When it comes to communicating information about you and your practice, nothing really quite compares to video. Yes, it’s cumbersome to produce and more expensive than simply sitting down and putting your thoughts to paper…er, computer screen, but it allows you to develop a rapport with patients and prospective patients like no other medium. If someone is hesitant about a procedure, for example, there’s nothing like hearing about another patient’s experience through a testimonial. And if an individual is shopping for a physician, a heartfelt video about what you do and why you chose to enter the profession might just do the trick.
Video is also critical to boosting search engine rankings and has become more important to Google’s ranking algorithm in recent years, especially when embedded directly into your site rather than linked to YouTube. Of course, amateur videos just don’t cut it—particularly in a profession as weighty as medicine. Yet, you can produce a simple business video for as little as $1,000 if you are completely organized in your approach and don’t insist on absolute control of every word and image.
If you’ve already produced a video, great job! But don’t sit back and rest on your laurels. An introductory video is only the first step. Your profession is ripe with great opportunities for informative videos that can educate and inspire your audience. Here are some of our favorite sites out there for great medical videos. Check them out and then, start brainstorming with your team and let your creative energy flow.
Dr. Mike Evans
Dr. Mike Evans is a YouTube pro, with over 80,000 subscribers and 16 million total views. His videos are presented in animated whiteboard form, which adds an extra dimension of fun and creativity. Check out Dr. Mike to see what he terms his “Med School for the Public,” which he has built based on intriguing and sometimes controversial topics, such as best diets, improving primary care and choosing your best medications.
Dr. Andy Tibbetts – Green Gorilla Video
Dr. Andy Tibbetts, a cosmetic dentist from Murrieta, CA, does a great job with video, covering a full spectrum of topics, including introductory, patient testimonial and procedural content. He also has a couple of great humor videos posted—including an April Fool’s prank of his car getting towed—and one called “a day in the life” of his stunning family, replete with adorable one-year-old, showcase home and carefree canines.
Here’s a great video from Dr. Andy Tibbetts.
Loyola Medical of Chicago does a fine job with one of our “must-haves.” On their site, the viewer can screen doctors based on their videos and even filter according to that criteria. Doctor profile videos are great because you only have to do them once and they do so much to personalize the physician selection process for patients, bringing to life the doctor’s manner, personality, specialty interests and overall persona. Here’s a look at a Loyola sample video.
Auburn Medical Group
Auburn Medical Group of Auburn, California is a small primary care practice with a large YouTube presence. A “virtual” YouTube veteran, owner Mark Vaughan is a pro at discussing topics ranging from ear wax removal to abscess drainage. A number of his videos include real-life procedures with actual patients—the ultimate show of trust and credibility. Check out the channel here.
Once you have reviewed some popular medical videos, think about what you’d most like to convey to your patients and let your own video begin to take shape in your mind. It may be as simple as an introductory video that describes your practice, featuring yourself as narrator. The video may go on to explain the key services you provide, your mission statement and your unique selling proposition—the special thing you offer or benefit you provide that is unique to your practice. While you may never become the next big YouTube sensation, you may at least convert a few new patients and have some fun along the way.
About the Author:
Michelle Harris has over 20 years of marketing and management experience, in both in-house and consulting roles. She has an MBA from Boston University.