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video content marketing


How Health Insurers Use Video in Their Content Marketing Strategy

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video content marketing


How Health Insurers Use Video in Their Content Marketing Strategy

 Adweek has proclaimed online video the “future of content marketing.”


Specifically, it says, “There can be absolutely no doubt that online video is fundamental to the way people now consume content and to ignore or shy away from this reality is marketing suicide to any company that hopes to grow its brand online in the coming years.”


A compilation of content marketing stats from Business2Community puts a number on it: it says that by 2019 “a whopping 80% of all Internet traffic will be devoted to video.”

But a dive into the websites, Facebook and Twitter streams and YouTube channels of health insurers shows that video is not just a marketing tactic for the future. It’s a powerful tool that’s here now and many marketers are already on board. And here’s why: they know that video is effective. According to an infographic shared by HubSpot, “90% of users say that product videos are helpful in the decision process,” and “80% of users recall a video ad they viewed in the past 30 days.”

But all video is not created equal and the quality and accessibility of video content varies tremendously. Despite that, it is good to see health insurers utilizing video as a marketing tool for a diverse number of purposes.

Media Logic has collected more than 40 examples of how 25 health insurers from around the country are using video to educate, communicate with and provide support to their members and prospects. We’ve bucketed those examples into several key marketing areas, as noted below. As a health insurer, we invite you to view this collection of video content marketing examples and ask yourself: In what ways can you use video to target prospects, connect with members, provide support or strategically advance any of your upcoming marketing initiatives?

 

Key Areas


Check out how health insurers are using video in these key areas:

Key Areas


Check out how health insurers are using video in these key areas:

Highlight Products


Using Video to Highlight Products
& Benefits

Highlight Products


Using Video to Highlight Products
& Benefits

While a picture is worth a thousand words, Forrester Research’s Dr. James McQuivey argues that “a minute of video is worth 1.8 million words.” With that logic, it would take under seven minutes to convey the entirety of the whopping 11.6 million words in the ACA regulations. Whether health care regulations, health plan policies or explanations of benefits, to the average consumer, health information can be interpreted as complex and confusing. Using video to address these offerings can help insurers ease the confusion and make sense of the complexities for members.

Video content marketing can be particularly helpful during the Annual Enrollment Period and Open Enrollment when health insurers need to educate members and prospects about detailed products, unique benefits and essential services. Here are a few ways in which insurers have relied on video to tackle these challenges:


Introduce (and explain) new products

When MVP Health Care, a client of Media Logic, added the SmartFund™ medical savings account to one of its Medicare products, it turned to a video embedded on the product’s web page to explain how it worked. The video explains how SmartFund™ is a different approach to Medicare Advantage plans and uses simple graphics to highlight the product’s coverage, flexibility and affordability.


Demonstrate how to get the most out of new websites

In advance of the Open Enrollment period, WellCare used video to give members and prospects a virtual tour of the insurer’s new website. The video highlights the improved navigation, mobile functionality and location-based tools, while giving tips for logging on and selecting a plan.


Welcome new members

From unfamiliar websites to the latest wellness features, becoming a new member can at times seem overwhelming. How does Texas Health Aetna alleviate new member unease? Through a video that welcomes new members and gives a brief introduction of available services, how to log into the member site to get started, and more.


Introduce member discount programs

BlueCross BlueShield of Western New York’s member discount program comes in a unique package: a small bright blue box containing two decks of cards with over $1,000 in savings. (We wrote about it here on our blog.) Here’s how the insurer uses video to announce The Blue Box program to its members. See more on BCBS of NY’s YouTube page where they share video highlights of the #BlueBox deliveries.


Tout 24/7 provider access

Although it’s becoming more common for insurers to offer 24/7 access to providers via telemedicine or on-call providers, the offering is still a selling point for members and prospects. In just 15 seconds, this video from Oscar (likely intended as a pre-roll ad) uses a story to promote its Doctor on Call feature.  Similarly, Tricare uses its “Tricare TV” newscast-style videos to promote its 24/7 Nurse Advice Line.


Define the model the insurer uses for its Medicare plans

The CareMore Medicare Advantage Plans offered by Anthem follow a high-touch patient care model aimed at preventive care and wellness. Anthem’s video series promotes the model, which includes neighborhood care centers, a team of medical professionals coordinated by a nurse, individualized support like free rides and in-home visits and social activities.


