When it comes to online video, the statistics are pretty compelling:
- 78% of people watch online videos every week
- 55% watch them every day
- Online video now accounts for 50% off all mobile traffic
- During the third quarter of this year, visitors to RealSelf set a new record, watching videos a whopping 1.2 million times.
That last figure is proof positive of the appeal of video and its power as a marketing tool for aesthetic practices. For many consumers, cosmetic procedures are still marked by uncertainty and videos give them clear insights into what to expect. Along the way, videos have been shown to boost retention, improve “dwell time” on practice websites and social profiles, and foster better engagement and more conversions.
Little wonder, then, that doctors are uploading scores of videos to RealSelf every week. In fact, such videos provide something of a master class for others looking to incorporate video into their aesthetic marketing. From patient stories to actual surgeries, there are countless ways to approach the subject (some of which we’ll look at in the weeks to come).
In the meantime, perhaps the most important takeaway is this: In many cases, videos represent potential patients’ first chance to get a sense, not just of the procedures they’re curious about, but also of the doctors they’re considering. If you want to make a good impression, keep the following tips in mind:
Keep it simple: If you can answer a question in under a minute, do so. However, shorter doesn’t always mean better, particularly for surgery or patient-focused videos. A good rule of thumb: Did you answer all the questions you set out to answer?
Keep it personal: These are potential patients you’re talking to, not fellow doctors so it’s better to be genuine and personable, rather than overly clinical. Pretending you’re explaining the procedure or answering questions to a loved one with no prior medical knowledge can help set the right tone.
Keep it professional: As noted above, potential patients use videos to get insights about providers as well as procedures so it’s important to maintain high production values. (You wouldn’t post blurry or badly composed before and after photos, right?) The same holds true for your personal approach: Think of each video as a virtual consultation — dress and act as you would for an in-person appointment — and you’ll hold people’s attention, help them become more informed consumers, and give them the confidence to pick up the phone or send an email inquiry.
In subsequent posts, we’ll look at some of the specific techniques you can use videos to tell your story and promote your practice.