Secrets of Successful Video Marketing, Part II

How much do aesthetic consumers love video? Let us count the ways:

  • Last week, visitors to RealSelf clicked on videos 75,600 times
  • By doing so, they viewed 122,500 minutes (2,042 hours) of video content
  • On Thursday, April 9, they set a one-day record of 12,500 views and 20,500 minutes (342 hours)

Individually, the most popular videos covered a wide range of subjects — from breast implants to fat transfers — but together, they also illustrate some of the factors that make for popular viewing. Among the best practices on display, these doctors:

Make it personal: These are potential patients you’re talking to, not fellow doctors. In last week’s most popular video, Breast Implant Massage: Here’s What You Need to Know, Heather J. Furnas, MD is genuine and relatable, making her points in terms that anyone, especially those without prior medical knowledge, can understand.

Keep it professional: Think of your videos as virtual consultations so dress accordingly. (In many cases, this will be a patient’s first impression of you.) Although he makes it clear that his insights do not constitute a consultation or medical advice, Amiya Prasad, MD’s 35-Year-Old Woman Hates Her Jowls — Learn Surgical and Non-Surgical Options provides useful information on available options in a professional but low-pressure way.

Show, don’t tell: Showcasing actual procedures can help take the mystery and uncertainty out of them. As its name implies, Mommy Makeover: This Woman Gets 400cc Breast Implants (GRAPHIC) is, indeed, graphic but M. Sadi Erfani, MD balances that with a step-by-step description, a cool, clinical approach that effectively counters images that some viewers may find scary.

Utilize before and after images: Like before and after photos, videos that show actual results on real people speak volumes. Alexander Aslani, MD’s video Fat Transfer Before and After: See 1050ccs to Each Cheek is only 30 seconds long and has no narration but there’s no mistaking what it’s about or how things turned out.

Get creative: Take time to think about what issues and concerns you hear about most and then answer respond accordingly. Although Botox: 7 Things I Wish I Would Have Known was produced by RealSelf community managers, rather than a doctor, it hooked viewers for several reasons: Numbers in titles are great attention-getters; creative editing keeps things moving, and the “wish I would’ve known” angle underscores the connection between the speakers and viewers.

Doctor Takeaway

Aesthetic consumers are drawn to videos — and the doctors who share them

As noted last week, video is a great way to educate, entertain and ease consumer concerns, three reasons why it’s also a powerful lead-generation tool. On RealSelf, for example, doctors who posted five or more videos received 68% more patient contacts than those who posted four to five and more than double those who posted two to three. Follow the best practices cited above; visit the Video Best Practices page at RealSelf.com for additional tips, and viewers will do the rest.

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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