How Can Health Care Providers Incorporate Video into Their Marketing
When looking at some social media sites, you will come across everything from 'homemade' cell phone videos of patients and procedures, to just a slideshow of still (stock) photos with generic music in the background.
If healthcare professionals want to capture potential patients attention, they need to be effective with their presentation style.
It's common for someone to ask a friend for a recommendation to a dentist or doctor and word-of-mouth is the absolute best advertising. The crucial point is when the person getting the recommendation goes to search out the care provider to find out more information. The health professional only has one choice for a first impression when potential clients get to their website or social media page. Using quality video content is one key way of creating a positive impression (no pun intended).
Going to the doctor is a not-so-pleasant experience for some people, so they need reassurance that they are in the hands of professional and caring people. A quality video will portray precisely what the potential patient needs to see to feel comfortable picking up the phone to call for an appointment.
Here are some critical facts about video marketing:
- 70% of marketing professionals report that video converts better than any other medium
- The average internet user spends 88% more time on a website with video than without.
- 64% of consumers are more likely to buy a product after watching a video about it. - Forbes
- A successful video campaign is just one aspect of an overall marketing and relationship-building strategy. As a health professional, you are an absolute expert in your field, having spent hundreds of hours studying and learning your art. The one thing that is not taught in medical colleges is how to market yourself. This is where you need to seek out a professional who has spent their time studying their field of marketing. Partnering with a consulting firm that has a successful track record will benefit your practice immensely.
Here are some areas where videos can be successful:
- A promotional video that explains who you are and what you do. A smiling, confident face goes a long way in making someone comfortable. If you have a team practice, then that video should show you as a team.
- A virtual tour that shows what your facility looks like, highlighting any new technology along with anything that helps make the patient experience that much more comfortable. You can even include short clips of some simple procedures; something that sets you apart.
- Patient testimonials that communicate your practices value, expertise and professionalism. Word of mouth is the best advertising and having real people give favorable testimony will go a long way to building confidence in a potential patient.
- Stand out from the competition by adding a video to your business listing in online directories
- Partnering with a professional consulting firm makes it simple to accomplish these goals.
Some of the other, finer points of videos in marketing include:
- Using videos to drive traffic to your website/social media. Search engines love video, and with proper video SEO, you can use video to drive lots of traffic to your site.
- Use targeted keywords when titling and tagging your videos
- Create a variety of videos, each focusing on a different search term
- Use multiple video sharing sites to increase links back to your main website - Lifewire
As pointed out earlier, video is just one aspect of a successful marketing program. Tying in all of the other tools available with professionally produced videos will ensure that your practice attracts new patients and continues to grow.
You can download our free e-book "Video Marketing Road Map" to give you an idea of what we can help you accomplish in your practice. You can contact us for more information or with any questions.
