Top Lessons from the Global Leadership Summit
Aug 18, 2015 | Uncategorized
The first week of August, I had the opportunity to attend The Global Leadership Summit, hosted at Crossroads Church in Loveland. The Summit is a worldwide conference designed for leaders from every walks of life to get better and embrace the grander vision of their business or organization. I learned a lot from 13 very gifted speakers, and from that had four key takeaways.
1. Everyone can be a leader
The Global Leadership Summit teaches that business professionals, teachers, students, athletes, stay-at-home moms, chefs, doctors, nurses, pilots, and everyone in between has the opportunity to lead people. Within your place of work, we can all strive to make positive changes to become more successful at what we do.

Photo Credit: Willow Creek
2. We are ALL in the business of customer service
Horst Schulze, CEO of Capella Hotel Group gave an inspiring talk on the importance of creating world class service in your business.
Service starts the instant you make contact with your customers, and the first 10 seconds of your conversation are essential to start building a trusting relationship. We often don’t realize that when dealing with customers, whether we are project managers, secretaries, whoever their first point of contact is… how we treat them affects their overall view of your company. Strive to be patient, kind, and go above and beyond to create a positive experience.

Photo Credit: Willow Creek
3. Both positive and constructive feedback is important
Sheila Heen, Founder of the Triad Consulting Group, spoke about the positive and negative sides to feedback and how we can improve as both givers and receivers of it.
She taught that feedback shows up 100% of the time, regardless of the company or organization; whether it is formal, informal, spoken or unspoken. How we give feedback to others influences learning and employee engagement.
We can all get better at receiving feedback in the workplace. When receiving constructive criticism, it is up to us to learn and get value from it, even when the feedback seems unfair.
As humans, we have two categories of human needs:
- We need to learn and grow
- We need to feel accepted, respected and valued for what we do
If you are givers of feedback, consider those two points when talking with your employees. Constructive feedback will tell them what areas they can work on, and positive feedback will allow them to feel appreciated, and will push them to want to work harder and get better.
“Appreciation keeps us motivated, coaching helps us get better, evaluation lets us know where we stand.” -Sheila Heen

Photo Credit: Willow Creek
4. Learning beats knowing
Liz Wiseman teaches leadership to executives and emerging leaders around the world. She believes that we are at our best when we know our very least… when we are rookies.
Think back to your last rookie moment. How did you feel? What did you do when you didn’t know what to do?
We tend to learn the most when we are desperate. When we are new to something, we find ourselves asking a lot of questions, and working through trial and error to figure things out. It’s okay to admit what you don’t know, because you’ll never learn until you ask.
“It’s not what we know, it’s how fast we learn that matters.” -Liz Wiseman
Keep asking questions, keeping pushing to learn more. We can always get better.
“Everyone wins when a leader gets better.” -Bill Hybels
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
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.
Tips and Tricks for Great Videos
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.