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.