Announce “pop-up” or limited time member perks

“Need a ride?” asks UPMC Health Plan. Uber and UPMC teamed up during Open Enrollment for a two-week promotion aimed at raising awareness about distracted driving.  The health insurer used video to announce the promotion and explain how to take advantage of the free rides for members.  (In another recent video, UPMC highlights the partnership’s latest initiative – a one-of-a-kind experience for members in the Pittsburgh community.)


Spotlight good customer service

In a series of videos about the “perfect experience,” Humana customers deliver testimonials about how they were helped by the insurer’s customer service team. This video, for example, showcases Thomas and Joanna’s experience:


Promote mobile apps

Cigna offers an app – Coach by Cigna – to help members achieve goals related to exercise, food, sleep, stress and weight. The Cigna website displays a brief video tutorial that highlights the features of the app in both English and Spanish.


Make a pitch to employers

One of the tools Media Logic client HAP uses in its employer outreach is a microsite targeted at local businesses. It includes a video series that features testimonials from long-term customers, known as “HAP Stories.”  Here’s one from Stone Soap:


From product explanation to mobile app introduction, video has a multitude of uses for highlighting products and benefits in an engaging and informative way.

Open enrollment can be an ideal time to use video to help members get the most out of their health plan options and to show prospects why your plan could be the right fit.


Improve Health Literacy


Improving Consumers’ Health Literacy with Video Content Marketing

Improve Health Literacy


Improving Consumers’ Health Literacy with Video Content Marketing

“AEP, Advantage Plan, Open Enrollment, HSA…” To health care marketers these words are part of our everyday vocabulary, but to the uninitiated, these phrases can sound like a foreign language. In fact, in a survey designed and analyzed by Media Logic, we found that only 21% of seniors feel they “completely” understand their health insurance and a third of those familiar with common industry jargon were unable to apply those terms to practical situations. What does this mean? Health insurers need to do more to educate seniors – and consumers, in general – on the fundamentals of health insurance 101.

Video is a natural fit for reaching consumers for health care education purposes – and some insurers are already using it effectively. See how these five health insurers around the U.S. are using the medium to help improve consumers’ health literacy:


Explain subsidies

Capital BlueCross summarizes the purpose of subsidies in a video by putting it simply: “Subsidies help reduce your insurance costs.” The insurer goes on to cover the basics on federal subsidies, from defining the different kinds of subsidies to explaining the basis of eligibility for the assistance.

 
 

Help consumers understand EOB statements

“Don’t worry, it’s not a bill. It’s just your EOB,” begins Media Logic client HAP in a video created to help consumers understand their Explanation of Benefits (or EOB) statements. In this short, easy-to-follow tutorial, the health insurer breaks down each part of the EOB statement – including date of service, charges and what members may be responsible for paying – and provides instructions for HAP members to begin receiving electronic EOBs.

 

Demonstrate how an HSA works

BridgeSpan Health offers a health savings account (HSA) as an add-on to some of its health plans. In this video, it describes how the HSA “financial solution” can help members pay for health care expenses and save more for retirement.


Walk consumers through Medicare 101

In a new video series, Highmark walks consumers through the basics – or ABCs – of Medicare. Watch below as Highmark educates on the ins and outs of Medicare Part A, and click through to see the videos explaining Medicare Parts BC and D.


Help members budget for health care

A video on Humana’s website stresses the importance of families budgeting for health care expenses just as they do for car payments and groceries. The video breaks down different health care costs, offers tips on getting started and answers some budgeting FAQs, like “How much should I contribute to an HSA or FSA?”


To members and prospects, words and phrases used in health care can sometimes feel like insurance jargon. It’s more than knowing the terminology, they want to understand it and apply it to their situation. Smart health insurance marketers are finding innovative ways to tap into the power of video to help educate their members and to help them make informed health care choices.

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Address Challenges


Addressing Health Care Challenges through Video Content Marketing

Address Challenges


Addressing Health Care Challenges through Video Content Marketing

With a rapidly evolving landscape – and uncertainty about the future of health care – 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 health care industry. So, how do insurers approach this important, but sometimes tricky subject? BlueCross BlueShield of North Carolina launched the Let’s Talk Cost campaign. Through a series of videos, BCBSNC highlights how the insurer is tackling rising health care costs and how members can manage costs with affordable urgent care alternatives, transparency tools and more.

 
 

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.

