How to Use Video to Grow Your Medical Practice: 3 Reasons You’ll Love This Strategy
Growing a private healthcare practice often feels like it requires more work, but what if it didn’t? As a private practice doc, you’re already balancing patient care, administration, and business management. Adding marketing to the mix can feel overwhelming. Fortunately, there’s a way to expand your practice without taking on more tasks: video marketing.
By leveraging strategic video content, you can build trust, attract new patients, and enhance patient satisfaction… all without adding extra work to your daily routine. Here are three ways video marketing can help your practice thrive.
How to Use Video to Grow a Medical Practice
Create evergreen video content to introduce your practice and answer a potential patient’s initial concerns. You can also use short videos to answer frequently asked questions (FAQs), freeing you and your staff from those emails and phone calls to do more meaningful work.
Use videos to build trust in patients and potential patients alike. Produce short videos answering questions and brand videos that tell your story. The more they see and hear from you and your staff, the more they feel like they get to know you.
Use the data collected from the videos to show your return on investment (ROI). No more having to guess if your marketing is working. You can also use that data it iterate and produce even more effective video content.
Sound too good to be true? I totally get it. Maybe you’ve done some marketing in the past and didn’t have any luck. Maybe your sank some money into a marketing person and you failed to get the results they promised.
That’s super frustrating.
Here’s where this is different. Strategic video content is meeting your patients and potential patients where they are. It’s delivering them answers to questions they have. And it’s using a format that they want to consume.
Let’s take a deeper look at each one.
Save Time with Evergreen Content
One of the biggest challenges healthcare providers face is finding time for marketing. With patient care, charting, and staff management, marketing often falls to the bottom of the to-do list.
Sound familiar?
But here’s the good news, video marketing doesn’t need to take a ton of time. In fact, it can save you time.
You read that right. It can save you time.
Why It Works:
Videos are a form of evergreen marketing content. In other words, they continue to work for you long after they’re created. Consider a one-minute welcome video on your website. It greets potential patients 24/7, answers basic questions, and makes them feel more comfortable before their first visit. Similarly, a series of short FAQ videos can significantly reduce the volume of front-desk calls, allowing your staff to focus on more critical tasks.
Here are some other examples of time-saving videos:
a brief walkthrough of the patient intake process
common procedure explanations
post-visit care instructions
Need another reason? Video content can serve as a digital assistant. Think of it as having a virtual receptionist that provides essential information to potential patients at any hour.
Have your staff start a list of questions they get via email and phone calls everyday. The ones they’re having to answer most all get videos. Now, many of those information requests won’t happen because people will find the answers themselves on your website. This not only saves your staff time but also enhances the patient experience by providing immediate answers.
Success Tip:
Take just 30 minutes each month to create a quick update or educational video. This small investment of time can yield long-term benefits by keeping your practice visible and relevant without constant effort.
Build Trust While You Sleep
Building trust with new and existing patients is essential, but it’s not always easy… especially when you’re busy running a practice. Video allows you to build connections even when you’re busy working.
It’s a way for patients to always have access to you and your staff, answering their questions, and best of all, telling your story.
And that’s the key here. These aren’t commercials we’re talking about. They’re not sales-y. By answering people’s questions, you’re providing a valuable service. By create brand videos that tell your story, they get to know you better.
Remember, storytelling is the shortcut to the human heart. It allows you to tap into their emotions and help them feel something about you and your practice.
Powerful stuff!
Why It Works:
Patient testimonials, “About Us” videos, and behind-the-scenes content humanize your practice and foster a sense of familiarity. When potential patients see real stories and authentic moments, they’re more likely to trust your expertise and feel comfortable booking an appointment.
Additionally, video content gives you the opportunity to address common patient concerns proactively. For example, a quick video featuring you or a member of your team explaining your patient philosophy can be incredibly reassuring. It makes you more relatable and approachable, which can be a game-changer for patients who are hesitant to seek care. Research shows that 76% of consumers are more likely to trust a brand that communicates with empathy, making video a powerful tool to build credibility even before patients step into your office.
