Clear communication is essential in the relationship between healthcare professionals and patients. Medical treatments can be complex, and patients often receive a lot of information in a short amount of time. That’s why it’s crucial to present healthcare information in an accessible and understandable way. Video is a powerful tool in this process—it lowers barriers, makes complex treatments easier to grasp, and helps patients and their families better prepare for their care journey.

Even before COVID, webinars were a key tool for marketers. And for good reason: according to a study conducted by GoToWebinar, 73% of B2B marketers and sales leaders believe that webinars are one of the best options available to generate high-quality leads.i Now, due to the pandemic, the use of webinars has skyrocketed, with organizations using them for everything from new product launches to professional education. At the same time, people are realizing that webinars offer a lot of benefits – mostly relating to time and cost savings – that will continue to resonate, even after the coronavirus abates.

Video is emerging as a key digital marketing trend for B2B marketers, opening up powerful new ways to connect with prospects and customers. The B2B marketers who use it report that video is more successful at converting customers than any other technique.