{"id":2565,"date":"2017-05-09T18:17:44","date_gmt":"2017-05-09T22:17:44","guid":{"rendered":"http:\/\/www.inboundmd.com\/?page_id=2565"},"modified":"2017-05-09T18:17:44","modified_gmt":"2017-05-09T22:17:44","slug":"video-marketing-for-doctors-dentists-healthcare-practices","status":"publish","type":"page","link":"https:\/\/inboundmd.com\/video-marketing-for-doctors-dentists-healthcare-practices\/","title":{"rendered":"Video Marketing for Healthcare Practices"},"content":{"rendered":"[vc_row full_width=&#8221;stretch_row&#8221; wpex_bg_overlay=&#8221;dark&#8221; css=&#8221;.vc_custom_1479929489496{padding-top: 100px !important;padding-bottom: 100px !important;background-color: #004d99 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}&#8221; wpex_bg_overlay_opacity=&#8221;0.55&#8243; wpex_bg_overlay_color=&#8221;#004d99&#8243;][vc_column]<h1 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#ffffff;font-size:48px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Video Marketing for Doctors, Dentists &amp; Healthcare Practices<\/span><\/h1><div class=\"vcex-spacing\" style=\"height:40px\"><\/div><h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#ffffff;font-size:32px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Connect and engage with patients using video marketing<\/span><\/h2>[\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1479509683364{padding-top: 60px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221;][vc_column][vc_row_inner][vc_column_inner width=&#8221;1\/2&#8243;]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Learn About Video Marketing<\/span><\/h2>[vc_empty_space height=&#8221;40px&#8221;][vc_column_text]\n<ul>\n<li><a class=\"local-scroll\" href=\"#patient-acquisition-funnel\">The Patient Acquisition Funnel<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#what-is-video-marketing\">What is Video Marketing?<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#why-video-marketing\">Why Video Marketing is Important<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#types-of-doctor-videos\">Types of Doctor Videos<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#where-to-use-video\">Where to Use Videos in Your Marketing<\/a><\/li>\n<li><a class=\"local-scroll\" href=\"#youtube-video-hosting\">Doctor Video Examples<\/a><\/li>\n<\/ul>\n[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/2&#8243;]<div class=\"vcex-spacing visible-desktop\" style=\"height:30px\"><\/div>[vc_single_image image=&#8221;629&#8243; alignment=&#8221;center&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1494440439950{padding-top: 60px !important;padding-bottom: 20px !important;}&#8221; local_scroll_id=&#8221;patient-acquisition-funnel&#8221; el_id=&#8221;important&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">The Patient Acquisition Funnel<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]Doctors and medical practices create websites, use social media, and send email newsletters to let patients know where they are and what they do.<\/p>\n<p>Engaging with patients and marketing to them can be done through those channels. However, video marketing has been found to dramatically increase performance metrics as well as providing ancillary benefits such as enhancing your reputation and improving patient engagement.<\/p>\n<h2>Understanding The Patient Acquisition Funnel<\/h2>\n<p>Video marketing sounds obvious; marketing with video. In a marketing funnel in relation to a medical practice, patients will generally follow this journey:<\/p>\n<h3>Awareness<\/h3>\n<p>The patient is introduced to your practice via your website, social media, referral from a family member or friend, or a referral from another doctor.<\/p>\n<h3>Education<\/h3>\n<p>In this stage patients are considering your practice. A referral is powerful whether it\u2019s from someone they know or from a doctor. However, they are still going to look you up and learn everything that they can about you before they feel comfortable enough to call your office.<\/p>\n<h3>Action<\/h3>\n<p>The patient based on their online research makes a decision, yea or nay, about your practice. Any information that they find about you and your practice will come from a variety of sources &#8211; your website, your videos, doctor review websites, social media, message boards, etc.<\/p>\n<h3>Appointment<\/h3>\n<p>Once the patient feels confident about what level of service you provide they will then make a \u201cpurchase\u201d by coming to see you<\/p>\n<h3>Retention<\/h3>\n<p>If the doctor, nurses, and staff delight the patient, the patient will return giving you repeat business, they are likely to provide word of mouth referrals to their friends and family, and happy patients are also more likely to go online and write a positive review of you and your practice.[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1494440899988{padding-top: 60px !important;padding-bottom: 20px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; local_scroll_id=&#8221;what-is-video-marketing&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">What is Video Marketing?