Tips for Optimizing Your Teleaudiology Techniques & Environment

Over the last year, businesses have faced the daunting task of trying to keep their doors open while remaining profitable during the pandemic. This has forced many to change their practices to accommodate customers safely in the new environment. A significant change in the hearing healthcare industry has of course been the utilization of remote and virtual appointments.

These types of appointments are more common than ever. In fact, the number of telehealth visits in the U.S. increased by 50 percent during the first quarter of 2020 compared with the same period in 2019. In the Hearing Review’s second Covid-19 Impact Survey last April, 51 percent of hearing care providers said they have used telehealth for follow-ups and counseling while 45 percent said they have used it for hearing aid adjustments and fine-tuning.

To clarify, audiology practices have three ways of providing this service to patients:

  1. Virtual appointments via phone or video (Facetime, Zoom, Microsoft Teams, etc.)
  2. Remote programming and/or troubleshooting via a smartphone app
  3. Full-service teleaudiology (such as Your Tele Care)

 These are all great options but may not be suitable for every situation, every type of patient or appointment, or every practice. What’s important is that you figure out how to make these offerings a reality for your patients where appropriate.

Whether your practice has already implemented teleaudiology or is still considering it, here are some key points to consider as well as tips for enhancing patient care, virtually:

Wi-Fi:

If many of your patients live in remote areas with poor Wi-Fi or your practice itself has poor Wi-Fi, you could experience audio and video issues that are not ideal for video-based appointments. Having high-speed internet is critical and should be the first thing you consider before implementing any type of teleaudiology services.

Comfortability with technology:

Even if a patient isn’t tech-savvy, a virtual appointment could work if they have someone at home who can assist them such as a child, grandchild, or caregiver. Plan ahead and ask patients to have someone with them during their appointment (just like you’d ask them to bring a third party to an in-person appointment). On the other hand, don’t underestimate your patients—the pandemic has forced many to learn and embrace technology in ways they never have before, especially video chat.

Camera placement:

While you cannot control the patient’s camera placement, you can and should make sure the patient is able to clearly see you and anything you may need to demonstrate. Position your camera in a way that provides an up-close view of your head and shoulders and minimizes reflection (e.g., facing a wall instead of a window or mirror). Also, make sure any equipment you may need is within easy reach (tip: hands-free telephone access can maximize both audio and video-based communication).

Proper lighting

Conducting video-based appointments in a well-lit space will help to ensure patients aren’t straining to see you. According to American Telemedicine Association’s publication, Let there be Light: A Quick Guide to Telemedicine Lighting, which is a go-to resource for virtual care lighting and techniques, appropriate lighting is linked to greater patient satisfaction, which contributes to clinical engagement and reimbursement.

Environment and etiquette:

The ideal environment for any type of virtual appointment is a quiet, private space free of distractions, disruptions, and competing sounds (somewhere you won’t run the risk of people walking past your screen or a conversation or ringing telephone being picked up by your microphone). Remember: experience is still important. Remove any clutter from your desk and choose your backdrop wisely (a wall covered in photos, flyers, and/or artwork might seem nice but could also compete for a patient’s attention). When conducting audio-based appointments, know that pauses will simply be heard as silence, so let patients know when you are stopping to think or take notes. Lastly, if you’re going to be on video, be sure to look presentable and try to avoid clothing with loud colors and prints.

Test and confirm:

Before any type of virtual appointment, it’s crucial that you do a trial run (actually, multiple trial runs) to make sure you are comfortable and that your equipment is working properly. Enlist the help of your coworkers—do a few mock appointments and ask for their feedback. In addition, you should check your equipment regularly and confirm at the beginning of every appointment that the patient can see and hear you clearly.

With the demand for hearing healthcare on the rise, there’s never been a better time to think about ways your practice can grow and evolve to meet the needs of more patients, more efficiently.

