We’ve all seen examples of testimonial videos that are just too painful to watch; they look unprofessional, are obviously fake, the acting is horrible, and the videos are poorly produced. Most times the iPhone or Flipcam is shaky, the person rambles on and on, and you can barely hear what they’re saying over the background noise. However, when produced with experience and care, video testimonials are one of most valuable marketing assets for doctors and medical practices. After all, testimonial videos allow satisfied patients to do the selling for you 24/7!
Video testimonials possess a certain level of reliability and authenticity that help sway consumers into making a buying decision.
Unlike written testimonials, which are impersonal and easy to fabricate, video testimonials hold a lot of credibility because they bring the consumer’s experience directly to the viewer in an authentic way. This level of connection is extremely valuable and it can’t be conveyed through text alone.
Consumers buy things from people they trust and can relate to.
In 2014, 78% of people reported that they trusted online reviews and recommendations from their friends equally. When they see a relatable person speaking on camera, viewers are able to connect with that person and therefore are more inclined to believe his or her experience. Not only are viewers able to hear the emotion and sincerity in the person’s voice, but they are also able to observe the person’s body language, which is unique to video.
Production value is of extreme importance when producing a testimonial video.
When the production value of the videos is high, not only does the practice look more professional, which instills confidence in potential patients, but viewers can also focus on feeling like they are going through the experience with the person in the testimonial. This builds connection, which builds trust.
After researching both the strongest and weakest medical testimonial videos, we have compiled a list of best practices that will ensure the most effective and successful testimonial videos:
- Build credibility. The quality of the video you produce reflects the quality of your business. The more professional the video, the better it will look for your practice and the more positive results you will get. It’s important to show a professional office setting in which staff is providing excellent customer service.
- Be specific and authentic. The more specific the patient is in the video, the more it will draw potential patients in. Ask people to give examples of the experiences they had. What about the doctor was special or significant that set him/her apart? What was memorable about the way the doctor treated your unique situation? Describe the times the doctor catered to your individual needs. The more specific, the better!
- Be relatable. Many doctors have a hard time coming across as personable. Let’s face it: they are scientists, not entertainers. It’s important to use a skilled director who will take great care to help bring out the doctor’s more personable side. Don’t use actors, and certainly don’t have your subjects read from a script. Use real people that look and act like your target audience. Don’t try to sell your business or make it look like a commercial. Instead, your goal is to tell your story in an emotionally compelling way. It’s also important that the testimonial video addresses people’s frequently asked questions, fears and concerns. This anticipation will really go a long way in creating a connection with patients.
Once you have created a series of testimonial videos, share them one by one across your social media channels and website. Keep posting videos regularly so that you stand out amongst your competitors for being a reliable source of information.
Check out this example of a medical testimonial video we created for Dr. Daniel Barrett Plastic Surgery in Beverly Hills:
We hope you found this article helpful. Tell us what you think in the comments below!