<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]If you stop and think about what it would take to encourage a potential patient to take the next step in the sales funnel you\u2019ll start to realize what video marketing actually is.<\/p>\n<p>Video marketing is a vehicle that moves someone down the medical sales funnel and helps to convert a lead into a bona fide patient.<\/p>\n<p>You have a website because it\u2019s like hanging an online shingle; it\u2019s a brochure about you and your practice that anyone can access at any time.<\/p>\n<p>Video marketing is your opportunity to impress a patient and convince them to click that \u201cMake An Appointment\u201d button on your website.<\/p>\n<p>In the action stage of the funnel before the patient makes an appointment, video makes it a lot easier for you to educate them and prove that you are capable of handling any problem that they have.<br \/>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;30&#8243; css=&#8221;.vc_custom_1479773657569{padding-top: 30px !important;background-color: #2b96cc !important;}&#8221;][vc_column width=&#8221;2\/3&#8243;]<div class=\"vcex-module vcex-heading vcex-heading-plain vc_custom_1494441617676\" style=\"color:#ffffff;font-size:28px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\"><span class=\"vcex-icon-wrap vcex-icon-position-left\" style=\"color:#ffffff;\"><span class=\"fa fa-lightbulb-o\"><\/span><\/span>INTERESTED IN USING VIDEO IN YOUR PRACTICE?<\/span><\/div>[\/vc_column][vc_column width=&#8221;1\/3&#8243;]<div class=\"textcenter theme-button-wrap clr\"><a href=\"\/schedule-consult\/\" title=\"SCHEDULE CONSULT\" class=\"vcex-button theme-button align-center inline animate-on-hover\" target=\"_blank\" style=\"background:#004d99;padding:10px 16px;font-size:18px;text-transform:uppercase;\"><span class=\"theme-button-inner\">SCHEDULE CONSULT<span class=\"vcex-icon-wrap theme-button-icon-right\"><span class=\"fa fa-angle-double-right\"><\/span><\/span><\/span><\/a><\/div> [\/vc_column][\/vc_row][vc_row column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1494440994852{padding-top: 60px !important;padding-bottom: 20px !important;}&#8221; local_scroll_id=&#8221;why-video-marketing&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Why Video is an Important Component of Practice Marketing<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]Using video is important for a variety of reasons. On one side of the coin video can boost your website and marketing metrics and on the other side it\u2019s a great way to educate and build trust.<\/p>\n<p>And according to research on video creation for content marketing done by the Content Marketing Institute (CMI) here are the top reasons why marketers create video:<\/p>\n<p style=\"text-align: left; padding-left: 120px;\">Create brand awareness &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230; 77%<br \/>\nSocial media\/community engagement &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230; 63%<br \/>\nCommunicate brand story &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;. 58%<br \/>\nLead generation\/top of funnel&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;.. 51%<br \/>\nCustomer testimonials\/reviews&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230; 41%<br \/>\nSales\/sales enablement &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230; 40%<br \/>\nRecording live events &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;. 37%<br \/>\nLead nurturing\/mid-funnel &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230; 36%<br \/>\nExternal training\/support\/help &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230; 30%<br \/>\nConversion &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;.. 28%<br \/>\nInternal communication&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;.. 23%<br \/>\nOther &#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;&#8230;. 5%<\/p>\n<h3>How Video Helps Your Website and Marketing Efforts<\/h3>\n<p>To sum it up in a sentence, video helps your website and marketing efforts by increasing engagement.<\/p>\n<p>Videos are a prominent, eye-catching piece of real estate in any format that you use them &#8211; website, landing page, email, or social media &#8211; which will always encourage more clicks and more interest.<\/p>\n<p>Vimeo, one of the popular video-sharing websites, says that their own \u201c<a href=\"https:\/\/vimeo.com\/blog\/post\/what-is-video-marketing-and-how-can-you-do-it-well\">marketing team has found that videos increase our click-through rate (CTR) by an average of 40% when used on Facebook and LinkedIn.<\/a>\u201d<\/p>\n<p>With video you can also expect a boost to your website with:<\/p>\n<ul>\n<li>Increased visitors time on page<\/li>\n<li>Increased click-through-rates when videos are used in email newsletters<\/li>\n<li>Increased traffic &#8211; websites with video see more traffic than those that don\u2019t use video<\/li>\n<li>Increased patient conversion rate<\/li>\n<\/ul>\n<p>In this way video becomes an automated patient lead generation tool by helping to convince patients to fill out a form whether it\u2019s a contact us form, make an appointment form, or any gated downloadable resources that you may have a on your site like a medical guide or eBook that you\u2019ve written.