Healthcare marketing: Physician video profiles are a necessity
Much like searching for the best deal on a product or for more information on a company, people turn to the Internet when looking for a new physician. They are hoping to get more information than they would by simply calling a referral network. With just a few clicks, it’s not too hard to find the basics about a physician – the doctor’s specialty, insurance accepted, languages spoken, training, etc – are usually listed on a hospital or medical group’s website.
But what will make a physician stand out in a sea of text? An online video.
According to Marketing Week, video results appear in about 70% of the top 100 listings, the type of content most often displayed in universal or blended search results. Video can be incorporated above and beyond your SEO strategies as well. Our longtime client, Northwestern Lake Forest Hospital, enhanced their physician profile video campaign by adding a “Profile Video” parameter to their “Find a Doctor” search function. This targets the consumers that want to see if they connect with a physician without having to schedule an appointment first. Add the option to “Schedule an Appointment” on the online video profile page, and you’re on your way to converting viewers to new patients.
Research has shown that in the retail world, shoppers who viewed video were 174% more likely to purchase than viewers who did not. Much like a purchase, consumers are investing in a partnership with their doctor. Your physicians should have the chance to “sell” themselves and show consumers what they’re made of.
Plenty of healthcare providers are already utilizing this crucial marketing tool. Are you keeping up with your competitors? How is it working for you? And if not, what’s preventing you from jumping on board? Chat with us or drop us a line.