We know the future of web content is all video. If you think about your viewing habits (or your child’s) then you probably know it is too – even if you don’t want to admit it.
In fact, by 2017, video will account for 69 percent of all consumer Internet traffic, according to Cisco. So, how can you capitalize on this trend and put your medical practice ahead of the curve?
The best way is to start creating engaging video content today. Not sure how? Don’t worry, we’ve got you covered.
Tips for Creating Engaging Videos
You know how they say a picture is worth a thousand words? Well, one minute of video is worth 1.8 million words, according to Forrester Research. Kind of a big difference. Oh, and seven in 10 people view brands in a more positive light after watching interesting video content from them, according to Axonn Research.
The key phrase there is “interesting”.
Marketing your practice in a video can be as simple as a patient testimonial or an ask the doctor series answering common health questions. Videos should be educational and/or emotional and contain a message that connects with the viewer quickly.
Here are tips to help your practice create engaging videos:
- Connect to patients’ emotions. One of the main drivers of video storytelling is human emotion. Healthcare practices are filled with compelling, human interest stories from patients and staff. Share them. Don’t focus on the procedure side of a testimonial, instead discuss the fact the patient is able to walk again and visit with their grandchildren.
- Consider your patients and potential audience. Ensure the video is going to be relevant to them and that it’s not just something you or your doctors would be interested in. In other words, don’t get too technical and put yourself in the patient’s shoes when planning or asking questions.
- Make professional quality videos. Advances in technology have driven the costs of video production down. A video will represent your brand and you will want viewers to know that your brand is professional. If you don’t have the means or knowledge to make a professional video, hire someone to do it for you. If your videos look amateurish, what does that say about your quality of care?
- Get b-roll for your videos. Even if it’s only two minutes in length, make sure there is plenty of b-roll footage to keep the segment interesting. Staring at someone for two minutes straight is boring (and creepy).
- Have a consistent video structure.Make sure your video has a clear beginning, middle and end. If necessary, create a storyboard ahead of time that describes exactly how your video should be filmed and edited together. Keep this structure on all relevant videos so your videos have a “brand” and “identity” that can be felt in each.
- State your video’s purpose. Make sure your viewers know within the first 10 seconds why they should keep watching. Focus on the outcome. Most patients don’t care what it takes to get there, just how long it takes to recover and what they will experience when healed.
- Choose one topic. Focus on one topic per video and delivering that idea well.
- Consider the length. Most viewers will only watch a video for about two minutes. Try to keep videos less than 5 minutes no matter what.
- Share your videos on social media. Promote your video on Facebook, Twitter, in email blasts and on other social media channels your practice engages in. When you promote your video, make it easy for patients to share it.
- Put your video on your website. You worked long and hard to create your masterpiece, so make sure it lives on past your social post. Embed your video on your website so patients can view it indefinitely.
There you have it. Follow these tips and you should be well on your way to creating quality video to attract and retain more patients for your medical practice.
By Jennifer Thompson
Jennifer Thompson is co-founder and chief strategist for DrMarketingTips.com, a website designed to help medical marketing professionals market their practice easier, faster and better.