If you are interested in effectively marketing your medical practice with online video, you found the right blog. Why waste time? Here’s my simple point: Great video is usually the result of great storytelling.

Every video should tell a story. The goal of every medical video should be to move people, to educate them, and/or to get potential patients to pick up the phone and call your practice, email you, or walk in your front door. Video will absolutely convert those patients if it’s done right.

One of our best examples is from a client of ours in Cincinnati, Ohio, Mercy Healthy Weight Solutions. When you watch this clip (http://www.mercyhealthyweight.com/video/player/40016-mirannas-story-gastric-bypass-patient), you’ll see what I mean. The woman featured here was as “real” as the day is long. She tells her “story.” She is not scripted. Wow.

I won’t bore you with the many subtle ways that those who do video well, achieve their masterpieces. But I will say, you know a good story when you see it, and man does it work when it comes to ROI.

I come from a TV News background, so I may be a bit biased when it comes to the importance of storytelling, whether you’re talking about a practice overview story or a simple 2-minute procedure clip. But if your video doesn’t tell people who it’s for, how it can help them, and/or why your practice is best suited to help, then something is drastically wrong.

I just found this headline in the book I’m reading (http://crushitbook.com/) and it forced me to sit down and write this blog today. The headline simply says “Storytelling is by far the most underrated skill in business.”

Hear hear Gary!

Cheers!

Good luck to the rest of you who “all” have great stories to tell!

Greg McKinney

Director

Einstein Video Network

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Having worked in the online video business for the past three-plus years, I have heard one question a lot. “How about if I just shoot my own video and send it to you!” Can you do that? Yes. Should you do it? In most cases, absolutely not!

I know you mus be thinking, “what else is he going to say, he’s pitching video!” But you have to believe me when I say, that most (99.5 percent) video that is shot by amateur videographers ends up being just that, amateurish.

The money that many people “think” they are saving by shooting their own video, more often than not, ends up costing them more money in the long run financially, and costing them big-time in the all important image department.

I’ve never quite understood why so many intelligent people would spend well thought out dollars on a web design or SEO strategy, but “blow it” by adding what amounts to “home video” on a YouTube link to their site! If the sleek design is effective, and the SEO draws prospective clients to a doctor’s site, then why not utilize one of the best conversion tools on the market? “Professional” Medical Video. If a doctor chooses to use a flip cam video to “close” a prospective patient online, I’m guessing that patient will look across the street immediately. I know I would. Heck, there are many old school video production companies (I’m not slamming the entire video industry, but just like anything else, there are some bad ones out there!) who don’t know how to customize a doctor’s video website all across the country.

In many cases, you have just one shot to convert those who are looking your practice over. I believe you shouldn’t waste that chance by not putting your best video foot forward.

To use a sports analogy (sorry about that, but that’s what I do) that’s like having your ace pitcher, pitch you into the 9th inning in a one run game, and the manager comes in and turns to the guy with the beer gut in the Lodge section to come in and “close” the game out, instead of turning to his trusted closer who does that for a living every night of the week.

Bad sports analogy aside, I believe it’s always best to not take video for granted, it could be the one thing that guarantees the “big bucks” keep coming in!

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Einstein Industries’ stepped-up SEO strategy has certainly heightened the experience of Dr. William Cohen, who performs quick lift procedures in Orange County. The Orange County facial plastic surgeon attributes his results to a revamped and re-optimized website. He describes how the Einstein SEO team exceeds his expectations:

“In the past, Einstein always explained what I needed, but never the ‘why’. Now, I fully understand the criteria for Google’s definition of a quality resource. Through Einstein’s experience, I have embraced those concepts. Since the recent launch of the website and SEO, I have been impressed with the performance so far, and now I’m ready to grow my strategy further. Einstein’s expertise on the matter is unsurpassed.”

Dr. William Cohen
The Skin Center
Orange, CA

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