Category: Promotional Videos

Promotional Videos

Using Video to Attract More Patients to Your Ophthalmic Practice

For many patients, even the most routine medical appointment can make them nervous. Going to the doctor can be a scary prospect, even for those in apparently perfect health. We believe that video is one of the most important – and effective – tools for ophthalmologists to use in connecting, educating, and engaging with their patients.

Not just any video will do, however. Overly complex videos with medical jargon and stats about success rates and what types of surgeries your practice performs will do nothing to draw in hesitant prospective patients. No, this is a problem of emotion; to solve it one must appeal to a patients’ emotions. There are three main ways the ophthalmologist can use the power of video to engage with their patients:
The Explainer Video: Seek to Educate
Walking through the surgical process in exhaustive detail is a great way for people to begin understanding the process – it’s a great tool to calm fears and explain how routine cataract and refractive surgeries are.

Once the patient knows what each step is, the surgical process is no longer a looming unknown. Instead, it becomes instead something that they can tackle piece by piece. There’s no need to inundate the patient with overwhelming amounts of information, but in general, the more context and information you can provide, the better. Peel back the protective veil of medical jargon and explain (in human terms) what patients should expect from their surgery in order to empower them. Tools like Rendia are excellent ways to help educate your patients about routine ophthalmic procedures and set their minds at ease.
The Behind the Scenes Video: Go Where No Patient Has Gone Before
Perhaps one of the most effective videos an ophthalmic practice can utilize is a “behind the scenes” video. These videos are not quite as rehearsed and scripted as practice promotional videos, but they’re still important tools to help patients understand more about your practice.

Behind the scenes videos often lend themselves to being shared on social media as small “glimpses” into the everyday life of an ophthalmic practice. Use these types of videos to help patients get to know the practice and the people in it – not just the doctors, but the back office staff who are integral parts in helping the practice run efficiently and helping patients have a terrific experience. The more patients are familiar with *all aspects* of your practice, the more comfortable they will feel when coming in for a visit or a procedure.
The Promotional Video: Humanize to Connect
Beyond seeking to educate patients, video has another powerful ability that few other forms of communication do: the ability to humanize. Putting a human face on something that’s not inherently personified (a medical practice, for example) is a powerful way to help prospective patients “connect” with your practice and feel more familiar before they ever walk through the door.

Human faces build connection, authenticity, and trust – and patients will only put their vision into the hands of someone they feel they can trust. Taking such a leap of faith can be hard for new patients who are unfamiliar with the process and the people behind that process, so showcasing the people behind the practice can help distinguish your practice from other providers in your market and set you apart in the minds of patients.

Video for ophthalmic practices can take on a number of different forms, and each is appropriate in different contexts and applications. All of these factors (education, behind the scenes glimpses, and humanization) are important in crafting videos for your ophthalmic practice, and each should be taken into account when using these videos as part of your marketing strategy. It’s pretty clear: effectively using video to is one of the best ways to help patients discover, engage, and connect with your ophthalmic practice.

 
Curious about using video in your practice marketing?
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Crawford Ifland, CEO at Messenger Healthcare Marketing

Crawford Ifland is the CEO of Messenger Healthcare Marketing. Messenger is a digital marketing agency specializing in custom healthcare website design, healthcare SEO, promotional videos, and more. Messenger gives the nation’s leading physicians and healthcare organizations the tools they need to grow their organizations.

Medical Practice Marketing Medical Website Design Promotional Videos

5 Tips to Optimize Landing Page Videos and Make Patients Convert

If you want your practice to stand apart from every other practice in your market, chances are you should be using video.

The stats surrounding video are powerful: marketers who use video grow revenue 49% faster than non-video users, and 51% of marketing professionals worldwide name video as the type of content with the best ROI.

What’s more, video drives a 157% increase in organic traffic from Search Engine Results Pages – it’s clear that video is a powerful tool when it comes to marketing your ophthalmic practice. But how can you make your videos as effective as possible? In this article, we’ll explore 5 tips to help you optimize your video production efforts.
Keep it short
Video provider Wistia found that videos up to seconds in length had a much higher drop off rate than videos from 30 to 60 seconds in length. The longer the video, the shorter the engagement rate. While average patients watch approximately 81% of a 30 second video, there’s a huge drop-off after that point, as viewers will only watch approximately 62% of a 90 second video. To combat this, strive to keep the length of your videos to 45 seconds or less.
Limit copy around your video
The more choices people have, the longer they take to make a decision – this is a phenomenon called analysis paralysis. If watching your video is the main action you’d like for prospective patients to take on your landing page, then avoid distracting them with other options.
Put your video front and center
Research has shown that videos placed on the top and center of landing pages outperform videos on the bottom of the page: a video across the top of a page received a 32% higher conversion rate than the variation with the video on the bottom right.

