Did you know that you are 53 percent more likely to show up first on Google if you have a video embedded on your website? Or that 76 percent of social media users say they would share a video they enjoyed? Or that the majority of patients say that videos make them trust your practice more?
If you hadn’t noticed, video is becoming a critical part of connecting with patients. The good news is that it doesn’t need to cost an arm and a leg (or incredible videography skills) to throw your hat in the “video” ring. People will watch your videos to be engaged and educated, not your moviemaking ability. Creating inexpensive videos is one of the easiest and most effective ways to stand out from your competition.
Between easy programs like Facebook Live or YouTube, anyone can start streaming videos using their cell phone. Practices that create videos on a regular basis will soon find that their viewers are turning into patients as well.
Using video in your practice effectively starts with following these five simple steps:
- Think about your patients. When making a video, try to put yourself in the shoes of your audience. What questions do you think they might have? How would they want to be talked to? Consider making different videos for current patients vs. prospective patients. They will have different interests and needs.
- Keep it short and sweet.Have you noticed? We have incredibly short attention spans—and they’re only getting shorter. The average attention span has fallen from 12 to 8 seconds in the last 15 years alone. It’s easy to see why shorter videos are better. If you feel like you have something that is going to take a bit longer (say longer than about 10 minutes), split that subject up into multiple shorter videos instead.
- Make it engaging. Videos are an awesome way to grab someone’s attention—but only if they are engaging to watch. Videos should be fun and interactive. As an example, I once watched a video put on by an orthodontist on Facebook Live. Their office manager had a dental check retractor in and was saying phrases (making everyone laugh!). The first viewer to guess what she said correctly won a small prize. It was easy, clever, and got people involved. It also “humanized” the practice and made it seem like a fun place to visit.
- Use your expertise. One of the best ways to use video is to educate. There are so many topics that people have questions on. Who better to answer those questions than you? Compile a list of some of the most common questions you receive (or do some Googling) and then take a few minutes to answer each question in a video. If possible, limit each video to a single topic. For instance, the topic “flu shots” could cover information about when you should get the shot, who is most at risk, and why flu shots are important. Educational videos like these get a lot of social shares all while setting you up as an expert in the eyes of potential patients.
- Give a sneak peek. One great way to use video is to let prospective patients become familiar with your office before ever setting foot inside your doors. Fear is often a driving factor keeping patients from scheduling an appointment. Take a quick video showing off the layout of your waiting room or exam room. You can interview front desk staff or nurses. These videos are best done after hours for HIPAA purposes when no patients are in the office.
You don’t need a lot of fancy software to start sharing videos. A smart phone and internet connection will do. If you want to do more than that, there are tons of different video editing software available online. Give it a try. You may be surprised how much you love it!
Find other ways to delight patients in our free guide, "Discover the Secret Sauce to Patient Satisfaction."