How do you plan what you put in your videos so patients will actually want to watch them?
So,what kind of videos are worthwhile making?
What brings patients to your door when they've seen your videos?
Well, we don't have to re-invent the wheel, we can refer to other people who are marketing experts, and in particular, Marcus Sheridan, formerly known as the ‘Sales Lion'. Marcus has done a tremendous amount of research into this and Marcus talks about the ‘Big Five'.
I myself am part of a community called CMA – the Content Marketing Academy, and we talk about the ‘Big Five' all the time, and I would love for you to understand how this can work for you in your Private Practice.
What are the ‘Big Five’?
#1 Cost and Price – Talk about your prices.
#2 Problems – How To and problem solving.
#3 Comparisons – Compare one thing with another.
#4 Reviews – Helping the patients choose.
#5 Best-of's – Who are the best…?
Now you may already be making videos that speak to one of those areas, which is typically the Problems and ‘How To’ type of video, but you are probably neglecting the other four. That's a shame because it can really help in the way that people search for you online.
So, let's look at those four again…
Cost and price.
You might be thinking…
“I don't really want to talk about money – I've spent years putting my secretary between me, the patient and money issues.”
The thing is if you don't talk about your prices, and where you sit in the market when people land on your website, they're just going to hop onto someone else's website to have that question answered. It's frustrating, isn't it, when you're searching for a service, and you don't know how much it costs because it isn't there on the website?
Talking about cost and prices is very important. You can do this in a way that demonstrates value to your patients.
For example: “You may have seen much cheaper physios who are recently qualified, and people who are in very fancy practices, who are very expensive. I'm somewhere in the middle because I've got years of experience but don’t work in glitzy premises.”
They give us the opportunity to help patients compare one thing with another. You can use this to help answer questions from patients that are frequently asked.
For example: “Is it worth me having an injection or should I have shock wave therapy?”
Think of videos that you can make around comparisons. It’ll make your life easier.
This is where we do the leg work for the patient.
It could be if you're a running physio, that you review of “The five Ultra Marathons you've definitely got to run this summer.” Or if you’re a rheumatologist, you could talk about “Osteoporosis treatments for patients who've been through cancer therapy”.
You might think, “Why would that matter?”
Well, if you think about it, when you're searching for something for yourself, it could be that you're going on holiday to a place and you want to find out where the best restaurants are, you're going to type in, “where are the best restaurants in… ?” We do exactly the same thing as patients when we're searching for a therapist or somebody who's going to look after us.
Best-of's can be extremely powerful. If you want to make the biggest difference in terms of your searchability, you could be brave and decide to write a piece and make a video comparing your competitors to you… It sounds a bit scary and a bit daft, doesn't it? Nope, it’s actually very clever.
Think about it, if I'm typing into a search engine “Who is the best knee surgeon in London?” because you faithfully gave an account of your colleagues as well as yourself, in a truthful, unbiased way, patients are far more likely to consider coming to see you.
Remember: When making a ‘Best-of', who will be your audience?
For example, a Best-of video about “Knee braces to use if you've had an ACL injury” needs to be a topic that people are bothered about. There's no point waxing Lyrical about, “The five best case studies from this year’s Pemphigus and Pemphigoid Symposium.”
Why? because no one cares. It's so dull. Get off your hobby horse and make a video for patients, not for you.
Making sure your videos are watched.
One way to make sure that your videos get found is to think about the words you're using in the title – keywords.
What are the keywords that patients are going to search for when they put things into Google and YouTube?
If you're making a video about “Hamstring injuries” unless you're a massive organisation, chances are your little video is going to get lost amongst those other giants, who are also speaking about hamstrings.
If you were clever and you made a niche video, for example, “How to treat my hamstring injury if I'm a dancer”, you will stand a pretty good chance of ranking.
There are lots of tools out there that will help you think about good keywords, some of them are free, such as the Google plugin Key Words Everywhere. You can also use a fancy keyword tool that costs a couple of hundred pounds a year Key Word Finder It’s excellent.
If you want to get really spot on, there are very clever apps, for example, Morningfa.me which helps you compare keywords and other things that will make your YouTube channel rocket.
So, rather than just thinking about clinical topics, see if you can weave in Marcus Sheridan's ‘Big Five' around them.
If you've made a ‘Big Five' video, I would love to see and share it, so why not send it to me via the link below.
Now it's time for you to grow ‘your' Private Practice.
email or call us 0207 993 6425