Improving Patient-Physician Relationships Using Video Content
Anyone following the rapid growth of the telehealth industry knows that the coronavirus has only helped hasten an already growing trend. Video content will continue to play a significant role in the medical field for the foreseeable future. It provides tremendous benefits like the ability to administer care for remote or rural locations, therapy sessions that patients can participate in from home, and, most recently, a way for patients and medical professionals to interact when social distancing is paramount.
Practices should consider how video can also act as a critical marketing tool. Since patients and patient-prospects are making health care decisions after researching on the internet, proper use of video can be the differentiator needed to make your practice stand out.
Videos have a way of humanizing a practice and the staff that work there, and there are several ways to incorporate video into an online presence. Let’s look at a few scenarios.
Welcoming New Patients
Scenario 1: Mary is looking for mental health therapy for the first time in her life, and she is understandably overwhelmed and nervous about choosing a provider. Mary browses search listings for therapists in her area. Every page Mary encounters features a single photo of a therapist surrounded by imagery of sailboats, water lilies, and other royalty-free stock meant to invoke the calm and contentedness one hopes to achieve via therapy.
Scenario 2: Mary comes across YOUR SITE and is greeted with a welcome video. She immediately sees and hears YOU, the human professional on the other side of the computer. Watching the video, Mary becomes acquainted with the actual person she will be working with, and the whole endeavor of starting therapy with a new provider is much less daunting. Mary considers the welcome video as an encouraging sign that YOU know how tough it is to learn about a therapist online. Indeed, she thinks, this therapist is a real conscientious person, and worth a call!
Scenario 1: Jordan suffered a sports-related injury and learns he will likely need a procedure. He wants to make an informed decision when it comes to choosing an orthopedist and browses a few orthopedic practices on the internet and visits their social media. Jordan reads testimonials from former patients on each site. “My shoulder is like new, and I can hold my grandchildren again,” writes Gloria on one website. Another page features Mike’s glowing (if a little generic) review, “The doctor was very professional!”
Scenario 2: After seeing so many similar testimonials, the short blurbs start to lose importance to Jordan. On YOUR SITE Jordan clicks a video called “Satisfied Patients.” He sees and hears YOUR PATIENTS speaking highly of your level of care. He considers the hand, a doctor from YOUR PRACTICE worked on, swinging a tennis racket again. He sees that Jim can ride his bike without pain after his knee procedure at YOUR OFFICE. Jordan sees not only your patients’ happy faces, but also the direct result of YOUR WORK on injuries like his, and decides to make an appointment.
Understanding Conditions and Procedures
Scenario 1: A provider recently told Jane that she likely has severe osteoarthritis in her knee and suggested a few specialists. Distraught and confused by this news, Jane immediately starts researching specialists. The specialists’ websites feature standard items like a logo, address, and a photo or two of the building. Maybe she is treated to a picture of doctors posed together and a graphic letting her know that this particular specialist is “Your Joint Health Authority.” These are all useful bits of information, but certainly not compelling content for Jane right now.
A specialty clinic that provides generic information to its patients
Scenario 2: On YOUR SITE, Jane sees videos called “The Future of Joint Repair.” Jane learns a lot more about her condition, how YOU can treat it and the advanced procedures that help to regrow cartilage. She also learns more about the doctors and staff and the special education and experience they have. She leaves your site more informed than when she logged onto it and feels confident that YOU are her #1 choice.
Video helps educate, humanize, familiarize, and generally add value to your practice so that patients can make informed decisions about the right providers for them and their families. The essential thing videos can show potential patients is YOU.
About the Author
Adrienne Folse is owner and marketing strategist for Hippomatic, a national healthcare marketing agency providing strategy, branding, and marketing. If you would like to discuss your healthcare practice’s needs or challenges – schedule your 20 minute consultation with Adrienne.