Do you want prospective patients to think of your practice as a provider of high-quality care?
Research suggests that video is the content people give the most attention to, and it is not just younger people who are consuming it. The same study found that a third of older generations watched one or more hours of YouTube per week.
If your practice is not creating and sharing video content, you may be missing out on a valuable avenue for patient recruitment and revenue generation. Here are some of the reasons why and an overview of how your practice can get started with video production.
Share Information in a Concise and Engaging Way
At the top of the decision funnel — when prospective patients are first considering treatment — they have to process a lot of details in a short amount of time. They benefit from content that is simple, succinct, informative, and appealing on a visceral level.
Video excels in these areas. Done properly, it helps prospects:
- Easily grasp complex concepts.
- Quickly learn what they want to know.
- Make an emotional connection to the practice.
Firm Media leverages this approach by creating video content for our client homepages and treatment pages. (See two recent examples we produced for OMS Nashville, and Plastic Surgical Associates.) With one click, people can learn how the practice serves their needs. Then, they can read a treatment webpage or doctor biography for more comprehensive information.
Demonstrate Authority and Trustworthiness with Video
Some of a practice’s most important website content are the “About” pages, patient testimonials, and before-and-after photos. These give insights into how doctors will treat patients, the practice’s capabilities, and the results patients can expect.
Using video for this content can make a bigger impact than photos and copy alone:
- A testimonial quote is fine, but prospective patients get more out of watching someone describe how surgery changed her life. Here is an example from Firm Media’s work with Eos Rejuvenation.
- A biography is helpful, but doctors can show their commitment to care more effectively through a visual medium.
- Before-and-after photos are useful. Still, prospects can connect more personally by hearing from current patients and seeing their outcomes in context.
Be Found More Often in Online Search
When prospective patients seek information online, search engines like Google try to provide the most relevant response. However, Google results are more than just a list of webpages. Instead, people can typically choose from several options, including articles, images, and videos.
Consider also that Google is not the only site that prospective patients search. YouTube, the world’s second-biggest web domain, has over 2 billion users — nearly one-third of the Internet.
By publishing video, your practice earns more opportunities to appear in search results for Google, YouTube, and other sites. That significantly improves the chance of people finding your content, particularly if you are answering frequently asked questions. (Check out an FAQ example from the Coastal Virginia OMS project.)
Amplify Your Reach on Social Media with Video
Facebook research suggests that video on social media keeps a person’s gaze five times longer than static content. These engagement rates may be one of the reasons you see video in a large and growing share of social media posts.
By creating interesting and informative videos, you can increase the rate at which people share your content through social media. This can significantly expand the size of your audience, reaching their friends, family, and other connections. For this reason, Firm Media typically integrates video into its social media marketing approach.
Reach is not the only consideration, however. Video is now such a common format that younger patients may expect your practice to share information in this way. If you only have static content on your Instagram page, for example, prospects may see your practice as less modern or sophisticated than the treatment you actually offer.
Video Is Not Simple. Firm Media Makes It Easy.
Creating videos requires many more resources than producing other types of content. In-house production rarely looks as professional or goes as quickly as practices would like, doctors are not always certain what to say on camera, and equipment costs can halt the effort before it gets started.
These are all reasons that professional practices work with Firm Media.
As experts in video production, Firm Media is skilled at getting the best from doctors and staff, even those who have a difficult time in front of a camera. We follow an efficient but relaxed process that works for the practice’s schedule — shoots last less than one day and generally only a few hours. By combining footage from your team, patient testimonials, and facility, we can create high-quality content that drives decisions about treatment.
Learn more about how video production can help your practice attract and convert prospective patients. Contact Firm Media at (855) 681-3292 or online.
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