internet with regard to video watching and consume more online media content compared to smartphone users.

Greater Video Engagement on Social Media

Socially-referred online videos have a better chance to be watched fully because the engagement levels of social media users are higher. In terms of social video referrals, Facebook and Twitter lead the pack. As per the Adobe Digital study, video social engagement grew from 42 percent to 70 percent during 2012. Viral reach of online videos also outperforms other types of social content. Doctors can unlock the value of social media by disseminating useful video content through their social networks and attract more digital viewers.

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