Medical practices and doctors take note: According to a recent KPCB Internet Trends report, online video will account for 74% of all online traffic in 2017.
How can doctors marketing their practices take advantage of video and leverage its potential?
Give viewers and patients information and help them understand issues they may be facing.
Don’t try to solve specific medical issues or give treatment plans. Content is still king, and it’s all about information. Providing a view with foundational information to help them understand symptoms they may be experiencing and causes of conditions and diseases is a great place to start and it provides real value. Keep it general so it appeals to as many viewers as possible and encourages the viewer to visit a medical professional for their specific situation.
Example: What is Facet Syndrome?
It can be intimidating to think about using humor in videos for a medical practice, but it can be done. When pulled off correctly, a humorous video has the potential to reach a LOT of people. We call this “virality”. Here are a few tips to get started.
Looking for ideas? Take a look at the stereotypes in the industry. Can you make fun of yourself and have fun with it?
Example: Dodgeball Danny
A visit to the doctor can cause anxiety for patients. Particularly for a new patient. A “what to expect” video is a great way to walk a patient through their first visit or a procedure/treatment. Also, by setting a patient’s expectations before their visit, the practice is positioned to meet or even exceed those expectations… and that creates a positive patient experience.
Example: What to Expect
Video is a commitment and requires resources. But, that video becomes an asset. Here are a few ways to get more out of it.
Conclusion
Video is daunting from both a creative and techincal perspective. With so many Americans looking for health-related information online, and a huge demand for video content, doctors using video for practice marketing will be well positioned.