“A picture is worth a thousand words.”
You’ve probably heard that phrase a thousand times. But if the statistics are correct, if a picture is worth a thousand words, a minute of video is worth approximately 1.8 million.
According to Forrester Research, video content wields an incredible power when it comes to online marketing. According to their study, the chances of getting a page one listing on Google increase 53 times with video content.
But how can ophthalmologists effectively utilize the power of video for their practices? When it comes to video and ophthalmology, there are a few best practices to keep in mind.
Traditional patient testimonials are good.
Video patient testimonials are unstoppable.
Many physicians collect feedback and utilize patient testimonials on their practice website. While this is a good practice that offers the proven psychological factor of social proof, studies indicate that there may be a more effective way to present that information. Just look at the statistics surrounding traditional testimonials:
- People are 63% more likely to purchase a product from a site if it has product ratings and reviews (People Claim)
79% of online shoppers tend to trust online reviews as much as recommendations from friends and family (BrightLocal)
Customer reviews create a 74% increase in product conversion (People Claim)
77% of people take the time to read product/service reviews before they make an online purchase (Juniper Research)
Customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89% (WebDAM)
90% of consumers admit their buying decisions are influenced by online reviews (Marketing Land)
If the statistics are correct, video testimonials are even more powerful:
- 65% of your audience are visual learners (WebDAM)
Website visitors are 64% more likely to buy a product on an online retail site after watching a video (ComScore)
Website visitors who view video stay on a website an average of 2 minutes longer than those who don’t view videos (ComScore)
It’s a no-brainer: video content is quite powerful. When combined with effective design, video gives potential patients and other website visitors a chance to find the information they are seeking and make an informed decision. Unlike words on a page, video offers the ophthalmologist an opportunity to elicit feelings and emotion from the viewer, which can prove to be a powerful psychological marketing tool.
Use video for education
Video is powerful not only for patient testimonials, but for patient education as well. Some surgeons may choose to product their own videos to educate patients about the surgical process or different eye conditions, or they may choose to use medical artists and animators to explain the process for them.
ECHO by Eyemaginations is a wonderful resource for ophthalmologists. Its vast video library offers solutions for patient education at every step of the process, from online videos to in the waiting room patient engagement and post-surgery patient education.
Relax: Video can be informal
If there’s one big myth about video content and ophthalmology, it’s that video always has to be produced and professional.
Don’t get us wrong – there’s a big difference between a professionally-produced promotional video and a hastily-made, self-produced video shot on a camcorder and edited with iMovie, but video spans far beyond just that application. Surgeons can utilize the power of video to give patients “behind the scenes” glimpses into everyday life at their practice, short educational videos explaining complex surgical cases, and the like. Some surgeons have even transitioned into occasional live streaming using Periscope and other apps to let patients and viewers get a glimpse into the life of a cataract surgeon.
Utilized correctly, video can please and inspire
While video is an incredible marketing tool, it can also be used to make for happier patients. Video can be humorous (when appropriate), and can lead to stronger ties with patients, especially if video is used as a medium for education.
By educating your patients about their eye condition and how surgery can help treat it, you are providing value to them. While most patients will leave a consultation and forget much of what was said, having a video that they can refer back to is a great way to help them retain the important information you have to offer.
Because they know what to expect, educated and informed patients are far more likely to have a positive experience with their surgery, and it is less likely that they will be surprised by unforeseen complications or suboptimal surgical outcomes. While it is not possible to ensure that every patient is 100% satisfied with their results, an investment in patient education is a wise move for happier patients...and happier patients make for happier surgeons.
Whatever video outlet you decide makes most sense for your practice, utilize it so that patients can connect and learn more about your story and what you have to offer. A smart video strategy can have an amazing effect on patient education, SEO, your online reputation, and referrals and new patients that discover you via video.