Video is more than just the wave of the future when it comes to content consumption. It’s the kind of the present. Studies now show that 3/4 of web traffic involves video. A medical office—and those who market for them—need to be particularly cognizant of these trends.
The key strengths of video are that it breaks through the impersonal nature of the World Wide Web and builds a personal connection. More than most industries, doctors need to do this. And it’s why video marketing for a medical office is essential.
Before deciding what topics you want to talk about in your video, first sit down and think about the look and feel you want to convey to the viewer. You want your presentational style to be one that builds trust—that has a bedside manner if you will. Being overly formal might be great for an address to a physician’s conference, but it could backfire on you here.
In that same vein, think about video production. A nice home video conveys a down-to-earth sensibility that potential patients may find attractive. That doesn’t mean you can put out something sloppy that freezes and has poor audio quality. But it does mean that you don’t necessarily have to spend big bucks to get a video product that meets all your marketing needs.
Now it’s time to decide what to talk about. Continuing on the theme of building trust, how about starting off by taking people on a visual tour of your office? Maybe have one of your staff act the role of a new patient and take them through everything, from onboarding at the front desk to the waiting room and then on into the medical area itself.
Most people coming to a new doctor’s office are nervous and one of the best antidotes for nerves is knowing exactly what to expect. Your video can serve that purpose.
Other possible topics can include common health problems in the community and answers to the questions you and your staff are most frequently asked. As you produce the videos and put them online, make sure they’re properly titled and described, with good keywords designed to optimize search engine rank.
And speaking of search engine rank—Google loves video transcripts. There are software programs that can churn out transcripts efficiently, so have one included with each video posting.
Finally, like anything else in digital marketing, you have to track this in Google Analytics. GA has a feature called “Events” where you can monitor how often someone performs a certain action on your website—i.e., watching a video. Monitor what content is the most popular, how long it’s viewed for and where visitors go after viewing it.