Building a Brand that Connects
A brand is worthless if it doesn’t connect with the right audiences in a relevant way.
Truer today than ever before, your brand and how it connects with your audience is everything. A “brand” is so much more than a name or an icon, it is the representation of who your business is and what your team believes in at the very core of what you do. It is also the way that your audience perceives who you are as a business.
Your brand can make or break you, it just depends on if people believe in it and connect with it.
Building the Brand Strategy
Building a brand starts with identifying what is important to your business through what we call Client Discovery. For long-time marketing client, Aspen Grove Veterinary Care (AGVC), this is ensuring the safety and health of pets by providing state-of the-art medical diagnostics and surgical treatments without the price tag of referral institutions.
In short, they care about the animals that they see and they do everything in their power to safely provide quality care to those pets.
Once we had successfully completed Client Discovery with AGVC, we decided to build a brand strategy that revolves around pet and owner narratives, highlighting the key services offered by AGVC. The strategy highlights case studies with a focus on communication, compassion and integrity.
Case Study Example
Meet Koda. Koda is proof that you’re never too young, healthy or active to need pet insurance. This fetch-obsessed, 6-month-old Lab runs constantly after his ball and loves to play with other pups. Koda, also known by his family as rambunctious, came to Aspen Grove with a severely broken leg requiring extensive orthopedic surgery. The cause? Playing with another puppy.
Name/Age/Breed: Koda | 6 months old | Male | Lab
Favorite treat: His tennis ball.
Favorite toy: His tennis ball.
Favorite past time: His tennis ball.
Three words to describe him: Obsessed with fetching… his tennis ball.
“The worst part has been watching Koda carry his tennis ball with him everywhere. We hate seeing our little guy hurt. To top it off, our pet insurance expired less than a week before his freak accident. Needless to say, we’ve renewed our insurance thanks to the helpful staff at Aspen Grove Veterinary Care. Pet insurance gives us a surprising amount of peace of mind knowing we’re ready for anything.“ – Stephanie, Koda’s Mom
Thanks to the diligence of the Aspen Grove staff and the renewal of Koda’s pet insurance, Koda is back to chasing his tennis ball and his family is prepared for the unexpected.
Visual Brand Development
Along with verbally communicating your brand to the world, it’s important to visually build a brand that your audience will connect with. Once we defined our brand strategy, we decided that we needed to take the AGVC logo and soften it while adding in colors that would evoke feelings of calmness, security and trust.
We also determined that all marketing collateral should feature either people or pets, down to Facebook posts and business cards.
The Secret Ingredient
We’re thrilled with what we’ve accomplished with the AGVC brand over the past 6 months, but in truth, the secret ingredient to a great brand is being a great business.
“Build something you believe in — because that’s the first step to building a great brand.”
Video is an often overlooked method of connecting with future (and current) patients and building credibility, especially in the medical industry. Since the beginning of the pandemic, more and more services have switched from in-person to hybrid or 100% online and people are utilizing digital platforms more than ever for things like finding credible providers and hosting virtual visits.
Video marketing for doctors is becoming more necessary in helping form personal connections by allowing people to get a sense of their doctors before scheduling a visit.
In this blog, we will cover why you should use video marketing for doctors, types of videos to make, and tips for ensuring your videos are successful.
Why Use Video?
Video marketing for doctors isn’t just about making specialist introduction videos to post on a website. Patient testimonials, informational videos, introductory videos for doctors, and office overviews are great tools to engage your audience and turn curious viewers into lifelong patients.
The first and most important outcome of video marketing for doctors is establishing trust and credibility.
When a patient can watch a quick interview with their physician, they feel a connection and gain an understanding of the doctor’s background, qualifications, and personality.
Many people searching for a provider will automatically self-disqualify if they feel a practice or particular physician may not be a good fit, so providing them with a glimpse into a doctor’s personality will help them feel at ease, knowing in advance who will be trusted to care for them.
They may feel drawn to a particular physician based on personal or medical backgrounds, forming a bond that helps the patient feel at ease with their provider choice.
On top of building trust, video marketing for doctors establishes a platform for education. People turn to the internet to search for medical information that pertains to their situation, so being a source of accurate information is a valuable way to position your practice. It also helps deter misinformation, as these videos are being produced by experts in the field and hosted by credible sources.
