A no-fluff guide to using video to drive trust, leads, and momentum in HealthTech
You’ve probably heard it before: “You need more video.”
It’s not wrong. But it’s not the whole story either.
If you’re a HealthTech founder, growth lead, or marketer wearing too many hats, the real question isn’t whether video is powerful (it is).
It’s whether it’s right for your stage, your audience, and your goals—right now.
This guide is here to help you figure that out.
We’ll break down where video fits in a growing healthtech brand’s strategy, what types of videos are worth your time, how to balance cost vs. impact, and how to know if it’s working.
Let’s dive in.
Why video hits different in healthcare
Explaining what your company actually does is hard.
And when you’re in a space as complex (and regulated) as HealthTech, you need more than a few paragraphs of text to build confidence. That’s where video shines.
Here’s why it works so well in healthcare:
- ✅ It builds trust fast
When someone’s health or clinical outcomes are involved, trust is everything. A video can show your people, your product, and your purpose in a way that’s authentic and hard to fake. - ✅ It makes things click
Whether you’re explaining diagnostic software or an AI model for patient engagement, video helps people see what you mean. That’s powerful. - ✅ It sticks
People remember 95% of a message when it’s in a video, compared to 10% when it’s just text. In a long B2B sales cycle with multiple decision-makers, that kind of recall is gold.
5 types of videos that actually work (and when to use them)
Video isn’t just for splashy brand promos. The smartest HealthTech teams use different kinds of video at different points in the buyer (or investor) journey.
Here’s what works:
1. Explainers
Use these to quickly break down what your company does. Ideal for homepage hero sections, cold outreach, and paid campaigns.
Think: “Here’s what we do, who it’s for, and why it matters.”
WordStream offers some great advice on creating explainer videos.
2. Customer Testimonials
The most compelling person to talk about your product? Someone who actually uses it. Especially if they’re a clinician, patient, or healthcare leader.
Think: “Don’t take our word for it. Here’s what our customers say.”
3. Product Demos
Show your tech in action. This is a must for sales enablement and mid-funnel content. Bonus: no one has to book a Zoom to understand your UI.
Think: “Here’s what it looks like—and how it works.”
4. Investor Pitch Videos
If you’re fundraising or heading into due diligence, this is your chance to stand out. A well-crafted pitch video tells your story, your traction, and your vision.
Think: “Here’s why we’re the team to bet on.”
Advids has a fantastic resource on creating pitch videos.
5. Behind-the-Scenes
Bring your mission to life. Whether it’s lab footage, a founder intro, or office day-in-the-life, these build connection and authenticity—especially on social.
Think: “Here’s the human side of our company.”
Short on budget?
You don’t need to spend $20K on a glossy brand video to make an impact. What you do need is a clear purpose and the right match between production value and context.
Here’s a cheat sheet:
| Budget | What You Can Create | Best Use Cases |
| DIY / Founder-Led | Zoom recordings, Loom demos, selfie testimonials | Startup stage, content for email/social, authenticity |
| Mid-Tier / Agency-Backed | Animated explainers, remote interviews, simple edits | Product marketing, case studies, campaigns |
| High-End Production | Studio shoots, full-script videos, motion graphics | Investor decks, conferences, awareness campaigns |
At Breezy Hill, we help our HealthTech clients scale up or down based on the goal, not the gear.
Where should your videos live?
Spoiler: it’s not just YouTube.
Here are the best places to host and share your videos:
- Your Website
Homepage, product page, pricing page—anywhere people need to “get it” quickly. - LinkedIn + Paid Social
Great for awareness, retargeting, and thought leadership. - Email Campaigns
Add a video thumbnail with a play button—CTR will thank you. - Sales Decks & One-Pagers
Help your reps tell the story faster and better. - YouTube or Vimeo
Good for embedding and SEO, especially for evergreen content.
*Pro Tip: Add subtitles. Most people watch with the sound off!
For more on how to attract and convert high-quality leads, explore our recent post on lead generation for HealthTech companies and see how targeted content fuels growth.
How to know if it’s working (Spoiler: it’s not just about views)
If you’re only counting video views, you’re missing the bigger picture. Here are the metrics that actually matter:
- Play Rate – How many people hit play after seeing the thumbnail?
- Dwell Time – Are they engaging long enough to get the message? LinkedIn tracks how long users pause or watch before scrolling—more dwell time can boost your reach.
- Watch Time – Are they sticking around or bouncing in the first 10 seconds?
- Click-Through Rate (CTR) – Are they taking the next step?
- Conversion Rate – Are those views turning into demos, signups, or leads?
The goal isn’t to go viral. It’s to drive the right action. If you want a broader view of video marketing strategy and best practices, check out Hubspot’s Ultimate Video Marketing Guide.
So, is video right for your healthtech company?
If any of these sound like you:
- You’re struggling to explain a complex product
- You need to build credibility with investors or customers
- You want to stand out in a noisy digital space
Then video is definitely worth exploring.
And if you’re looking for a marketing partner who gets the nuance of healthcare, knows how to scale smart, and can turn strategy into results? We’d love to talk. Contact us today for a free consultation.