 

Similarly, Kaiser Permanente addresses the mental health crisis with a video on the importance of quality mental health care. It introduces members to Kaiser Permanente’s community of health care 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:


Prioritize access to care

Despite improvements, universal access to quality health care services continues to be a concern. Telemedicine represents an approach to providing health care 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, health care marketers: as the industry evolves, are you ready to use video to answer consumers’ most challenging questions and tackle the industry’s biggest crises? 


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Promote Wellness


Promoting Health and Wellness through Video Content Marketing

Promote Wellness


Promoting Health and Wellness through Video Content Marketing

Health insurers will be the first to tell you that living healthy isn’t just about doctors’ visits and prescription medicines. They know that the elements of health and wellness play an integral role in their members’ physical, mental and emotional well-being.

Luckily, well-executed programs that introduce and encourage these behaviors can be effective at maintaining healthier, more productive communities and lowering health care costs. However, there are often challenges associated with these programs, ranging from low awareness to difficulties in motivating members to participate. An investment into video content marketing is a smart choice for health insurers looking to get wellness programs off the ground and encourage adoption amongst members. Video is an easy and compelling way to communicate key messaging, teach best practices and reinforce healthier habits. See how five health insurers are promoting these programs and challenging members to get – and stay – healthy with video content marketing.


Introduce wellness themes and campaigns

“It only takes a minute.” That’s the theme of Aetna’s latest wellness campaign that celebrates real people taking steps to overcome emotional and mental health challenges in their lives or with others. In addition to a microsite, the health insurer created a series of videos on wellness solutions, including working out together, the power of pets, workspaces designed for wellness and more. 

 

Explain the philosophy behind a wellness program

Blue Cross Blue Shield of North Dakota’s wellness program is marketed as a more holistic approach to pursuing all dimensions of health and well-being. This video shows the inspiration behind the insurer’s BlueElements wellness program.


Challenge members to get healthy

To encourage its members to improve their fitness, Media Logic client HAP challenged them to take the “HAP 5K Challenge” and provided resources to help them along their journey. Armed with easy-to-follow videos, tips and a training schedule, HAP’s members are given the tools they need to lose weight or get in shape through running.


Offer fitness “how-to’s”

For members who are beginners to exercise, joining a gym or hiring a personal trainer may seem intimidating. Highmark’s “Do-It-Yourself Health” video series starts at square one by teaching viewers the basics. The series includes over 30 “how-to” videos, including this one on proper form for push-ups with leg extensions.


Teach members how to prepare healthy foods

We all know that eating healthy is important, but sometimes it’s complicated food prep that stops members from cooking and has them reaching for the takeout menus. Kaiser Permanente’s recipe series features simple instructions for preparing healthy meals. In this example, Kaiser demonstrates how to make a strawberry salad:


Encourage healthy eating habits

Did you know that harder vegetables last longer than soft vegetables? How about the best way to store cucumbers? Michigan-based health insurer HAP shares tips like these and more in its Balanced Living video on the benefits of weekly veggie prep.


Health and wellness programs play an integral role in members’ physical, mental and emotional well-being, but insurers know there are challenges in getting these programs up and running and getting members to stick with them. To help build awareness, motivate members and provide how-to tips, health insurers are using video content to attract and engage their members, and keep them on the path to wellness.

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Provide Assistance


Providing Assistance through Video Content Marketing

Provide Assistance


Providing Assistance through Video Content Marketing

We’ve touched on how health insurers are using video assets to improve members’ health literacy and to educate them about products. And while those videos help members to understand health insurance 101 and the benefits associated with different plans, many consumers still have questions about the “how’s” – beginning with “How do I enroll in health insurance?” Video is an effective way to address these questions that are frequently asked of customer service representatives. Utilizing video to “show and tell” rather than walking members or prospects through steps or processes over the phone saves time and resources for insurers and can be an easier way for consumers to get up to speed.

Here, we highlight how six insurers are using video to help provide member assistance and answer questions related to onboarding, technology and more.


Demonstrate how to use an app

Cigna uses a short video series to offer “tips and tricks” on how to get the most out of the myCigna mobile app. Simple animation and voiceover break down the basics, like how to download the app and use the fingerprint login, as well as the app’s key benefit – helping members to compare costs, track claims and find doctors right from their fingertips.

 
 

Illustrate how a member portal works

Visit AmeriHealth’s member login page (and scroll down to the section titled “New and improved!”) to watch a video about how the insurer’s portal “AmeriHealth Express” works in helping members to understand their benefits, track their spending and manage their health.


