There’s More to Video Marketing than YouTube

Video courtesy of Jon A Perlman, MD

Ten years after the launch of YouTube, there’s no denying the power of the platform. It is, as a recent Google blog post put it, the “daily go-to destination for people who seek to connect with others around their passions and interests.”

As such, the site is also proving to be an effective platform for companies that want to reach those people. In fact, according to the post, four of the top 10 trending videos on all of YouTube last year were created by brands.

There’s just one problem. Unless you’re Nike or Budweiser, the chances of standing out from the crowd are tiny, especially since another 300 hours of video are uploaded every minute. That’s not to say you shouldn’t add yours to the mix, only that there are additional — and far more targeted — ways to get your videos seen. Here are three:

In your waiting room: Considering that the average patient spends almost 20 minutes waiting to see a doctor after checking in, is having them peruse old health and beauty magazines a good use of anyone’s time? No. Running educational videos on a big-screen monitor can turn the downtime into a teachable moment about procedures, staff bios and practice philosophy (although this is probably not the place for more graphic imagery). Another option is to provide tablets with a dedicated homepage where patients can click on videos of their own choosing.

In email follow-ups: It’s estimated that up to 50% of patients walk out of doctors’ offices not knowing what they were told. Add in the complexity/unfamiliarity of cosmetic surgery and the swirl of emotions that often accompany pursuing it and there’s a good chance aesthetic patients retain even less. Including a “Procedure 101” video in a follow-up email gives potential patients the opportunity to revisit the subject at their leisure.

On RealSelf: Every day, thousands of aesthetic consumers view videos on RealSelf, learning about a wide range of procedures and getting acquainted with the doctors who they might choose to perform them. More to the point, those videos have proven to be powerful tools for engagement as the data shows that 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.

And, unlike YouTube, those videos won’t show up alongside gratuitous clickbait-clips about bizarre bodily obsessions and cosmetic surgeries gone wrong.

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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