When it comes to marketing anything online, multimedia content is a massive asset. Rich content like videos is more attractive, more shareable, and more effective in getting your message across. If you’ve never considered online video marketing, it’s an option you should explore.
You probably already know how well patient testimonials work to bolster your reputation and attract new patients. By capturing them on video instead of on paper, you increase their value. When a patient is reading physician reviews, they may have some skepticism about how sincere or accurate the testimonial may be. When they watch a video testimonial, being able to read the body language and put a face to the words gives them the sense of a real connection. People trust video testimonials.
Gathering video reviews from your patients doesn’t have to be difficult or expensive. Anyone with a smartphone and a YouTube account can capture and share a short video in a matter of minutes. That said it’s a good idea to be prepared.
1. Choose your equipment
A smartphone will do the job, but if you’re planning to build a whole library of testimonials, you may want to invest in a slightly higher quality video camera for a few hundred dollars. A tripod is another great investment which can help you get more professional-looking shots. Simple video-editing software makes it easier to get the most out of your footage, smooth over stumbles and mistakes, and add polish to the finished product. There are several great free versions to be found online, and many are easy to use, even for beginners.
2. Plan a convenient time
Having recording equipment on hand is a great way to make sure you never lose the opportunity to get a great, spontaneous testimonial if a patient says yes on the spot. That said, you might want to consider setting some time aside after office hours. When a patient agrees to be filmed, you’ll get more out of the experience if everyone is relaxed and not in a rush.
3. Don’t be afraid to ask.
While some patients may be shy, most love to be asked for their opinion and enjoy helping. Choosing the right moment is important: when a patient compliments or thanks you, that’s a great opportunity to see if they’d be willing to share their good experience. Be ready to answer questions about the process. Often people will claim that they don’t know what to say, so stress that you’d just like to hear them talk from the heart. Let them know that they can give you a testimonial without compromising their privacy. You may want to prepare a couple of prompts or questions to help nervous patients open up. Conducting a fun “interview” is a great way to get people talking naturally.
Word of mouth has always been a uniquely powerful way of getting new people through the door, and online video marketing is a way of multiplying that effect exponentially. You’ll build trust and credibility, and you’ll have a valuable tool which you can share on your social media, use to enrich your website, and feature as a part of all of your online marketing campaigns.