If done correctly, medical marketing on YouTube can be a great way to promote your office or clinic. But what does “done correctly” actually mean? Sure, you’ll make sure your videos have a good aesthetic quality. What about the content? What will make people come to your channel when there are so many choices out there?
There are approximately 500 hours’ worth of video uploaded to YouTube every single day. How do you make your videos stand out? We suggest starting by not trying to stand out.
The Internet in general is, metaphorically speaking, a very “noisy” place. A lot of verticals are defined by each personality trying to be bolder than everyone else as a means of getting attention. You don’t want to do that, and the good news is this—avoiding that type of content can work to your benefit. The reasons are directly related to the very nature of your business as a local medical practice.
You don’t need to generate millions of views, or to see your video “go viral,” in order for it to be a marketing success. Good local businesses in any field are running highly targeted marketing campaigns when they go online. You’re looking for a specific type of viewer, one who may actually set foot in your office one day. YouTube channels in other industries are simply looking for any type of viewer, who will drive revenue by clicking ads. For you, the video is a means to an end. In other businesses, the video is the end.
What that means is that you can “lower the tone,” both literally and figuratively. You can calmly talk about the medical issues that you deal with in your practice, problems that you’re seeing and solutions that are working for you and your patients. You should come across on video in the same way you would when talking to a patient in person. When it comes to finding a doctor, people are looking for a bedside manner, in a way they aren’t when they look for an expert.
Generating good, substantive content that can be presented in the 5-10 minutes that are optimal for a video is its own challenge. What will make it easier is if you develop a content calendar. Sit down with your staff and talk about what the most pertinent issues are that people want to hear about. Map out your topic ideas at least a month in advance. When you finish one video, check the calendar and look ahead to the next topic, so you can get your mind stirring with what needs to be said.
As the videos get posted and your channel gets subscribers (regular promotion of the videos on your practice’s Facebook page are a great way to immediately lift visibility), monitor the comments from the viewers. Local channels like this typically draw polite commenters who will offer thoughtful feedback. Engage with them and use their suggestions to drive content for future episodes.
Your video presentation will be a great way to introduce yourself personally to people who haven’t been to your office. As you get into rhythm with doing them, the chances are that you’ll end up having some fun along the way.