How to Use Video to Help Grow Your Practice (Part One)
by Bob Main - Web Presence Coach/Consultant
Published April 2015
The thought of creating a video can be a scary concept and a daunting task, especially to someone that has never done it. But the positive impact that video can have on your website and Facebook engagement can be significant. Two key points to think about relative to using video for your ECP practice: 1) It is not as difficult/expensive as you might think and 2) the return on investment and effort is very good. Read on to get some insights as to why you should use video and how to do it.
Why worry about having video on your website and on social media platforms (i.e.Facebook)?
Let’s begin by looking at some research stats. Neilson reports that when someone watches a video, they have a 33% increase in brand recall, a 45% increase in message recall and a 40% increase in likability. And Comscore reports that a webpage with a video will get an 64% increase in conversion (which could mean more appointments). Not just looking at a website, but also engaging with it is key to converting website visitors into patients. And when you consider that as many as 72% of visitors to the average website (stat from Mindspring.com*) are new to that website, you will begin to realize that it is critical to make a good first impression. What better way to introduce the practice and the doctor to a potential patient, than for them to be able to view a short interview with the doctor and a quick tour of the practice. It creates an electronic visual bond between the practice and website visitor.
Did you know that according to Adobe, a Facebook post that has a video in it will get 25 % more engagement (Likes, Comments or Shares). And when you think about how Facebook will put your post into more people’s news feeds when a post has a lot of engagement, it is important to do everything we can to get our posts noticed and to get followers to engaged with it.
The data is clear, videos get noticed and do a better job of communicating a message than text alone. People that have viewed a video on your website or social media post, are more likely to remember your practice. Videos also do a better job of introducing your brand and building brand awareness than just text or photos alone.
We live in a “visual society”, so it definitely makes sense to provide content in a format that people like/prefer to use – and that is video.
So where do you start?
Let’s think about videos as being divided into several categories:
1) Practice Introduction Video (PIV) - Short 1-2 minute video, usually on the website, to introduce the doctor(s), a quick tour of the practice and what services it offers (i.e. exams, glasses, contacts, etc.).
2) Education Video – These are videos that explain about different vision problems or about lens/frame technology (often professionally produced by vendors). Could also be a short video of an ECP doing a how-to explanation of an eye care topic (i.e. about frame styling or why a professional should adjust eyeglasses, not the patient).
3) Engagement Video – These types of videos are usually relatively short and are designed to encourage the viewer to Like, Comment, or Share the video post with their network (can be on a website or social media platform).
First, let’s discuss the Practice Introduction Video (PIV). This video is usually professionally produced and will get best results if kept to no longer than 2 minutes in length. Typically this video will be on the home page of a website, used on a social media platform, e-newsletters and even a link to the video in an email signature.
The quality of the video for your website is very important. Remember you are making a first impression for most visitors to your website. If you are posting a quick video on Facebook of a patient testimonial or a quick shot of new frames on the frame board, then people generally don’t expect them to be professionally produced. However, when it comes to a video on an ECPs website, it must look good. This might be a good place to get “adult supervision” and hire professionals to do the job.
There are several companies (i.e. www.OpticalPracticeMarketing.com) that will produce a video for an ECP practice. Alternatively, you can do a web search and find a local firm. Here are several examples of independent ODs that used a local service to product their Practice Introduction Video.
A Practice Introduction Video should be considered a “project” and will involve planning as well as an investment of time and money. Here are a few tips when planning for this type of video:
- Dr Todd Kimball of Sugarhouse Vision, who practices in Salt Lake City, Utah hired a local firm to shoot and produce a video for his practice website. See the video here.
- Another example of an OD hiring a local firm to do a practice video, is Dr Margo Hagen in Sapulpa, Oklahoma. Here is her video.
Dr Irine Shiyan of Village Eyecare in New York City used a website found at www.SmartShoot.com to help find a local firm to shoot her practice video. Check it out here.
1. Get educated. Look at as many other practice videos as you can find by doing a Google search. Make notes of what you like and dislike. Ask your staff to do the same.
2. Plan, plan, plan. If you are hiring a company to make your video, get their ideas of how the video should be staged. Write down or storyboard your entire video and be sure to “time” each segment (Dr Interview, shots of the dispensary and exam room, etc.). Remember to keep it under two minutes.
3. Don’t try to “wing it”. It is always best to develop a script and memorize your speaking part. Practice your speaking part with friends and family to make sure that your presentation is smooth and natural, not like you are reading it.
4. Pay attention to details. On the day of filming, make sure the office is clean and all clutter is cleared from desks. Try to shoot on a day when the practice is normally closed. You don’t want to be rushed. Make sure lighting is correct and that the camera and microphone are good quality. This is where having a professional do the shooting can pay many benefits.
5. Editing can make or break a video. If you have hired a professional to shoot your video, then they probably will be doing the editing of it. A good professional editor will make all the difference in having a mediocre video or having truly professional results. If you are shooting the video yourself, then search out a professional editor and hire them to do the final editing.
The other two types of videos mentioned earlier (Education and Engagement), are totally different and should be approached with an entirely different mindset, strategy, production skill level, etc. We will review these types of videos and how to do them in Part 2 of this article.
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