Video has become a vital tool for healthcare practices to authentically connect with prospective patients. Studies show that 60% of people prefer watching a video to engage with a brand's story versus reading text. Strategically shared videos allow practices to open their doors wide to the community.
In this guide, we'll explore how video content helps healthcare providers of all sizes build familiarity and trust with potential patients. When done well, video gives an inside look into the heart of a practice to boost its reputation and approachability.
Implementing a strategic video marketing plan provides many benefits that align with core goals for practices, including:
Video offers a way for practices to give potential patients an authentic inside look into their unique care philosophy and approach. Short videos can showcase the practice's values, mission, culture, facilities, staff, and what sets them apart.
Seeing the human side of a healthcare provider builds familiarity and connection. It separates them from competitors as more than just a place that offers medical services. The video provides the missing puzzle piece that helps turn a practice into a trusted healthcare partner.
Visitors spend far more time engaging with website pages that contain videos. Video grabs attention in ways static copy cannot. Watching staff videos, facility tours, and doctor welcome messages builds familiarity with the practice's brand more memorably.
A powerful way to showcase the compassionate care and positive experiences the practice consistently delivers is by incorporating video testimonials and reviews from real patients and family members. Seeing and hearing patients share their first-hand health journeys and interact with providers builds trust and familiarity.
Prospective patients searching for the right healthcare partner are reassured, knowing the practice has supported real people just like them. Patient stories told through peers they can relate to have far more impact than generic marketing claims.
Promotional and educational videos created by the practice organically spread brand awareness to a wide audience when shared on the website's social media platforms like Facebook, Instagram, and YouTube, as well as within paid video ad campaigns.
The video also improves overall findability and visibility in local searches and directories when optimized with location-based keywords in titles, descriptions, captions, and metadata. Videos on a local practice's own YouTube channel, for example, appear in relevant searches.
Strategically produced video content showcasing outstanding patient outcomes, state-of-the-art medical facilities and technologies, knowledgeable providers, and doctors featured in the media counteracts negative reviews and greatly enhances the practice's overall credibility.
A steady stream of video success stories and behind-the-scenes footage builds a positive visual narrative that combats dated, isolated complaints. Current videos drowned out old negative sentiments over time on profile pages.
Calls-to-action within educational or promotional videos prompting viewers to schedule consultations, as well as video ads targeted directly to demographic groups most likely needing specific treatments, ultimately generating more leads into the sales funnel.
Concise promo videos and customized video ad campaigns targeted by factors like age, gender, income level, and geography ensure practices reach and engage prospective patients through preferred digital platforms.
Because video is such a multifaceted digital medium, the possibilities are vast for how medical practices can leverage it to achieve their strategic goals. Here are some of the most effective video content types and formats that practices should focus on producing:
Current or former patients speaking directly on camera and sharing their first-hand positive experiences receiving care from the practice represent extremely powerful forms of social proof. Testimonials showcase real patient stories and emotions to highlight the practice's compassion, expertise, and superior health outcomes.
Effective patient testimonial videos feature patients explaining health challenges they initially faced, why they sought help from the practice, how providers carefully listened to their needs, walkthroughs of customized treatment plans, and how the practice's exceptional care ultimately improved their lives.
These informative videos use a mix of custom graphics, animations, on-screen text, and b-roll footage over professional narration to simply yet thoroughly explain intricate details of various medical procedures, treatments, surgical preps, and aftercare procedures offered by the practice.
Medical animations boost comprehension of complex health topics patients may find confusing and be too embarrassed to continually ask doctors to repeat. Procedure explainers help set accurate expectations. Common examples are total knee replacement, preparing for a colonoscopy, spinal surgery, chemotherapy, and physical therapy exercises.
Filming a warm, sincere video greeting from the founder or lead provider welcoming site visitors provides an engaging yet personal introduction to the practice. This familiarizes visitors with the compassionate nature of the office and core values right from the start to help put them at ease while searching for a new provider.
Prospective patients appreciate seeing an insider's view into the practice location where they will potentially receive care. Filming a 2-3 minute video overview of the office, waiting areas, exam rooms, and specialized onsite equipment/technology gives viewers an inside look at the modern or state-of-the-art clinical spaces where they'll be treated.
Producing brief introductory videos where the doctors, nurses, specialists, and other team members sincerely introduce themselves directly on camera can go a long way in humanizing the practice. Team members can highlight their credentials, specialties, personal philosophies, passions for patient care, and decade+ of helping specific conditions.
Posting regular social media and blog videos where providers share preventative care tips, discuss health conditions, explain therapies, walk through recovery, and offer wellness techniques or other clinical advice is a great strategy to organically establish your practice as a trusted leader in healthcare education and thought leadership.
Addressing some of the most common patient questions through a series of concise 30-to-60-second explainer videos optimized with FAQ titles helps educate and reassure website visitors during their research and comparison process. Video equips them with helpful information to feel fully informed.
Emotional brand mission videos that candidly communicate the practice's founding story, overarching service mission, and philosophy or values statement help set a strong impression. Patients connect with and remember the heart behind the brand in their decision process.
Adhering to professional healthcare video production standards ensures you craft compelling, polished video content that leaves a positive impression on viewers. Here are proven production tips to help medical practices produce effective marketing and patient education videos:
Structure videos primarily as compelling stories highlighting relatable patient challenges, clinical journeys, provider compassion, and positive outcomes. Build connection through storytelling.
Tutorial videos under 60-90 seconds and other videos up to 2-3 minutes have the highest completion rates. Get key information, testimonials, and messaging across efficiently. Avoid dragging on.
Use clear, everyday language and analogies patients understand. Break down complicated health concepts into steps using b-roll footage and animations. Visuals boost comprehension.
Let charismatic, personable providers star in videos interacting with patients and staff when appropriate. This builds familiarity and likability. Capture providers' natural warmth.
Supplement videos with context-building footage inside facilities, patient interactions, medical tools in use, positive patient outcomes, etc., to support the narrative visually.
Most viewers watch videos on smartphones. Ensure proper landscape orientation. Slow camera movements prevent shakiness. Large text captions enhance viewing on small screens.
Research and incorporate keywords into titles, descriptions, and metadata. Transcribe videos to include keywords in text form. Link back to website/videos in descriptions.
Videos allow you to showcase your services, facilities, equipment, staff expertise, and success stories in an engaging format. Patients want to see who will be caring for them and gain confidence in your capabilities before booking appointments.
● Build Trust - Well-made videos introducing your staff, showing your facility, and demonstrating your services help patients feel more comfortable and confident in choosing your healthcare provider. Seeing is believing.
● Attract New Patients - Video content helps you connect with a wider audience online and through social media. It shows you are modern and tech-savvy, which appeals to today's consumers.
● Patient Education - You can easily create videos to educate patients about procedures, medications, preventive care, and more, which empowers them.
While video is undoubtedly an invaluable channel medical practices must embrace, executing an effective video marketing strategy requires true expertise.
Partnering with a professional healthcare video production agency like ZTown Media alleviates the demands on busy practice staff.
Don't wait to unlock the tremendous power of video to authenticate your practice and boost patient numbers. Let the experts at ZTown Media flawlessly handle the demands of video production so you can focus on what matters most: delivering best-in-class care.
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