By Maddie Langston, IDOC Practice Marketing Consultant
A lot has changed over the last decade. The rise of the smartphone, social media and online review platforms have impacted all businesses, large and small. Most of your prospective patients have visited your website before setting foot inside your practice to get a basic idea of what their experience will be like if they choose you for their vision care needs. Do you accept my vision plan? Are you conveniently located to where I live or work? Do you have a fair amount of decent reviews? How much will this cost? All of these questions (and more) are important to your prospective patients, and they do online research to obtain a decent answer to these questions before ever dialing your number or hitting the “schedule appointment” button on your website.
This kind of online research is a rather recent phenomenon. Decades ago, people relied more heavily on in-person referrals to make their healthcare provider decisions. Now we need to focus on how we communicate online to introduce prospective patients to all the wonderful aspects of your practice which may benefit them should they choose you for vision care, and one rapidly accelerating method of online communication is video.
Consider this projection: According to this study produced by Cisco, by 2020, 75% of the world’s mobile traffic will be video. One reason for this could be the size of the screens on our mobile devices – it’s simply easier to watch a video than it is to read a lot of text. Regardless of the reason, clearly businesses need to develop a video marketing strategy to communicate with customers and prospects, and I think video lends itself particularly well to vision care.
You have areas of specialty inside the practice, and your scope extends far beyond what most consumers know about an optometrist. Short videos produced to educate your prospective patients on areas of expertise in the practice not only serve as powerful content marketing, but also allow people to check out your personality and style, and gauge whether or not they’d be comfortable partnering with you and your practice for vision care.
I suggest you go ahead and set up a YouTube channel for the practice; this is the place to house your videos, and you can work with your website administrator to add the button for YouTube to your primary website.
Here is a list of four different types of video to consider for your video marketing strategy:
The explainer video is a great way for you to educate your patients and prospective patients on various topics on which you’re the expert. Take a look at all the text on your current website – you already have a tremendous amount of content with which to work to develop a series of explainer videos.
Your vendors are great sources for product demos. Check out their YouTube channels, or ask your sales representative when they visit you in the practice. Another great idea is to show your prospective patients how their glasses are made – and this is much more easily done with a video.
If you have happy patients willing to be recorded offering their testimonial about the practice, these are nice additions to your video marketing as well.
A great first step to develop your video marketing strategy is to review your current website. Notice all of the text devoted to various topics – this text may easily be converted into a video, with you and/or associates serving as the topic expert.
Maddie Langston brings extensive experience in marketing and sales administration and has developed strategies to drive sales for various industries. Most recently, Maddie developed marketing programs for a national network of independently owned auto repair service centers. She earned a Bachelor of Arts degree in English from Liberty University. Maddie and her husband Jim have a teenage son and two beagles. She enjoys reading, watching documentaries and hiking in her spare time.