In today's digital age, the dominance of video content is undeniable. As patients spend increasing amounts of time online, it has become crucial for physicians to incorporate video into their marketing strategies. But where should you start? What types of videos should you create? And what mistakes should you avoid?
In this article, we will explore the importance of video marketing for doctors, provide insights into the types of videos they should create, discuss common pitfalls to avoid, and offer guidance on how to create and distribute effective videos.
Education and Trust-Building
When it comes to marketing, doctors must accomplish two fundamental objectives: educating patients and building trust. Video content surpasses text in achieving both of these goals. Potential patients process and retain educational information better through videos, making them an ideal medium for delivering complex medical knowledge. Moreover, videos allow patients to virtually meet physicians, fostering a sense of trust that is crucial in the healthcare industry. Additionally, videos are more noticeable than static images, especially in paid advertising, making them a powerful tool for attracting new patients. In fact, many doctors have seen a significant increase in new patient leads through video ads compared to static images.
Unique and Empathetic
Healthcare video marketing stands out from other industries due to its educational nature. Physicians often need to explain intricate conditions and treatments in a way that is easily understood and emotionally engaging. Videos excel at this because they leverage visual and auditory elements to create empathy, which is essential for differentiating your practice and connecting with patients on a deeper level.
Types of Videos Doctors Should Create
To build an effective video marketing strategy, doctors should consider creating the following types of videos:
Physician Introduction Videos: These videos establish authority and build trust by allowing potential patients to get to know the physicians in a practice. It is recommended to create individual introduction videos for each physician.
Educational Videos: Educate potential patients about relevant conditions and treatments. These videos should mirror the informative conversations doctors have with patients on a daily basis. It is beneficial to create separate videos for conditions and treatments, as patients often research both.
Patient Testimonials: These videos provide social proof by showcasing patient experiences. The best testimonials are those that tell a story, highlighting the journey patients went through before and after treatment.
While these are the most common types of videos, there are several other overlooked options:
Physician FAQ videos
Practice tours
Video ads for social media platforms like Facebook and YouTube
TV ads for traditional television or streaming platforms
Videos for email marketing, and videos for recruiting purposes
Common Video Mistakes to Avoid
When doctors venture into video marketing, they should steer clear of common mistakes that can undermine the effectiveness of their videos:
Low-Quality Audio: Viewers are unforgiving when it comes to poor audio quality, as it hinders understanding and engagement. Investing in a good microphone is essential to deliver clear audio.
Poor Lighting: Visual quality is often compromised by inadequate lighting. Improving lighting conditions is a relatively easy and effective way to enhance video quality.
Unnecessarily Long Videos: Attention spans on digital platforms are short. While longer videos are suitable for educational content, videos about the practice or physicians should be clear, concise, and attention-grabbing.
Lack of Distribution Plan: Having a great video is pointless if it remains hidden on a buried webpage. Doctors must create a distribution plan to ensure their videos reach their intended audience and maximize their impact.
Options for Creating Doctor Videos
There are various options for creating videos for medical practices, each with its own time and cost considerations:
Option #1: Shoot & Edit Video Yourself: While this approach may seem cost-effective, it often results in poor-quality videos. Internal staff usually lack the necessary equipment and expertise to produce professional-grade videos unless there is a dedicated resource with experience in content creation.
Option #2: In-Person Shoot With a Traditional Video Production Group: This method yields high-quality videos but is also the most expensive option. Budget constraints may limit the number of videos that can be produced, as there is often a misconception that only high-budget videos are suitable for digital marketing.
Option #3: Remote Video: Remote video production is a newer option that allows for high-quality videos without the need for an in-person shoot. Software platforms enable a remote team to direct and control video shots through a mobile device or computer. This approach offers cost-effective video production and can be further enhanced with professional-grade audio and lighting equipment.
Creating a Video Distribution Plan
Before creating videos, it is crucial to develop a distribution plan to drive views and achieve your video's objectives. Here are four primary methods of distribution to consider:
Video for Your Practice Website: Adding high-quality videos to your website can significantly impact the conversion rate and generate more new patient leads. Tailor the video content to specific pages on your site, addressing relevant conditions and treatments.
Video for SEO: Videos can boost organic search traffic by increasing dwell time, which is a factor search engines consider when determining rankings. Additionally, videos uploaded to platforms like YouTube can be indexed by search engines.
Video for Practice and Physician Listings: Don't overlook the importance of your listings on platforms like Google Business Profiles, Healthgrades, and Vitals. Distributing videos through these channels can help differentiate your practice and attract more leads.
Video for Social Media: Utilize social media platforms like Facebook and YouTube to distribute your videos. Organic reach may be limited, so consider allocating a budget for paid advertising to reach your target audience effectively.
Video for Paid Advertising: Video ads on platforms like Facebook and YouTube are highly effective for driving new patient leads. They often achieve a lower cost per lead compared to static image ads.
Frequency of Creating New Content
There are no hard and fast rules for how often you should create videos. A high-quality video that addresses important patient concerns can last for several years. However, if you are committed to incorporating video content into your strategy, consider creating a repeatable plan to generate a continuous stream of videos. When it comes to video ads, it is advisable to refresh the content every 90 days to prevent ad fatigue and maintain effectiveness.
Now that you understand the importance of video marketing and the steps involved, it's crucial to find the right partner to help your practice or organization succeed. At OM, we specialize in assisting medical practices and organizations in their video marketing endeavors. Request a free consultation with one of our video marketing experts who can guide you through the process and collaborate with you to create a tailored video marketing strategy that aligns perfectly with your practice's or organization's goals.
To learn more and get started, email us at info@ommktg.com.
Don't miss out on the incredible opportunities that video content presents. Start creating compelling videos today with OM and unlock the full potential of video marketing for your medical practice or organization.
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