Answer frequently asked questions

A series of videos from Blue Cross Blue Shield of North Dakota responds to FAQs from members and prospects. The questions answered in the series – ranging from “How do I apply for health insurance?” to “How do I let BCBSND know my address changed?” – were hand-picked by the customer service staff to represent the topics most frequently inquired about via phone calls. Here’s one about the Explanation of Benefits titled “How do I find out what has been paid by insurance?”

Media Logic client HAP answered FAQs in a slightly different way, positioning itself as “here to help” and appealing not only to members, but also to prospects. In a series of 15-second pre-roll videos, the insurer answered many common questions, including “What is an out-of-pocket limit?”


Make onboarding easier for members

“You just got insurance. Now what?” asks BlueCross BlueShield of South Carolina in this animated video on the next steps after enrollment. It walks new members through a simple “to-do” list to help them get set up and acquainted with their plans before they need to see a doctor.


Provide tech help

Sometimes members can struggle to navigate different options on insurers’ websites. In this YouTube playlist, Community Health Plan of Washington shares eight videos with step-by-step instructions for the various elements of its electronic bill paying system.


Video’s ability to “show and tell” makes it particularly useful for answering “how-to” questions. The health insurers featured here know that a well-executed video, whether on how to use an app or how to pay a bill, can save time and resources for the insurer and ultimately be a better way to answer consumers’ questions and get them up to speed.

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Promote Education


Promoting Health Education through Video Content Marketing

Promote Education


Promoting Health Education through Video Content Marketing

From sharing health tips and insights to encouraging healthy behavior, insurers play a role in keeping their members educated on health-related topics. Why? Studies have shown that consumers who are informed about their health are more likely to have better health outcomes. As such, it’s advantageous for health insurers to team up with physicians and health systems to provide their members and prospects with valuable advice about health conditions, symptoms, procedures and more.

There are many avenues available to marketers to distribute this information – direct mail, social media marketing, outdoor, etc. – but it makes particular sense for insurers to turn to video for health education purposes. In fact, research from Oxford Academic suggests that patients who want to strengthen their health literacy are interested in doing so through video content. Additionally, when health education videos are utilized, patients are often more engaged and activated in their care.  

Not only is video a preferred medium for education among consumers, it also answers the question “how do our members find these tools?” – the other half of the equation. Properties like YouTube and company websites are a logical place to house or repurpose educational content, making the search process simpler for those interested in this information.

Here are a few ways in which health insurers around the country are relying on video content marketing to help members improve their overall health:


Connect members with tips from providers

Blue Cross Blue Shield of Louisiana is among the BCBS-affiliated plans to use “Second Opinion” videos sponsored by the BCBS Association (BCBSA) in its Twitter stream. This series of videos, which feature a pre-roll sponsorship message from BCBSA captures tips from doctors on everything from what you should know about the common cold to how to know when to take your child to the emergency room. Here’s one instance in which BCBS Louisiana promoted the video on recognizing head injury:


Encourage health screenings

Preventative screening can be life-saving, but also tricky for patients to keep track of. Video is an easy way to communicate screening best practices and emphasize at which age patients should be screened for different conditions. In this video from Meridian Health New Jersey, Dr. Mark Krasna discusses the benefits of early detection through screening.


Share health advice with seniors

As many seniors age, their mobility decreases. By using video, insurers are able to communicate with elderly members about important health information without members having to leave their homes. In this video, which was also uploaded as a podcast, Dr. Lena Bretous, medical director for BCBS of South Carolina, shares tips on healthy aging.


Help members recognize the signs and symptoms of illness

“My left arm went numb, and soon after that my right arm went numb,” begins Chris Toizzo, a Kaiser Permanente member and employee, in a video being used to help women recognize heart attack symptoms. The video combines Chris’ story with expert commentary from a cardiologist.


Create an informative video library on the insurer website

The wellness section of the Blue Cross Blue Shield of Louisiana website features a video library that includes videos about anatomy, health conditions and medical procedures. This sample video helps women know what to expect during different kinds of breast biopsies.


Whether it’s at a medical center or through a telemedicine program, doctors always are the best place to turn for medical advice, but health-education videos certainly provide members or prospects information that they may not otherwise have access to. Video content isn’t created to take the place of doctors’ visits, but as a way to keep members educated about when they should be seeing a doctor and what to expect when they make an appointment.


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Advance Marketing Goals


Advance Additional Marketing Goals

Advance Marketing Goals


Advance Additional Marketing Goals

This page has highlighted innovative ways in which health insurers are using video to promote health and wellness, provide member assistance, improve health literacy and more. We’ve focused on six buckets of health care topics in which top insurers regularly utilize video. However, there are many additional uses for video, and with strategic direction video can be the right method of reaching consumers.

