Video Marketing for Patient Engagement in Personal Care
- Tell Human Stories: Use authentic, story-driven videos to show the compassion and values behind your care services.
- Keep It Short & Educational: Create focused, bite-sized videos that answer common questions and provide practical advice.
- Showcase Your Team: Highlight caregivers and staff to build trust, familiarity, and stronger connections with patients and families.
According to one recent study, there are now more than 244 million online video viewers in the United States alone. Online video content of all types currently has a global audience reach of about 92.3%. The truth is that the vast majority of all online content is video content these days – and that is one trend that shows absolutely no signs of slowing anytime soon.
But what does that mean for small business owners? If you’re running a personal care services business that operates out of Cleveland, what does it matter to you that there are hundreds of millions of people in the country tuning into video content on a regular basis? Establishing a following in New Orleans won’t matter because those people aren’t likely to become your paying customers in the near future.
Of course, that’s not the point.
Video isn’t just a form of entertainment any longer. It’s a communications tool, and one of the most effective that has ever been created. Those hundreds of millions of people in the country aren’t just watching their favorite shows and movies. They’re learning. They’re expanding their understanding of the world around them. They’re solving their problems and answering their important questions.
When people go looking for a business like yours, they want to know the types of services you offer and how they’re different from others in the area. They want to know more about not just what you do, but how you do it. If a picture is worth a thousand words, a video is worth a million – it’s a far more effective way to communicate the information that will resonate with those that matter.
Not only that, but you can continue to keep those personal care services customers engaged over the long term. Help them get the most from your services, or understand changes that may impact them in real-time. Never underestimate what a big difference this can all make.
All this is to say that, if you haven’t already started to think about harnessing video marketing for patient engagement as a personal care services provider, now would be an excellent time to start. It’s not even that difficult to get to this point – you just have to keep a few basic things in mind along the way.
Effective Video Marketing Begins with a Good Story
Yes, the end goal of your video marketing efforts is patient engagement – but if there isn’t a solid story at the heart of everything that you’re doing, your content won’t resonate in the ways that you think or need.
People remember stories far more than they remember statistics or lists of services. Think about the last time you watched a heartfelt commercial – it’s usually the personal story that sticks, not the fine print.
In personal care, storytelling can be your strongest tool because your work is already so human-centered. Imagine a short video following a caregiver preparing for a visit, helping with daily activities, and sharing a warm moment with a patient. That simple story can communicate more about your values than a brochure ever could.
Even if you don’t have professional equipment, authenticity carries more weight than production polish. A video filmed on a smartphone that shows genuine smiles will often outshine a scripted, staged piece.
Stay Short, Stay Focused
Another one of the biggest pieces of advice that you can follow is not to overdo things. The videos that you’re creating for patient engagement don’t have to be an hour long each. In fact, they shouldn’t be. The shorter the content, the more of it you’ll have time to create. The more you create, the more you’ll engage with your patients.
Think of your videos like small appetizers rather than a full-course meal. If you overwhelm people with too much information in one sitting, they’ll tune out. Instead, break your message into small, digestible pieces.
A two-minute video that explains what a new patient can expect during their first appointment is far more likely to hold attention than a ten-minute overview. Viewers can always watch another video if they want more detail.
Over time, these short clips can form a library of content that answers nearly every common question patients or families might have, making your business look both thoughtful and organized.
When In Doubt, Educate
A good rule of thumb in the world of video marketing is to give before you ask. That is to say, don’t lead with the sales pitch for your personal care services business. Instead, lead with reasons that show people why yours is a voice worth listening to in the first place.
By providing useful, actionable advice, you show patients and families that you care about their well-being, not just their business. For example, you might create a video on how to safely help a loved one move around the house, or a guide on preparing meals that meet certain dietary needs. This is similar to being the friendly neighbor who always has the right tool when you need it.
The more you give, the more people come to trust you – and that trust often translates into new patients when families are ready to seek care.
Highlight Those Friendly Faces
Finally, never forget that in personal care in particular, services are deeply tied to people. Families want to know who will be entering their home and caring for their loved ones. Again – there are a lot of personal care services businesses that operate in the same general area that you do. Why is YOURS the one that they should pay attention to? Why is YOURS the one that has proven it has earned their trust?
Highlighting your staff through short videos allows them to “meet” your team before they ever call you. Show people that you’re not just a company logo and a vague list of services. There are people behind the business, and those people truly care.
Imagine a simple video where a caregiver shares why they chose this line of work. It gives patients and families a glimpse of the compassion behind the uniform. Think of it as pulling back the curtain so people can see the heart of your business. A caregiver’s genuine smile or a heartfelt comment about why they love helping others can create instant reassurance.
The more effectively you’re able to do that, the more likely it is that you’ll be able to separate yourself from your competitors in the eyes of the people you’re trying to reach.
In the end, understand that local SEO and marketing in general for a small business is less the product of any one tactic and is more about a series of them, all working together to create something more powerful than they could be individually.
Video marketing is a great way for your personal care business to keep patients engaged, sure – but how are you going to attract them in the first place? All these different things take time to set up and maintain, to the point where you can see why many organizations get to the point where they outsource this functionality altogether.
But you don’t have to give up that level of control, nor do you have to suddenly transform yourself into a full-time marketer on top of all your other responsibilities. Surefire Local has earned its reputation as a leading platform for local businesses for a reason – it consolidates the nine most important online marketing activities into one easy platform, giving you an effective way to get (and keep) more customers than ever.
With regard to local SEO, for example, Surefire Local can help you improve your search visibility by listing your personal care services business across more than 70 different directories. Forget trying to remember different logins and account passwords – you can manage and update all listings within a single platform.
Surefire Local also has ratings and review features, for example, that allow you to rank first across search engines by generating more reviews. You can request, manage, and respond to ratings and reviews all in one place.
From content marketing to lead generation to local paid ads and even analytics and reporting, Surefire Local gives you an easy way to manage not only patient engagement but the entirety of the patient lifecycle. When you consider all the time you’re saving alone, you begin to see just how much more attention to detail you can give to each patient. When you also consider that you’ll have new patients coming through your door on a regular basis, you’ll be in an even better position over time as your business continues to grow and expand.
If you’d like to find out more information about how personal care services organizations can use video marketing to unleash a new level of patient engagement, or if you have any additional questions about the importance of local SEO in general, please don’t hesitate to contact the Surefire Local team today. You can also click here to attend a Surefire Local demo to see exactly how much time and energy you can save when the right tools are finally working for you.