Video content is a great way to create engagement, but there’s no denying it can be costly and time-consuming. That’s why it’s important you know that the content you’re creating is going to bring you a great return.
But how can you ensure your video content is going to achieve this?
In this blog, we’ll discuss how to achieve optimal return on investment (ROI), to ensure you’re not investing time and money on video content that just simply isn’t serving you.
The problem is, there are so many corporate videos out there, so how do you make yours stand out from the crowd? After all, your video is representational of your NHS or healthcare organisation – so you want to impress and be noticed, right?
The truth is, achieving a positive ROI, can sometimes come at a cost.
These potential costs could be;
- Outsourcing video production and equipment
- Time out for your clinical staff
- Additional resources such as clothing, locations, and sometime even actors
- Marketing and Promotion
Creating an engaging video doesn’t have to cost the earth
That said, creating an engaging video doesn’t have to break the bank. When it comes to creating bespoke video content for your NHS or healthcare environment, hiring a professional team of filmmakers who understand the challenges that come with producing films in sensitive settings, can not only increase your ROI but also help you save money in the long run.
For example, if you’re constantly filming new footage, this is always going to come at an added cost. However, here at HealthCare Films By Wildwood we always work with your team to help you maximise your investment, by identifying opportunities to repurpose old footage and keep costs to a minimum.
How Do I Calculate ROI On Video?
Calculating your ROI on video is not always as straightforward as we would like, because the outcomes you are looking for may not always be directly linked in an obvious measurable, like income for example.
When you have softer goals for your video, such as raising awareness, or training quality, you need to be more creative with how you will measure ‘success’. This is something we work on with our clients to map out during the planning stage, so we can ensure there are clear calls to action in the footage that pulls back to your strategy. That way you can be clear how you measure your return on your video investment.
Alternative ways to measure video ROI
User feedback – this is great for training videos, ask your learners in your closing questionnaire whether the video material was clear and easy to understand.
Views – ideal for video that aims to raise awareness. With compelling content and the right call to action it is not unreasonable to expect your content to be shared – provided you make it clear to your audience that is how they can support you.
Contact rate – can be a good way of measuring how impactful your recruitment video campaigns have been. How many enquiries did you receive? What was the calibre of the candidate? Did they understand the information in the video?
However, a positive return could also be;
- An increase in leads/traffic to your website
- Increased social media following/brand awareness
- More subscribers to your mailing list
- Fewer people jamming your helplines
How do I Achieve Optimal ROI?
Here are our 6 key concepts to address if you wish to achieve maximum ROI on your NHS or healthcare video.
From video production to promotion, make sure you have a set plan in place. Work alongside a professional video production company that specialises in the type of film you’re looking to make. And when it comes to promotion, know where your audience is most active, so you can prioritise those channels when publishing your video online.
- Know Your Objective
If the aim of your video is to attract sales, or attract job applications, for example, make sure this is a clear intention throughout – outlining your video objective will influence the content you create, as well as help you to interpret its success.
- Target Audience
If your video is not resonating with your audience because it’s not relevant/lacks helpful information, you will never achieve optimal ROI. So while planning, carefully consider who will be viewing your video and what they’d want to gain from it.
- Repurpose Old Content
Think about where you can recycle past content – can you use the same footage but just change the overlay text. for example? This is just one simple way to repurpose old content for repeat use. But just be careful to not reuse footage too often, as this can become too repetitive and disengage the viewer.
- Call To Action
Make it as obvious to your audience, how best to get in touch with you. If your call to action isn’t clear they may be inclined to look elsewhere.
- Measure your results.
ROI comes in many forms – you can measure this from your KPIs which takes aspects such as reach, views, audience, engagement and conversation rates all into account too!
At Healthcare Films By Wildwood, we are repeatedly trusted by NHS and private medical organisations to create engaging video content which always drives a positive return on investment.
We pride ourselves on producing professional content at a minimal cost – and always with the client’s reputation always at the forefront of our minds.
If you’ve got a video project for your healthcare setting that you’d like to discuss then book a FREE 30min call – we’d love to hear from you.