How to Create Video Content That Will Boost Traffic and Win Patients

Healthcare providers large and small are looking for cost-effective ways to market to the new cost-sensitive consumer. Adding video to your website is a great inbound marketing tactic that works particularly well for healthcare. Pages with video generally keep visitors on the site longer, capture the attention of internet users looking for healthcare options, and according to Forrester Research analyst Nate Elliott, have a 50 times greater chance of showing up on the first page of Google search results.

Once you’ve decided to add video to your healthcare website, the next question is probably “How the heck do we go about it?”

The First Rule of Online Video Is — SQUIRREL!

dog distracted by squirrelAhem. Sorry. The point I was trying to make there is that in this age of instant knowledge and short attention spans, you need to be brief in order to keep your audience captivated.

The best length for an online video is around three minutes or less — and you need to grab the viewer’s attention within the first ten seconds or risk her looking for more interesting fare elsewhere. I’m not saying that your audience will be distracted by the next shiny object that enters their field of vision…well, yes I am.

Proper Editing Is Key

There are many software programs out there to help you edit your videos and make them look professional. They can trim excess length, help you cut mistakes or long pauses, and add graphical elements such as transitions or titles.

If you don’t feel comfortable doing your own video editing, consider outsourcing to a marketing firm with video expertise that specializes in healthcare.

Get the Word Out

Once you’ve created your video and edited it to your satisfaction, it’s time to share your beautiful creation with the world.

First, you’ll need to use keywords in your video title and description to help generate search engine traffic. You should also take full advantage of your social networks, sharing the video and encouraging your website visitors to do the same.

Uploading to YouTube instead of another video hosting service will also help generate traffic, since YouTube has the greatest number of users. However, if your goals are to reach a specific audience rather than a large audience, consider using Google Ad Planner to identify websites that your priority consumers are likely to visit. In either case, make sure you add your website address in the description box, and embed the video directly from YouTube onto your website.

Share the video in your newsletters and blog, as well. The more views you can get for your video, the more popular it looks to Google — and the more likely it is to show up high in search rankings.

 Okay…But What Should It Be About?

This is a sticking point for a lot of businesses looking to add video to their websites. All the technical know-how in the world doesn’t help you figure out what the heck to make your videos about. (See also post from yesterday on “How to Educate Your Customers.”)

It’s really not as complicated as it may seem. Just think about what kinds of information your potential patients may need in order to decide to request a consultation or book an appointment, and then give them that information.

Here are a few ideas to get you started:

  • Patient testimonials. No matter the type of marketing, testimonials from satisfied customers (or, in this case, satisfied patients) are a powerful form of social proof. They help build trust, and give visitors an idea of what to expect from you. They’re pretty easy to come by, too; many of your happy patients will be more than willing to talk about their experience on camera. Just be sure to follow HIPAA requirements and get a signed release.
  • Profiles of doctors and nurses. The most important part of a hospital stay for most patients is the personal care they receive from their health professionals. Video introductions to each physician and nurse will put a human face on each staff member, building trust.
  • Explanations of health issues or procedures. An excellent way to generate new patients, a procedural or educational video shows off your expertise in your field. It also helps take some of the anxiety out of complex procedures for patients who may not know what to expect.

A final note: Your video doesn’t have to be flashy. Keep it simple, make it entertaining, and use it to educate your patients, and you’ll be pleased with the results.

Elizabeth Gooding

Elizabeth Gooding is the editor of the Insight Forums blog and president of Gooding Communications Group

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