Producing and sharing videos is increasingly important as you strive to create an exceptional patient experience. The pandemic led to a 215% increase in online media consumption in the U.S., and recent statistics show people spent an average of 17 hours per week watching videos online (Bump, 2023). Videos build trust and can be used to promote and market your products or services, increase engagement on your digital and social channels and educate current and prospective patients.
For this month’s Ask Fuel First content, we’re answering the following question: How can you set up your practice for success with video creation?
Video creation takes time, but it’s worth it as they have a tremendous impact on supporting your brand. In fact, video content is twice as likely to be shared compared to any other type of content. And when viewers watch a video, they retain 95% of the message (McCormick, 2022). This starkly differs from the 10% retention rate for those reading the same information in a text format.
Getting Started Creating Videos for Your Practice
Creating marketing videos for your practice isn’t difficult if you have a plan. We’ve outlined seven steps to help you get started.
1. Develop a Strategy
Consumers today are interested in a wide variety of videos, including how-to and explainer videos. They’re also interested in videos specific to health concerns they might be having. You have countless options to build that trust by establishing a more direct, emotional connection with your patients by using content such as onboarding, knowledge-based, meet-the-team and patient story videos.
According to the 2023 Video Marketing Trends Report, the three most important factors for creating compelling video content are capturing viewers’ attention in the first few seconds, effectively promoting videos and keeping videos concise. Before you begin, determine the type of videos you want to create, who your audience will be and how and where they will be viewed. This will help you determine the right content for your audience and where to promote it.
2. Craft Your Messaging
Writing for “talking” differs from writing for “reading,” so keep sentences short and avoid using complex sentence structures. Be clear, concise and conversational. In the beginning, introduce yourself and the purpose of the video. And at the end, be sure to end with your call to action—the action you want the viewer to take when the video ends.
The length of your video will depend on its goal and purpose, but most should stay between 30 seconds and three minutes. When it comes to social media, short videos are best.
Remember that authenticity is key when scripting and preparing for your video presentations. Be genuine, natural and confident in your delivery. Practice your script beforehand and consider using bullet points or key talking points to ensure you convey your message effectively without sounding scripted.
3. Prepare the Presenter
When it comes to appearance, avoid anything distracting. Solid clothing colors are best, but avoid red, white or black, although accents in these shades are acceptable. Avoid small checks, thin stripes and herringbone patterns. Be sure clothing is ironed and fits properly. Keep jewelry to a minimum and avoid anything shiny or noisy. Ensure that eyeglasses are free of fingerprints and smudges; remove them if possible to prevent glare.
4. Production Setup
For the production setup, you’ll need a tripod with a camera/phone mount compatible with the device you are using to record. Natural lighting is ideal, but if unavailable, invest in affordable lighting equipment, like a ring light (see image 1: Ring Light in Use) or a softbox light kit. Use a microphone compatible with your device to ensure clear and professional audio quality (see image 2: Lapel Microphone). You can purchase a vlogging kit online that includes a tripod, lights, microphones and phone/tablet mounts.
Choose a quiet location and make sure the background is clutter-free (see image 3: Recording Background and Set Up). If you’re using a phone, flip it horizontally to create the best possible viewing experience. As you set up the shot, check to make sure you’re at the center with your eyes positioned on or near the top third of the frame.
5. Editing
Various user-friendly editing software options are available for both computers and mobile devices. You can trim unnecessary footage, add captions or subtitles, incorporate graphics or text overlays and enhance the overall visual appeal of your videos. Aim for a concise and engaging final product that aligns with your video marketing strategy and resonates with your target audience.
You don’t need to purchase editing software as there are several free options available, such as the following:
- iMovie is available for Apple® users.
- Quick is available for Android™ users.
- Microsoft Video/Clipchamp or VSDC is available for PC users.
Closed captioning is required for accessibility. You need to manually add it when editing your video or use the captioning function when uploading the videos to the hosting platform (see the next section for more details).
6. Hosting Platforms
YouTube is the largest video hosting platform, the second largest search engine behind Google and the most visited website globally. It’s also free to upload your videos to YouTube and optimize them for search. You can create channels or libraries and embed the videos on your website. When you add titles and descriptions, use consumer-friendly language that also includes common search terms. Other popular platforms include Vimeo® and Wistia. Consider your distribution channels and the platform’s features, such as customization options, analytics and privacy settings, to determine the best fit for your needs.
7. Share Your Videos
Once your videos are ready, it’s time to promote and share them. Utilize your website, social media platforms, email and even your waiting room TV monitors to showcase your videos. Encourage viewers to engage by liking, sharing and commenting on your videos and actively responding to their feedback or questions.
For example, check out Fuel Medical’s LinkedIn post recapping our symposium activities.
Moving Forward With Video Marketing
Creating marketing videos is a continuous process of learning and improvement. Analyze the performance of your videos using analytics provided by your hosting platform. Pay attention to engagement metrics, such as views, likes, comments and shares, to gauge the effectiveness of your content and make adjustments as needed. We’ve included links to additional references below, such as how to produce videos from an audiology perspective, take professional photos, build connections with patients through videos and more.
People prefer personality over perfection, so be relatable and don’t worry if you make a mistake. We know that seeing yourself on video might make you feel self-conscious, but we promise that it’ll get easier the more you do it.
Plenty of people aren’t comfortable creating marketing videos in the beginning, but they get used to the process with time and practice. But don’t forget Fuel Medical is here to answer questions and offer suggestions as you go through the process. Reach out to your regional team for more information.
Additional Resources
Video Production for the Audiologist
A webinar by Fuel Medical’s own Dr. Rose DuLude and Kelly O’Keefe
https://covid-19.fuelmedical.com/webinar/session-4-video-production-for-the-audiologist/
Best Practices for Healthcare Website Photography
Katie Fennelly, Fuel Medical’s Digital Project Manager, shares tips for creating professional photos.https://fuelmedical.com/what-are-the-best-practices-for-healthcare-website-photography/
Video Marketing: Marketing to Get Your Practice Back Up
Fuel Medical’s Marketing Director, Robin Sanz, discusses five ways to connect with patients through video.
https://fuelmedical.com/video-marketing-marketing-to-get-your-practice-back-up/
The Ultimate Guide to Video Marketing
A comprehensive guide to various elements of video marketing by Blogspot.
https://blog.hubspot.com/marketing/video-marketing#video-hosting-platforms
References
Bump, Pamela. (2023) “How Video Consumption is Changing in 2023.” Hubspot. Accessed 29 June 2023. https://blog.hubspot.com/marketing/how-video-consumption-is-changing
McCormick, Kristen. (2022) “75 Staggering Video Marketing Statistics.” WorldStream. Accessed June 30, 2023. https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics
“Video Marketing Playbook: Tips and Trends to Create a Video Marketing Strategy in 2023.” (2023). Hubspot. Accessed 29 June 2023. https://offers.hubspot.com/video-marketing-2023?hubs_post-cta=anchor&__hstc=20629287.af8dffdb3621795ed604385c05d71efb.1687801689531.1687801689531.1687801689531.1&__hssc=20629287.1.1687801689532&__hsfp=1261619169&hubs_post=blog.hubspot.com%2Fmarketing%2Fvideo-marketing-statistics&hubs_signup-url=blog.hubspot.com%2Fmarketing%2Fvideo-marketing-statistics&hubs_signup-cta=cta_button&hsCtaTracking=c952e79e-717e-483d-8caa-262b4be0671f%7Cd444332d-99c3-46b6-ac01-44f626f7fe17