By Matthew Billings, Executive Creative Director & Principal at Spin Creative
The video above is a collection of three physician profile videos produced by Spin Creative for Swedish. Spin Creative produces an ongoing series of physician profile videos for Swedish.
Physician profile videos produced with high-quality production value and compelling storytelling are highly effective inbound marketing tools for health-care organizations. These videos can play a key role in driving new traffic to a health-care organization’s website, engaging with prospective clients and then converting them to loyal long-term patients. Here are some tips for producing effective physician profile videos and working with a video production company to deliver impactful results.
Create Audience Engagement with Physician Profiles Videos
Physician profile videos are succinct ninety-second to two-minute engaging video stories about a particular doctor and health-care practice. Each video features a single doctor speaking on-camera interview style about their philosophy of care, approach, background and insights about practicing medicine.
Connect Online with New Patients
The audience for the physician profile videos is prospective patients seeking out a new primary care or specialist physician. These prospective patients are digital users who seek out information about doctors online via desktop, tablet and mobile devices. They make decisions about what doctors to pursue based on online content and engagement with a health-care providers’ online presence.
Improve VSEO & Inbound Marketing
Profile videos drive visitors to a health-care provider’s site by increasing SEO and then acting as a compelling engagement tool to convert site visitors to new patients.
Adding compelling, short and correctly tagged videos to an organization’s website, as well as social media channels, is increasingly a key way to improve VSEO (Video Search Engine Optimization) and strengthen customer (i.e., patient) conversion online.
VSEO is now a leading digital inbound marketing tactic and doesn’t replace other website content marketing efforts. Rather, a VSEO effort such as physician profile videos is an additional key marketing tactic for health-care organizations to increase online engagement and inbound marketing ROI.
In addition, it’s recommended that each new custom video added to a webpage (as well as social media channels like YouTube) have a text transcript accompanying the video, so that search engines can view the text and keywords for indexing and search optimization.
Create Emotive Storytelling with the Right Creative Strategy to Reach New Patients
The physician video profiles create an opportunity to make a personal connection between prospective patient and doctor, before either has met.
To be sure this personal connection comes through, the videos need expert storytelling and video production craft. A seasoned production team should lead the creative strategy for developing the most effective creative look and feel for the videos, as well as conduct a research and discovery phase with the health-care organization to identify how to best reach the audience.
Questions to explore when producing the video profiles include: will the doctors be filmed in front of a green screen background or a live background setting? What visual style will be used to capture b-roll footage and what locations will be featured? What is the editing style and music? Will the interview feature the doctor looking directly into the camera lens or off camera?
A variety of creative approaches and styles should be evaluated to determine what video treatment would be most effective for reaching the health-care organization’s online audience.
Setup Efficient Project Management & Scheduling
Each health-care organization has specific needs when it comes to scheduling and managing video shoots. Physicians, staff and patients often have very limited time so it’s important that the agency and video production company producing the videos have rock-solid project management capabilities, that are both efficient and flexible.
Having the production company assign a senior producer to be a single point of contact with the client and organization is key to a hassle-free project for the client, doctors and other participants. The senior producer manages schedules, logistics and provides communication to all the players involved.
Establish Volume Discount Pricing
Consider producing a large volume of videos at once, as part of a several-month or annual project. In doing so there can be dramatic cost savings versus producing a small number of videos sporadically over time.
Spin Creative has developed a proven and efficient methodology for physician profile video production, which allows for value-driven pricing yet with high production-quality results. We achieve an affordable price-per-video cost by designing an efficient production and post-production workflow strategy combined with volume packaging pricing, offering organizations a significant discount.
There can be a high cost factor when organizations produce quality original video. However, custom physician video profiles that increase website leads and new-patient conversions, can significantly add to an organization’s bottom line.
Pilot & Test for Success
Start with a small number of physician profile videos at the beginning and create a pilot and test phase, before starting a full initiative to capture all of the physicians at an organization. This allows the production team and health-care organization to establish workflows and create a creative foundation for the videos to include: filming and editing style, key content to cover, interview and b-roll locations and overall creative flow.
A pilot and test phase also helps identity any unique challenges with scheduling and filming, and sets up a large-scale project for success.
About Spin Creative
Spin Creative is a creative agency specializing in brand storytelling to engage, inspire and activate audiences. We design each project to engage viewers, increase audience reach and ultimately help power the success of a campaign, idea or brand.
If you need high impact advertising, digital and social brand storytelling to propel audience engagement, shoot us an email at email@example.com or call us at 206.686.6278 (Seattle) or 415.767.3645 (San Francisco). Our offices are in Seattle and San Francisco but we travel all over the world for our clients.