Editor’s note: This post was originally published on 9/7/16 and has been updated for accuracy and comprehension.
Consumers turn to the internet for everything these days.
That includes searching for a new doctor.
Of course, a simple Google search for “doctors in my area” will return a sea of results.
How can you stand out from the crowd of other physicians?
The answer is a healthcare video.
A provider profile video showcasing your unique personality, gifts and passion for patients will give you a leg up on the competition.
But not just any healthcare video production will do.
You need a video marketing plan that tells a story to draw potential patients in.
Here’s what you need to know to get the most out of your healthcare video.
– Tell The Right Story
First and foremost, your healthcare video is about the story, not a list of credentials.
And remember that the provider really isn’t the “hero,” the patient is. The doctor is there to help the patient through the journey.
You can think of the video content in terms of a 3-step process:
- Present the question or difficulty.
- Challenge it.
- Resolve it.
For example, instead of saying, “I tell my patients to do X, Y and Z,” the healthcare video production should focus on story. For example: “I get questions from my patients about A, and many of them have found it hard to overcome on their own, but when we discussed it together and did X, Y and Z we saw the changes they wanted.”
You should also make it a point to ask providers two “patient-focused” questions at the end of their profile interview.
– Set The Stage
Nobody wants to see a video with a boring white background.
Add some personality – use texture, color, and perspective to make the subject of the video feel approachable and interesting.
Keep in mind that the important “bedside” manner of a provider is not portrayed by the words that come out of her mouth.
Use the whole healthcare video to showcase the warmth and character of the provider you want to highlight.
– Maximize Your Time
Take a few extra minutes to capture B-roll – or supplemental footage. It’ll be worth it.
Ten to fifteen extra minutes can make all the difference in keeping the viewer’s attention. It also allows potential patients the opportunity to see what the other staff and facility look like before they arrive.
If there isn’t enough time for B-roll, use still photos that you already have on hand to help “show” aspects of your story or history.
Another great way to make each person in the video seem more relatable is to capture extra footage of them outside the clinic, as a regular person, doing something they enjoy.
This reinforces the idea that a doctor is a person who also understands normal, day-to-day life.
– Don’t Forget Hair & Makeup
Remember, you want potential patients to see the provider in the best possible light.
Hair and makeup can have a significant impact on how the video’s message will resonate with the viewers.
For example, something as simple as which side long-haired subjects part their hair on can make a difference.
Pass along this important advice to the provider to make sure they look their best for their healthcare video:
- Don’t try any new skin products or hairstyles right before the shoot. A bad haircut needs time to grow and a skin reaction is hard to cover up on camera.
- Stay hydrated and get enough sleep to have that fresh-faced look.
- For makeup, use a foundation that doesn’t contain an SPF. This can look white on camera.
- Choose a natural foundation and have powder or blotting sheets on hand to keep shine under control. The camera will emphasize any unevenness or brightness.
– Help Providers Feel At Ease
Being in front of a camera can be nerve-wracking – even if you’re an expert on the subject matter.
It’s important to make sure that each person featured in a video is as natural and comfortable as possible.
Here are some helpful tips to help the provider feel at ease:
- A quick, pre-interview phone call to make sure everyone’s on the same page.
- Communication is key. Send out a reminder email with details on what to wear, how to prepare, and what to expect the day before.
- Prep before filming by spending 10 minutes with the subject before she or he gets in front of the camera to start the conversation and allow the provider to get comfortable. This will give you a chance to reinforce the important points to hit and make the subject more relaxed when the cameras start rolling.
- Let the provider know that he or she will be able to review and approve before the video(s) are posted.
- Plan ahead for last-minute scheduling changes.
– Share Away
Once the videos are posted, start sharing.
Encourage everyone involved to spread the word about your new healthcare video. Provide them with a sharable link to make it easy for them.
Filming Your Way To A Rockin’ Healthcare Video
Potential patients are out there and they’re looking for your providers. Use this checklist to make a healthcare video that showcases them in the best way possible.
Here’s a recap of the steps:
- Tell the right story.
- Maximize your time.
- Don’t forget hair and makeup.
- Help providers feel at ease.
- Share the video.
With a successful provider profile video, you will go from overwhelmed, discouraged, disappointed, and lacking results to being able to tell the story in a way that makes your physicians stand out in the crowd of competitors and resonates with potential patients.
Editor’s note: This post was originally published on 5/2018 and has been updated for accuracy and comprehension. Read More
Healthcare is entrenched in science.
And science is black and white; it’s statistics and data, rationality and evidence.
But for the consumer, all of that is secondary.
The emotional impact of a scary diagnosis, making difficult decisions, and the threat of medical bills piling up are at the forefront.
With this in mind, what kind of healthcare marketing strategy will be most effective?
Video marketing is the perfect medium to help your healthcare brand engage an audience – whatever your target may be – using empathy.
Let’s take a look at how healthcare videos can achieve this goal.
