You would not be alone in not having implemented a visual marketing strategy.
It is a relatively new idea, however, your practice will benefit from visual representation. The is born out of the habits of Internet users, information online comes in visual form- imagery, charts, videos, info graphics and so on. Any well known news website now has a video and image section for users to process information visually. This trend will only gather pace, as 4G networks and faster broadband speeds become available, the use of video in particular will grow.
This being said, patients will come to expect a visually informative online website, it is a case of a mass cultural trend toward visual information. Healthcare services, and medical practices will embrace this trend within their marketing efforts; it is just a matter of time.
Patients will research medical practices online before deciding to make an appointment. They will do this on their smartphones, tablets, desktops, and perhaps not in the too distant future; their internet enabled televisions. Imagery and video can represent your practice across all these platforms.
This rise in expectation can be traced to social media, and the ever improving technology of the digital landscape. People can share videos and images at the touch of a button; it is only natural that they will come to expect the same functionality from businesses’ websites.
Of course, the written word should not be forgotten in the midst of all this talk of visual content, however there are certain benefits to visual communication:
- Cultural barriers are often negated by video imagery
- Pictures and images can represent emotion, information and ideas.
- The universal language of non-verbal imagery, video, chart, or info graphics.
- A complex concept is more quickly explained via imagery than with words.
- Thinking visually. Which channels are you going to use and how are you going to incorporate pictures/videos/images?
- Target audience. Think about what media, platform or social networking site your target audience is using, and try to identify what visual content appeals to them. What visual content is likely to be shared by them, and is it relevant or useful to them?
- Involvement and engagement. What imagery will the viewers find engaging? Will the imagery inspire a reaction or interaction?
- Quality is better than quantity. Identify imagery that is appropriate and meaningful to your audience.
The Internet, advances in technology, and social media in particular, have changed the expectations of audiences. Now, they are visually aware, content is shared; found, quite simply- visual content is what they expect.
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