How Doctors Can Use the Power of Video Marketing to Attract More Patients

Transcription

1 Online Marketing Suite How Doctors Can Use the Power of Video Marketing to Attract More Patients

2 How can video marketing help your practice and patients? For many patients, finding the right doctor can be overwhelming, time consuming and even scary. Physicians are using video to profile themselves and the various procedures they offer as the first step in establishing good, long-term relationships with patients. Sixty to 90-second video profiles allow the physician to showcase his or her personality, unique skills, motivations and values. Video profiles introduce the patient to a more personal side of medicine and as a result, can help relieve patient anxiety about finding and choosing a new physician. Types of medical marketing videos Physician videos let hospitals and healthcare systems provide patients with the opportunity to find a doctor and learn more about quality of care, education or a particular specialty area. Hospital and healthcare physician videos generally consist of five forms: Biography Form where personality is introduced though questions and answers, allowing patients to catch a glimpse of the physician s characteristics and background. Interview Form where physicians discuss anything from explaining the benefits of a service to his/her roles within that service. Office Overview highlighting office location, amenities and any new equipment. Patient testimonials where your patients are interviewed and discuss your professionalism, the success of the surgery and care received. Procedure overview An overview video explaining pre/post surgical process will help educate and ease the potential patient s nerves and anxiety about the procedure. Are you using online video as part of your marketing strategy? If not, pause here and ask yourself, why not? Contact PracticeDock at solutions@practicedock. com to learn how you can improve your online sales and marketing efforts by using video on your website, in s, for SEO and in your sales process.

3 How Doctors Can Use the Power of Video Marketing to Attract More Patients Many uses and benefits for a marketing video San Francisco gynecologist Kathy Gregory added a video introduction on her website when she started a solo practice last year As physicians, we don t think that way, and maybe we should, Gregory said, adding, When I m looking for a doctor, I like to know as much about that doctor and the office as possible, and providing a video clip with some faces allows for that to happen. (Egan, iheathbeat Editor) Use your videos in the following ways Enhance your practice or hospital website by adding video. Video search engine optimization (SEO) is one way to help your Website rank higher in Google. Enhance your listings on major websites like LocateADoc.com. Having a listing with video on a large site like this will help you be found first on search engines, many times ranking much better than your own website. LocateADoc.com doctors who added video to their profile page see an increase in leads averaging % higher than those who do not have video. Use video in marketing campaigns. Currently you cannot embed a video directly into an , but you can create a video picture link in to guide patients to see your video. Maybe you have a special promotion you would like to introduce by video, or perhaps you want to educate potential patients on procedures they are interested in before the consultation.

4 Many uses and benefits for a marketing video cont... Promote your video on Social Media networks: Embed video in blogs. Use your blog to educate patients on procedures you perform, what to expect, and unique services that make you stand out from the rest. Use the video to introduce yourself to those searching for a doctor. Create a YouTube Channel. See more about this in the next section. How to Use Video SEO to Jump to the Top of Google Search Results Google has given over more and more of its search results real estate to blended search results, displaying videos and images towards the top of the first page, and pushing down and sometimes off the page traditional web results that would have otherwise been competing for the top search engine rankings. But where problems arise, so do opportunities. Although Google s newfound enthusiasm for video has created more competition for fewer traditional search results, it has enabled sites with video assets even sites that would otherwise score poorly in the Google index to successfully achieve first-page rankings. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.

5 How To Use Video SEO To Jump To The Top Of Google Search Results Cont... Here s what a blended search result looks like for the search query Liposuction Doctor Tampa : Video Ranks on the First Page of Google Those images at the top of the search results are video thumbnails posted on YouTube. Here are two ways you can possibly get there: 1. Upload your video to YouTube. (Create a video with PracticeDock and we will take care of all of this for you!) The advantage of this is that you are 100% certain to be indexed into Google s search engine. This does not guarantee you ll get a first-page result, but at least it ensures that Google knows your content exists. The drawback, of course, is that anyone who clicks on a YouTube result will be taken to YouTube, which may be fine if your goal is branding (i.e., you only care that people watch your video). If your goal is driving traffic, as is typically the case with SEO, this won t be a successful strategy. One option you can use is a unique PracticeDock Call Tracking # on your video for patients to contact you, track that they came from the video and collect contact information on the Call Tracking system. LocateADoc.com YouTube Channel

