Video marketing

Video marketing is a powerful tool that can revolutionise the way medical practices in South Africa interact with their audiences. By utilising video content, medical professionals and practitioners can reap all the benefits – from boosting brand awareness and improving patient education to generating enquiries and growing your presence. 

If you’re still hesitant about whether video marketing is for you, we’re here to tell you that it absolutely is. 

How video marketing works

Video marketing involves creating and sharing videos that promote your medical practice’s services, expertise and brand. The videos can take on various formats, including short clips, explainer videos, before and afters, patient testimonials, and treatment explanations.

These are uploaded and shared across your social media channels, including Instagram, Facebook, YouTube, and especially TikTok.

One of the most significant advantages of video marketing is its ability to convey information and emotion quickly and effectively. By using a combination of visual and auditory cues, video content can help potential patients better understand your practice’s offerings and what sets it apart from the rest.

And with the addition of SEO elements like targeted keywords and phrases, you can effectively reach the patients who need your services.

See more marketing trends taking over this year.

The benefits of video marketing for your practice

1. Boost brand awareness

Video marketing can help your medical practice increase brand awareness and reach a wider audience. Through compelling video content, you can showcase your expertise, highlight your team’s skills and experience, and communicate your unique value proposition.

By making your brand more visible and recognisable, video marketing can help you attract more patients and grow your practice.

2. Build trust and credibility

A major benefit of video marketing in combination with social media presence is that it can help establish trust and credibility with potential patients. Video content allows you to showcase your medical expertise and communicate your practice’s mission and values. 

By providing informative and educational content, you can position your practice as a trusted source of information, which can help potential patients feel more confident about choosing your practice for their healthcare needs. 

Additionally, it gives you the opportunity to truly show the patient experience. You can show off your state-of-the-art facilities, what the patient can expect when they visit, and your team members who will be assisting them. Through this personal aspect, patients feel more welcome to visit you.

3. Improve patient education

Medical videos can be an excellent tool for spreading informative and educational content directly from the source. By creating instructional videos (such as how to brush and floss your teeth properly), you can help patients better understand their medical conditions and treatment options. This can help them make more informed decisions about their healthcare and increase patient satisfaction.

4. Increase engagement

Video content is more engaging than other types of content, such as text or images. Use video content to capture your audience’s attention and keep them engaged for longer. This can lead to higher retention rates, increased click-through rates and, ultimately, more patient conversions.

TikTok video marketing for medical practices

TikTok is a social media platform that has recently gained immense popularity, especially among younger generations. While it may not seem an obvious choice for medical professionals, statistics have shown that TikTok is an excellent tool for reaching and engaging with potential patients.

The app allows you to create short-form videos (ranging from 10 seconds to 3 minutes) that can be both entertaining and informative. Using creative and visually-appealing content, you can highlight your practice’s services and expertise in a way that resonates with your target audience.

A big part of why TikTok has become so popular is the potential to go viral. By using specific sounds or following current trends, you can boost your following and reach new potential patients. TikTok’s algorithm also favours engaging and shareable content, helping you expand your reach.

Get started with video marketing

If you are keen to invest in video marketing, here are some things to consider:

1. Identify your goals and target audience: Before creating content, you should have a clear idea of what you want to achieve and the type of patient you’re targeting. 

2. Choose the right format and platform: Video marketing can take many forms, so you should choose the right format and platform that aligns with your goals and potential patients. For example, short clips may be better suited to TikTok or Instagram, while longer videos are better for your website or YouTube.

3. Plan your content and message: Ensure that your videos are informative, engaging and aligned with your practice’s mission and values. You can brainstorm ideas with your team and patients or even hire a professional video production team to help create high-quality content.

4. Create a schedule: Consistency is key in video marketing. Creating a regular schedule for releasing new videos to ensure your audience is continually engaged with your practice. This also reminds them to go for regular check-ups, screenings, and other healthcare services.


Getting started with video marketing for your medical practice can seem daunting, but with the right strategies, it can be an extremely effective way to grow your practice. Let us help you start your marketing journey. Contact Avily today!