Powerful Video Strategy Blueprint for Doctors

What is Video Marketing?

After Jio revolution in India video is becoming a more important form of marketing content and in your medical practice marketing strategy video play a very important role. Most people (83%) believe video is becoming a more important form of marketing content, according to the 2018 State of Video Marketing report.

Video marketing for doctors helps promote your practice, creates a connection, allowing patients to feel like you’re speaking directly to them. Sharing videos on social is also an easy way to highlight your personality. Video marketing is your opportunity to impress a patient and build trust even without meeting.

The video makes it a lot easier for you to educate patients and prove that you are capable of handling any problem that they have.

Importance of Video Marketing for Doctors

Using video is vital for several reasons. On one side of the coin, video can boost your website and marketing metrics and on the other side it’s an excellent way to educate and build trust.

✅ Increased visitors’ time on a website or page.
✅ Increased click-through-rates when videos are used in email campaigns.
✅ Increased traffic – websites with video see additional traffic than no video on website.
✅ Increased patient conversion rate
✅ Video helps to create trust between doctor and patient
✅ Video is one of the best ways to capture someone’s attention
✅ Video increase people’s understanding of your producers
✅ Video helps to create brand awareness, doctor face becomes acquainted to patients
✅ Video help Social media/community engagement
✅ Video help to take customer testimonials/reviews in a natural way.
✅ Visitors who view videos stay on web sites an average of 2 minutes longer than those who don’t view videos. – comScore
✅ Homepage videos are shown to increase conversion rates by 20% or more. – ReelSEO
✅ Using video on landing pages can increase conversion by 80% – Unbounce
✅ 59% of viewers will watch a video to the end that is less than one minute. – Wistia
✅ 92% of mobile video viewers share videos with others. – Invodo
✅ The average internet user spends 88% more time on a website with video. – Mist Media
✅ 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. – Forbes Insight
✅ Every 5 tweets on Twitter contain a video. – Twitter
✅ One minute of video is worth 1.8 million words. – Dr. James McQuivey, Forrester Research

Types of Videos Recommend for Doctors

After long research we categorize videos for doctors that help to create, grow and scale profitable practices. We have designed our totally unique 6-Step-Video-Process that play most important role in our digital marketing approach for doctors.
We advised to create 15 videos for phase-1, enough for the next 3 months.

Designed specifically to market your practice, we recommend the following types of videos:

Step 1- Welcome to the Practice / Clinic

“Welcome to the Practice” Videos – Overview of the patient experience, services offered, tour of office and learn what to expect on the patient’s first visit. Great for home page of your website and Facebook page. His look and feel of your office space can help draw patients to your practice. Create a video that highlights the spaces they’ll be spending time including the waiting room and exam room. Overall these videos are perfect for showcasing what you offer and the new patient experience.

Ideal Video Length: 5 – 6 Minute
Objective & Tips of Video:
- Explain all services in brief.
- Explain any other visiting doctor in your clinic or other facilities time to time.
- Explain any Govt. Policy or other benefits of your clinic
- Explain the facilities of your clinics
- In this video you can showcase entire clinic tour. Present yourself friendly meeting with patients in wards in OPD etc. Showcase conversations with patients in happy mood – that help how friendly you are.

Step 2- Meet the Doctor

“Meet the Doctor” Videos– This is the 1st video to start with and in this video we focus on introduction to the doctor and short-story about their journey to become a doctor. In the video we need to show doctor’s specialization in and why they love what they do. May or may not contain personal details about the doctor’s family, favorite activities and background. This video helps new patients to connect with the doctor’s face before coming to first visit at the clinic. Overall in this video introduce you to new patients, giving you the chance to talk about your background, your passion for helping patients and what sets you apart in your field.

Ideal Video Length: 5 Minute
Objective & Tips of Video:
- Explain how you and your clinic are different from others. Don’t give negative points to any other clinic or hospital. Focus on your intention and helping nature.
- Explain the mission & vision of your clinic
- Explain your experience or your story.
- Explain any specialty about your clinic.