<\/p>\n<p>Wistia, a video hosting and analytics company, has the ability to embed forms directly in their videos and they have \u201cnoticed that videos with a form within the first 20% of the video received a 43% conversion rate\u201d in their <a href=\"https:\/\/wistia.com\/library\/video-and-marketing-automationhttps:\/\/wistia.com\/library\/video-and-marketing-automation\">video marketing automation<\/a> studies.<\/p>\n<p>Consider these numbers below from GoAnimate, a cloud-based, animated video creation platform, who asked other marketers about the success rates of video for their list of <a href=\"https:\/\/resources.goanimate.com\/the-big-list-of-video-marketing-statistics-from-2015\/\">video marketing statistics<\/a>:<\/p>\n<h3>Videos in Email<\/h3>\n<p><em>When marketers included a video in an email, the click-through rate increased by 200% \u2013 300%<\/em> \u2013 Forrester<\/p>\n<p><em>Using the word \u201cvideo\u201d in an email subject line boosts open rates 19%, CTRs by 65% and reduces unsubscribes by 26%<\/em> \u2013 Brainshark<\/p>\n<p><em>Including video in introductory emails reduces subscriber opt-outs by 75%<\/em> \u2013 Eloqua<\/p>\n<p><em>Videos in email increase click-thru-rate by 55%, resulting in 44% more time spent reading emails and yielding 24% higher conversion rate<\/em> \u2013 Socialmouths<\/p>\n<p>However, according to the survey and Socialmouth, only 23% of marketers are even using this tactic of embedded videos in their email marketing campaigns.<\/p>\n<h3>Video Marketing ROI and Conversion Rates<\/h3>\n<p><em>64% of consumers are more likely to buy a product after watching a video about it.<\/em> \u2013 comScore<br \/>\n<em><br \/>\n52% of marketers name video as the type of content with the best ROI<\/em> \u2013 Brainshark<br \/>\n<em><br \/>\n70% of marketing professionals report that video converts better than any other medium<\/em> \u2013 Vidyard<\/p>\n<p>However, according to Kantar Media, \u201cOnly 24% of brands are using online video to market to consumers.\u201d<\/p>\n<h3>How Video Helps Your Website<\/h3>\n<p><em>Visitors who view videos stay on web sites an average of 2 minutes longer than those who don\u2019t view videos.<\/em> \u2013 comScore<\/p>\n<p><em>Homepage videos are shown to increase conversion rates by 20% or more.<\/em> \u2013 ReelSEO<\/p>\n<p><em>Using video on landing pages can increase conversion by 80% <\/em>\u2013 Unbounce<\/p>\n<h3>How Video Educates and Builds Trust<\/h3>\n<p>There are times when people just want or need to read something to gain an understanding.<\/p>\n<p>Other times video can be the best way to explain and communicate complex concepts and processes like a surgery. They can easily increase patient\u2019s understanding of what action they need to take.<\/p>\n<p>For example even a simple, routine outpatient procedure can seem daunting to a patient if they are confronted with a big page of content on your website when they\u2019re trying to learn about it. A brief two minute video with the doctor explaining the procedure on the other hand, can condense that webpage full of text and quickly convey the concept with images or a demonstration.<\/p>\n<p>Patients may find it daunting if they are presented with a lot of reading material just to learn about you, an injury, or service that they provide. Smartphone users like video as a quick way grasp an overview, for example.<\/p>\n<p>Another very important reason to use video instead of, or in conjunction with, written content is that video helps to build trust. Video is one of the best ways to capture someone&#8217;s attention.<\/p>\n<p>The human brain is hardwired to respond to faces and we think that we faces everywhere, even in everyday objects &#8211; \u201cDoesn\u2019t that cloud look like Abraham Lincoln?\u201d<\/p>\n<p>We respond to faces so much that there are now what\u2019s known as the \u201c<a href=\"https:\/\/wistia.com\/blog\/power-of-faces-in-video\">Jennifer Aniston cells.<\/a>\u201d<\/p>\n<p style=\"padding-left: 90px;\">Back in 2005, Jennifer Aniston was the subject of a seminal piece of research conducted by neuroscientists at UCLA and Caltech.<\/p>\n<p style=\"padding-left: 90px;\">They showed pictures of Jennifer to patients with epilepsy while they were undergoing surgery. During this surgery (which is done while the patient is awake) neurosurgeons implanted electrodes to measure electrical activity associated with seizures&#8230;As they showed the patients pictures of Jennifer, some brain cells in this area went crazy. These cells were coined &#8220;Jennifer Aniston cells,&#8221; as they responded to her face, and only her face. Pictures of random objects: nothing. Pictures of other people: nothing. Pictures of Jen&#8217;s whole body: nothing. These cells were only interested in Jennifer&#8217;s face.<\/p>\n<p>Now, we can\u2019t all look like Jennifer Aniston (it\u2019s been reported that her health and beauty regimen can be measured in the hundreds of thousands of dollars) but main takeaway here is that video will humanize the patient experience, put a face to the name, and build trust and familiarity.