Are you making the most of video content on your website?
As helpful as it can be to read information about a healthcare practice in a blurb of written content, visual media is a much more appealing path for website visitors who want to learn a variety of information quickly. Patients often visit a healthcare practice’s site to learn more about a condition that they potentially have, which can be stressful, and are looking for a doctor that is portraying humanity rather than clinical coldness.
Videos are the most evolved way for doctors to try to make a connection with their patients online. If he or she seems appealing on video, and demonstrates knowledge and expertise, a patient will be more willing to meet in person to discuss options further. Video content adds personalization that makes your practice stand out from other healthcare providers.
Video is one of the most versatile marketing tools that healthcare providers can utilize to promote themselves. There are so many different formats that can be used to tailor how an online image is presented. At Points Group, we understand the value that videos can add to your site, and therefore your practice.
Here are some of the formats we are familiar with conceptualizing and producing:
- Testimonials: Interviewing patients and hearing exactly how your specific services helped them improve is a great way for viewers to learn more about how you interact with patients. Hearing a patient testimonial firsthand is similar to getting a referral from a friend, in that you are being spoken to in a familiar, casual way. Obtaining the information visually gives potential patients a fuller picture, making the story more relatable and appealing.
- Meet the doctors: A doctor’s biography can be helpful for patients to learn about educational and medical credentials, but does not do much to express individuality and personality. By having a video introduction to each doctor on your website, patients get to see the doctors as people, not just credentials. If a doctor can be appealing on video, potential patients will be inclined to seek out his or her services.
- About the practice: Meeting the doctors is just the beginning of introducing how your practice is run to patients. The other members of the staff, who the patient will have the majority of interaction with, are also important to introduce. Familiarizing patients with the staff and location of your practice increases their comfort level before making an appointment.
- Video brochure: Typically found on the homepage, these videos contain high-level information about the practice. This information can vary depending on what you want to emphasize, but serves to invite viewers to explore more of the other pages to find more about what they are looking for. If presented in a dynamic and interesting way, viewers will be intrigued by what the other pages have to offer.
- Services: Depending on the realm of your practice, some of the services provided can be daunting for patients. By providing video explaining the ways in which procedures are performed, and if the explanation is in a calm and reassuring tone, patients will be comforted and inclined to learn more. Sometimes sites will use graphic photos from a procedure that can turn off squeamish (or even not so squeamish) patients. The goal with these videos is to educate and reassure with confidence and expertise.
- FAQ: Many healthcare providers have a FAQ section on their website that provides basic information about services provided. If the doctor performs surgical procedures, oftentimes there will be information about pre and post surgical guidelines. By putting this information into a video, the patient gets it from the doctor’s mouth, which has a stronger impact than reading the answers in a bulleted list.
- Educational videos: Along with educating potential patients, educational videos can be a source of promotion on YouTube or other sites. These videos give physicians the opportunity to demonstrate their knowledge on a variety of topics. If the video’s information is helpful enough, and can apply to a large group of viewers, the video can potentially get a high number of views. If a video is viewed many times, it increases the chance of patients finding, and choosing, your practice.
- Virtual Tours: Show off your state-of-the-art facility with a video tour. This gives patients the opportunity to get comfortable with your practice before they set foot in the door. Take them through the entire visit by touring the waiting room, treatment rooms, diagnostic facilities and more.
In such a highly competitive market, it is crucial that your site stands out as much as it can. Providing a personalized touch will distinguish your sites from others that simply provide information. Give patients the opportunity to get to know you and what you can do for them by providing a range of videos on your site.