Step 3- Procedure Education

“Procedure Education” Videos – The doctor answers frequently asked questions about a procedure and educates the patient about the benefits. You can describe the procedure in detail, show diagrams, “Before and After” pictures and even show the procedure being performed! This is a favorite for patients who want to know what to expect about the procedure they are considering. Great for establishing the doctor as the expert in this procedure. These are great for your website and to market on Social Media.

Ideal Video Length: 10-15 Minute
Objective & Tips of Video:
- Show your expertise in that particular procedure.
- Share Symptom basic level of care.
- Recommend diet or another lifestyle for precaution.
- Try to capture the attention and trust of patients
- Imagine you are a surgeon then procedure-based video focuses more on a specific procedure and the pre-and post-surgical process, and may even include footage of the procedure itself.
- Include patients who have undergone the procedure discussing their experience

Step 4- Patient Education

“Patient Education” Videos – are great for showing patients while they are at your clinic or can be used to send them privately. These videos are used most for “Home Instructions for Recovery” or “Preparing for the Day of Surgery”.

Ideal Video Length: 2-5 Minute
The objective of the Video:
- Prepare a short video about instruction after the procedure. Prepare a short video about instruction after the procedure.
- Diet and lifestyle after the procedure.
- Create a series of particular procedures that give challenge and motivate your patients after the procedure to recover fast.

Step 5- Patient Success Story

“Patient Success Story” Videos – nothing speaks louder to the patient experience you provide than hearing from those who have received your care. Written testimonials are great, but video takes it to the next level. Viewers are able to actually put a face to a patient’s kind words and see their genuine enthusiasm for your practice. Testimonials from patients about what their issue was before, why they came to you for help, what the process was like, and how you improved their life. Powerful way to connect with potential patients experiencing a similar issue. Overall these videos are great for generating excitement about the types of results your patients experience.

Ideal Video Length: 2-5 Minute
Objective & Tips of Video:
- Patient and their experience are the focus
- Patient to tell their story of their health condition, how they came to find the physician who treated them, and their experience with the procedure and recovery.

Step 6- Social Media Campaigns/Promotions

“Social Media Campaigns” Videos – are a series of shorter videos that build on each other to put forth a strong singular message to new patients on platforms like Facebook, Twitter, Linkedin and Instagram. Generally shorter versions of one of the above videos. Our videos normally run 90-120 seconds, however, a Facebook or Instagram version may be only 15 or 30 seconds. These video working best

Ideal Video Length: 30 Seconds
Objective & Tips of Video:
- Promote any event/camp or short message to your online audience.
- Need more engaging videos required.

Advised to create & final templates of video type like for free camp and customize on recurring events.

Tips to Make Great Doctor Videos

Whether you hire a professional or you decide to shoot the video yourself you’ll want to keep these tips in mind to get a good finished product. Not only video but you need to focus on audio quality, lighting effects and pixel quality, don’t compromise with quality at all, as these re-present you as brand.

Don’t go for 100% perfection because in that way we found in some cases doctors are unable to shoot an single video. Now a days we have many tools that help to make video polished so you don’t have to spend a lot on equipment. Mainly you have to focus on strategically placed lights, a good microphone, and an good camera or iPhone might be all that you need.

