Recently I was presenting at a conference and I had a physician come up to me afterward and ask me whether or not adding video as a marketing strategy was easy to do, and whether or not I felt it was necessary or helpful. In response, I had to share that I think video is a great way for physicians to market themselves and to attract new clients. It’s also a great way to educate your patients. The reason why I’m saying this is because video has never been as easy as it is today to do. You can basically do a video with your I-phone no matter where you are. The joy of it is patients and people like people in videos who are not necessarily perfect. They accept imperfections because they know that you’re human and it adds that human element. There are keys to making this most effective, and I’m going to share those with you today, along with some ways to put your videos out there in a bigger way to attract more patients as well as educate them in the best way possible.
A couple things to consider when you’re on video are making sure you have proper lighting. A lot of clinicians or physicians will do their videos in their office with bright lights over the top that are fluorescent that show a glare on their head or hair, or wash them out completely. Lighting is such an easy thing to do. You can use just some lamps in your office. There are very inexpensive ring lights that you can mount your phone or I-pad mini, or whatever you’re using to do your recording. It makes it really effective. The other thing to consider is making sure you’re wearing mostly plain clothes, and not wild designs that really distracting. Make sure you’re in an atmosphere where there is a professional background. You might be doing something outside where there is no set background. Sometimes I’ll see videos and people are in their homes with loads of laundry behind them or their ironing board up. You just never know what you’re going to see. You can use something in your office or buy a background. You can do a green screen. I’ve done that a fair amount of times and that’s a lot of fun. So, make sure to pay attention to what you’re wearing, your background, and your lighting and good audio.
Most people will watch a video even if it’s not great. But they won’t watch or listen if the audio is terrible. The great thing is most phones and I-pads have decent microphones. You can add something like a yeti or a lovelier mike. I’ve done hand-held mics when I’m out in public doing interviews with physicians or other people. Those are easy to purchase. A lot of these things are less than a hundred dollars, maybe one hundred fifty at the most. So, it’s really easy to design an inexpensive studio to start doing some videos.
I find it easier to do a number of videos at a time because you’re in that mode. Sometimes you might want to create a video on the fly. Maybe it’s a patient coming in that has a success story to share. You want to catch them in an excited moment at the 50-pound or 100-pound mark. So there are a lot of different ways to capture that. You can do it inside or outside. You can use stabilizers if you’re outdoors and walking around. Video is a very effective way for you to get in front of your clients, attract them, and to educate them. You build a relationship every time you put something out there.
Shorter videos are better. People don’t want to sit down and listen to an hour long video. They want to listen to something that’s 5, 10, 15 minutes long. Maybe even 20 minutes long. If I’m doing an interview sometimes it will last up to 30. Trying to keep that as succinct as possible is important. People don’t have the time to sit down. They won’t take the time necessarily to sit down and listen to something. You want to give them information in a fast-paced way but something that’s meaningful. Try not to let your videos drag on and on. When you’re laying out your topics, try and do an editorial calendar. Lay out what it is you want to cover, what is your call to action is going to be at the end and what I want the person to do next (connect with me). Videos are great because you can be on the video but you can also split it off and edit it and add bumpers. You can use it on YouTube or on your site. You can separate out the audio and do it as a podcast. You can have someone transcribe your videos and turn it into a blog. So, you’ve done one piece of content, and you’ve put that content out in three different ways: video, audio, and as a blog. You don’t have to do that, but it’s a very effective way to put that content out there and use rich key words that people are searching for. You can have it out there in a number of different ways and just schedule it out so it’s content that’s coming out on a regular basis through your editorial calendar. It can be really simple to set up.
In terms of editing soft wear, you can just use I-movie for your I-pad mini or phone. You can use Camtasia which is used with PC’s. You can also use other video soft wear editing. You can make it as simple or hard as you want. You can also make it as expensive or inexpensive as you want. That’s the joy of video today. It’s never been as easy to get our message out there in a big way.
Think about what it is that your patients ask the most about. What is it they need to know about your service in order to attract them in and to educate them? An educated patient is one of our best patients. Think about those topics, keep it short, create your videos, put them out there in a succinct and systematic way so that’s its consistent. Don’t have one video going out in January and send the next one out in June. You can make that happen and get your message out there in a big way.
The other thing I’ve done with Physicians is create mini videos. You can take that content and transcribe it into a book. That’s really fun to do. Or, you can do it the opposite way. You can write your book and turn around and do videos to attract people into your practice.
These are just some quick ideas that may seem overwhelming if you’re not used to video. But it’s a really effective way to draw more patients in. In some practices it’s literally 50% of where they’re getting their patients.
I hope you think about that. If you want a little help and toss around some ideas, please feel free to give me a call or email me at: firstname.lastname@example.org
I’m also always looking to interview clinicians and physicians who are doing some really neat things in their practice and having great outcomes. I’m always looking to have people on the show. So if you’re interested in getting that first dip in the water or test of the waters through a podcast with me, just reach out to me. There are a lot of tips at weight loss practice builder.com. Thanks again. Take care.