Tag Archives: Doctor Marketing

Why Doctors Need Online Video Across All Marketing Channels

Video is content.  It is highly engaging, entertaining and proven to be more powerful than other forms of content but at the end of the day, video is content and should be leveraged as such.

Last week, we talked about the importance of owning your content and this week, we talk about one of the reasons why.   When you own the content you create, you can leverage it across everything you do, increasing your exposure and ability to connect with your potential patients.   Video can be included in social communities like Facebook, RealSelf and Google+.  It can be included in email newsletters or lead response emails.  It can also be part of your Google and YouTube advertising strategy.  Same content, multiple platforms, incredible exposure.

In my presentation at the Aesthetic Meeting, I discuss the opportunities as well as some exciting statistics that give reason to get started.  Or, if you don't have time for the video, the transcript is below.

Click to watch the full presentation from ASAPS.

Transcript:

So now that you've created these videos, what do you do? I've done a couple webinars with some agencies and this seems to come up a lot. Just because you create a video and you've posted it on a YouTube channel or on RealSelf or on Facebook, do not stop there. Think of this as an overall content strategy. If you've created a video that works on YouTube, always think about where can I put on Facebook, maybe there's a Waistline Wednesday and you want to highlight tummy tucks or abdominoplasty that has something else involved in it. Or Fan Fridays, we do those, too. So think of ways that you can leverage those videos across all of your social media.

These are just a few, so you've got YouTube, you've got Facebook, you've got RealSelf, but look in the bottom corner - I've linked everything over on Pinterest as well. So it is very appealing. It's very easy to do. It is not time intensive once you get the video loaded. So don't just stop with the top 3, but think about Pinterest. And think about all of the others, too. This is where is feels a little overwhelming, but again, you have a link, and all you need to do is understand what is happening on that social media channel and how can you connect with them.

So if you want to post on LinkedIn, which I strongly suggest that you do, there are plenty of people out there feeling self-conscious about themselves at work, but if they see a video that comes online while they're at work and they see something about someone being transformed, you're darn right they're going to look at that video. It's happening. But what you post there is different than what you post of Facebook and what you post on Twitter. Not just because of character limits, but what they're expecting to see.

So that's the biggest point of this slide, is that it is very easy to post links and have video on those, but remember who your audience is and what they expect from you and you will see engagement.

The other two places that I strongly recommend that often go overlooked because it usually requires somebody in-house or another agency on the outside that may not have done it before, is to include video both on your procedure pages for time on site - you've got yourself an SEO strategy that way. But also on blog posts. I don't know if anyone out there is not a fan of writing blogs, but I know a lot of people that I work with do not have time to write blogs. But if you're creating video and you've planned it out in a way that you can get a lot of content, you have got yourself blog posts every week, every other week, every month. Something that is on a consistent basis, it is educational, it is focused, and empowering for you patients.

I always use the transcript. It's a secret that you all should take with you. Transcribe your videos and when you ever post something on a blog, you include that transcript. That is an SEO tactic and it should always be included in every one of your videos. Not just for YouTube, but for your site as well.

And then email newsletters. So companies who use video in their newsletter are 92% more likely to get engagement. People are going to click on it, they're going to see what the story is about. Maybe they signed up for the newsletter, but they haven't actually signed up for a procedure. Or maybe they have and they're thinking about something else. Or maybe they're just excited to see that somebody went through the same thing they did and see that other lives are being changed by you.

So I strongly recommend those and it really does matter. You will start to see SEO going up, but you will also see views going up.

3 Tips Every Doctor Should Know to Create Great Video

I had the pleasure of speaking at The Aesthetic Meeting 2015 in Montreal (ASAPS) last month. This event is a gathering of aesthetic plastic surgeons from around the world.

In this video clip, I talk about creating video and offer three important tips for executing your video strategy: when to OWN your content, why it's critical to BE authentic, and tips to PLAN in less time, before you execute.

OWN IT

When you own your video content, you'll be able to leverage it across all of your marketing tactics from newsletter emails to your YouTube channel. If a potential patient finds your video online, they should be able to click through to your website, not your videographer's site or to a competitor's video on the same topic.  Sometimes it makes sense to co-brand and create videos for websites like RealSelf of SnapChat but if it's content that is valuable to use in other aspects of your marketing, we strongly recommend investing in the production and having it for as long as you'd like.