<\/p>\n<p>Videos will help patients <em>feel something<\/em> &#8211; video allows you to make an emotional connection with them. Consider these statistics from GoAnimate\u2019s video marketing survey mentioned above:<\/p>\n<p><em>Video increase people\u2019s understanding of your product or service by 74%<\/em> \u2013 Digital Information World<\/p>\n<p><em>69% of smartphone users say videos are a perfect solution for smartphone viewing as it offers a quick way for consumers to grasp an overview of a product. <\/em>\u2013 Syndacast<\/p>\n<p><em>54% of senior executives share work-related videos with colleagues at least weekly.<\/em> \u2013 ReelSEO[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1494441844047{padding-top: 60px !important;padding-bottom: 20px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; local_scroll_id=&#8221;types-of-doctor-videos&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Types of Doctor Videos<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Now that you why you should use video marketing we\u2019ll explain the different types of videos that you can create.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Content Marketing Institute breaks down v<\/span><a href=\"http:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2015\/07\/GoAnimate_CMI_Video_Whitepaper-7-8-15.pdf\"><span style=\"font-weight: 400;\">ideos for any type of business into three main categories<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Corporate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Marketing Campaign<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Content Marketing<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This is a great place to start as it will help you align the purpose of your videos with a targeted category.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Corporate videos are branding, meant to create a perception about the practice and generate awareness and can include videos of internal training, company events, speeches and anything that speaks to the culture of the practice.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing campaign videos focus on the products and services that you offer and could resemble more of an advertisement that includes demonstrations and how-to\u2019s that encourage patients to \u201cbuy\u201d from you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Content marketing videos tell a story with educational, entertaining, or thought leadership content that include a call to action that asks patients to subscribe to your content or attend an open house in your office.<\/span><\/p>\n<h3>Start With the Framework, Then Get Granular<\/h3>\n<p><span style=\"font-weight: 400;\">Once you have your basic video framework in place with a targeted approach and some goals in mind, you can then take a deeper dive into the specific videos that you want to create.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each of those three categories (corporate, marketing, content) could contain topics like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Welcome Videos<\/b><span style=\"font-weight: 400;\"> &#8211; Meet the practice, meet the doctor, welcome to our office \/ office tour<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Success Videos<\/b><span style=\"font-weight: 400;\"> &#8211; Patient testimonials, before and after demonstrations<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Educational Videos<\/b><span style=\"font-weight: 400;\"> &#8211; News and information, medical procedures, patient FAQ\u2019s<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Live Medical Procedures &#8211; <\/b><span style=\"font-weight: 400;\">The greatest show and tell there is, like Dr. Pimple Popper, for example<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With a combination of these various types of videos you\u2019ll be able to showcase your expertise and build trust with your patients as they get a chance to know you and what you provide before they even make an appointment and visit your office.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sharing what you know and highlighting your office through video reinforces your branding efforts and can set you apart from your competition.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you know that you provide an exceptional patient experience from the moment they step into your comfortable office, to the welcoming staff interactions, to your expertise and warm bedside manner then why not show that off with a few videos?<\/span><\/p>\n<h2>Tips to Make Great Doctor Videos<\/h2>\n<p><span style=\"font-weight: 400;\">Whether you hire a professional, your aspiring filmmaker nephew, or you decide to shoot the video yourself you\u2019ll want to keep these tips in mind to get a good finished product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even the best video content can be killed by poor audio, bad lighting, and sketchy video quality. Even if you hire a pro, don\u2019t settle for something that doesn\u2019t sit right with you know. Maybe you don\u2019t know the particulars of what makes a great video but, you know it when you see it &#8211; go with your gut.