And don’t get me started on patient testimonials. They are marketing gold for any business, but that goes double for private healthcare practices. Your patients are entrusting their health to you and your staff. Hearing from other patients who have done the same and sing your praises? Gold.
Success Tip:
Create short, authentic videos that showcase your team’s commitment to patient care. Use these videos on your website and social media to establish a consistent, trustworthy presence.
Maximize ROI Without Extra Effort
It’s natural to be skeptical about the return on investment of video marketing, especially if you’ve been burned before by ineffective marketing. But video can deliver impressive results without a huge time or financial commitment.
Even better? It can provide you with valuable data that literally shows you what is or isn’t working. Allowing you to double-down on producing more of the successful videos, and avoiding the types that aren’t performing.
Here are just a few things you’ll be able to track:
Social media effectiveness: are those videos increasing traffic to your website?
Email campaigns: does adding video links to your email newsletter boost your click-through rate?
MORE BOOKED APPOINTMENTS!: is your strategic video content helping you attract and retain patients? You’ll be able to determine if people who watch your videos are more or less likely to become a patient.
I’m totally serious here. That person who clicked on the “Welcome to Our Practice” video on your website? We can track their journey all the way through the point where they book an appointment.
No more, “I’m not sure how much impact my marketing is having.” You’re going to have real numbers to consider.
Why It Works:
Video content is versatile. One professionally produced video can be repurposed across your website, social media, email newsletters, and even in your waiting room. This multi-use approach maximizes reach and engagement without requiring more of your time.
Beyond that, video is a format that performs well across all digital channels. From boosting SEO and reducing bounce rates on your website to increasing engagement on social media, video content can amplify your marketing impact without doubling your effort. According to HubSpot, landing pages with video can increase conversions by 80%, the type of ROI that can more than justify the initial investment.
Success Tip:
Partner with a professional video marketing team that can handle the production, editing, and strategy for you. This hands-off approach allows you to reap the rewards without sacrificing patient care time.
Have some concerns?
It’s natural to have reservations about all of this. You’re already juggling patient care, admin work, and the day-to-day demands of running a practice. Here are three common objections private practice docs typically have about video marketing and why they don’t have to hold you back:
1. “It’s Too Expensive.”
You don’t have any interest in creating DIY videos, and professional video production might seem like a big upfront expense. Totally understandable; however, video is truly an investment and not just a cost. Think of it as a long-term asset. Remember, this is marketing content that should produce a net increase to your revenue. Video helps you make money. You will see the ROI.
2. “I’m Not Comfortable on Camera.”
You’re not alone. Many doctors feel uneasy about being on camera. But here’s the thing… authenticity matters more than perfection. Patients aren’t expecting a Hollywood-level performance. They just want to hear from you in a genuine, approachable way. If being on camera feels too intimidating, consider featuring staff members or patient testimonials. You could also start with simple FAQ videos where you’re just answering common patient questions.
3. “I Don’t Have the Time or Tech Skills.”
Video marketing doesn’t have to be time-consuming or complicated. You don’t need to learn editing software or spend hours scripting and filming. A done-for-you video service can handle the entire process, from scripting and filming to editing and publishing, allowing you to stay focused on patient care. Even a simple 30-minute shoot can provide enough content for several weeks of marketing. The best part? You’re leveraging content that can be repurposed across multiple channels, saving you time and effort in the long run.
WATCH: the best way to produce and implement a video strategy is to put a production company on retainer. Preferably, us.😜
Final Thoughts: Let Video Work While You Work
The idea of growing your practice without adding more work might sound too good to be true, but with video marketing, it’s possible. By creating evergreen content, building trust with patients, and maximizing your ROI, you can expand your practice’s reach while staying focused on what you do best… providing exceptional care.
Love the idea but don’t know where to start? We can help. Click the button to get in touch today!
