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Medical Practice Marketing: Using Video

It’s proven that visual presentations are more effective than simply reading something. 2017 is supposed to be the year of video marketing, according to Forbes magazine. We see it everyday, that more and more Internet traffic is video content (nearly three-quarters by some estimates)

As for other industries, video has become more important in medical practice marketing. Video will help your practice or facility rank higher on Google, allowing you to promote the practice to many more users searching for healthcare information. Video keeps people on your website longer. But remember, as in other industries, the quality of your content is key. People are researching doctors, symptoms, what treatments to get, and what to expect if they have those treatments. Video lends itself to all of these. It’s often easier to explain medical conditions and treatments visually.

If you’re looking for ideas, we’ve gathered a few good examples of how you can use video to promote your practice or healthcare facility.

Provide Patient Testimonials

Referrals mean everything for medical practitioners. A good reference from a friend or someone who has been to the practice is the most credible promotion you can get. So why not post some of your customers testimonials?

One of our favorites is from Barnett Orthodontics in Barberton, Ohio. 

Not only are these videos great testimonials, there is also a series showing people who just got their braces off, proving that the best testimonials show the final results.

Describe What The Practice Does

For people looking for a specialty practice, or not knowing which kind of doctor would best help them, a video can describe the practice's focus and the kinds of illnesses or problems they treat. Dr. Julian Ungar-Sargon is a neurosurgeon specializing in pain management in Indiana. Dr. Unger offers a series of videos explaining the different types of pain issues he treats.


Explain A Procedure Or Treatment

One of the best uses of video in medical practice marketing is to show people what a treatment of procedure entails. Renaissance Plastic Surgery in St. Peters, Missouri has a number of good, instructional examples. Here's one on Broadband light treatment.


Dr. Daniel Ganc in Boca Raton, Florida shows what balloon sinuplasty is all about.


Be Educational

Video for medical practice marketing can simply be instructional, explaining a medical issue. The University of Nebraska Medical Center offers a series of videos entitled, “Ask UNMC” on a range of medical topics. 




Your video doesn’t have to have high production values to be helpful to people. Here’s a good example.  

Let Them Know What To Expect 

Sometimes a video can just be helpful – letting people know what to expect when they arrive or where to go if it’s a large medical facility. This can go a long way to setting the tone for their visit, making people feel comfortable before they even arrive. The Mayo Clinic in Rochester Minnesota has a great set of videos that do just that.


If you're not sure what kind of video to start with, consider where you need the most help with your marketing.  If you're having trouble attracting prospective patients, consider a more general video explaining a medical issue, procedure or treatment.  If you see a lot of people visiting your site, but not taking the next step to making an appointment, consider a video that features testimonials or let's people know what to expect after they make an appointment. 

People like videos – they’re more engaging, often easier to understand, especially in the case of a complicated illness or treatment. All of the above medical practice marketing videos are not only educational and instructional, but as important for prospective patients, gives them a sense of the practice or facility’s “personality” and often the provider’s bedside manner. That is a critical factor in helping them take the final important step - making an appointment and becoming a patient.