Videos have become an increasingly popular tool for doctors to boost their marketing efforts and attract more patients to their private practices. Unlike other forms of communication, videos shared on a website or through social media channels have the ability to educate and build trust in a way that graphics or text cannot. More and more physician websites include a section for videos, and if you haven’t launched this important marketing channel, here are some reasons you should do so, along with ideas for content.
Why doctors should use video to improve marketing
While there are numerous reasons doctors should market their private practices – most notably, growing your patient base – effective marketing can also help you educate new and potential patients. There are numerous findings that show education is one of the keys to building trust with patients. And there is no better tool to use for patient education than videos of doctors talking to their patients, both new and established.
Patients are more likely to process and remember educational information when it is presented in video format. Videos also allow potential patients to “meet” the physician virtually, which helps establish trust. And if your practice ever does paid advertising through social
How is healthcare video marketing unique?
Healthcare video marketing stands out because it is much more capable of educating viewers; it’s a lot better than asking patients to go read a long study. As a doctor, you often need to explain complex medical conditions or treatments in a way that is easily understood by the general public. This is a challenge somewhat unique to the healthcare industry. Unlike a video teaching a viewer how to change a tire or put together a birthday toy, doctors are asked to explain, in some instances, matters of life and death. Video content allows you to add to other forms of communication, such as office visits or patient calls. In fact, video content is the perfect medium for medical education and the marketing of your practice. The technology allows doctors to connect with existing and potential patients in ways that the written word cannot accomplish.
What types of videos should doctors create?
To effectively implement video marketing, doctors should consider creating various types of videos. Here are a few examples:
- Physician Introduction Videos Creating introduction videos for each physician in your practice helps establish authority and build trust. More important, though, videos of your physicians turn them from names, pictures and bios into real people. Videos can create a personal connection with new or existing patients and give them a glimpse into their expertise and personality.
- Educational Videos Educational videos allow you to inform potential patients about the specialized medical care and treatment you can provide as a doctor. These videos should mirror the conversations you have with patients daily, providing valuable information in an engaging way. When creating these videos, doctors should separate discussions on conditions and treatments. It is advisable to create separate videos for both conditions and treatments, as patients often research both aspects.
- Patient Testimonials Patient testimonials are a powerful tool for showcasing positive experiences from those who come under your care. These videos should feature patients sharing their journey from pre-treatment to post-treatment, highlighting the positive impact your practice had on their lives. Collecting compelling patient testimonials can significantly influence prospects’ decision-making process.
Incorporating video marketing into your medical practice’s overall marketing strategy can lead to significant benefits. Videos provide a unique opportunity to educate, build trust, and establish connections with potential patients.
