Fast-forard the healthcare sales cycle with video

By Cari Tornatta

Quick sales in the healthcare industry are rare – especially in biotech. The industry's extensive regulatory process, constant customer feedback, and multiple product iterations means it can take years to close a deal. Yet there is one emerging way long sales cycles can be shortened – compelling visual storytelling through video. 

Videos create a shortcut to understanding; turning complex product information into stories and digestible components that build trust and accelerate decision-making. There’s a reason brochures don’t go viral: they inform, but don’t engage. Video, on the other hand, can capture attention and emotion in seconds. 

Not all videos are created equal, and it’s important to use the right kind at the right time in the buyer journey. Each format plays a different role in helping prospects understand, believe, and ultimately ask, “Where do I sign?”

Not all videos are created equal, and it’s important to use the right kind at the right time in the buyer journey. Each format plays a different role in helping prospects understand, believe, and ultimately ask, 'Where do I sign?'

The most common types of sales videos used in healthcare include: 

Explainer videos 

Explainer videos identify a common customer problem and position your product or service as a way of solving that problem, along with proof of why it works. They are best formatted in 30 to 90-second clips and are commonly found on websites, landing pages, and shared in email campaigns. 

The highlight reel 

Showcasing leaders from your company at major industry events or leveraging your product in real time builds credibility, trust, and visibility among peers and prospects. Highlight reels should be less than 30 seconds in length and include  powerful quotes and compelling visuals. These videos are ideal to share on LinkedIn, but also work well as teaser links within email newsletters. 

Brand story videos

Brand storytelling is longer-form content that gives viewers a viewpoint into the “why” behind your organization. In healthcare and biotech, this could mean humanizing your mission, showing your impact on patient outcomes, or spotlighting your innovation story. These videos are typically 60-90 seconds in length and ideal to highlight on homepages, at in-person engagements, and for event intros.

Demo videos 

Think of these as the “how to” explanation behind your product. A demo video shows your product/service/software in action. They showcase functionality and ease of use, educate the viewer, and demonstrate outcomes.  Given the importance of a demo video to your sales team, we suggest investing in a vendor who can storyboard, write a script, edit, and hire the right voiceover talent. 

Customer testimonials 

Nothing beats an actual client giving a testimonial about your product. It conveys both trust and results while further enhancing your reputation. These are very effective on landing pages and websites. 

When used together, these video formats create an engaging mix of education, credibility, and connection that helps shorten the sales cycle in healthcare and biotech marketing.

Distribution considerations + best practices

Creating a great video is only half the battle. It’s equally as important to distribute your video content on the right platform and at the right stage of the customer journey. Here are some important considerations: 

Website

Your website is prime real estate for video. This is where visitors expect to understand who you are and what you offer.

• Homepage: Feature your most compelling brand story video here to convey credibility and humanize your company instantly.
• Product or solution pages: Embed short, focused explainer or demo videos that clarify complex concepts quickly.
• Leadership or team pages: Showcase highlight reels videos to help prospects connect with your brand values and expertise.
• Avoid: Low-traffic pages where videos are unlikely to be seen or tracked. Every placement should support a measurable goal.

Landing pages

Landing pages work best when singular in focus, which means one video, one action.

• Limit to one video per page to prevent distraction.
• Use a clear, concise call to action 
• Include a full transcript below the video. This will improve accessibility, reinforce SEO, and give quick visual scanners an alternate way to absorb your message.

Emails

Some of the main email platforms don’t allow for embedded video, such as Gmail and Yahoo Mail, but if yours does, we recommend using only a clip, not the full video.      

•  Use a 15- to 30-second teaser GIF or static thumbnail that links to the full video on your site or a landing page.
• Mention “video” in the subject line (“See how hospitals can cut ER wait times up to 30% [Video]”). Lines like this increase open rates.

LinkedIn

Native video performs far better than external links because the algorithm favors in-platform engagement.

• Upload native videos rather than sharing from external links like YouTube or Vimeo. 
• Lead with a concise hook in the first two lines of your post. Add captions for autoplay viewing without sound.

YouTube / Vimeo

These platforms serve as your long-term video library for SEO discovery and sales enablement.

• Organize into "playlists" by persona, use case, or stage of the funnel. Optimize titles, tags, and descriptions with keywords. Include end screens with links to related content or CTAs to keep viewers engaged.
• Regular uploads signal authority and help maintain ranking performance.

Sales enablement

Your internal teams need easy, searchable access to the same assets.

• Create a centralized video library within your CRM, SharePoint, or other internal platform.
• Tag content by objection type, buyer persona, or funnel stage.
• Encourage reps to use short clips for personalized outreach, especially the ones related to objection-handling or ROI.

Repurposing into multiple assets

You can get a lot of mileage out of one well-produced video. For example, from a single 90-second explainer video, you can easily build out a set of supporting materials that includes:

• Three 20–30-second cuts tailored to specific personas or targets.
• Six 15-second retargeting teasers designed for paid campaigns or remarketing.
• One looping GIF for email or marketing automation workflows.
• Slides of key frames turned into a carousel post for LinkedIn or other social channels.
•  The transcript can be edited into a blog post or FAQ section to boost SEO and capture additional traffic.
• Stills can be used as product page hero images for visual consistency.
• Transform the storyboard into a PDF for a quick-hit sales sheet.

Measuring success

Video success isn’t just about views. It’s also about impact. The right metrics help you understand whether your content attracts the right audience, holds their attention, drives engagement, and ultimately influences revenue.

Reach + quality

These numbers reveal how effectively your videos capture and keep attention. Metrics: unique viewers, average watch time, completion rate (% viewed).

Engagement

Engagement metrics tell you what viewers do after (or during) watching. Metrics: likes, shares, comments, clicks, and chapter skips.

Pipeline influence

When tracked through your CRM or marketing automation platform, metrics reveal how video contributes to lead movement and deal creation. These insights let you map which video moves the needle the most and can help justify investment in future content. Metrics: demo requests, form fills, lead scores, nurture progression

The final cut

Video humanizes complex products, accelerates understanding, and builds credibility faster than any white paper or static asset can. When used thoughtfully across the funnel, video converts into trust, momentum, and measurable ROI. Whether you’re creating one 90-second explainer or an entire library of assets, every frame is an opportunity to move buyers closer to “yes.” The brands that plan, measure, and repurpose intentionally will see their video investments work harder, travel farther, and pay off longer.