YouTube 101: An introduction to video marketing for doctors

If your medical practice marketing strategy doesn’t include video, it’s time to rethink your approach. Most people (83 percent) believe video is becoming a more important form of marketing content, according to the 2018 State of Video Marketing report produced by Demand Metric and Vidyard.

Unlike written content like blog posts, video literally speaks to your target audience. Read this guide to video marketing for doctors to learn more about this key marketing technique.

Related: 5 steps to medical content marketing success for healthcare practices

Most marketers (83 percent) believe video gives them a good return on investment (ROI), according to Wyzowl’s The State of Video Marketing 2019 report. Note that video marketing requires some upfront cost because you should invest in high-quality equipment. Here’s a look at some of the tools you’ll need:

• Video camera or phone: First and foremost, you’ll need something to film the video with. If your phone has a good video camera, you might not need to purchase a camcorder. A few factors to take into consideration include image stabilization, image quality, internal memory, and sound quality on your phone.
• Tripod: Necessary whether you’re using a phone or camcorder, a tripod decreases camera movement and enhances picture quality. Plus, a tripod can also serve as a light stand.
• Lights: Poor lighting can easily ruin a marketing video, so it’s important to have the right lights on set. Traditional video lighting is known as three-point lighting. This can be accomplished on a budget by purchasing extension cords, a few clamp lights with bulbs, and three light stands, according to HubSpot.
• Microphone: Your camera will be equipped with an internal microphone, but that doesn’t mean you should use it. According to HubSpot, the internal microphone on your camera won’t be powerful enough to record quality audio if the camera is positioned at a reasonable distance from the subject. You’ll need a shotgun mic or a boom mic to properly capture audio.
• Editing software: Filming your video is only part of the process. When you’ve captured all the right footage, you’ll need to edit your content. Plenty of options are available, ranging from inexpensive programs like iMovie to pricier programs such as Premier, Final Cut, and Avid.

Most internet users in the U.S. (85 percent) watch online video content, according to 2018 data from Statista. The vast size of the audience creates a need for a variety of content to meet the unique needs of users. Popular forms of video marketing for doctors include the following.

Promotional videos

Designed specifically to market your practice, doctors often create the following types of promotional videos:

• Office tour: The look and feel of your office space can help draw patients to your practice. Create a video that highlights the spaces they’ll be spending time including the waiting room and exam room.
• “Meet the staff”: Choosing a new medical practice is a highly personal decision, so patients want to know who will be caring for them. More than just meeting you, this video introduces your entire team because each person plays an important role. 
• Special offer: Occasionally, you might give patients the opportunity to enjoy a certain service at a discounted rate. Using video to announce specials gets the word out and makes the terms of the deal clear, so there’s no room for confusion.
• Patient testimonials: Nothing speaks louder to the patient experience you provide than hearing from those who have received your care. Written testimonials are great, but video takes it to the next level. Viewers are able to actually put a face to a patient’s kind words and see their genuine enthusiasm for your practice.

Video marketing example: Dr. Shamsah Amersi, OB-GYN, discusses PatientPop

Educational videos

Some services offered by your practice might be more complex than others. Creating educational videos to help explain these procedures and their benefits can bring more patients into your practice.

In fact, nearly all video marketers (94 percent) cite video for helping increase user understanding of their product or service, according to the Wyzowl report. Here are a few different types of educational videos you might create:

• Specialty education: These videos focus on preventing or alleviating a specific concern. For example, a dermatologist might discuss summertime skincare, or a dentist could demonstrate the proper way to floss.
• Pre- or post-treatment instruction videos: Helpful for patients interested in certain procedures, instructional videos serve as a step-by-step guide to preparation before and after the process.
• Procedure videos: Medical procedures can be very intimidating. Sharing videos that detail the process helps patients gain a better understanding, putting them at ease.
• Patient FAQ videos: Responding to patient FAQs on video is a wise move, as many inquiries likely require a rather involved reply. A video explanation can be easier to understand than a written explanation because patients don’t have to leave anything to interpretation.

More medical practice marketing help: 4 blog post ideas to enhance your practice marketing efforts

Video marketing for doctors can be effective across platforms. Engage and inform patients by publishing both promotional and educational video content on these mediums.

Medical website

Most marketers (84 percent) report an increase in traffic to their site caused by video, according to the Wyzowl report. Adding a few well-placed videos — a procedure video on a page dedicated to a particular service, for example — can highlight your expertise, prompting more patients to make an appointment.

Also an effective way to break up text, adding video to a page makes the content easier to digest. Instead of facing large blocks of text, patients will be able to watch and learn, creating a more engaging mix.

Check out: 5 pages your medical website needs

Social media

More than half of consumers (53 percent) engage with a brand after watching a video on social media, according to the Brightcove 2018 Video Marketing Survey. Given that number, it’s not surprising that the use of video in social media has surged 84 percent in recent years, according to the Demand Metric and Vidyard report.

Here’s a look at video marketing success rates on a few popular platforms:

• YouTube: The majority (87 percent) of video marketers have used YouTube marketing and (80 percent) have found success with this approach, according to Wyzowl.
• Instagram: Just over half (51 percent) of video marketers have used Instagram video and 88 percent have been successful with it, according to Wyzowl.
• Facebook: Most video marketers (84 percent) have used Facebook video, and 85 percent have deemed it a success, according to Wyzowl.

Also see: 5 doctors who are killing it on social media right now

Video advertisements

More than one-fifth of consumers (21 percent) find video marketing content more memorable than other forms, according to Brightcove, earning the top spot. Furthermore, 45 percent of consumers consider this medium the most engaging form of content, and 36 percent prefer it to other marketing modes.

Look: 5 online advertising options for healthcare practices

Numbers don’t lie so, clearly, the need to incorporate video into your advertising strategy cannot be emphasized enough. Creating videos to promote your practice is the best way to capture the attention of your target audience.

Simply put, medical practice marketing is more effective when video is involved. Video marketing for doctors creates a connection, allowing patients to feel like you’re speaking directly to them.

Sharing videos is an easy way to highlight both your personality and expertise, making patients feel more comfortable putting their health in your hands. Therefore, if you’re not already using video marketing, it’s time to get in front of the camera to promote your practice.

Want more help with implementing a successful medical marketing strategy? Check out our webpage on healthcare marketing best practices.