How to Use Video to Grow Your Practice

Did you know that clients are 79% more likely to buy a product or service after watching a video? Let that sink in a minute. That is an almost 80% higher conversion rate. Unfortunately, less than 25% of business owners are using video effectively. 

Let’s face it, there is a lot of competition out there. Clients are out there googling and searching for a plastic surgeon, a medical spa or an aesthetic provider for a particular procedure or service. So, if you are not showing up and being seen, you are missing out on huge revenue potential. 

Tips for Showing Up on Video

Video is the only marketing tool that's multisensory. That means your potential audience can see you, hear you, and feel you. The kicker is you only have 3-8 seconds to keep and capture someone’s attention on video. So, how do you do this?

• Commit to practice. Learning to be comfortable on video is a muscle. The more you do it, the easier it becomes. If you are like the majority of aesthetic providers, showing up on video is not a natural strength and is a bit out of your comfort zone. Most people get nervous when there is no script to follow. You’ve got to practice, practice, practice.
• Establish an emotional connection. Remember your number one job when being on camera or on stage is to make someone feel an emotional connection. Your audience wants to connect with someone they care about and perceive cares about them as well. That is so important because that emotional connection, on a heart level, is what converts people.
• Know who you are talking to. To be engaging on video, you need to know who you are talking to. Unfortunately, until we get comfortable, our own ego can get in the way. We start to worry more about being perfect. How do you look? How do you sound? We get all up in our heads, and you can’t be in your head and your heart at the same time. 
• The best way to connect is to know the one person you are talking to. On stage, you typically have the energy of the room giving you instant feedback. On video, you have to envision it as a dialogue, not a monologue. You are not just talking into the lens of a camera. You are talking to someone in particular. When you talk to the masses, it usually doesn’t resonate. 
• Be authentic. We hear this word all the time, but it truly is the differentiator when you can show up and be both empathetic and trustworthy. Which of these approaches do you think would appeal more to your potential clients.
  • "Hi. I’m Doctor Jones, and I’ve done 2,000 facelifts over the past 12 years. Look at my before and after results."
  • "Hi. I’m Doctor Jones. I get it. Getting older is not easy for any of us. You start looking in the mirror and you see things you haven’t noticed before. Lines around your eyes and mouth. Sagging, loose skin around your jawline. You want to do something to change your look, but you are not sure what the right solution is. Botox, fillers, lasers, surgery...you have questions, and that’s why I’m here to help. Wouldn't it feel so good if instead of getting up in the morning and dreading looking in the mirror, you actually get up and admire what you see? I’d love to sit down with you and figure out what is most important and what would be the best approach to get you the amazing results you want." 

Do you see how the second one is so much more approachable and acknowledges and validates your client’s concerns?  This is where most people get it wrong. They talk about themselves before they actually try to make a connection. 

• Focus on psychographics vs. demographics.  So many times, in business we focus on demographics—outside characteristics like where they live, what age group they are in, what their income level is, etc. While those are important and have their place, when it comes to video, what's even more important is their psychographic. How does he/she feel?  What has he/she tried before? What does he/she want right now?  Why are you the answer to their prayers? 

When you show up and start your videos from this perspective, you acknowledge their pain and help them step into possibilities with what you offer. You let clients know you care about them and that you can help them get the result they are looking to achieve. 

Five Types of Videos

There are five types of videos that you should be using to market your practice.

• Positioning Video. This type of video helps establish you as the “go-to” expert.  If you have a website, a positioning video should be at the top of the page, so your prospective clients do not have to scroll down.  This video should be about 90 seconds long, and it will explain:
  • What you do
  • Why I should choose you
  • How you do it
  • Next step for me to take to get started

If you add this type of video to the homepage of your website, you will convert leads about 82% better. This positioning video should be professionally produced, not on your phone, as you want it to demonstrate that you are the authority. 

• Personality Video. The second type of video which is considered the heartbeat of everyone's business is a personality video. Now, this may seem like a stretch in our industry as nobody wants to look silly. However, people buy people, not things. They're not buying the CoolSculpting®, they're buying the person that's administering the CoolSculpting® who is going to get them the result they want. It is all about establishing that know, like, and trust factor—especially in the aesthetic space. So, this personality video could be:
  • A behind-the-scenes peek before you go into surgery video. 
  • A “what I am like with my kids when I'm on vacation” video or “how I unwind after a long day at work" video.
  • A video of you interacting or joking around with your team in the middle of the day.

Personality videos help create a bond and show a glimpse of your life, so patients see that you are human and don’t just live in scrubs all day. They reveal more about you than showing before/after results photos. You get to choose how much you want to expose, but by being vulnerable and transparent, this is when people really buy into and from you. 

• Promotional Video. The third type of video you need is promotional in nature to sell your stuff.  Don’t just tell people to go buy something, tell them why. Walk them through the process. It’s your job to really help people get the right solution to get the results that they want. Most people avoid this type of video, but they are so important and must  have a call to action (to learn more, to book a consultation, etc.)
• Product Video.  This type of video is educational about a product or a service. It could be an online training about a new product you are offering and a way to leverage your expertise. They can be as simple as one skincare tip, follow-up care, or highlighting a new retail product. These types of videos build trust on a regular basis.
• Proof Video. Create social proof videos where you have your patients talk about you and the experience they had, and share how happy they are with their results. You can talk about how amazing you are, but when prospects hear it from someone else, over and over again, then these testimonials start doing your marketing and advertising for you.

Now, this may sound very time-consuming and you might be thinking how am I going to fit this in. However, if you set aside a production day or half of a day a month, you can record all of these types of videos and then put them on a content calendar to release.

Key Takeaways

• The more you try to be perfect, the less your customers can connect with you. 
• Think less about yourself and more about the person you can help every time you press the record button
• Picture you are talking to one individual person when you are looking at the camera lens and not the masses. When you think of video as having a personal conversation with that “one” person you are speaking with, the fear will start to dissipate, and your audience will sense and feel that you are talking directly to them. 

Book a discovery call to see how Clarity Technologies, our new solutions-based growth and training platform, can help increase your practice’s profitability and efficiency.