Let’s Go to the Video: Quick Tips that Capture Consumer Interest, Part II

Video courtesy of  Amiya Prasad, MD

Intriguing titles, short takes and long-form “Aesthetics 101” videos: As previously noted, there are a number of best practices you can employ to generate higher viewership for your practice videos. Ultimately, though, an understanding of technical details will only get you so far. What really grabs viewers is great content that doesn’t just pique, but also keeps, their interest.

Here are four ways in which doctors have managed to do that, racking up hundreds, and sometimes thousands, of views along the way:

New procedures are always newsworthy

Even as the FDA’s approval of Kybella in April unleashed a flurry of magazine articles, it didn’t do much to resolve consumers’ questions about the chin-tightening procedure. That represents a great opportunity for doctors to fill in the blanks as Omar Ibrahimi, MD, PhD, recently did with his video, See This Woman Get Kybella Injections For Her Double Chin. Pegging content to recent news developments, aka “newsjacking,” can also give your content a boost in search rankings.

Pre-surgery education gets patients involved in their care

Research has shown that when people know what to expect from their medical experiences, they report better outcomes, fewer problems and higher satisfaction. As Lauren Greenberg, MD, demonstrates in What You Need to Do Before Your Surgery, video is a great tool for imparting the types of information that can influence all of the above while also encouraging patients to become active participants in their healthcare.

Addressing the “ouch factor” relieves a common pain point

In a recent RealSelf survey, 8% of respondents said pain was the biggest fear they associated with cosmetic surgery and it’s safe to say the number is even higher if you include those who consider it a secondary or tertiary concern. Doctors, of course, can address the issue but unless they’ve had the procedure themselves, it may not carry much weight. Michael A. Zadeh, MD, FACS takes a different approach in his video, “There Was Definitely No Real Pain” — This Man Got CoolSculpting, in which the patient does almost all of the talking, providing a testimonial for both the procedure and the provider who performed it.

Offering alternatives appeals to people’s desire to understand their options

As countless questions on RealSelf demonstrate, many potential patients are bewildered by the abundance of options they have. In Facelift or Fillers? The Doctor Recommends Both for This Woman, Amiya Prasad, MD, does any excellent job of clarifying one such scenario, and although he ultimately recommends both procedures, he also emphasizes the crucial point that any such decision is ultimately a personal one best made between a well-informed patient and a skilled practitioner. As he says, “There are a lot of ways to solve these issues but the art is in doing it in the way that is right for you.”

The same rule applies when it comes to marketing your practice with video.

About Rob Lovitt

Rob Lovitt is a longtime writer and editor who believes every good business has a great story to tell. He has written for dozens of magazines and websites, including NBCnews.com, Expedia.com and the inflight magazines of Alaska, Horizon and Frontier airlines.

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