There’s a reason that popular video sites like YouTube and Vimeo place videos front and center to not allow users to get distracted by other elements of the page. Your ophthalmic practice may want to take a page from their book and do the same on your website.
Add post-video action buttons
Another powerful way to get users to take action after watching a video is to add post-video action buttons with subtle animations to induce action from your patients.

If you’re using a video hosting service like Vimeo, you can choose for your video to display a button, additional videos, or even a link to another webpage after the video has finished playing. This animated cue can be a powerful tool in getting your patients to take action after watching a video, and can increase your marketing ROI.
Optimize your video for SEO
Research has shown that it’s more than fifty times easier to reach page one of Google search results with a video than with a web page. This could be because many businesses are neglecting to optimize their videos properly…and if competition for video is lower, there are simple ways to increase your ROI.

Creating clear keywords, titles, and descriptions for your landing page video can give you a better chance of hitting that top spot on Google. Additionally, creating a video sitemap – a text document embedded with links to your specific videos – will help Google find and index your videos.

We hope these tips help you optimize the videos your ophthalmic practice uses on its landing pages – by making some subtle changes, you can drastically increase your conversion rates and your marketing ROI.

Curious about creating a promotional video for your practice? Learn more about Messenger’s video production services today.

Crawford Ifland, CEO at Messenger Healthcare Marketing

Crawford Ifland is the CEO of Messenger Healthcare Marketing. Messenger is a digital marketing agency specializing in custom healthcare website design, healthcare SEO, promotional videos, and more. Messenger gives the nation’s leading physicians and healthcare organizations the tools they need to grow their organizations.

Promotional Videos

The Anatomy of a Great Medical Promotional Video

When it comes to digital marketing, video is king. Multiple studies have shown the impact that brand videos can make on audiences of all kinds, from increasing engagement to improving recall of your business even days after watching the video.

The same is true for promotional videos focusing on ophthalmic practices. But even though video is powerful, throwing one together isn’t enough – you need to ensure that your message captivates your audience, driving them toward a visit.

How can the savvy ophthalmologist use a promotional video to their advantage? Let’s take a look at the different elements that make up a great promotional video:
1. It Captures Attention Immediately
Our attention span online grows shorter by the day. Statistics now place the average attention span on the Internet at 8 seconds, which is shorter than that of a goldfish…and if you’re marketing LASIK services to younger patients, it could be ever shorter than that. Any successful promotional video needs to make sure that it captures its audience’s attention within these first few moments.

Don’t wait to share the most compelling footage, colors, or sound. Make sure that as your audience scrolls by your video on social media or your website, they stop and pay attention (a great way to do this is with a compelling thumbnail).

Consider starting your video with direct eye contact from an ophthalmic specialist, or asking a question of your audience. Get to the point quickly by illustrating the issue the viewer may be having. The best videos introduce the viewer’s problem almost immediately, getting them to think, “hey, that applies to me!”
2. Sound Design Matters
When crafting a promotional video for your practice, make sure that your music is top-notch. Studies have long shown that music and sound can make a big difference in influencing audience behaviors; the same is true for a promotional video. Make sure that the music is interesting and engaging, but don’t try to force it – having music that overpowers the voices in a video is a great way to make your viewers lose interest.
3. Think about Color

Just like music and sound, the colors you choose for your video can have a crucial impact in how your audience subconsciously perceives your practice and its message. Yellow, for example, tends to reflect warmth and optimism, while blue conveys trust, calmness, and strength.

Colors are deeply psychological and can subliminally influence buyer behavior and feelings toward your brand, so if you’re using any sort of motion graphics or animations in your video, pay attention to color. While you should always maintain brand consistency, choosing color carefully can have a powerful effect.
4. Make Sure Your Messaging Stays on Topic
Attention span doesn’t just matter at the beginning of your video. If your messaging ventures off-course, your potential patients may stop paying attention before you get your value proposition across.