BE IT

An authentic response and a conversational tone connects with a viewing audience much deeper than a stiff and scripted production. Some of the most powerful videos with doctors and dentists are when they forget about the camera and speak to an interviewer about their work. In this format, their knowledge, expertise, passion, and personality are much more likely to resonate with potential patients.  So ditch the scripts and teleprompters and work with someone who can make sure you are as fabulous on camera as you are off.

PLAN IT

Carefully consider your objective in creating videos. Do you want to educate? Become an authority in your area of specialty? Do you want to promote a specific procedure that you are passionate about? When you are particularly enthusiastic about your purpose for creating video, it shows. Another consideration when planning your videos, is to include videos about procedures that make you money! Patient testimonials are fantastic for this purpose.

Click to watch the full presentation from ASAPS.

Transcript:

The point of this is to make sure that you feel confident and are empowered enough to be able to create these videos yourself and leverage them so they are easily part of every other piece of your marketing channel.

OWN it So one of the first pieces for "create" is to OWN it. Honestly, the thing that makes me want to call every doctor when I watch their video is the fact that if I click their video and it goes to their videographers channel on YouTube or it goes to another company. Unless you have a strict co-branding strategy where that is part of your plan, that's great. But, if you're creating video and you're investing in that video, I strongly suggest that it lives on your own YouTube channel so you have the opportunity to leverage it as well. I always use the analogy, would you rather own a home in an upcoming neighborhood or would you rather rent? If you're owning that house and investing in it, you can do the nicest stuff, you can do the upgrades and 10 years down the road, it's still yours. Versus if you are leasing it or renting it, you just have to pay the price that goes up. So do it well, do it once, and build on that foundation.

BE it Number 2, I've heard this from many of my colleagues. I did talk to RealSelf about video and they confirmed this, too, being authentic, being conversational, educational, telling a story that is real instead of staged or with a teleprompter is what people want. And not only that, they can see through a lot of the other stuff so throw out the teleprompter or don't pay extra for the teleprompter. Rather, have somebody interview you. I find that that is one of the most effective ways that we can truly get the nature and the personality of the doctor or the testimonial or the patient - is to have a conversation with them. Because they forget the camera is on them and they are more open to really tell the true story. And for you, you know the answers to many of these questions. You do this every day, you talk about it every day. There's nothing different than you talking to a camera pretending that that camera is a patient and when you're answering those questions imagining them there, it will matter. Because guess what's on the other side of that: that potential patient. So BE it.

The last piece. We want to OWN it, we want to BE it, and then the last piece is to PLAN it.

PLAN it I'm not talking about the 4-week planning session I had to do in Oregon for my 2 commercials, but really have a good idea of what it is you want to accomplish. Do you want to accomplish some educational videos? What are those videos? When I work with clients, we like to make sure that people think about what procedures do they love the most. If you are just getting started in video, think about the procedures that you love the most. Educate them on that, because what will happen is you will be able to 1) promote yourself or educate more people in the procedure that you love and you will get more awareness and branding there, and 2) you will also get a sense of how to have that enthusiasm as you are speaking on camera. When you are talking about something that you love, it will come out more naturally and it will be a great starting place for you as you continue with video.

And then the second piece, of course, is what are the procedures that make you money. And those are the videos that you want out there as well. Not only educational videos, but testimonials.

So OWN it, BE it, PLAN it.

Blogging Keeps Content Fresh & Search Relevant for Doctors and Dentists

Example of medical practice blog incorporating video.

 

 

Excerpt from Marketing Checklist for Medical and Dental Practices. Download full PDF.

What to know

More and more medical practices have embraced the importance of incorporating video into their marketing plan, but blogging should not be left behind! In fact, adding video to your blog is a doubly strategic idea.

Blogging is meaningful content that provides your customers with the information they need to make decisions. This marketing tactic helps you connect with new clients, educate your inquiring audience, and update current clients. Blogs are still a trusty marketing tool, especially when you’ve done your homework and make your blogs more easily found via tags, titles, descriptions!

