Video Marketing – The Future of Eye Care Marketing
July 11, 2018
By Steve Vargo, OD, MBA
As a practice management consultant, one of my responsibilities is to pay attention to trends. My role is not only to help independent optometrists succeed today, but also help them position for future success. If your marketing collateral consists of a wordy website, neglected Facebook page and an ad in the local newspaper, it might be time to take a closer look at how consumers are engaging with brands. Video marketing is the way of the future!
If you think video marketing is just for the young techies, let’s take a closer look at the numbers to help you understand how popular video marketing has become in recent years:
Video is projected to claim more than 80% of all web traffic by 2019.
90% of customers report that product videos help them make purchase decisions.
Mobile video consumption grows by 100% each year.
A third of all the time people spend online is watching videos.
It’s estimated that a single minute of video content is the equivalent of 1.8 million words.
Years ago, I wrote an article about using a smartphone to create marketing videos and some of the feedback I received was that this would not look professional and it would be better to hire a professional videographer or film crew. I don’t doubt that a professional could produce a more polished product but hop on your social media accounts and observe the volume of smartphone videos being used for marketing purposes these days. They’re everywhere! What are you waiting for?
What I like about video is that is allows you to humanize your brand in a way that text-based marketing channels cannot. As they say, people do business with people they know, like and trust. Video creates opportunity to become known, likeable and trustworthy in the eyes of your current and potential patients.
Below are a few ways you could use video for marketing purposes. I’ll add that if you are camera shy or feel that you may not be able to pull off a performance that positively enhances your brand, then consider if any of your employees would be interested and qualified. Lights, camera, action…
Question of the Week. Record yourself answering a question that a patient recently asked and post to your Facebook page and other social media accounts. Preferably these will be questions that you hear frequently to ensure a higher click rate.
Eye disease library. Record a series of videos briefly discussing common eye diseases and how you treat these. Sadly, some people think all optometrists do is prescribe glasses and contact lenses!
Demonstrate value! We know that not all eye examinations and eye wear products are created equally, but does the average patient? Instead of complaining that you lost another sale to the Internet or more patients are asking why they need a full exam when they can get a refraction online, use video to demonstrate what makes you the superior option.
Patient testimonials. Word-of-mouth recommendations are still one of the most powerful tools for driving practice growth; however, patients will not always voluntarily tell others about their wonderful experience at your practice. If you’ve exceeded the patient’s expectations, they will likely be happy to rave about you on video and allow you to share it with others. Get the patient’s written permission before using the video for marketing purposes. Make sure not to violate any state or federal privacy laws.
Practice profile video. I’m noticing more optometrist’s websites now have a video on the homepage showcasing the office, staff and doctor. In contrast to the many impersonal websites I see that are still using stock photos, a practice profile video can really help you stand out online. For this one, you might want to invest in a professional videographer or film crew.
Dr. Vargo serves as Optometric Practice Management Consultant for IDOC. A published author and speaker with more than 15 years clinical experience, he is now a full-time consultant advising ODs in all areas of practice management and optometric office operations. For questions or comments about this article, please contact firstname.lastname@example.org.