Nearly 90 percent of online users say video content helps them make a decision, and more than 90 percent of mobile device users share videos with friends. With video, recall of what was viewed is much higher than with content that’s primary text. These are just some of the reasons why it makes sense to incorporate videos into the marketing strategy for your medical practice. And here are some ways you can do it effectively.
Going behind the scenes at your medical practice starts with introducing your team to potential new patients. This can be accomplished with short video introductions or profiles of all key members of your practice. Give your intros more impact by:
Keeping each one within 1-2 minutes (viewership drops by 60 percent after 2 minutes)
Including some interesting personal facts about each doctor or staff member
Making it about the patient in some way (“My name is Dr. Smith and what I hope to do for you is…”)
If any of the doctors from your practice give lectures or presentations on various health issues, record them on video. These presentations can be easily incorporated into your YouTube content. If the lectures are fairly lengthy, break them down into shorter video posts and include a link to those posts on your website or on your social pages. Another option is to take highlights from those presentations and create a slideshow and link back to it from your other content.
Virtual Office Tours
Show off your medical facilities or the main areas of your practice with virtual office tour. Google has a 360 Virtual Tour feature you can use to add a brief video tour to your listing. It’s a great way to highlight your atmosphere and give new patients an idea of what they can expect when visiting. With a video tour you can emphasize:
The comfort of your waiting area
Any appealing features of your exam rooms
How easy it is to sign in when arriving and other convenience features
Go beyond a simple tour and create a video brochure. Typically included on a website’s homepage, it’s a brief overview of your practice, the physicians who work there, and the services you provide. It can be an effective way to quickly grab someone’s attention and encourage a visitor to further explore your website and schedule an appointment.
One minute of video can equal about a million words, so you can definitely get a lot of info out there, although you don’t always have to fill your video content with words for it to be effective. The strategic use of images can be just as impactful for marketing your medical practice. Get more out of any videos you incorporate into content by using headlines and captions with keywords. Transcripts of informative video content can also help with your SEO efforts to attract attention to your practice.