Create a Content Strategy for Your Practice
Sometimes it’s not about the quality of the video, but instead the quality of the content. Your doctors are all experts, and these are incredibly easy to produce (plus they provide the viewer with a lot of value).
Still, creating successful YouTube videos is more than just a doctor talking into a camera. You need a strategy to engage the proper audience you’re trying to reach and get them to engage with your content.
When starting your content strategy, think about your audience. Keep in mind what you want them to feel, think, and do after watching your videos. Ask yourself, “Why are patients seeking out our content?” and set goals to set your audience up.
In the process of creating a content strategy, make sure you’re creating content that is meaningful and engaging. You can create content that gets you noticed (trend-related videos, events, stories), guides your audience to your practice (case studies, education-based videos, inspirational videos), or helps your audience achieve what they need (instructional videos, reviews, Q&A).
Patient Testimonials in the COVID-Era
Generating quality videos during the COVID-era may seem impossible, but it’s actually a lot easier than you may think. Nowadays, there are many video-conferencing programs available that you can use to get the footage you need for your videos. Zoom is a great program to use since it allows you to easily record your meeting and save it to your desktop or the cloud for safekeeping.
As patients and providers alike have grown accustomed to “Zoom meetings”, the barrier to entry (aka user error) has diminished almost entirely and you’ll find that some patients are more willing to do testimonials today because they can be done from the comfort of their home in a fraction of the time.
You may be asking, “What about the quality of the video?” Great question. It won’t rival a 4K production you’d hire someone to do, in fact it may be a little grainy and dark – but that’s OK. We’ve found that the quality of the video doesn’t matter as much as the quality of the content (what the patient or provider is actually saying). It’s all about providing value to the viewer, and in the COVID environment, viewers are frankly used to subpar video quality. In other words, don’t use it as an excuse to not produce testimonials.
Listen to our recent podcast detailing how your practice can generate content in the COVID-era in more detail.
Whichever program you decide to use, getting footage and content for your videos while following COVID protocols is now possible.
With these steps in mind, you’re ready to get started with production.