Our recent experience producing video interviews for a wide range of professional service providers shows, first of all, that authentic marketing is the key. It is important to recognize that authentic video marketing is significantly different (and more effective) than traditional, commercial video advertising — especially when interviewing doctors, nurses and healthcare specialists. This essentially means editing out any segments that appear to be overly staged, contrived, practiced, unnatural and exaggerated. Similarly, it makes no sense to add background music, special effects, extensive voice-over narration and animations that distract from the authenticity and reality of the interview.
Keep in mind that the primary objective, in most cases, is to capture sincere and understandable answers to top-of-mind questions that a patient might want to ask of his or her doctor and other healthcare service providers. After all, these are the professionals entrusted with making decisions about a person’s future health, medical procedures and treatments, recovery, medical bills and general well-being! The next objective is then to get the message out so it is actually seen and heard by the “target audience” – the current and future patients visiting the hospital, medical center or doctor’s office. Current patients need assurances that they’re getting the best possible medical care; prospective patients may be asking some of the same questions as they evaluate the alternatives. In both cases the interview video needs to be sufficiently interesting, relevant and entertaining to keep the viewer’s attention.
Getting the targeted viewers (or “eyeballs”) is the topic of a separate article in this series that covers search engine optimization (“SEO”) and other relevant video marketing strategies for health care professionals. An important prerequisite, however, is ensuring that the video content is appropriate and effective.
Here’s a short preparation checklist to ensure effective video interviews:
- pick a working title and subtitle
- write a preliminary description
- identify the target audience and relevant keywords
- prepare relevant and interesting questions based on the interview objectives
- outline and discuss the most appropriate answers and calls-to-action.
Following the shoot, the video material must be edited and reduced to produce the final product:
- combine multiple audio and video channels into a single project
- delete unusable segments and pauses; add transitions
- finalize the title with an engaging subtitle
- finalize a short description
- finalize the keywords
- choose a thumbnail image to spark curiosity
- review and score the questions and responses based on how well they meet the interview objectives
- split into multiple videos if appropriate; restructure and re-sequence as necessary
- record voice-over questions and narrative as appropriate
- add the credit trailer, copyright/watermark and call-to-action links
- publish as appropriate on websites, YouTube, Facebook, LinkedIn, CCTV and other media
- add search engine optimization and other elements of an effective video marketing strategy.
Specifically for medical professionals (primary care physicians, specialists, surgeons, psychologists, chiropractors, nurses, you name it), we have highlighted six aspects that need special attention to ensure that video interviews achieve their maximum potential:
Reputation – Relevant professional recognitions, special awards and achievements should be highlighted through one or more leading questions since it is important for the patient to understand that the interviewed medical professional is the best of the best. Educational background information and hospitals where residency requirements were completed may also be relevant to emphasize exceptional professional qualifications.
Trust – Building personal trust is perhaps the most subjective and most significant factor that influences whether a prospective patient “likes” the doctor. In addition to projecting a friendly and caring demeanor through facial expressions, appearance and word choice, it is also important to convey messages such as working closely with patients to determine the best way to help them and listening carefully to help patients make the right health care decisions.
Professional Preferences – A video interview obviously provides a public platform for a doctor to express his or her personal opinions, preferences and philosophies about quality of life and healthcare issues. The objective would typically be to establish the basis for an authentic and sincere discussion in addition to attracting patients who agree and share the same beliefs and convictions. For example, a doctor may wish to talk about his areas of specialization and preferences concerning prescriptions, lab tests, referrals, disease treatment, wellness, prevention, new treatments, new medicines, etc. Lead questions can then be formulated to give the doctor the opportunity to include this information in his answers.
Goals – Patients are always interested in hearing what the personal motivation was to study to become a doctor, the personal and professional goals and milestones achieved so far, and future goals. For example, what is the personal motivation behind involvement in specific research or working with patients with specific medical conditions?
Nursing Staff and Office Staff – Where possible, it is often valuable to include the nursing or office staff in the video interview to show that they are friendly, helpful and eager to answer practical questions about office hours, the average waiting time, returning calls promptly, emailing, telephone consultations and after-hours care.
Colleague & Patient Testimonials – Since medical professionals often rely heavily on referrals to attract new patients, it may be valuable to include one or more colleague referrals and testimonial clips as part of an interview video. Healthcare success stories with before-and-after images are useful, provided that HIPAA privacy rules are followed and any necessary consent forms are signed. Including approved interview videos on websites and social networking sites (Facebook pages, YouTube channels, LinkedIn, etc.) facilitates sharing and word-of-mouth recommendations.
OK – so now you’ve recorded a great interview with optimal content and need to get it “published” where your target audience will see it on your website, YouTube channel, CCTV and elsewhere. Tip: if you still need help with recording and editing your video interviews, then you may want to consider outsourcing and employing the services of a video marketing specialist (local or remote) together with Google Hangouts, GoToWebinar or a similar videoconferencing platform. Videoconference interviewing, when done properly, can be used to produce high-quality results from multiple locations at a significantly lower cost… optionally using an iPhone, iPad or smartphone with a high-definition (HD) camera. Read the other articles in this series to learn more about videoconference interviewing, publishing your interview videos and using social media to achieve results.