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amateur video looks surprisingly polished these days so you don\u2019t have to spend a lot on equipment. In the right hands a few strategically placed lights, a good microphone, and an iPhone might be all that you need.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">13 Tips to Make Great Doctor Videos<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For a final product that you can be proud of, here\u2019s an overview of what you should be considering when you\u2019re making videos:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\"><b>Act naturally<\/b><span style=\"font-weight: 400;\">: You\u2019re a real person, act like one and you\u2019ll be perceived as relatable.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Brevity is the soul of wit<\/b><span style=\"font-weight: 400;\">: Short videos are best, people have short attention spans.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Get to the point<\/b><span style=\"font-weight: 400;\">: See brevity above. Be brief and get to the point right away, skip the lenghty intro.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Include a Call to Action<\/b><span style=\"font-weight: 400;\">: \u00a0You\u2019ve got their attention, now keep it. Encourage them to take the next step by visiting your website, making an appointment, or subscribing to more of your content. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Brand your video<\/b><span style=\"font-weight: 400;\">: This not only informs viewers who is speaking to them, it will give all of your videos a consistent look and feel.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Add music<\/b><span style=\"font-weight: 400;\">: Depending on the type of content, background music helps to entertain, captivate, and provide flow for the imagery.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Optimize for mobile use<\/b><span style=\"font-weight: 400;\">: Just like your website, make sure videos are optimized for playback on multiple mobile platforms.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Include captions<\/b><span style=\"font-weight: 400;\">: This is a good strategy to help optimize your videos for mobile. Captions allow viewers to watch your videos in noisy environments (on the subway) or quiet places when they don\u2019t have headphones (at the library). The visual aspect of captions highlight important points and give people quotes to share on social media.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Don\u2019t use your camera\u2019s built-in microphone<\/b><span style=\"font-weight: 400;\">: If you\u2019re going to spend money on one thing, make it this &#8211; get a good wireless lapel mic or shotgun microphone. Viewers are less forgiving of poor audio than anything else. <\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Tell a story<\/b><span style=\"font-weight: 400;\">: If you can evoke an emotional response froma \u00a0viewer (laughter, fear, reassurance) you\u2019re more likely to get them to take some kind of action.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Include a transcript<\/b><span style=\"font-weight: 400;\">: A full transcript of the video copy is good for SEO &#8211; it helps search engines index your content. It also helps to reinforce your message to viewers, allowing them to read what they just listened to and watched.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Think of questions that your patients would ask<\/b><span style=\"font-weight: 400;\">: Know your audience. You\u2019re not presenting a study to a symposium of doctors. Think of the FAQ\u2019s your hear from your patients.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>To script or not to script<\/b><span style=\"font-weight: 400;\">: On one hand you don\u2019t want to sound like a robot, on the other you don\u2019t want to appear unprepared. Even if you\u2019re great at speaking off the cuff, at minimum you have an outline of what you\u2019re presenting and stick to it. Editing is your friend though, anything can be taken out that doesn\u2019t quite fit.<\/span><\/li>\n<\/ol>\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;30&#8243; css=&#8221;.vc_custom_1479773657569{padding-top: 30px !important;background-color: #2b96cc !important;}&#8221;][vc_column width=&#8221;2\/3&#8243;]<div class=\"vcex-module vcex-heading vcex-heading-plain vc_custom_1494441865707\" style=\"color:#ffffff;font-size:28px;text-align:center;line-height:1.2;\"><span class=\"vcex-heading-inner clr\"><span class=\"vcex-icon-wrap vcex-icon-position-left\" style=\"color:#ffffff;\"><span class=\"fa fa-lightbulb-o\"><\/span><\/span>INTERESTED IN USING VIDEO IN YOUR PRACTICE?