Happy International Women’s Day!
Wednesday is International Women’s Day, and as an employer that proudly features many women in our workplace, Old Town Media wants to salute all the women who are making inroads in their art, profession or life. As a tribute to the women who have inspired us, the ladies of OTM talk about their favorite inspirational woman.
Kerrie Luginbill, Creative Director/Partner: Joanna Coles
I started following Joanna when she was editor-in-chief of Cosmopolitan magazine, which she was for six years before being promoted to chief content officer for Hearst. Yes, all of Hearst Magazine’s publications.
She’s the first person to hold the position of “chief content officer” and her job is to oversee and work with the editors of every Hearst Magazine in the United States and internationally – that’s more than 300 magazines around the world.
She’s the total package: talented, hardworking, giving and beautiful. She sits on the board of Women Entrepreneurs New York City, an initiative to expand female entrepreneurship with a focus on underserved women and communities and she’s left massive footprints at every publication she’s ever worked for.
I think what I like about her the most is that she is a total powerhouse and her leadership style is to hire the right people and then get out of their way. In an interview with Refinery29, she’s quoted saying, “I think you want to edit to your strengths and hire to your weakness… As a team, we are greater than the sum of our parts. Nobody can be great at everything.”
One of the reasons I really started following her (before I knew anything about her), was because I saw a photo of her on Instagram in her office, after hours, wearing pajamas and walking on a treadmill desk. I thought to myself, “That is badass.” Then I immediately Googled the cost of treadmill desks.
Vallene Kailburn, Art Director/Founder: Ellen Degeneres
Besides just being crazy charismatic and extremely entertaining, Ellen Degeneres is truly inspirational for using her platform to actually make people’s lives better. With all that she’s done – helping veterans, giving $1.6 million to cover 41 students’ college costs – it blows my mind that her show is continually as entertaining at it is.
Stacia Fortenbery, Digital Marketing Specialist: J.K. Rowling
J.K Rowling is one of the first authors who made reading fun and addictive for me. She created a wonderfully magical world that sparked my imagination and creativity at a young age. (I’m still waiting on that Hogwarts letter, to be honest.) The Harry Potter universe provided me with strong, independent and opinionated female characters that served as perfect role models. J.K. continually inspires generations of young girls and women through her charitable contributions and strong, feminist opinions.
Oh, and let us not forget her amazing Twitter takedowns.
Brianne Wittenauer, Digital Project Manager: Mindy Kaling
Mindy Kaling is an incredible girl boss and go-getter. She is most known for her writing and acting in T.V. shows The Office and The Mindy Project. Mindy was only 24 years old when she joined The Office staff and was the only female on the team at the time. She is hilarious, witty and bold, and I very much admire her for breaking through norms and rocking it as one of the first Indian-American women on T.V. I’m currently reading her book Why Not Me? and constantly find myself laughing out loud and unable to put it down.
Katie Hutmacher, Designer: Jessica Walsh
She is a partner at Sagmeister & Walsh in New York, and probably most well known for her series 40 Days of Dating with friend and collaborator Timothy Goodman. She taught herself how to code at age 11 by trial and error and created a website to help teach kids HTML and CSS (which actually brought in Google Ad revenue). She interned under Paula Scher at Pentagram (after declining an offer from Apple) and worked for Print Magazine.
She had a background in digital design and then studied at RISD, which is a very hands-on fine-art school, and it really shows in her work. She blurs the line of commercial and fine art by interjecting her personal style and voice into each project, such as Quotes on Shit, Pins Won’t Save The World, Build Kindness Not Walls, 12 Kinds of Kindness. She also uses a lot of vibrant colors, which I admire because it is the complete opposite of my personal style. When she has a concept, she finds a way to make it happen, even if that means failing the first 20 times. I admire her because she doesn’t limit herself to one medium (everything from web and video to her personal fashion style and magazine covers) and when she wants something out of her career she makes it happen.
Read an interview with her and view her work.
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.