Secrets of Successful Video Marketing (Psst, It’s not about Going Viral)

Dancing babies, swimming hippos and a dog who can’t catch a break (or a meal). These days, it seems just about anything you can film can go viral, spreading from Facebook to Twitter to Good Morning America.

That video of a breast aug or tummy tuck? Probably not but that doesn’t mean it’s not worth filming it and posting it on your practice website and social profiles. Even without widespread virality, doctor videos constitute some of the most engaging content around and when they’re done well, they provide a powerful draw for aesthetic consumers.

How powerful? On RealSelf, popular videos draw thousands of views per month. Individually, they take a wide variety of approaches but taken together, they provide invaluable insights as to what works best and why. To paraphrase the immortal words of sportscaster Warner Wolf, let’s go to the video(s):

My Breast Augmentation Story: This Local Celebrity Explains Her Surgery Choice

As the most-viewed video on RealSelf for the month of March, this is a testament to the power of storytelling. Rather than provide a technical description of a breast aug, Peter J. Capizzi, MD, of Charlotte, N.C., lets his patient tell the tale. It’s her story, after all, and the narrative-driven nature of the video is something viewers can easily relate to.

Juvederm and Cheek Augmentation: Watch the Filler Work on This Woman in Her 40s

Even as cosmetic surgery becomes more mainstream, many potential patients are unsure as to what to expect. By combining a background explanation with both a demonstration and before and after photos, this video from Minneapolis-based John Allan Ness, MD, gives a great overview of what people need to know about Juvederm. The combination helped make this the most-watched video on RealSelf for the month of February.

After Two Babies, This 24-Year-Old Mother Wants Her Confidence Back — See Her Results

Consistently popular over the last several months, this video is both long and graphic but that didn’t stop viewers from clicking the Play button. Combining good details in the title, a backstory that’s more about psychology than the surgery itself and demonstrable results, this video from Richard Rahdon, FRACS, of Melbourne, Australia, clearly struck a chord with viewers.

Doctor Takeaway

Use video to educate, entertain and ease consumer concerns

Although each of the above videos takes its own approach, they share a common thread: They don’t feel like sales pitches that put the emphasis on the doctors’ practices; they’re user-friendly tools that focus on patients’ needs and concerns. As a result, they get viewed over and over again, oftentimes leading potential patients to want to find out more about the doctors’ behind them. Establishing best practices for your video marketing (which we’ll explore further in a subsequent post) can help ensure that their first impression isn’t their last.

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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