If you’re still on the fence about adopting a multifaceted teleaudiology solution, let’s talk briefly about the benefits. Aside from reducing travel time and related stress for patients—many of whom have mobility issues—teleaudiology allows practices to expand their reach beyond the confines of their physical location to help more people (most importantly, those who may not have access to quality hearing healthcare otherwise). Teleaudiology has also been shown to reduce the cost of hearing care and increase efficiency through better management of patients, shared clinic staff, reduced travel times/expenses, and fewer cases of patient dissatisfaction.

So, do your research. Listen to what colleagues who have gone virtual have to say. And doggonit, talk to your Account Manager! 

About the Author

Diana Dobo joined Consult YHN in 2011 as an Account Manager before being named Divisional Vice President, West in 2014. Since May 2018, she has served as Vice President, Strategic Accounts. Prior to joining Consult, Diana was a Senior Sales Manager in healthcare IT with Acusis and served as an adjunct faculty member for several colleges facilitating business courses. She has over 20 years of experience in sales, marketing, and business development and is passionate about helping her team and her customers achieve outstanding results.

Top 7 Marketing Trends of 2021 – Our Industry Partners Weigh In

We can’t predict the future; however, we can rely on experience, expertise and, leaders in the industry to help guide us with our biggest questions about marketing in 2021.

The pandemic has impacted many components of our lives, including how we stay connected and communicate. Muffled sounds from masks, isolation, and Zoom calls have compelled individuals with hearing loss to be more receptive to seeking or improving treatment. This provides a unique opportunity for hearing healthcare professionals to build greater trust with current and new patients, requiring a plan for consistent communication and marketing.

 As you plan and execute your marketing strategy, we turned to our valued partners for their expertise and insights on the top trends to keep an eye on in 2021.

Trend #1: Ensure your website is mobile-responsive

Mandy Mroz, Au.D. | President | Healthy Hearing

If you haven’t done so already, 2021 is the year to make your practice website as functional and impressive on mobile as it is on desktop. According to Google, 94 percent of people with smartphones search for local information (“hearing clinics near me”) on their phones.

You can test the mobile experience of your practice’s website in three easy steps:

  1. Search for your practice using different web browsers (e.g., Safari, Chrome) on your smartphone. Is your main website one of the top results? If not, there may be an issue with your mobile site.
  2. Using your smartphone, view your website in different browsers. Is your phone number easy to find and clickable for consumers ready to call?
  3. From your desktop computer, visit this website for a quick, objective test of your mobile site performance.

If you’re concerned about your mobile website, contact your web developer right away. Google will start ranking sites based on mobile performance in March 2021. Review your other web assets too, like your Healthy Hearing profile. We’ve been prioritizing mobile for years, but we’re always open to feedback on your experience.

Trend #2: Boost your credibility to rank higher on Google

Kevin St. Clergy | MedPB Partner, Chief Business Development Officer | MedPB

Medical marketing has become much stricter because of the pandemic. Some older marketing practices are now even getting banned. In addition to a push towards greater transparency in marketing, Google and other major marketing platforms are looking for cues that you are a reliable source of medical information. Some of the trust factors they look for are very technical and should be baked into the structure of your website. Others come from social media, online reviews, and other external factors. What a lot of business owners don’t realize, is that there were significant changes last year and more coming in 2021. These changes ultimately affect your cost per lead and the number and quality of your new patient leads. They also open the door for the competition to steal your patients.

Trend #3: Prioritize database marketing

Tom Flage | Sales and Marketing Manager | Blueprint Solutions

Did you know that 47 percent of patients will purchase their next set of hearing aids from a different clinic? Maintaining communication with your patients is essential to avoid becoming part of this statistic. Effectively marketing to your existing patients will help you consistently grow your business, drive revenue, and establish a presence in your local community. One of the most cost-effective ways of doing this is through email marketing. While it may not be as flashy as social media or TV ads, it’s significantly less expensive and allows for a more careful, targeted approach in delivering the right message to the right patients at the right time.

