Video Marketing

2 Minute Videos From £599 + VAT

Produced clinic videos will be 1-3 minutes long and will include ½ dayʼs filming on site with a clinic. Videos will be edited within 3 weeks and provided to your clinic on disk in a web ready format.

Step 1: Consultation & Planning

Prior to filming, the production crew will consult clinic owners to understand a clinicʼs ethos, its services and the key objective of the video. Following consultation a script for a clinic video will be produced and sent to a clinic for amendment. Scripts will include interviews with practitioners, clinic tours, treatments and client testimonials. A suitable day for filming will then be arranged.

Step 2: Shooting on Location

The production team will spend ½ day at a clinic shooting footage for the script as well as extra cut away shots to create a strong narrative for a clinicʼs video.

Step 3: Editing & Delivery

Following filming, videos will be edited. Clinics will be required to provide logos and any other suitable imagery. Videos will be edited within 3 weeks. A clinic will be sent a link to preview its video and may correct any factual inaccuracies. Following acceptance videos will be sent to a clinic in a web-ready format.

Why Video Marketing is Important

With more than 50% of UK households now connected to broadband, facilitating quicker download of large amounts of data, the last couple of years has witnessed an explosion in the number of video sites such as You Tube and Google video, plus the advent of web-commercial venues like Google Video Ads.

Although the majority of videos are posted for fun, many businesses are utilising this marketing medium to communicate with their existing and potential customers. Clinics and practitioners operating in the aesthetic market have already posted a number of procedure related videos on these sites alongside the occasional video profiling a particular clinic within our industry for an example of this go to http://video.google.co.uk/ and type in Botox Clinic Birmingham

The means to produce reasonable-cost Web-video is at hand, and as Web-video presentations increase in popularity as a means of delivering marketing messages over the Internet, we feel that it is only a matter of time before Web-video becomes a dominating factor to help businesses differentiate their services in an increasingly competitive aesthetic market place.

This doesn't mean that putting a video on your site will automatically double the number of people contacting you for a consultation. There is more to effective video communication than just loading some video recorded on a hand held camcorder up on your web pages. The clinics that will be successful will learn how to use the medium beyond its technical implementation, focusing instead on the psychological elements that effectively communicate their services to potential customers.

Here are a few simple rules that a good video marketing campaign should adhere to:

Keep it Short!

No one wants to sit through a 30 minute presentation on the history of your business - people are paid to sit through presentations. You are not paying your site visitor. Say in two minutes what others are taking ten to cover.

The video should be an introduction, a way to whet the appetite of the visitor, to inspire them to read on or, better still, contact you for a consultation. It's easy to get carried away with the features of a particular product or treatment or why your clinic is so good, but don't assume that your enthusiasm is going to be contagious!

Focus Content on Your UNIQUE Features and Benefits!

If you're short on budget, don't spend lots of time and money producing videos explaining all of the procedures that you do - focus instead on why your service is better than any other clinic in your area.

However, there is also no point in spending a lot of time telling your audience that you have the best customer care, lowest price and expert staff. In service related industries nobody cares, and if they do care, few will believe you, and if they do believe you, your competitor is probably saying the same thing!

You need to present something that defines you or makes you different in order to convince potential patients/clients from the very beginning that you are a clinic that knows what makes it unique from the local competition and the benefits of coming to you for treatment above anyone else.

Make Content Different and Memorable

Client testimonials or treatment diaries focusing on their problems and how you provided a solution can be an excellent way of getting your message across as long as they are real and true!

The use of video content on a blog attached to your website can also be an effective way of providing bite sized chunks of information about the clinic, or new products and treatments.

Remember, however, that although clever marketing can create a personality for your clinic it is imperative that you follow through and deliver that personality in all aspects of your relationship with your clients. Producing a campaign that promises one thing and a website, staff, and service that delivers another is one of the easiest ways to alienate clients.

Let Them Know It's A Video!

The average web page is incredibly image rich. How is the casual browser, scanning the content of your site in a matter of seconds, going to know if you have a video to show them, or if its just an image?

If you've invested time and money into creating content - ensure that you make it obvious - don't tuck a miniscule caption under the video, or worse, use a caption less screenshot and then expect your information scanning visitor to work it out for themselves.

If you make it obvious that the user has a choice between reading through a dozen or so pages of your site or getting a single serving of a short video - the choice is usually not a difficult one.

Utilise the Power of the Web to Spread Your Message!

What's the advantage of keeping that great video clip you have now produced glued to your web site home page. Allow me and one hundred other influencers, bloggers and potential referrers to download the video and include it in their personal posts about your clinic.

Post the video onto You Tube (create your own You Tube Channel); Google Videos, and any sites that you can who attract your potential customers (via Google Video Ads). Make it easy for anyone else to become your marketing agent and take your best communication effort to as many potential customers as possible.

Summary

Video potentially allows you to communicate effectively your clinic profile and benefits within the shortest possible time. There is nothing else that comes close to the effectiveness and persuasion power of a well designed video message.

Creativity, personality, and the ability to communicate and develop an emotional connection to your audience through the use of Web-video campaigns have the potential to rapidly improve the profile and success of your clinic.

With relatively easy-to-use production tools anyone can create a video, but not necessarily one that delivers the message or image that your clinic wants to present. However, if professionals are not used, there is a danger of getting it wrong and the cost of saving money by doing-it-yourself or with amateurs can result in delivering an unintended message that may undermine the impression and image you are trying to create.