<\/span><\/div>[\/vc_column][vc_column width=&#8221;1\/3&#8243;]<div class=\"textcenter theme-button-wrap clr\"><a href=\"\/schedule-consult\/\" title=\"SCHEDULE CONSULT\" class=\"vcex-button theme-button align-center inline animate-on-hover\" target=\"_blank\" style=\"background:#004d99;padding:10px 16px;font-size:18px;text-transform:uppercase;\"><span class=\"theme-button-inner\">SCHEDULE CONSULT<span class=\"vcex-icon-wrap theme-button-icon-right\"><span class=\"fa fa-angle-double-right\"><\/span><\/span><\/span><\/a><\/div> [\/vc_column][\/vc_row][vc_row column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1479928905562{padding-top: 60px !important;padding-bottom: 20px !important;}&#8221; local_scroll_id=&#8221;ranking-factors&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Where to Use Video in Your Marketing<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]<span style=\"font-weight: 400;\">You know what video marketing is, why it\u2019s important, what types of videos you can create, and you have some guidelines on how to capture your the attention of your audience and get the most return out of your video content investment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now that your video is edited, perfected, and ready to share with the world there are a number of different places and platforms that you can distribute it on.<\/span><\/p>\n<h3>Your Website Pages<\/h3>\n<p><span style=\"font-weight: 400;\">Sure, you website is an obvious location for video placement. However there are variety of pages that videos will work well on including:<\/span><\/p>\n<ul>\n<li><b>Homepage: \u00a0<span style=\"font-weight: 400;\">Welcome to the practice, introductory video<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li>Landing Pages: \u00a0<span style=\"font-weight: 400;\">Specialized landing pages with a video that explains specific offers or treatments that you direct patients to from email newsletters, social media, or other outreach efforts.<\/span><\/li>\n<li>FAQ Page: \u00a0<span style=\"font-weight: 400;\">Frequently asked questions are perfect topics to create videos around. A short 1-2 explainer video is easily digestible for patients and can replace long-form text.<\/span><\/li>\n<li>Treatment and Condition Pages: \u00a0<span style=\"font-weight: 400;\">Instead of trying to fully convey a procedure through writing, a video with demonstrations, anatomical models, or images can quickly provide a description.<\/span><\/li>\n<li>Blog Posts: \u00a0<span style=\"font-weight: 400;\">If you maintain a blog, your videos can be reused again and again to augment the ongoing medical topics that you write about.<\/span><\/li>\n<\/ul>\n<h3>Social Media<\/h3>\n<p><span style=\"font-weight: 400;\">Social media is one of video\u2019s natural habitats. People love sharing videos. Top surgical videos get \u00a0millions of views from social sharing. Even local practices can benefit with views in the thousands from dozens to hundreds of social shares.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The trick is finding the right social networks to focus on &#8211; Twitter, Facebook, LinkedIn, Instagram, Snapchat, YouTube, and on and on. There are too many to list. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Monitor your profiles and see where you get the most engagement from patients. Focus your efforts there if you have limited time. It doesn\u2019t hurt to maintain a presence on several platforms which can be made easier with bulk publishing tools like Buffer.<\/span><\/p>\n<p><b>Social media video flowchart from <\/b><a href=\"https:\/\/wistia.com\/blog\/small-business-social-video\"><b>Wistia<\/b><\/a><b>:<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-2580\" src=\"http:\/\/www.inboundmd.com\/wp-content\/uploads\/2017\/05\/social-media-flowchart.jpg\" alt=\"social media flowchart\" width=\"685\" height=\"601\" srcset=\"https:\/\/inboundmd.com\/wp-content\/uploads\/2017\/05\/social-media-flowchart.jpg 685w, https:\/\/inboundmd.com\/wp-content\/uploads\/2017\/05\/social-media-flowchart-300x263.jpg 300w\" sizes=\"(max-width: 685px) 100vw, 685px\" \/><\/p>\n<h3><span style=\"font-weight: 400;\">Email Marketing and Your Email Signature<\/span><\/h3>\n<h4><span style=\"font-weight: 400;\">Email Signatures<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">One place that you may have overlooked to include is your email signature. Obviously, doctor to doctor emails don\u2019t need this kind of marketing but, emails to patients from staff (reminders, updates, etc.) can benefit from this.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this email signature example from Wistia, this user saw good engagement:<\/span><\/p>\n<p style=\"padding-left: 120px;\"><i><span style=\"font-weight: 400;\">With an 80% average engagement rate, 87% play rate, and over 100 plays, it&#8217;s pretty phenomenal to see how impactful this video is, and how many people actually take the time to watch the entire video.