It’s important to storyboard before creating a promotional video. If your goal is to get a singular message across about your medical expertise and the value of your ophthalmic practice, don’t dilute that message to draw your audience away from that value. Instead, stay on topic for the entirety of the video, focusing your entire messaging on that singular point.
5. Choose Authentic Footage, Not Stock
Whenever possible, shoot authentic footage of your practice or relevant medical footage. Potential patients can see kitschy stock video from a mile away, so try to avoid big stock companies whose libraries are filled with inauthentic corporate footage.

Patients want to see the real you – even if it feels uncomfortable to be on camera, authenticity wins every time. If you need good stock footage to serve as b-roll, try a quality licensing service like FilmSupply:


6. Real People Capture Attention
Finally, your promotional video should include people to make your brand relatable and not just an abstract concept. While explainer videos and animations are great, real people telling authentic stories capture a viewer’s attention like nothing else can (that’s why video is a more powerful communication medium than plain text, or even an image).

Incorporating real patients rather than just employees of your practice can help, too. Social proof has been proven to work because it allows your audience to learn about your value from someone neutral. Try to involve both your medical team, employees, and existing patients to make sure your audience understands that your ophthalmic practice is making an active difference by restoring sight.

Take the promotional video we made for Eye Center of New York, for example:

It Takes Investment
Creating a great promotional video isn’t easy, but it is worth it. By ensuring your practice promotional video contains these elements, you can take advantage of the many benefits that the video can bring you in today’s digital world. Approach it strategically, and keep the above elements in mind, and your chances of attracting new patients with the power of video will increase dramatically.

 

Want to grow your practice and engage more patients with a promotional video? Learn more about our Video Production services today.
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Crawford Ifland, CEO at Messenger Healthcare Marketing

Crawford Ifland is the CEO of Messenger Healthcare Marketing. Messenger is a digital marketing agency specializing in custom healthcare website design, healthcare SEO, promotional videos, and more. Messenger gives the nation’s leading physicians and healthcare organizations the tools they need to grow their organizations.

Medical Practice Marketing Patient Experience Promotional Videos

Cataract Surgery Changed My Life: A Patient’s Perspective

In the spirit of Thanksgiving and the upcoming holiday season, we dug deep into our archives to share a patient’s story of thankfulness for restored vision after cataract surgery.

In our search we came across Sybil, a 71-year-young patient of Dr. Tal Raviv at the Eye Center of New York. At the time of our interview, Sybil was actively training for and competitively participating in triathlons.

As Sybil would share with us, her age meant that she wouldn’t have too many seasons left to compete, so understandably, a quick recovery from surgery was important to her. Her voice filled with gratitude, she described to us the ease of the surgery, the speediness of the recovery, and her thankfulness towards Dr. Raviv for his care, sufficient communication, his accommodating attitude toward her, and respect for her as a patient.



The more we talked with Sybil, the more obvious it became just how thankful she was for the surgery and for Dr. Raviv. Her vision restored, she was able to train and compete in the sport she loved so much. She made it apparent that it was not only Dr. Raviv’s experience, but his attentiveness, communication, and respect that made the real difference.

To be honest, this was unlike any other patient testimonial video we’ve ever done. Most patients, while thankful, are too concerned with being on camera or what they feel they “should” say rather than telling their authentic story.

Our interview with Sybil opened our eyes to true patient experience – or at least, what true patient experience should be. Truly satisfied and thankful patients won’t need a script or any coaching – they will just tell their stories. And we believe that thankful patients lead to thankful doctors that perpetuate the cycle by improving their treatment and care of their patients.

So in this holiday season, take a moment to remember just how many patients are thankful for your work as a surgeon, and about what you can do to go above and beyond in improving the lives of more patients.

Happy Thanksgiving.

Crawford Ifland, CEO at Messenger Healthcare Marketing

Crawford Ifland is the CEO of Messenger Healthcare Marketing. Messenger is a digital marketing agency specializing in custom healthcare website design, healthcare SEO, promotional videos, and more. Messenger gives the nation’s leading physicians and healthcare organizations the tools they need to grow their organizations.

