99 44/100% Pure.
Every Good Boy Does Fine.
Unless you’ve been living in a cave for the last 50 years, you probably know that the above sayings reference a sandwich company, a soapmaker and a mnemonic device for musical notation. At the same time, they’re also perfect examples of the fact that when it comes to grabbing people’s attention, short and catchy beats lengthy and long-winded every time.
It’s a tenet that bears remembering when marketing your practice: In this day and age, people are bombarded with so many messages from so many sources that it’s increasingly hard to stand out from the crowd. That’s why successful marketers try to distill their message down to its essence, hoping to create a memorable image that will be indelibly linked to their brand.
It’s also something each of the following doctors put to good use in their video marketing efforts:
Easy as ABCDE
While discussing moles, Shala Fardin, MD, of Sausalito forgoes lengthy explanations in favor of the easily remembered mnemonic ABCDE (Asymmetry, Borders, Colors, Diameter and Evolution). It’s hardly an original concept but it’s the sort of thing that someone’s likely to remember weeks or months later upon finding a new or recently changed mole.
(Not) Gone in 60 Seconds
One of the best ways to get people to click on your videos is to entice them with a catchy headline and they don’t come much catchier than 75 Brazilian Butt Lifts in 60 Seconds — See This Doctor’s Handiwork by Daniel Del Vecchio, MD, of Boston. In general, titles with numbers tend to generate more views than those without; in this case, it also helped make it one of the most-viewed doctor videos on RealSelf.
Memorable (Melanoma) Mondays
Bernard Raskin, MD, of Santa Clarita, Calif., takes another approach to patient education, introducing the concept of “Melanoma Monday,” in which he encourages people to conduct self-examinations on the first Monday of every month. It’s a tangible bit of information that viewers can walk away with and easily remember. Furthermore, by introducing the concept he gives viewers a sense of who he is and what he does while providing something memorable in less than 5 minutes.
In a way, the above videos are essentially teasers. The more effective they are at grabbing viewers’ attention, the more likely those viewers will follow up with a visit to these doctors’ websites where, ideally, they’ll find more in-depth information. The more useful they find that information, the more likely they are to pick up the phone or send an email inquiry.
But first, as author and communication consultant Kare Anderson suggests, you have to get their attention:
Now, more than ever, your capacity to create indelible messages is vital. Whoever most vividly characterizes a situation determines how others see it, talk about it and act on it.