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Online Videos Offer Bang for the Marketing Buck

Apr 17, 2011

Online video is a popular, inexpensive and affordable way to reach potential patients, according to a recent hospital marketing survey.

If you’re looking for a cost-effective way to market your business, look no further than online video, according to Pamela Lewis Dolan in a recent article about physician marketing in American Medical News.

“The media tool deemed most effective was online videos, with 12.9% of respondents saying they are extremely effective and 33.7% saying they are very effective. More than 50% said the level of resources devoted to online videos is expected to increase significantly during the next few years.”

Why online video?

  • First, the format is popular. Most people would rather watch a short video than read words on a web page, especially when they are seeking information.

  • Secondly, videos allows doctors to speak directly to potential customers, allowing for a more personal connection. And, finally, online videos can be a quick way to provide high-quality content on a business’s website.

    • Of course, producing a quality online video isn’t as simple as flipping the camera on and walking in front of it. Here are some tips, for making your videos more credible, engaging and effective:

    1. Talk, don’t read – Seeing someone reading lines on camera is an instant turn-off. Speak as if you were talking one-on-one with a patient. It takes a little bit of practice, but the results are worth it.

    2. Edit your video – Don’t feel like you have to do the entire video in one take. Record your part several times and string together the best moments.

    3. Upload your video – If you plan to have your videos hosted by an video sharing service, consider the context and check your settings. YouTube is the most popular online video website. But, keep in mind, YouTube’s viewers are notorious for brutal comments. If you’re not planning to monitor comments frequently, considering turning off commenting or using another website.

    4. Practice Good SEO – Make sure search engines can find your video. Give your video a descriptive name and description and choose appropriate tags.

    5. Share your video – You can increase your videos reach using social media, such as Facebook and Twitter. If you plan on sharing your video on Facebook, it’s better to upload your video directly, rather than linking to it, as Facebook considers such media¬† to more likely be original content, which it shares with a broader audience.

    One final tip: Remember that your goal is to impress your audience with your professionalism, knowledge and experience. If those qualities aren’t coming through, you need to recruit an experienced agency or videographer to help produce your video. It can make a huge difference.

    Click on the following link to read Pamela’s full article,¬†Online videos may offer most bang for medical marketing buck.