From quality to content, platform to frequency, marketers should be strategic in their use and promotion of video. Consider the kind of video that’s best for reaching your goal: talking head, animated, storytelling, voice over or interview? Pay attention to the look and branding of both the videos and the YouTube channel in which they are housed. Strategize about the goal of each video, when videos will be released and how deep video efforts should go.

Here are a number of additional ways in which the nation’s top insurers are strategically using video to advance their marketing goals:


Build excitement for events

For ten years, Humana has proudly served as a presenting sponsor of the National Senior Games, the largest multi-sport event in the world for adults age 50 and older. After this year’s Games, the health insurer shared highlights via video. Why? In addition to highlighting the hard work that the insurer puts into the annual Games, one of the best ways to nurture interest in an event is to show footage of just how much fun participants are having.

 

Leverage brand ambassadors

Cigna catches consumers’ eyes with familiar faces. Dancing with the Stars’ Derek Hough is just one of the brand’s celebrity ambassadors helping to inspire members. Here he is talking about how he stays healthy:

The health insurer uses a similar strategy with its ‘TV Doctors of America’ campaign. Cigna’s YouTube account features a full playlist of videos with famous TV doctors Neil Patrick Harris, Patrick Dempsey, Kate Walsh and Donald Faison, who encourage annual check-ups.


Promote a facility or location

HealthPartners, which is both an insurer and a provider, produced this video to highlight its breast care center. And while it may seem as though location-specific videos may be more geared toward the clinical side of health care, many insurers now have retail locations or other outposts that can be showcased to familiarize consumers with convenient options and the services offered.


Show how the insurer makes a difference in the community

“We’re building a playground today!” begins this video from Kaiser Permanente, giving a small peek into how the insurer plays an important role in the community.  The video, which showcases Kaiser Permanente employees building the playground in an underserved community within its service area, is just one example of how insurers can have a major impact on the communities in which they serve – even outside of health care. 


Recruit employees

In preparation for a recent year’s open enrollment, Oscar needed more hands on-deck. It produced this video to aid in its recruitment efforts, promoting the perks of working for the health insurer and pointing potential candidates to its recruitment website.


Video content marketing is an effective tool for health insurance marketers – and the nation’s leading health insurers recognize its potential. Whether it’s building excitement for events or recruiting employees in anticipation of a busy open enrollment, health insurers are tapping video’s potential and advancing their marketing goals. 

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Get the Facts


Health Insurers:
Get the Facts about Video Content Marketing

Get the Facts


Health Insurers:
Get the Facts about Video Content Marketing

Health insurers across the country are successfully using video content marketing for a number of purposes during open enrollment, onboarding, and to increase member retention. The examples here provide proof of video’s ability to connect with an audience, simplify messaging and improve the member experience. Not yet convinced of the power of video content marketing? Check out these stats and ask yourself: how can video content improve my next marketing effort?

 

Four times as many customers prefer watching a video about a product to reading about it.

Source: HubSpot: Search Engine Optimization Statistics


Embedding videos in landing pages can increase conversion rates by 80%.

Source: Forbes: Video Marketing: The Future of Content Marketing


With the use of video marketing, there is a 105% increase of time on a marketer’s site.

Source: Brightcove: Video Marketing Moves Your Business


faq-4.png

The four most common types of videos are Explainers, Product Demos, How-Tos, Testimonials. 

Source:  Vidyard: The 2017 Video in Business Benchmarks Infographic


When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later.

Source:  Hubspot: Visual Content Marketing Strategy


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About Media Logic


About Media Logic

About Media Logic


About Media Logic

Media Logic is a national leader in health care marketing – providing strategic, breakthrough solutions that drive business. Media Logic offers deep experience in branding and lead generation, and is expert at turning research and segmentation data into actionable plans. Leveraging more than two decades of health plan marketing knowledge, Media Logic understands the nuances of group, Medicare and individual exchange prospects. From traditional ad campaigns to retention efforts to content marketing, everything Media Logic does is focused on generating results for clients… giving them an edge in a competitive, constantly changing environment.

Visit www.medialogic.com for more information.


Jim McDonald, Director of Business Development

Learn what Media Logic can do for you.

Contact Jim Mcdonald
Director of Business Development
(866) 353-3011 x274
jmcdonald@medialogic.com