Promotional Videos

Why every practice needs a promotional video

More and more, patients are going online to research physicians before they make a choice. While the average patient may have a primary care provider that they turn to for day-to-day medical needs, the treatment an ophthalmologist offers isn’t quite as frequent, so patients are likely to do a bit more research.

But aside from physician referrals or the recommendations of friends, patients are increasingly turning to the Internet to do their research. There are a variety of factors that go in to being discovered online, but one of the major boons that serves to get more patients in the door is to have a engaging video content on your website.

This video content could range from the unapologetic promotional video to “explainer” videos highlighting the various treatments and procedures offered by your practice.

Both are effective, and both should be utilized by physicians everywhere. Here’s why:
Promotional videos are authentic
One of the most important elements of running a successful medical practice is trust. Patients must trust that their physicians are providing the best, most comprehensive care possible, and doctors must trust that their patients are providing them with an accurate medical history, valid information about their current medical needs, and the like.

Promotional videos help foster this sense of trust by telling the unique story of the practice, as it helps patients connect and engage with the physician. By telling thestory of the doctor and showing the unique care that patients receive at the practice, authenticity and trust is fostered and deeper connections are built.

It’s common knowledge that people need several touchpoints with a brand before they begin to feel comfortable with it (psychological studies suggest that the exact number is seven). But there is a difference between weak touchpoints (someone bringing up the name of your practice in conversation) and strong touchpoint (such as a potential patient watching a 3 minute video about your practice online).

When patients are trusting you to provide exceptional care for medical conditions such as cataracts, glaucoma, keratoconus, and more, they need to know that you are authentic and genuinely interested in giving them the best care possible.
Promotional videos may be used for many applications
Another advantage of online video content is that it may be used for a variety of applications. While promotional videos are intended for primary use on your practice’s website, they may be used in many ways, including at trade shows and industry events, introductions for speaking engagements, and personal resumes.

Again, the more touchpoints you are able to create for your practice, the better.
Patient testimonials are powerful
Physicians frequently include patient testimonials on their website, examples of the outstanding care and medical attention they received, the professionalism and friendliness of their staff, and how the care they received and the restored vision they are experiencing has changed their lives for the better.

But what’s better than testimonials on a website? Testimonials on video. Take the example of Sybil, a 71-year-old active triathlete who received cataract surgery from Dr. Tal Raviv, Medical Director of the Eye Center of New York. 

To hear a story of a 71-year-old who still actively trains for triathlons having cataract surgery and being able to resume her training only two days later is amazing; to witness her training post-operation is absolutely incredible. Take a look at the promotional video we made for the Eye Center of New York :

Often times there is much more going on in the life of a patient that makes their ophthalmic care extraordinarily life-changing, and more often than not, it is difficult (if not impossible) to express those sentiments through textual testimonials alone.
Video is powerful: the statistics
If nothing else serves to convince the average ophthalmologist that video is effective, perhaps some of these statistics will:

According to Dr. James McQuivey of Forrester Research, the average value of one minute of online video is worth 1.8 million words. That’s the equivalent of 3,600 typical web pages. If you were to write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of one minute of video.

100 million users watch online video content each day, and the average user is exposed to an average of 32.2 videos in a month.

According to the Online Publishers Association, 80% of Internet users can recall watching a video ad on a website they visited in the past 30 days.

Website visitors are 64% more likely to buy a product on an online retail site after watching a video.

92% of mobile video viewers share videos with others.

The average Internet user spends 88% more time on a website with video.

Online video now accounts for 50% of all mobile traffic and up to 69% of traffic.

Globally, online video traffic will be 55% of all consumer Internet traffic in 2016.

By now, it’s pretty clear that video might be one of the most effective marketing tools in your arsenal. But are you taking advantage of it?  

 
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Crawford Ifland, CEO at Messenger Healthcare Marketing

Crawford Ifland is the CEO of Messenger Healthcare Marketing. Messenger is a digital marketing agency specializing in custom healthcare website design, healthcare SEO, promotional videos, and more. Messenger gives the nation’s leading physicians and healthcare organizations the tools they need to grow their organizations.

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Crawford Ifland, CEO at Messenger Healthcare Marketing

Crawford Ifland is the CEO of Messenger Healthcare Marketing. Messenger is a digital marketing agency specializing in custom healthcare website design, healthcare SEO, promotional videos, and more. Messenger gives the nation’s leading physicians and healthcare organizations the tools they need to grow their organizations.