Automating email marketing through your office management system can turn a time-consuming process of collecting emails, drafting content, and identifying the right patients into just a few clicks. Some office management systems will allow for sending custom marketing emails automatically to help you capture missed opportunities. Track your email campaign’s read/open rate via reporting in your OMS to help you identify the most effective messaging.

Trend #4: Enhance your clinic’s online reputation

Meghan Pendley | Business Development Director | Audiology Design

Online reviews are the new word of mouth. In fact, more than 80 percent of consumers read reviews before visiting a business or using a service, and 48 percent only pay attention to reviews left in the past two weeks. In today’s culture, positive online reviews equal trust. Patients look to them as a snapshot view of your practice.

Adding patient reviews to your Google Business listing (aka. Google My Business profile) can also help with your overall search ranking on Google. The more robust your online presence, the easier it is for people to find you! It’s also important to give patients multiple platforms on which to leave their feedback, especially Google, Facebook, and Healthy Hearing. This will ensure you cover the sites that provide an easily accessible log-in or simply one they prefer. Utilizing a review generation service that helps your practice obtain more patient reviews and also automates with your Practice Management Software (PMS) should also be a key component of your digital marketing strategy in 2021.

Trend #5: Find creative ways to engage new and existing patients

Brian Urban, Au.D. | President | CounselEAR

As the last 12 months have clearly shown, maintaining a consistent connection with your current patients and finding creative ways to engage with new ones is not only beneficial but essential. In times when new patients may be reluctant to seek care and existing patients may neglect routine follow-ups, we need to be creative, flexible, and consistent in our approaches to engagement. For me, this brings two main areas to mind:

Telehealth: Telehealth is a fantastic tool for connecting with new and existing patients, establishing/maintaining rapport, and ensuring that they’re receiving high-quality care. For new patients that simply have questions and would like to speak face-to-face before an in-person visit, telehealth consultations can help ensure they move forward with an evaluation when they’re comfortable. For existing patients, routine follow-ups can often be managed via telehealth, thereby reducing exposure and improving convenience for them as well as your team.

Email Marketing Automation: Utilizing an email marketing automation system enables you to take a “set and forget” approach to reaching out to patients based on specific criteria. For example, patient birthdays, upgrade notices, and more. 

Emails are automatically sent to patients based on your specific criteria and contain your preferred images/text. They can also contain a link to your online scheduling tool. In this way, you’re able to reach out to patients at the right time with the right message and provide them with a seamless experience. As we work our way through the COVID world into what’s hopefully a post-COVID world very soon, telehealth and marketing automation can help you conveniently deliver a new and engaging level of care to current and prospective patients.

Trend #6: Embrace technology to stay connected to patients

Bryce Colacurcio | Chief Strategy Officer | ROC Advertising

For many of us, the list of things we thought were vital in life is much shorter today than it was pre-pandemic. At the very top of that list is our relationships with our friends and family. Whether it’s hearing the conversation going on around us, the laughter in the other room, or the grandkids over a FaceTime call, people want (and need!) to connect with loved ones, now more than ever. The ability to hear in loud or noisy environments affects one’s health, well-being, and family memories, and we should be mindful of this. As business owners continue to navigate these challenging times, reducing expenses has become a necessity. That means prioritizing how marketing dollars are spent is just as essential. By focusing marketing efforts on a tried-and-true approach that brings a strong response, we can reach those who feel isolated and bring them to the conversation, both virtually and in-person.

The meteoric rise in telehealth and video chat/conferencing platforms like FaceTime, Zoom, and Skype shows that your patients are becoming increasingly tech-savvy and adopting digital technology. You need to meet them where they are, which means embracing tools like online scheduling, text message appointment reminders, and chatbots. And, creating short, engaging videos to post on your website and social media. Lastly, don’t shy away from explaining the benefits and advanced features of today’s high-end hearing aids to older patients—while they may not have understood Bluetooth before, there’s a good chance they do now.

