Enjoy this handy E-commerce infographic!

Enjoy this handy E-commerce infographic!
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.
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.
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 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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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.
In terms of content marketing, long-form has been the status quo for decades. According to Core DNA, long-form content is any content between a short study and a novelette. There is undoubtedly a time and a place for this content. However, with shortened attention spans, the rise of the share button, and algorithms that require daily input to push out, it is more important than ever to master the short-form content game. In this blog, we will cover what short-form content is, why TikTok is the king of short-form content, and how to get started with a TikTok marketing strategy.
Short-form content is typically any written copy of fewer than 1,000 words or videos of up to 3 minutes. Think blogs, Facebook posts, TikToks, and Instagram reels. These take less than 3 minutes to consume, are typically easily digestible, and are highly shareable.
These are the reasons short-form is taking an unprecedented lead.
People expect their favorite accounts to turn out content daily. If the content is 10,000 words on the advertising industry's effect on western societal views of femininity (if you actually are interested in this - check out Cinderella Ate My Daughter by Peggy Orenstein), then it is unrealistic for creators to put out content daily. On the other hand, if the content is an 11-second video to a trending song, it is a bit more manageable.
Short-form content is also easy to engage with. The likelihood of me clicking away from a post to an article to spend 15 minutes reading it is low. The likelihood of me reading a 100-word Facebook post with the highlights from that article is far higher.
Lastly, short-form is easy to share. Sending a study on “the effects of climate change in mixed-species breeding” in the family group chat is likely to get a thumbs up from Grandpa at best. Sending a TikTok of a grizzly-polar bear mix will probably cause some commotion.
Short-form content is bite-sized pieces of information that start a conversation.
The king of short-form content creation and sharing is undoubtedly TikTok. According to Hubspot, Tiktok was the most downloaded app of 2021, it is the number one app for driving consumer spending, and it is by far the most engaging social media app.
Several reasons. But here are our top three:
1. The algorithm makes it easier to go viral if you follow simple hacks
2. The in-app video studio made making content quick, easy, and effective for Tik-Tokers of all skill levels
3. There is a high level of engagement. The advanced algorithm assures that everyone’s feed is highly tailored to their niche interests and preferences.
TikTok has democratized viral content. Anyone can go viral if they post enough content with enough consistency. This is appealing to creators that have come from other platforms where viral content comes from ad dollars spent, production quality, and partnerships with influencers.
TikTok revolutionized the production of content. The platform has abandoned the high production quality reels of Instagram for more casual content that anyone can make in two minutes. Additionally, the in-app video editing studio is far more robust than any other platform. Users can stitch together photos and videos, add voiceovers, edit the playback speed, and even use a green screen effect.
The exclusive use of short video content was no mistake. People’s attention spans are shorter than ever: we have shorter books, movies, and ads to account for that. Naturally, we are navigating towards shorter social content. Dr. Julie Albright explains the psychology of TikTok.
Lastly, users tout the power of the all-knowing algorithm. TikTok’s highly advanced AI recommendation system determines which videos will appear on users For You Page. Users will joke that the algorithm will know things about them before they do because of how highly tailored content will be to users' preferences, interests, and experiences.
Users with similar preferences will likely be exposed to the same content. For example, users will say that they are on “cooking TikTok”, “Batman TikTok”, or “Colorado TikTok” to explain what types of videos are coming up most frequently in their feed.
Additionally, users will reference that a video made it to the “right side” or “wrong side” of TikTok, depending on the tone of the interactions. For example, suppose the comments on a video are primarily negative. In that case, the algorithm likely pushed the video out to users with incompatible preferences for the video content. This will result in the infamous “wrong side of TikTok” comments.
Utilizing TikTok to market your business will be unlike any other social media marketing you’ve done in the past. When you make promotional content for Facebook, Instagram, or Twitter, you make ads. When you make promotional content for TikTok, you are making a TikTok. Users will scroll at the first sign of promotional content, so any videos need to flow seamlessly into a user’s For You Page.
Because of this, businesses are reframing how it looks to interact with customers on TikTok. Content creators are moving from scripted responses to funny, out-of-pocket replies and from perfectly posed photos to videos filmed in one take on their iPhones. This new content and interaction are fast, funny, and radically casual.
Making promotional content that works within this unique environment can be tricky. TikTok is a space for… whatever the opposite of ads is. So, brands have found ways to promote themselves differently.
They post content with workplace humor, share the cool parts of their processes, do skits to popular songs, teach users new tools and information, and anything else.
The NFL has a popular TikTok account. However, you will rarely ever find promotions for games or highlights on this account. Their most recent viral video was a repost of a high school student's Snapchat of an NFL player visiting their school and racing their principal.
@nfl @Cheetah Bo Hill a legend for this 😂 #tyreekhill #dolphins (via @blake.bennett31 ♬ original sound - NFL
There is no one way to do TikTok right. However, there are about a million ways to do it wrong.
Just remember, it’s better to get started and learn along the way than be behind the curve and fall behind the competition.
And if you aren’t tech-savvy, find yourself a Gen Z intern to run your TikTok account.
@oldtownmedia Someone has to provide content for our fans 😎 #adagency #adagencylife #fortcollins #contentcreator #northerncolorado ♬ vibe for this year - joseph fagundes
So, if you made it to the end of this blog post, you can probably understand why people are moving towards short-form content and why a TikTok marketing strategy is becoming more necessary.
Wouldn’t it have been nice if this was a 49-second video with Harry Styles’ new single in the background?
If you decide to start ditching your blogs, guides, and brochures for reels, TikToks, and Facebook posts; be sure to remember why consumers are making that switch. They want fast, interesting, easily-consumable, and highly shareable pieces of information. Remembering why users prefer short-form content is key to making sure that your content best caters to them.
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