15 Tips to Make Great Doctor Videos

For a final video that you can be proud of, here’s an overview of what you should be considering when you’re making videos:

Be Natural: You’re a real person, act like one and you’ll be perceived as relatable.
Understand the Rule of Thirds: This technique is used to capture the attention of the audience towards the doctor’s face.
Use Plenty of Light: Lighting makes a huge difference in the quality of a finished professional video.
Use a Clean Background: One easy way to get a professional look for your video is to use a solid-colored background.
Short Videos: Short videos are best we recommend max 10 minutes.
To the Point: Be brief and get to the point right away, skip the lengthy intro.
Inter-connect Video: In the long video we advise inter-connect other procedure videos or ask the audience to watch other videos if they relate to a particular topic. Even you can give an example of your success-story video.
Call-To-Action: End of video request your audience Follow on social so get regular update and other useful upcoming videos.
Brand your video: We advise consistent look and feel in all your videos, so the first step to choosing the color combination of your brand it looks more professional.
Shoot from a Variety of Angles: Cutting from one angle to another is a good (and simple) way to add visual interest to your professional videos.
Smile Please: Smile, especially at the beginning of your video. It makes a huge difference in how friendly you seem.
Music:Depending on the type of content, background music helps to entertain, captivate, and provide flow for the imagery.
Optimize for mobile use: Just like your website, make sure videos are optimized for playback on multiple mobile platforms.
Include captions: Google loves videos with a transcript, so include it on YouTube and your site.
Don’t use your camera’s built-in microphone: If you’re going to spend money on one thing, make it this – get a good wireless lapel mic or shotgun microphone. Viewers don’t like to continue poor audio than anything else.
Tell a story: If you can evoke an emotional response from a viewer (laughter, fear, reassurance, trust) you’re more likely to get them to take some kind of action.
Think of questions that your patients would ask: Know your audience. You’re not presenting a study to a symposium of doctors. Think of the FAQ’s you hear from your patients.
To script or not to script: On one side you don’t want to sound like a robot, on the other you don’t want to appear unprepared.

Where to Use Videos in Your Marketing

You know what video marketing is, why it’s important, what types of videos you can create, and you have some guidelines on how to capture your the attention of your audience and get the most return out of your video content investment.

Now that your video is edited, perfected, and ready to share with the world there are a number of different places and platforms that you can distribute it on.

Your Website Pages

Sure, you website is an obvious location for video placement. However there are varieties of pages that videos will work well on including:

Homepage: Welcome to the practice, introductory video
Landing Pages: Specialized landing pages with a video that explains specific offers or treatments that you direct patients to from email newsletters, social media, or other outreach efforts.
FAQ Page: Frequently asked questions are perfect topics to create videos around. A short 1-2 explainer video is easily digestible for patients and can replace long-form text.
Treatment and Condition Pages: Instead of trying to fully convey a procedure through writing, a video with demonstrations, anatomical models, or images can quickly provide a description.
Blog Posts: If you maintain a blog, your videos can be reused again and again to augment the ongoing medical topics that you write about.

For Social Media

Social media is one of video’s natural habitats. People love sharing videos. Top surgical videos get millions of views from social sharing. Even local practices can benefit with views in the thousands from dozens to hundreds of social shares.

The trick is finding the right social networks to focus on – Twitter, Facebook, LinkedIn, Instagram, Snapchat, YouTube, and on and on. There are too many to list.

Monitor your profiles and see where you get the most engagement from patients. Focus your efforts there if you have limited time. It doesn’t hurt to maintain a presence on several platforms which can be made easier with bulk publishing tools like Buffer.

Video advertisements

More than one-fifth of consumers (21 percent) find video marketing content more memorable than other forms, according to Brightcove, earning the top spot. Furthermore, 45 percent of consumers consider this medium the most engaging form of content, and 36 percent prefer it to other marketing modes.

Doctor Videos Helps To Create Trust With Patients

Video Promotion may be a powerful promoting tool for DOCTORS as a result of it creates a powerful emotional connection with patients that is not possible with only images and texts. Videos use ANIMATION, SOUNDS, COLORS, IMAGES, and MUSIC to help to create feeling & trust.

The more of these elements that are included, the better the viewing experience. Most Do-it-Yourself Doctor Videos include little to none of these elements! Yes, they save the doctor some money, but the videos do nothing to help them and in fact, may hurt them since they create a NEGATIVE FEELING about the doctor.