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15 stats about video marketing every medical industry professional should know in 2023

My instincts have told me for years that video is a crucial tool for marketers. I learned a lot doing the research to write this article, and I’ve already come away with insights that will affect our approach to video marketing. These are some stats that spoke to me.

  1. 72% of customers prefer to learn about a product or service by watching a video. Whether they’re choosing a primary care physician, signing up for health insurance, or purchasing a medical device for their hospital, you can increase your chances of converting that customer with a video.

  2. People’s preference for video leads to conversions. In fact, 84% say they’ve been convinced to buy a product or service by watching a brand’s video. That’s right, make your video and let it bring in patients and customers for you.

  3. This one is really important for medical device manufacturers and care providers who need to provide end users with clear instruction. Viewers retain 95% of information when they watch a video, compared to 10% when information is delivered via text.

  4. As of 2022, online video makes more than 82% of all consumer internet traffic, that’s 15 times higher than it was in 2017! Like it or not, medicine is customer service. And customers have a clear preference for video.

  5. Speaking of trends, 86% of businesses use video for marketing. That means your competitors already see the immense value of video marketing. That’s probably partially because…

  6. Using a video on your landing page can increase your conversion rate by up to 80%. So, more video = more people saying yes!

  7. My marketing people out there already know that it’s not just the number of leads that counts, you need quality leads. Again, video saves the day, helping video marketing teams acquire 66% more qualified leads when compared to other types of media..

  8. It’s clear that video is important. Now let’s talk about viewing habits. We can’t assume people are sitting on their desktop at work watching videos. In fact over 75% of all videos are played on mobile devices.

  9. Despite the vertical format of smartphones, 75% still prefer watching videos horizontally on a mobile device. With the rise of TikTok and other platforms copying the TikTok format, we’ll see if this changes.

  10. Even though the vast majority of viewers are on mobile devices, 87% of business-related video content is still viewed on a computer screen.

  11. People often ask us how long their videos should be. That answer depends on the intended use and how people will view it, but Wisita has found that there is a significant drop off in engagement between 2 and 3 minutes.

  12. However, after the 6 minute mark, engagement stays strong. Viewership can tend to drop off again slightly after 12 minutes.

  13. Final stat on run time: videos shorter than 90 seconds retain 50% of their audience.

  14. If a 50% retention rate sounds low, you might be surprised to learn that only 5% of videos retain 77% of viewers through the last second.

  15. Your video probably needs graphics and captions. Incredibly, 92% of viewers watch videos with sound off! Make sure to add captions, because 50% rely on captions.

As you may know, we’re a video production company who specializes in creating content for the healthcare industry. So, of course, we want to convince you that video should be a key part of your marketing. But, we do this because we truly believe that video is a vital resource for education, inspiration, and boosting important messages. This is especially true in medicine, where the stakes are the wellbeing of our fellow human beings.

If this article helped you, check out our blog for more information on how to engage your customers with video and best practices for how to work with video professionals. If we got you fired up and you’re ready to explore creating some video content, reach out to us or send us an email at

John Lendved is the founder and a co-owner of Izo Creative. He got into filmmaking when Jurassic Park and Star Wars completely blew his mind as a child. He continues to love the art and craft of filmmaking, he’s a huge science fiction and fantasy nerd, and you can catch him rock climbing on warm days at Mickey’s Beach.

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