When we say: "To grow your business, you must first enhance your presence," what do we mean? The shortest explanation is this: prospective patients, clients, customers don't come to admire your diplomas, or see your fancy new equipment. They come to see you - a fellow human who has embraced a life of service. What's most important is whether or not you can help them. What's less important is your degree, your board certifications, your awards & commendations.
They come to see you to benefit from your education, knowledge and experience. They hope to experience your attention, care & compassion. They want relief from a malady, progress toward a goal - or both! They seek hope, help, and heart.
If those are the reasons they come to you, doesn't it make sense to find a way to display those characteristics and qualities as a major part of your marketing? Do you think your business would grow faster if you shifted your marketing more towards what actually attracts new patients? Most practitioners will readily accept such a proposition. But how do you do it?
Don't say it - show it
You can't ever claim to be the "best doctor." So how do you communicate how great you are - without EVER saying those words? In our work with practitioner clients, we always recommend that they create a very simple "Welcome to My Practice" video which is prominently displayed on the home page of the website. The message is simple. It's a brief, informal & personable discussion of the most frequent reasons people come to see you, how you help them, and what kind of outcomes you deliver. It ends with a simple invitation to make an appointment.
Instead of claiming that you care, you demonstrate it. This causes the prospect to begin to belive that you could help them. They experience what it's like to be face-to-face with you. Instead of trying to decide whether your degree is from the right school, they now have a much more immediate, visceral, emotional impression of you as a care-giver. And if they like you, the chances are much improved that you'll see them in your waiting room.
Later, they'll tell friends: "I have a new doctor. She's nice - and really smart. She went to Harvard." But that's not why they made the selection. Most marketing experts know that all decisions are made emotionally, and justified by facts & logic after the fact. If it doesn't "feel right," no amount of facts will make it so.
Video is now easier than ever
Fortunately, it’s become so much easier to inexpensively create your own videos. Most practitioners can do this without a script. But there are reasons why you should avoid that. Using simple tech tools like a late model cell phone and a teleprompter app on an iPad, you can create a great video quickly and inexpensively.
In this three minute video, we discuss the three methods for crafting your Welcome video. These include:
Scripting and using a mobile App teleprompter
Being interviewed and editing your piece
Doing voice over slides with quality audio recording
In our workshops and training courses, we’ve found that almost all professionals can learn to read an iPad teleprompter script in about 45 minutes.
Write it - then say it
We believe a scripted video, delivered by you direct to camera, is the best method for several reasons. Prospective patients get a sense of who you are as a human being. Because it's video and audio, and because the content of the message is intended to help them - they are likely to develop an emotional perception of who you are.
Working from a script allows for efficient use of words and time. With a good script, you won’t meander. Nor will you make grammatical errors. In addition, you have the benefit of editing and refining your messaging so every word or phrase delivers meaning. Your time in front of the camera will be shorter and more satisfying.
Video turns web visitors into new patients
Here's the best part: You are very likely to see a higher percentage of your website visitors actually show up in your waiting room. When a video appears on a landing page, it can improve conversion as much as 80%. When they meet you for the first time, it will feel like they already know you and like you. And that will set the stage for a long-lasting and beneficial relationship.
Want more help putting together your Welcome Video?
Interested in learning how to use videos to improve the customer experience, increase loyalty, boost word-of-mouth? Want expert help on message, scripting, and on-camera performance? Could you use tips on tech issues like cameras, lighting, sound, wardrobe & makeup?
We recommend our video training program, Lights, Camera, PATIENTS!