6 How To Use Video SEO To Jump To The Top Of Google Search Results Cont Video SEO Video SEO is a set of techniques designed to make sure that: Google finds your video content Google successfully indexes your video content Google will display your video content when specific keywords are entered as search terms. For example, you can enter your name, location, specialties performed and anything else people may search on Google to find you as keywords Here s how to make it work once you have your video content created: Title and Title Tags When ranking videos, Google primarily considers the match between search keywords and the video title. Although Google allows you to submit other metadata such as description and keywords, these currently don t have much influence on your search ranking. Google likes it when the title tag of the page matches the title of the video and will give a higher weighting for results where this is the case. Video SEO is Long Tail Like traditional SEO, you re much more likely to see results with video SEO if you target more specific, or longer tail, search terms. A video titled Liposuction is unlikely to produce a first-page ranking, while a video titled Liposuction doctor in Tampa, FL will be more likely to score well in Google s algorithm. Since Google can t determine the actual content of the video, you might consider submitting the same video multiple times with different titles that match potential search terms. New and Small Don t Matter With traditional SEO, the age of a website is an important consideration for Google in deciding its ranking. Google also considers things like the number of pages on the site and the number of links to the site, along with the importance of the places those links originate. In video SEO, none of this matters. This means that even new sites and small sites can compete on equal footing with larger and more established players. Publishers who are too small or too new to even consider traditional SEO can still be taking advantage of video SEO opportunities. For the foreseeable future, video SEO is a winning strategy.

7 Numerous research studies have proven that those properly using video make more money. Why? 1. Video allows you to connect with your patients and potential patients. Decades of television and movie watching have caused people to demand more from us. By appealing to multiple senses and allowing your patients to see and hear an experience your message, you can connect on a far deeper level, gaining their trust and increasing your patient numbers. 2. Video is found easier in the search engines that any other type of content. Today your potential patients want to be able to find what they are looking for immediately. To do so, they go to the Internet and the search engines. The proper use of web video quickly multiplies your chances of being found in the search engines. The statistics shared at a recent Direct Marketing Association meeting provide specific numbers to these points: Brands using online video have seen lifts of 20-40% in terms of incremental buying, with conversions that are twice the rate of other media. Source of the statistics: TargetMarketingMag LocateADoc.com doctors who added video to their profile page see and increase in leads averaging from % higher than those who do not have video. and video viewing keeps growing: Last month, over 14.6 billion videos were viewed on YouTube alone. From 2010 to 2011 there was: 97% Video View Growth 128% Video Ad View Growth Cisco predicted that by 2014, online video will make up 91% of Internet traffic. As a doctor -- and as a savvy business owner -- which side are you going to be on? The side that watches the videos that others create, or the side that embraces this new media to connect with patients in new way, and closes more sales?

8 See Sample PracticeDock Doctor Videos in the Following Specialties: Plastic/Cosmetic Surgery - watch now Cosmetic Dentistry - watch now Anti-Aging - watch now Bariatric Surgery - watch now Med Spa - watch now Ophthalmology - watch now Video results are not just two, or even 10, but 53 times more likely to show up on the first page of search engine results than text-only pages!

9 How much does it cost? Depending upon the size of the practice, hospital, or clinic, costs vary with the benefits of scale. Average PracticeDock video packages start at $1,800. All video marketing packages include: Video Production and Editing Scripting Motion Graphics Rich Media and Flash Development for Internet use Search Engine Optimization (SEO) Upload to Social Media Sites like YouTube and Optimized for SEO Embed Links, Tags and Video Titles Placement on the Premier One-Click Patient Referral Service on the Internet - LocateADoc.com Use of PracticeDock.com Marketing Services Such a Return on Investment (ROI) Tools CD/DVD Production & Duplication About PracticeDock Video Services PracticeDock offers a comprehensive solution for marketing with online video. PracticeDock Video Services provides an online platform for video production, distribution and also a video library.

10 Transform quality prospects into business. PracticeDock is an online marketing suite providing patient generation, conversion, communication and retention tools in real time and at business speed to optimize your Internet presence and grow your private medical practice. PracticeDock Suite of Online Marketing Solutions includes: Lead Network PracticeDock Lead Network,, offers one-click, pre-qualified, trackable patient referrals and lead generation. Keyword Marketing PracticeDock Keyword Marketing converts targeted online prospects through Pay-Per-Click (PPC) and Search Engine Optimization (SEO) tools. Website Control PracticeDock Website Control provides total website control to easily create, build and manage a more effective, optimized site for both online and mobile. SEO Marketing PracticeDock SEO Marketing plays a vital role in helping doctors strategically compete online. We provide local Seach Engine Optimization (SEO) to help doctors boost their local ranking online with Google, Yahoo!, Bing and more. Call Tracking PracticeDock Call Tracking enables better patient communication through staff training, monitoring solutions and measuring ROI for marketing initiatives. Patient Education PracticeDock Patient Education empowers and informs patients with engaging, educational Web-enabled procedure videos and 3-D animation tools. Video Services PracticeDock Video Services provide an online platform for video production and distribution, as well as a video library. Merchant Services PracticeDock Merchant Services is a credit-card processing system that provides better rates and service to increase your bottom line. Get started today. Visit PracticeDock.com, call or Solutions@PracticeDock.com.