Breaking Through Online Content Clutter with Video – Practice Builders

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Breaking Through Online Content Clutter with Video
How do health practices (doctors, dentists,
veterinarians, therapists) differentiate
themselves and cut through increasing online
content clutter? According to a recent report by
the Aberdeen Group (aberdeen.com), 95 of
best-in-class marketers use video to stand out
from the crowd and increase patient
attraction. Whether you are a physician, a
dentist, a physical therapist or a veterinarian,
your website can and should be one of your most
effective marketing platforms. By the same token,
online video can and should be one of your most
effective marketing tools. According to the
report, video increases your conversion rate
(prospects to patients) from an average of 2.9
up to 4.8, or nearly double. Health practices
using online video marketing also generate
positive marketing responses with 37 fewer
unique site visits compared to non-video
websites. Video is a natural story-telling
medium The old adage that facts tell, but
stories sell has never been truer than it is
with online video storytelling. Video is
inherently a storytelling medium. Now that so
many doctors, dentists, veterinarians and
physical therapists are adopting content
marketing, the competition for a potential new
patients attention has become more important
than competition for their cash. Health
practices who use marketing online using video
are generally more effective and enjoy higher
performance and better results than those who
rely on white papers, blog posts, web events,
slides, infographics, downloadable PDFs and
e-books. Video also lends itself to creating
better metrics for number of views and length of
playback. When a potential new patient watches
your 60- to 90-second video all the way through,
you know that your content is compelling enough
to hold
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their attention. If they switch the video off
quickly, you know the content is not performing
as you intended. Some years ago, most marketers
were producing online videos for healthcare
clients using professional voice-overs, high-end
graphics and scripted content. These videos
looked and sounded more like 60- to 90- second
cable TV commercials. The last thing consumers,
who are already exposed to about 4,000 marketing
messages daily, want to see is more commercials.
Thats why the most effective healthcare videos
today are unscripted and testimonial-based. They
show real doctors and real patients telling their
actual personal stories. Online video is less
costly and portable Online videos tend to be less
costly today than the videos that were being
produced even five years ago largely because they
dont rely on scripted content, lots of whiz-bang
graphics and professional voice-overs that add to
production costs without improving effectiveness.
Whats more, both professional-quality and
do-it-yourself style video content is portable.
Video can be used on websites, embedded into
emails and electronic brochures or placed on DVDs
for easy transporting. If you are looking for a
way to make your website more effective and more
engaging to potential new patients, talk to a
healthcare marketing program consultant at
Practice Builders to discover how online video
can help your practice.