<\/span><\/i><\/p>\n<p><b>Email signature video example:<\/b><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"aligncenter size-full wp-image-2581\" src=\"http:\/\/www.inboundmd.com\/wp-content\/uploads\/2017\/05\/video-signature.jpg\" alt=\"video-signature\" width=\"664\" height=\"412\" srcset=\"https:\/\/inboundmd.com\/wp-content\/uploads\/2017\/05\/video-signature.jpg 664w, https:\/\/inboundmd.com\/wp-content\/uploads\/2017\/05\/video-signature-300x186.jpg 300w\" sizes=\"(max-width: 664px) 100vw, 664px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Email Marketing<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">I\u2019ll refer back to the video marketing statistics curated by GoAnimate for why video works very well in your email marketing campaigns:<\/span><\/p>\n<h5><span style=\"font-weight: 400;\">Videos in Email<\/span><\/h5>\n<p><i><span style=\"font-weight: 400;\">When marketers included a video in an email, the click-through rate increased by 200% \u2013 300% \u2013 Forrester<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Using the word \u201cvideo\u201d in an email subject line boosts open rates 19%, CTRs by 65% and reduces unsubscribes by 26% \u2013 Brainshark<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Including video in introductory emails reduces subscriber opt-outs by 75% \u2013 Eloqua<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">Videos in email increase click-thru-rate by 55%, resulting in 44% more time spent reading emails and yielding 24% higher conversion rate \u2013 Socialmouths<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Not every marketer uses embedded video in their email campaigns so this is an opportunity to differentiate yourself from your competitors.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">YouTube and Video Hosting Platforms<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">YouTube is technically a social media network now but it is the most well known video hosting platform too. You should absolutely post your videos on YouTube. There are <\/span><a href=\"http:\/\/resources.goanimate.com\/8-best-youtube-alternatives-for-business-video-hosting\/\"><span style=\"font-weight: 400;\">YouTube alternatives<\/span><\/a><span style=\"font-weight: 400;\"> too such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vimeo<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Wistia<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sprout Video<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vzaar<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Viddler<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Viewbix<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Brightcove<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Vidyard<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Depending on your needs and budget, you don\u2019t have to rely on YouTube. Some platforms will you give you an unbranded video player that you can still embed, share, and use wherever you want but you\u2019ll have a monthly fee to use the service.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some video platforms will give you enhanced analytics to for more detailed engagement and ROI tracking. Other platforms offer enhanced calls to action that are embedded in the video experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you have specific demands, there are many options to choose from.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; column_spacing=&#8221;60&#8243; css=&#8221;.vc_custom_1494442520844{padding-top: 60px !important;padding-bottom: 20px !important;background-color: #e6e6e6 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; local_scroll_id=&#8221;doctor-video-examples&#8221;][vc_column]<h2 class=\"vcex-module vcex-heading vcex-heading-plain\" style=\"color:#004d99;font-size:42px;text-align:left;line-height:1.2;\"><span class=\"vcex-heading-inner clr\">Doctor Video Examples<\/span><\/h2>[vc_empty_space height=&#8221;20px&#8221;][vc_column_text]\n<h2>\u201cThese guys are doing it right.\u201d<\/h2>\n<p><span style=\"font-weight: 400;\">Celebrity doctors and internet famous doctors can garner upwards of millions of views for their videos and even millions of subscribers on their YouTube and Instagram accounts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No one expects you to compete with that. In your local market you can expect to be very successful with thousands of views, hundreds of subscribers, and dozens of shares on social media. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">These are some doctors that are doing video right, sharing information about procedures and medical questions while sharing their own personality, giving patients a chance to get to know them, and encourage them to make an appointment.<\/span><\/p>\n<h3>Dr. Sandra Lee, aka Dr. Pimple Popper &#8211; \u201cWelcome To My Channel\u201d<\/h3>\n<p><code><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/17pbDHHH4YM\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/code><\/p>\n<p><span style=\"font-weight: 400;\">Probably one of the most doctors on the internet today. Notice how Dr. Sandra Lee has branded herself as the unforgettable \u201cDr. Pimple Popper.\u201d Her videos get millions of views and she has over 2 million subscribers on both YouTube and Instagram. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Her videos are not fancy. I use the word \u201csimple\u201d cautiously because there\u2019s an art to simplicity however, the videos are shot in her exam room and focus on the procedure with a running commentary from Dr. Lee. The video description contains a little bit of background information on the case and links back to her website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Her videos are so good that people travel from out of state to make appointments with her.<\/span><\/p>\n<h3>Dr. Ava Shamban of AvaMD &#8211; \u201cDr. Ava Says\u201d<\/h3>\n<p><code><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/5PfpXZAE2yE\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/code><\/p>\n<p><span style=\"font-weight: 400;\">Beverly Hills dermatologist and author of \u201cHeal Your Skin: The Breakthrough Plan for Renewal,\u201d Dr. Ava Shamban provides skin care advice in her \u201cDr. Ava Says\u201d video series.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll notice in this screenshot that Dr. Ava employs images to make her point about lip injections. If you watch the entire video you\u2019ll see how she uses detailed, up close illustrations of the layers of skin to further demonstrate and explain the procedure.<\/span><\/p>\n<h3>Dr. Neal Schultz of BeautyRx &#8211; DermTV<\/h3>\n<p><code><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/SO0ARxvNHKw\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/code><\/p>\n<p><span style=\"font-weight: 400;\">New York City dermatologist Dr. Neal Schultz runs <\/span><a href=\"https:\/\/www.beautyrx.com\/\"><span style=\"font-weight: 400;\">BeautyRx<\/span><\/a><span style=\"font-weight: 400;\"> where he provides professional glycolic facial peels and his own line of skincare and beauty products. In his video example, \u201cWhy You Should Remove Cysts,\u201d he explains that one of the most common benign growths that patients show him are cysts. This common problem has given video over 1 million views as of this writing. In the video he simply explains why these growths should be used and as you can see in the screenshot above, he\u2019s just sitting at a desk using a diagram and a pointer. You\u2019re videos really can be this simple and yet be so helpful for people that are looking for information.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ll also notice a blue box in the top right corner that says \u201cSubscribe for More Skin Care Tips.\u201d This is something that YouTube allows you to add. Clicking on that popup takes you back to his YouTube homepage so that viewers can subscribe &#8211; this is one way to continue marketing to patients advantage of the opportunity you have when they are engaged with your content.<\/span><\/p>\n<h3>Peak Performance &#8211; Get a Better Squat with Ankle Mobility<\/h3>\n<p><code><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/3p9oX41027Y\" width=\"853\" height=\"480\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/code><\/p>\n<p><span style=\"font-weight: 400;\">In this example Dr. Maggio of Peak Performance Sports Therapy does a collaboration video with SPSC Crossfit to \u201cdiscuss the importance of dorsiflexion and how to improve restrictions in ankle mobility.\u201d <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is a full on live demonstration of how dorsiflexion affects squatting, running, jumping and more. The video shows how to test and how to improve this motion. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Can you imagine sitting down to write about this? Doing a show a tell video like this will save you more time in the end and it is something that you can always point your patients too if they have questions or concerns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Contrary to what we\u2019ve said about short, quick videos, this one is a little long, clocking in at over six minutes. But if the content is engaging and it solves a problem, it\u2019s likely that many viewers will watch the whole thing. And if they don\u2019t that\u2019s fine, they\u2019ll take what they need from it and because it\u2019s so educational you can expect people to come back for more.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When you invest in videos you own the content that you produce. Not only are you demonstrating your expertise with authoritative content that builds trust but you have free reign to use these videos with every marketing tactic that you can think of. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can share videos from your peers at the American Academy of Orthopaedic Surgeons but, your patients don\u2019t want to just learn about a procedure or simply have a question answered &#8211; they want to learn about you too.<\/span>[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row full_width=&#8221;stretch_row&#8221; wpex_bg_overlay=&#8221;dark&#8221; css=&#8221;.vc_custom_1479929489496{padding-top: 100px !important;padding-bottom: 100px !important;background-color: #004d99 !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}&#8221; wpex_bg_overlay_opacity=&#8221;0.55&#8243; wpex_bg_overlay_color=&#8221;#004d99&#8243;][vc_column][\/vc_column][\/vc_row][vc_row full_width=&#8221;stretch_row&#8221; 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