KPIs to Watch for More Impactful Video Marketing in Health Tech
Monitoring the effectiveness of your video marketing efforts can be an overwhelming effort. Multiple platforms offer a dizzying array of KPIs, and each metric offers a unique insight into content performance. But which ones truly matter for your specific goals?
The challenge is compounded by the specialized nature of health tech content. Companies targeting end consumers have more distribution options, which means you have more metrics at your disposal. However, if you’re targeting clinicians, your options are more limited because you need to form a more direct connection over email or social media messages.
By understanding the right KPIs to track, you can turn this maze of metrics into the path to success. We’ve broken down the KPIs that are central to driving meaningful engagement and measurable outcomes for your company in the year to come.
Which Video KPIs Should You Track to Enhance Your Health Tech Marketing?
Animated videos offer an accessible, engaging way to convey complex or even intangible details about your app and its benefits. But without the ability to track and respond to specific KPIs, you have no idea if your message is connecting in the right way.
Closely monitoring and optimizing these metrics enables you to improve your ROI, refine your messaging, and maximize engagement. Fundamentally, your success doesn’t only hinge upon your ability to reach a wide audience. Monitoring KPIs holds the key to understanding how well your video is performing — and how it can potentially improve.
Primary KPIs in Video Marketing for Health Tech
When it comes to measuring the success of your health tech video marketing efforts, not all metrics are created equal. The applicability of each metric depends on your video’s goals.
For example, click-through rates and audience retention will be valuable for all kinds of videos. But an awareness video requires focus on engagement metrics to verify your message is being shared by your target audience.
Below, the following KPIs offer varying levels of insight into your video performance:
Views
Measures how many times a video is watched. A high view count can indicate reach, this KPI is often dependent on your distribution strategy. Consequently, Views is not often the most meaningful in health tech if you’re not also tracking engagement metrics.
Watch Time
Tracks the total time viewers spend with your video, indicating how well the video is holding your audience’s attention. This metric offers a more telling look at your video’s performance than Views.
Engagement Rate
Monitors user interactions such as likes, shares, and comments to show how actively viewers are responding to your content. High engagement indicates your video is relevant to your audience and is making an emotional connection.
Click-Through Rate (CTR)
In the case of videos, this metric actually refers to the percentage of views per impression. This metric illustrates how effectively your video (specially your thumb) is bringing viewers in after the first impression.
Conversion Rate
Tracks how many viewers take a desired action, such as signing up for your mailing list or making a purchase. This KPI illustrates how well your brand is seeing ROI from its marketing.
Audience Retention and Video Complete Rate
Reveals the percentage of your viewers who watch the full length of your video while also indicating key dropoff points. These KPIs are essential to identifying areas of improvement where viewers lose interest in your video’s message.
Platform-Specific Analytics: YouTube vs. Wistia
As you examine KPIs for your video content, remember that no two platforms are exactly the same. Below, we’ve broken down the differences between two popular choices for health tech marketers:
YouTube: The Visibility Powerhouse
Still free to use, YouTube offers a wealth of analytics to help you understand your audience:
- Watch time and average view duration
- Geographic and demographic data
- Playback locations and devices
- Built-in CTR and engagement metrics
Youtube’s strength lies in its massive reach and potential for discoverability by a wide audience. However, remember that you’re still playing in YouTube’s sandbox. You can’t control what related content appears next to yours or what the algorithm plays next. The next video your viewers see on YouTube could be from one of your competitors.
Wistia: The Business-Savvy Option
While it’s a paid platform, Wistia gives you more control over how your content is displayed to your audience. Wistia was built with a focus on business marketing, and its analytic tools focus on interactions that impact your bottom line:
- Play rate and average view duration
- Engagement graphs and heatmaps
- Conversion rate tracking
- CRM integration for lead tracking
This can be crucial when presenting sensitive health tech information.
Choosing between these platforms isn’t about which is objectively better—it’s about aligning with your specific goals. YouTube might be your go-to for broad reach and awareness, while Wistia could be your secret weapon for targeted, conversion-focused campaigns.
Strategies for Improving Health Tech Video Performance
Tracking the right KPIs for your video is meaningless without a plan to take action. When you work with the right animation partner, your ability to audit and adapt to insights from audience behavior is part of the process.
Here are a few strategies to make an impact on the KPIs for your health tech marketing video.
Design Compelling Thumbnails
Intentionally designed thumbnails can significantly increase click-through and play rates for your video. Custom thumbnails with relevant visuals and minimal, attention-grabbing text often perform best.
Optimize Titles and Descriptions
Keyword-rich, clear titles and descriptions boost CTR and SEO, especially on YouTube. Your titles should hint at the value viewers will gain. For example, “How This New Health Tech is Revolutionizing Patient Care” is more interesting to viewers than a generic product name.
Elevate Content Quality
High production quality with engaging visuals and well-paced narration are crucial for boosting engagement as well as audience retention and video completion rates. Ensure the elements of your video are concise and specific to your audience’s needs.
Refine Calls-to-Action
Clear, actionable CTAs such as “Learn More” or “Download Now” can significantly boost conversion rates. Your CTAs should be also placed where user engagement is highest, typically at the end or midpoint of your video.
Expand Your Distribution Strategy
To increase reach, distribute your videos across high-traffic channels relevant to health tech. This could include social media platforms, health tech blogs, or targeted email campaigns. Cross-platform posting can also boost impressions and share rates, helping you move the needle on your video’s KPIs.
Enhance Your Marketing by Tracking Video KPI Performance
The metrics you choose to monitor video performance are more than just numbers—they’re your compass for success. By aligning your KPIs with your company’s goals, you’re building a roadmap for more targeted campaigns that resonate with your audience.
From views and watch time to engagement rates and conversions, each metric tells a part of your story. But it’s how you interpret and act on these insights that truly matters. By leveraging platform-specific analytics and implementing strategies to boost your KPIs, you’re not just improving numbers. You’re improving how your brand connects with its audience in a way that makes a real impact on your business goals.Consistently monitoring and improving your video content will enable your health tech brand to stand out in a crowded marketplace. If you’d like to take a closer look at how to measure your startup’s ability to reach its audience, we should talk.