Trend #7: Differentiate your practice in a competitive market

Robert M. Traynor, Ed.D., MBA | Clinical & Forensic Audiologist | Robert Traynor Audiology

If you’ve never heard of recreational audiology, it’s been defined by the Academy of Doctors of Audiology (ADA) as “the practice of hearing conservation and consumer education regarding products and services used to enhance and preserve hearing occupations and environments that may not be regulated by governmental agencies.”

Although virtually ignored by most practitioners, there are some, including Garry G. Gordon, owner of EAR, Inc., who concur that the market for hearing protection in industrial and recreational markets such as, manufacturing, aviation, musicians, law enforcement, auto racing, motorcycles, hunting and shooting sports, is more than 60 million individuals.

Approximately, 47 percent of consumers seeking hearing protection admit to a noticeable hearing loss. While some of these patients will eventually present themselves for hearing care on their own, specializing in industrial and recreational hearing impairment could have incredibly positive results that could revitalize even the most struggling practice. This might be just the method to differentiate a practice in competitive markets, where competitors are all marketing to the same population.

Altogether, some great advice and to summarize: continue to use the most cost-effective channels to stay connected to patients—email, snail mail, phone calls, and social media. Develop and follow a marketing plan, monitor it regularly, track results and adjust it as needed. Boost your search engine ranking by maintaining a strong online presence and reputation. Continue to emphasize your safety precautions in all of your communications. Ensure you’re using the features of your PMS that simplify and support your marketing efforts. Take advantage of our team of marketing experts at Consult and our partners.

Last but not least, remember the profound impact you have on the lives of your patients – and ensure your passion comes through in your marketing.

 

What 2021 trend are you most excited about? Let us know in the comments below! I’ll get the ball rolling: sweatpants remaining acceptable work attire.

Learn how Consult Marketing can help you drive more leads and sales in 2021!

About the Author

Nicole Finkbiner joined Consult YHN as the Marketing Communications Specialist in 2018 with nearly a decade of communications experience. Over the course of her career, Nicole has created a wide array of different content for various mediums and outlets—news articles, press releases, arts features, product descriptions, small business websites, e-blasts, social media posts, promotional materials, and more. In her free time, the Philadelphia native enjoys soaking up the city’s culture and binge-watching TV shows.

2019 Year-in-Review

As we embark on a new decade, we took a moment to appreciate the past year. Together, we accomplished a lot. Join us in celebrating some of our best moments.
Thank you for your continued partnership. We look forward to an even more productive and prosperous 2020!

About the Author

Julia Shreckengast joined Consult YHN in 2015 and serves as Marketing Account Executive, providing support to Associates by managing creative projects and developing/executing marketing plans. Prior to joining Consult YHN, she helped promote the city of New Orleans as a member of the New Orleans Tourism Marketing Corporation. Julia graduated Cum Laude with a bachelor’s degree in marketing from Tulane University.

7 Ways to Get the Most Out of Your Facebook Business Page

comment like and shareEighty-six percent of small businesses use Facebook as their preferred channel to connect with customers. If your practice happens to be a part of the other 14 percent, please stop what you’re doing and create a Facebook Business Page. Everyone else, please continue reading.

Marketing your practice on Facebook is one of the least expensive and most effective ways to build brand awareness, stay top-of-mind with current patients, and attract new ones. Facebook is the most used social platform for users aged 55 and above. In fact, 68 percent of Baby Boomers use the site daily.

But of course, that doesn’t mean your Facebook page is actually reaching all those Boomers.

On any given day, there are an average of 1,500 posts that appear in a person’s News Feed—the main page where people scroll through and view content from friends, family, and businesses—that’s a lot of competition!

And, Facebook recently changed its algorithm to prioritize personal posts over brand page (business) posts to encourage more “authentic interactions” and “meaningful engagement.” In other words, it’s more difficult for businesses to achieve the same kind of exposure, organically. Unless you’re a large corporation with deep pockets, your page’s reach is largely limited by the number of followers/fans you have on your page.

