Video is now one of the best ways to communicate with prospective patients. It's also one of the highest converting mediums available today.
Why? Because people are suffering from ‘information overload’ they’re now much more likely to watch a video than read text. In addition, mobile devices make it easier to watch a video than read anything lengthy.
More than just convenience, however, videos are much more like to convert a patient because they feel that have a ‘sense’ of you and your practice. So what videos should you have available on your website?
Here are the five types in order of importance:
1. Overview of the Practice
Offers prospective patients insight into your practice and providers. Video provides a greater sense feeling like we ‘know’ someone versus text.
2. Interviews with Providers
This video is an excellent an opportunity to discuss your background, credentials, and experience with a specific specialty or area of practice
3. Patient Testimonials
Patient testimonials help prospective patients know that they’re making a good decision by hearing why others found the experience valuable
4. Health Education
Patients who are considering a procedure often find health education videos to be useful as they move through the process of making decisions
5. Questions and Answers
While stating that you’re not providing individual medical advice, answering general common questions can be a great way to communicate with viewers.
When you include staff, patients, or anyone in your video make sure they sign a ‘model release’ for which many examples are available online.
One last note – you don’t have to always hire a production crew to do your videos. Many times videos can be created from smart phones that achieve a high enough quality that they are acceptable for parts of your website or YouTube.
John Theriault is owner of Communistrata Strategic Communications.