Why think about it

Blogging has been one of the best ways to create new content on a consistent basis - a smart SEO tactic.  Each blog is one more indexed page on your website and search engines reward active sites with high engagement. Blogging also allows your practice to seamlessly add new content about hot topics that resonate with your audience. New trends, new techniques, new before-and-after stories—these all make excellent material for blogs and content for your website.

How to do it

If you can write the blog yourself, do it. Blogs are not technical white papers, so if you are comfortable writing, it is always going to be more effective and less expensive than hiring someone to do it for you. Another option is to have someone in your office write for you. The closer this person is to your patients, the better. The last resort is to hire a blogger –and there are a million bloggers awaiting this opportunity. If you go this route, be sure you are clear on the editorial calendar and final draft expectations. Act as the final reviewer of all copy to ensure the information accurately reflects your services, philosophy, and your personality!

What to expect

Expect to spend 1-2 hours per blog entry (or 15 minutes if you embed video and transcript). You will likely see increased web traffic and search engine relevance.

If you are looking for a writer to help you create high-quality blog content, contact us at info@hdmedicalmarketing.com or call (206) 295-2973.

 

Download Marketing Checklist for Medical and Dental Practices

Why Search Engine Marketing (PPC) for Doctors Is Worth It

Are you on page one of Google? Or are you just waiting for your SEO to kick in?

Pay-Per-Click advertising often gets a bum rap,  but the truth is people do click on sponsored ads if they are ready to take the next steps.  According to http://www.wordstream.com/articles/google-ads, almost two-thirds of clicks go to sponsored results for high commercial-intent keyword searches. Even better, 89% of traffic generated by the search ads is new traffic outside of the organic reach.

PPC-image

What to know about PPC

It is appealing to think that natural searches and rankings can drive all traffic to your site, but in truth, Search Engine Marketing (also called SEM or Pay-Per-Click or PPC) should likely be part of your marketing plan. If you don't use it, and your competitors do, it is almost impossible to grow your customer base and your business.

MediaSmack does a nice job explaining SEO vs. PPC.  In a nutshell, SEO is an expensive, long-term approach to ranking well in an organic search. PPC is a more immediate way of ranking high and converting users. PPC advertising puts you in front of potential customers whether or not your site appears on the first page of search. Functionally, it interfaces directly with the effectiveness of your SEO. The more relevant your site is, the better your pay-per-click marketing performs. In turn, Google rewards you for relevance with better placement or better rates.

Why think about PPC

While we whole-heartedly believe that content marketing is best for organic/relevant search and key to any marketing strategy, it's hard to imagine a doctor wouldn't pay $200 to acquire a patient needing a $10,000 procedure.  If you look at PPC as a complement to your other marketing efforts, it makes sense.

How to do it

The key to effective SEM is fine-tuning your strategy before agreeing to pay-per-click charges so that the dollars you spend on clicks are most likely to convert into clients. This takes you back, once again, to knowing your customer. Are your clients male or female? Young or old? Where do they live? What procedures do you offer that they want most? Over time, you can adjust your placement and pricing to ensure the necessary return on investment for this marketing outlet.

As with SEO, you can set up SEM on your own, but SEM experts are plentiful and a worthwhile investment. There is an art and science to PPC and these professionals will save you tons of time evaluating the most appropriate SEM programs. As with all of your marketing tactics, the more research you and your SEM vendor conduct, the more accurately you target your customer at an ROI that works.

Be sure to tie your PPC program to Google Analytics (see Google Analytics post). This is one more nugget of valuable customer insight.  Google Analytics can track all PPC data for Google Adwords to help you get the most from your investment.

What to expect

Effective SEM will require up-front planning on keyword strategy and good control over a clean client database so you can target your marketing geographically. Once your campaign launches, review results regularly!  Look at click rates, conversion rates, bid rates, and cost-per-lead numbers to optimize your program. You’ll want to routinely test ad copy and landing pages to maintain – no, maximize success! It’s really an ongoing review and tweak-as-necessary process. As the program pays for itself, plan to increase the amount of your budget you spend on SEM

For more information about PPC and other essential marketing tactics, download our Marketing Checklist for Doctors and Dentists (Download PDF for Free)