Video isn’t just moving pictures. It’s a way for your brand to connect with your target market. You can show them what makes you different from your competitors.
This is the main reason why prospects would choose you over others in your market.
Video is great. No, it’s awesome. In fact, it is the best thing that’s happened to content marketing (so far).
No, but seriously, videos are the future of marketing. Yet some business owners don’t know that videos have power when it comes to reaching your target audience.
Videos can get your prospects to take action and support their brand. They can provide your brand with a unique selling point (USP). Master video marketing and you’ll start to differentiate your product or service from your competitors in no time. So forget about being camera shy and hit that record button. You’ll be glad that you did.
So what are some ways video can help move your targets to action?
You are a genius. You’ve developed a business with a product or service that consumers can’t possibly live without.
Your idea is dynamic and unique. It has that special ingredient that your competitors never even considered.
There’s only one problem.
You’re not effectively reaching the consumers who need what you have.
The answer is surprisingly simple. You need the right marketing techniques to match your brand to your target.
We’ve all experienced the mystery of the missing sock in the dryer at some point. (If you haven’t, someone else is doing your laundry.) The sock you have in your hand is the special ingredient to your product recipe. It’s the thing that has the potential to put your business one step ahead of the competition.
In the business world, this special thing that sets you apart is referred to as your unique selling point (USP). Whether your USP is a part of your history, a part of your product, a part of your future (or more likely a combination of the three) it won’t do you any good unless you can match your USP to your target audience (aka the missing sock).
The answer to the mystery is marketing. These 6 marketing techniques will work to help you match your brand or USP to your target audience.
You need a video for your business. Do you really, though? Of course, you do. Everyone has one. But how will yours be different?
What sounds like an internal conflict is something we actually hear frequently from our clients. They realize that in many ways, video is the future of marketing. They want to tap into that. But they also don’t quite know how to give their videos enough purpose and value to stand out.
That’s a problem. Fortunately, it’s not a problem without a solution. As you begin to incorporate or advance your video efforts in marketing, consider the importance of branding.
Branding, of course, is all about giving your company that key differentiator. It gives you a voice, a personality, and a position. Value, even. In a few words, it helps your audience understand just why your company should be chosen over all others in your marketplace.
That’s something any digital marketer, especially those prioritizing videos, should tap into. Not convinced? Here are 6 top reasons no digital marketer should overlook branding as part of their daily efforts:
How’s your personalized medicine marketing campaign coming along? Well, the industry is on a steady growth trajectory as the demand for personalized healthcare increases. Personalized healthcare will be worth $ 27.6 billion by 2025 according to some estimates.
But as a marketer, you need to level up your marketing game to take full advantage of the growing demand for genomics personalized medicine.
Okay, if I were to ask you what’s the car of your dreams, what would pop into your head? A BMW? Porsche? Maserati? Or maybe a muscle car? Whatever make or model it is, no doubt you have a mental picture of its sleek contours and well-proportioned body. And you could easily imagine how it would feel to drive your dream car on a deserted highway or through some scenic landscape.
What you may not readily think of is what’s under the hood of your dream car. The nuts and bolts. The oil and grease. The mechanisms that drive the pistons which work together to propel your car forward. Still, a dream car is only a dream (and not a nightmare) when it enjoys a combination of these two critical factors: it matches your perceptions and it functions well.
In the same way, branding and positioning work together to drive business growth. Branding could be compared to the perceptual aspects of a company; e.g., what your customers expect and desire.
Positioning, on the other hand, is more like the nuts and bolts of the marketing engine. It allows an organization to turn the concept of a brand into a (profitable) reality.
But how exactly do branding and positioning work together? What examples can we turn to for real-world application? And what can you do to implement an effective branding and positioning strategy? Well, first of all, let’s start with some definitions.
For several decades companies measured marketing success in terms of two basic metrics: reach and frequency.
Reach was a measure of how many people, or households, saw a certain print advertisement or TV spot, whereas frequency referred to the number of times the advertisement was seen.
These two marketing metrics were major drivers for strategic decision making throughout the advertising world, and they still are in many quarters. It’s easy to understand why.
Traditional advertising mediums like newspaper and radio pack a serious punch when it comes to reach. Powerhouse newspapers like USA Today and The Wall Street Journal boast circulation numbers of about 1.6 and 1 million respectively.
Nielsen numbers show that about 271 million Americans listen to AM/FM radio on a weekly basis. Without a doubt, reach and frequency are important factors to consider.
But now we have the Internet.
With the advent of the Digital Age, and all of the analytical capabilities that are intrinsic to the World Wide Web, reach and frequency are no longer the sole drivers of an effective marketing strategy.
Digital marketing needs to supplement print marketing and other traditional advertising mediums. “See” metrics have to work in conjunction with measurements of what customers, “think” and “do” for companies to truly enjoy sustainable marketing success.
Why is this so crucial?