Let's get visual: How to make your content more engaging
We’ve all heard that old saying, “a picture’s worth 1,000 words,” but have you ever considered that picture might actually be worth 60,000 words? The brain processes visual information 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual. Healthcare companies have the opportunity to leverage visual tools, such as infographics, videos and social media platforms, to engage patients and consumers.
Visual information helps engage consumers on two levels – intellectually and emotionally. Visuals make it easier to understand and comprehend information than a piece of text. In addition, imagery allows the individual to connect on a more emotional level. But how can your healthcare organization make content engaging and visual without giving up all the descriptive information that comes from that piece of text?
Infographics. Healthcare is a complicated industry to those who are unfamiliar with the many nuances, acronyms and technical details. Patients and healthcare consumers need information to be presented to them clearly to understand it. Infographics provide the perfect means to present specific statistics and data, visually. To create a strong infographic, there needs to be a balance between content and design. Determine what content you must include and what can be left out, and then ensure the content is as focused and clear as possible. Once you’ve narrowed down the content, brainstorm visually appealing ways to display the information. Consider a few designs to determine which infographic has the most visual appeal without distracting from the key message.
Videos. Videos are another tool that can provide a large amount of information while appealing to a visual audience. Websites with video elements have higher time-on-site rates than websites without videos, and they can provide the audience with timely and relevant information. When producing a video, it is also important to find balance so as to neither distract nor bore the viewer. Ideas to consider when producing a video for a website or marketing collateral are customer testimonials, health tips, new technologies and webinars led by company executives. Check out this post from the Dodge team for more tips on incorporating video into your marketing strategy.
Social media platforms. As healthcare consumers can rarely be found without a smartphone or other electronic device attached to their hip these days, healthcare organizations must adapt to this increasingly mobile world. This includes leveraging social media platforms and their visual capabilities to engage individuals. One study found that 41 percent of consumers said social media would affect their choice of hospital or provider. To use social media effectively, organizations must interact with their audience on a timely basis and provide them with engaging content. Infographics, videos and other visuals can be shared on social media platforms.
How have you incorporated visual elements in your integrated communications strategy?