Video Marketing for Doctors – In-Depth Guide & Expert Tips

Why Should Doctors Create Videos for Marketing?

Two of the essential things your marketing must do is:

1. Educate patients
2. Build trust

And video is far superior to text at both. Potential patients will process and recall educational information better via video. Because a video is the next best way for them to meet a physician, video is ideal for building trust. In addition to being a better way to educate and build trust, video is just more noticeable than static images, especially in paid advertising. When doctors ask us how to get more patients, paid advertising is a crucial strategy we rely on.

A recent client of ours saw a 300% increase in new patient leads from video ads compared to static images.

If you’re looking to get more out of your medical ads, video should be a part of the creative mix. More like this: Make Your Messaging Stand Out With Empathy [Video]

How is Healthcare Video Marketing Unique?

The educational element of healthcare video marketing is what makes it different. As a physician, you have to explain very complex conditions or treatments in a way that is easily understood and still engages the viewer. This is a challenge that marketers in other industries don’t face. Video is one of the best ways to educate because you can create far more empathy through video’s visual and auditory nature than you can with written content. Video is much better at evoking “empathy,” which is a critical element of your marketing that can differentiate your practice from other physicians. Suggested Watch: Make Your Messaging Stand Out With Empathy [Video]

What Types of Videos Should Doctors Create? [With Examples]

Here are a few of the most common types of video marketing for doctors:

1. Physician Introduction Videos

Introduction videos from a doctor establish authority and build trust. Ideally, you want to create these for every one of the physicians in your practice.

2. Educational Videos

Educate potential patients about the conditions and treatments that are most relevant. These videos should emulate the conversations you have each day with patients. Remember to create them for BOTH conditions as well as treatments. Patients are often researching both, and we believe you should have separate site pages for each on your website.

3. Patient Testimonials

Patient testimonials establish social proof from patients about their experiences. These videos are essential for turning prospects into patients. Remember that there’s a method to collect the best patient testimonials – getting them to tell a story. It should be clear the journey they went through before and after treatment. While these are the most common, there are several overlooked videos that doctors could create for their practice.

• Physician FAQ videos
• Practice tours
• Video ads for Facebook and Youtube
• TV ads for traditional TV or OTT Streaming (i.e., Hulu)
• Videos for email
• Videos for recruiting

We assembled a blog post outlining the wide variety of videos we recommend our clients use in their medical marketing efforts. More like this: Online Reputation Management for Doctors Your 2022 Guide

What Common Video Mistakes Do Doctors Make?

The most common mistake is not investing in video at all. Still, when doctors try to create videos, we see several common issues that can compromise the effectiveness of video marketing for doctors.

1. Low-Quality Audio

This is the issue that viewers are the least forgiving about because it keeps them from understanding the story or message you are trying to deliver. When audio quality is low, potential patients will stop watching. You can purchase good microphones for less than $200. It’s worth the investment.

2. Poor Lighting

Visually, poor lighting is most often the culprit. But unfortunately, this is also one of the areas where doctors can most efficiently increase the quality of their videos.

3. Unnecessarily Long Videos

One thing we see commonly is physicians creating unnecessarily long videos. While it’s ok to have a long video if you’re posting the replay of a 45-minute webinar. However, posting a 10-minute bio for a physician is not okay. Attention spans on digital platforms are short, and ALL short or long videos must grab and hold attention. When educating the patients, it’s ok to go long, but when you’re talking about yourself or the practice, keep it clear and concise.

4. No Distribution Plan

We see the gravest error in not having a distribution plan for your videos. If you plan to spend time and money creating a great marketing video, you need to have an intent to distribute it. I can’t tell you how many times I’ve seen an excellent video with no views because a practice added it to a buried page on the website.

How to Create Doctor Videos – Understanding Your Options

There are several options you have for creating videos for your practice. Each of them requires a different investment in time or dollars.

Option #1: Shoot & Edit Video Yourself

Unfortunately, many doctors take this approach with predictably bad results. A harsh reality is that your internal staff lacks the equipment and expertise to produce quality videos. I’ve only seen this work when a practice brings an experienced staff resource dedicated to creating content like video.

Option #2: In-Person Shoot With a Traditional Video Production Group

While this process usually results in high-quality video, it’s also the most expensive option for your practice. Due to the cost, you may only be able to afford a single video, rather than the amount you need. It’s a common mistake to believe you need a Super-Bowl quality video for digital marketing. Unfortunately, this is not the case, and traditional video production work is often overpriced.

Option #3: Remote Video 

Remote video is a new option that allows you to create high-quality videos without an in-person shoot. The benefit is that you can create high-quality videos at a fraction of the cost of a traditional in-person shoot. This is done through software that allows a remote team that directs and controls video shots through your mobile device or computer. In fact, at RUNNER, we offer a turnkey “done for you” remote video production service that even includes the audio and lighting equipment you need to separate yourself from other practices. Here’s an example of a remote video we created.