Video Types for Successful Marketing
Many people search the internet to learn about their diagnoses and potential treatments, which is where informational videos come into play.
As a doctor, you may often find yourself explaining complex concepts to your patients repeatedly. If there’s a topic that comes up often in your practice, it’s probably a great subject for an educational video.
People usually turn to the internet to learn about a diagnosis or treatment before visiting a specialist, so providing accurate information is a great way to help guide a patient on their health journey. As a bonus, you’re establishing your expertise while providing education.
Patient testimonials are another great tool to show your audience proof of credibility. Since video is more personal than a text-based review, patient testimonials can feel more like a friend’s referral. The audience can see the patient’s genuine enthusiasm and may feel more invested, as a result.
Introductions and Office Tours
Introductions and office overview videos provide a glimpse into the world of your practice. Viewers can get to know doctors, their backgrounds, their personalities, and take a tour of the office before even scheduling an appointment. Providing this type of content is an important part of video marketing for doctors, as it establishes a welcoming atmosphere for anyone considering an appointment.
For example, check out this introduction video we did for a new doctor joining the team at the Orthopaedic & Spine Center of the Rockies.
This video is great because it’s short, informative, easy to embed on on a website, use for a social post, or include in an email newsletter.
Tips and Tricks for Great Videos
Consider recording audio separately from video. You can find inexpensive, great quality unidirectional microphones to use, and this is an easy way to automatically increase the production value and professional feel of your video. A great tip to remember is to use a clapboard or have your subject clap in front of their face when sound and video are both recording, as it helps when the time comes to sync audio to video during editing.
Lighting is another simple way to increase production value and make your videos look more professional. Simple, soft lights are preferred (even a large ring light is a great investment for this) and will help fill in any dark shadows if you’re also using overhead lighting, which can be unflattering on its own.
There are tons of great resources online that explain three-point lighting, if you’re looking to step up your lighting game even further. If you don’t want to use separate lights, natural lighting is a great supplement. For this, place your subject facing a window (don’t place the window behind them) and the natural light will be much more flattering than overhead indoor lighting.
When framing your scene, keep it simple. Avoid clutter in the background, and have your subject stand slightly off-center. While we love visual interest, a lot of background items can be distracting, so it’s a good idea to stage an area so it feels welcoming and clean, without distracting from the subject matter.
You may have a lot to say about your subject matter, or want to help a new doctor get a complete introduction out into the world, but keep in mind that most people do not have the attention span or interest to watch a long video online.
Keep it simple! Ask yourself, “what are the main points I want to get across?”
It’s always better to provide the necessary facts and invite a viewer to contact your office for more information, or refer to an article or blog post that explains your video topic in more depth.
We want to establish trust, get to the point, and invite people to interact with your content. Keeping videos under two minutes is a great rule of thumb. If you have a longer video, consider breaking it into shorter clips for social media.
Include a CTA
A CTA, or “call to action,” encourages follow-up from viewers. It’s as simple as listing your phone number or website at the end of the video and saying something like, “for more information, get in touch!” You may want to offer a link to one of your blog posts or to the contact page from your website. The point is to encourage people to do something based on the content you’ve provided. Video marketing for doctors isn’t just about getting your practice seen; it’s also about creating a comfortable space for interaction with people who may be looking for guidance or services you offer.
Why a Distribution Plan is Important
Once you make your videos, where do they go? If they sit on your website, you may notice very little interaction, so creating a distribution plan will ensure you make the most out of your videos. When deciding how to utilize your content, you should first establish the purpose of each video. Is it short and educational? This may be a great candidate for not only your website, but YouTube and social media. Is it a tour of the office? In addition to your home page, this may be a great video to embed in a marketing email for new or potential patients. For more information about full funnel marketing check out this blog we wrote.
Think about what you want your video to accomplish and where it could best achieve those goals. Don’t be afraid to post cross-platform, either! The more people your video can reach, the better! Video marketing for doctors can be tricky, so don’t hesitate to reach out to a marketing agency with a video production team if you want help figuring out a plan or managing distribution.
No matter where you are in your marketing process, video marketing for doctors can be an effective way to humanize your practice and establish your expertise. Video brings people together and offers a more personal experience, which is why people are often more receptive to video marketing. With these helpful tips and ideas to keep in mind, you’ll be able to up your game and see more online interaction with easily made, high-quality videos.