Using video to promote your practice

Video has been shown to be an incredibly powerful resource in engaging people – but how can your practice use it? Ian Spencer, of digital specialists IST Digital Marketing, explains why you should be using video to engage potential new patients

If you spend a lot of time reading and learning about online marketing, you will probably have heard by now that video is not only the future, is also the current, with YouTube, Vimeo and other video sharing websites reporting massive increases in users every year. It seems everyone wants video.

Video is not only the future, is also the current.

If you’re looking to increase your patient list, the traditional avenues of direct mail and local advertising are still useful, but many are turning to online marketing to increase registrations. So, why invest in a video for your GP practice?

Less reading, more watching

People online have less time than ever before, especially when they are quickly looking to find something. If you ask a potential patient to sit down and take the time to read through four paragraphs of text or you give them the chance to watch a 20 second video, you can be assured that most will take the video option.

Building authority

When it comes to any kind of online content, alongside creating it for rankings and to increase patient numbers and retention, you are creating content and videos to help build your authority in your area. Imagine looking for a new GP practice in your local area. If you see their website, read a couple of blogs and watch a few videos about what they do and how they do it, you will respect the investment they have made in the process. It’s about building trust and authority – and video can help you to do this.

It’s about building trust and authority – and video can help you to do this.

Showcase your services

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The NHS Long Term Plan will see more and more service be offered in GP practices, but how are patient to know? If you offered 10 different services, this would mean ten pages or, at the very least, ten paragraphs of text on your website showcasing what you do and why you are so good at it.

By recording a short video that is interesting and engaging, you could quickly describe the services you offer in less than a minute.

Increase time on your site

From an SEO (search engine optimisation) perspective, the time users pend on your site is important. It’s one of the things that the Google algorithms consider when ranking and indexing your website. The more time they spend on your site, the higher up it will appear in Google. A well-made video will engage visitors, keeping them on your site for longer.

Social media potential

It is well-documented that video performs well on social media, especially when it comes to engagement. By using video, you are more likely to achieve clicks and, importantly, get people to share your post among their networks.

Video is an area of growing importance, with advocacy for your practice a key way of increasing potential sign-ups.

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