Video has become a marketing staple in recent years. Wyzowl’s 2025 Video Marketing Statistics found that 89% of businesses use video as a marketing tool and 95% of video marketers consider video a critical component of their strategies.
But B2B SaaS marketing isn't like selling household appliances or power tools. How does video translate to B2B healthcare marketing?
Quite well, it turns out.
A survey of health system CIOs found that 75% of respondents prefer informational video content from tech vendors. The benefits of SaaS video marketing are countless: It helps improve domain authority, audience engagement, and SEO. It keeps visitors on websites and encourages them to spread the word about your brand. Google’s algorithms favor helpful content in varied mediums, so optimizing videos for specific keywords can help boost search rankings. And HubSpot found that embedding relevant video content on a landing page may increase conversions by as much as 86%.
In short, if you aren't using videos, you could be missing out on opportunities to reach new buyers and engage existing ones. So, what types of videos should you create, and how do you maximize your SaaS video marketing results?
Before hitting the “record” button, you should identify what type of video you need to create to achieve your objectives. Branding and educational videos, for example, build brand awareness and appeal to top-of-funnel audiences. Testimonial videos help generate trust, and training videos streamline user onboarding.
Explainer videos are ideal for healthcare software companies that must concisely demystify complicated processes to spark initial interest. They allow you to show prospects in-depth information about your solution and demonstrate how the features address various pain points.
Here are some questions to help align your SaaS video marketing strategy with your overall business objectives:
After considering these questions, you may (like many of our clients) realize that SaaS explainer videos are ideal for meeting your objectives.
A SaaS explainer video brings your software to life for leads, prospects, and customers. It succinctly showcases capabilities and explains how the software works with clarity that only visuals can lend. Videos with calls-to-action (CTA) may also help accelerate your pipeline by enticing viewers to take further action, such as booking a live demo.
Best Practices in Action
We created this explainer video for Core Solutions to demonstrate how the software works and the benefits it delivers.
Follow these steps to leave your audience with a memorable and on-brand impression while maximizing your SaaS video marketing ROI:
Most SaaS explainer videos use 2D animation, but some incorporate stock photography and footage. You can also record a walkthrough of a software solution to show the product in action.
Heads up: If you use 2D animation, your designer will need to know the video’s length to estimate the time and cost of production.
Not all writers are familiar with the kind of succinct, conversational language that makes videos resonate. Work with an experienced scriptwriter to keep the content concise, hit the right tone, and create content that sounds natural and engaging. Also, review the script with your designer to ensure you have the same viewpoint about how visuals will align with the copy.
Your video should align with your branding. If you don't have a well-defined brand image yet, the designer can help determine the look and feel of the video by creating a style board before working on the storyboard.
Hire a professional voice-over actor to bring the script to life. Nail down this component before animating the content to align the visuals with the voice-over — voice actors may talk at different speeds from how we normally speak or enunciate certain words differently, impacting the animation’s pacing and timing.
Many SaaS explainer videos include screenshots to make abstract ideas more tangible and allow the audience to see the software in action. Choose screenshots that support your objectives and address the audience's needs. Consider panning and zooming across the screen to highlight a user flow or placing a cursor over a specific field to simulate the experience of using the software.
Create a rough animation for each scene on the storyboard. This process helps you map out each scene with timestamps, without needing to worry about transitional elements (yet).
You can see the visuals with the voice-over in video format to gauge pacing and length. A professional designer will then handle the finer points of the animation process and tie the scenes together.
After fleshing out the rough version, the real work begins. Getting everything “just right” is nuanced. For example, the designer may take individual screenshots from a software demo and recreate each mouse movement before synching the animation with the audio. Be sure to budget time for finishing touches, such as background music, sound effects, and volume adjustments.
Next, plan for hosting and distributing the video content to reach the right audience and deliver a modern user experience. Consider these questions:
Timing is essential for SaaS explainer videos. When it's right, you don't notice it. But if it's off, the viewers can sense it.
Still, too many content creators focus on individual elements during production and neglect to ensure everything comes together naturally. Take a step back and consider the video holistically to ensure it flows well.
The best healthcare content marketing strategy covers multiple channels and meets the audience where they are through their preferred content formats. As more decision-makers like health system CIOs favor videos, incorporating them into your strategy will help you reach more prospects and accelerate the pipeline.
While today’s tech tools may make creating videos appear easy, making one that hits the spot and converts isn't. Addressing the many details and nuances often requires getting professional support to produce videos that cut through the clutter.
Spot On's experienced creative pros produce effective SaaS videos for our clients. They also work seamlessly with the rest of our team to ensure that these assets support the rest of your SaaS content marketing strategy to maximize results.
Schedule a chat to see how we can support your SaaS video marketing efforts with a robust healthcare content marketing strategy.
