Music has charms to soothe a savage beast. And get a creative team firing on all cylinders, too, but that’s not really the stuff of eloquent quotes, so you probably don’t hear about it as often. Nonetheless, our tunes play a pretty big role in keeping the OTM team on our grind, whether it’s listened to from the confines of headphones or bumping from our ever-evolving office Spotify playlist.
We culled our playlist for some of our favorite creativity-boosting tracks, and, in the process, realized that the team has radically different music tastes. Take a listen to the playlist on Spotify and read what OTM team members had to say about their songs (or podcasts).
“Walking on a Dream” – Empire of the Sun
Kerrie Luginbill, Creative Director/Partner
I love music and I am obsessed with Spotify playlists (Soak Up the Sun, Chill Vibes, Daily Lift, Country Gold and All Out 80s are some of my favorites… you know, just to name a few). My interests in music span genres and decades, so this was a really hard choice, but to be perfectly honest – most of my favorite at-work jams are highly inappropriate for the workplace (Warren G, anyone?) so I opted for a lightweight alternative rock pick that keeps me standing at my standing desk when I’d rather be sitting and singing through the workday (good thing Miles bought everyone noise cancelling Bose headphones).
“Steady as She Goes” – The Raconteurs
Stacia Fortenbery, Digital Marketing Specialist
Do I have an unhealthy obsession with Jack White? No. Is this a ploy for my name and his to be somewhere on the internet together? Possibly. In all seriousness, whenever I am lacking creativity I will turn on a Jack White song or anything by the Foo Fighters. Perhaps it’s the loud rock sounds that help drown out the murmurs around the office that puts me in the right headspace. The lyrics are nice, the song is just cool and badass which is how we want all of our campaigns to be.
“This Is How We Do It” – Montel Jordan
Mollie Coniglio, Digital Specialist
I can’t help but get up and move when Montell Jordan starts playing which helps my brainstorming process. Anytime a throwback song hits the radio I get more creative with my problem solving. I love all hip hop and rap but 90’s hip hop is where it’s at for me when I need to break through creatively!
“Finally Moving” – Pretty Lights
Miles Kailburn, Director of Technology/Founder
I like listening to a lot of different kinds of music, but when I want to get in my zone, I go for Pretty Lights. Pretty much anything off Taking Up Your Precious Time will work, but I had to go with “Finally Moving,” because it’s got the perfect blend of digital sounds and organic instruments – a metaphor for OTM, if ever there was a one – and, really, it’s just a great song.
“Just a Dream” – Nelly
Vallene Kailburn, Art Director/Founder
Kerrie might not want to put her Warren G onto this playlist, but that’s not going to stop me from dropping one of my all-time go-to artists on it. There’s always been something about Nelly that I love. Maybe it’s his voice? His beats? I don’t know. Maybe I just like being reminded of all the great summer times I had listening to him.
“My Curse” – Killswitch Engage
Josh Foley, Developer
If I’m going to drop on headphones and tune out the rest of the office, I want music that’s loud enough to actually tune out the rest of the office and is the kind of thing that gets me pumped. I love metal when I’m working out and working on code, and Killswitch is one of my favorite bands.
“Oops! … I Did It Again!” – Britney Spears
Spencer Flores, Junior Technical Specialist
Actually, I totally forgot to respond to this email before I went home, so Matt and Mollie just picked this out and then wrote about it for me. I have the coolest coworkers around, but my hypothetical musical preferences are kind of sad.
“Albatross” – Public Image Ltd.
Matt Schild, Brand Specialist
I’m not really the kind of dude who puts songs on repeat, but I will occasionally turn to single-track repeats “Albatross” when I want to get on my grind. Yes, it helps that it’s like 11 minutes long, but there’s just something amazing about Jah Wobble’s hypnotic, unrelentingly repetitive bass line that gets me moving. Do I even need to mention his tone? It’s impossibly low and rubbery and dominating and everything a a bass should sound like.
99% Invisible, Episode #83 – “Heyoon”
Katie Hutmacher, Graphic Designer
Instead of a song, I chose a podcast called 99% Invisible. It’s about the origin and evolution of design we go throughout life barely noticing. They have made episodes about the sound of sports, the pound sign (# or octothorpe), flag design and revolving doors. It’s nearly impossible for me to select just one episode, but the one I find myself going back to all the time is Episode #83 – Heyoon. I think one of the reasons I’m drawn to this one because it takes place in a city I’ve visited a number of times, Ann Arbor, Michigan, which is and only a couple hours from my hometown. There are illustrations on the 99% Invisible site that I love. The subject of the tale is entranced by this pavilion throughout his life and as an adult decides to try to find out more about it. They don’t tell you where it is located the podcast, but internet detectives have found it and now you can find actual images and the location on Google Maps.
Illustrations are here.
Google map location of the pavilion is here.
Some of my other favorites episodes are:
- #143 – Inflatable Men (The blow-up tube guys in front of car dealerships, etc.)
- #103 – UTBAPH (Used To Be A Pizza Hut)
- #06 – 99% Symbolic (Flag Design)
- #238 – NBC Chimes
- #145 – Octothorpe
- #219 – Unpleasant Design
- #75 – Secret Staircases
- #156 – Coin Check
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.
Informational Videos
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
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.
Sound
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
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.
Framing
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.
Length
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.