But fear not—below are several ways your practice can amplify its reach on Facebook and drive more engagements without spending additional money.

  1. Optimize and personalize your page

It’s important to enter as much information as possible about your practice. While some fields might not apply, there’s no excuse for not entering your address, phone number, email, website URL, and hours of operation. This information will help your page appear and rank higher in Facebook and Google search results. In addition to basic contact information, including a practice description and mission statement is equally as important. Leaving those sections blank only hurts your credibility.

Your profile picture should be your practice logo or a staff photo. Your cover image should be a high-quality photo of your team or office that isn’t overly busy or text-heavy (you can use a stock image, but if you want to make a real impression, avoid generic photos).

Most important is that your cover image is the correct dimensions and optimized for both desktop and mobile. Stick with an image 820px wide by 360px tall and keep all text and graphics in the middle “safe zone” as shown in the graphic below.

If your uploaded photo is smaller than these dimensions, Facebook will stretch it to fit, making it look blurry. TIP: header image dimensions differ for Facebook Groups and Facebook events so don’t expect to use the same image.

  1. Post content that’s fun, informative, and timely

I know—easier said than done. Perhaps it would help to first clarify what kind of content you should NOT post: anything that Facebook might consider too salesy or spammy. Instead, focus on providing content that’s valuable to your followers and humanizes your brand. Tell your story and tell your patients’ stories. Share articles and infographics that illustrate the importance of good hearing health and the risks associated with untreated hearing loss. Show your followers what the latest hearing technology has to offer. But don’t just educate your followers—entertain them! Post a joke. Post a meme. Post a photo of your staff wearing silly hats on “National Hat Day” (Jan. 15).

Whatever you post, just make sure it includes some sort of visual. As far as how long your posts should be, organic engagement peaks at 40 characters while posts with 80 characters or less receive 66 percent higher engagement (40-80 characters is the sweet spot).

The good news: you don’t have to create all your own original content! Sharing posts from other industry thought-leaders (manufacturers, hearing health advocates/non-profits, etc.) is just as important. Bonus: Facebook rewards posts that receive engagements (likes, comments, shares) with increased reach (more eyeballs).

  1. Incorporate (mobile first!) video into your content strategy

The only things people like more than images are videos. Proof. That’s why Facebook has even started to prioritize video content. When it comes to creating videos for social, the most important thing to keep in mind is that most people watching them on their phones (96 percent) and without sound (85 percent). Videos designed for mobile-first are usually optimized to play without sound. Regardless, any video that you post should be two minutes or less, have movement in the first two-three seconds, a thumbnail that will grab people’s attention, and subtitles if necessary.

Not sure what to film? How about an instructional video showing patients how to properly clean and maintain hearing aids? Or inspirational testimonials from patients about how hearing aids have improved their lives? Is anyone in the office celebrating a birthday soon? Fill an employee’s cubicle with balloons, record his/her reaction, upload the video, then get ready for the “likes” to start pouring in!

Oh, and if you’re camera-shy, it’s worth noting that there are endless hours of videos already available all over the internet and social media that you can easily share.

  1. Be social

Social media engagement increases loyalty and generates word of mouth. Above all, that is why you have a Facebook page in the first place. But engagement is a two-way street. If someone “likes” your posts, then “like” theirs. If they leave a comment on a post, respond to it. The same goes for any questions and recommendations/reviews you receive. And try to do so quickly—over 70 percent of users expect a response within an hour.

  1. Be consistent

Consistency will make it easier to create and execute a content calendar every month. If you don’t currently have a third party to help run your social media, then designate one person in your office to manage and regularly update your Facebook page. While there’s no magic number, most experts suggest posting once a day or at least three times a week. What days and what times, you ask? Stats show that Facebook engagement peaks on weekdays between 12 pm-3pm. You can also use Facebook Insights to find out which days and times your specific followers are most active (at the top of your business page, just click on Insights > Posts > When Your Fans are Online).

  1. Connect with your existing community

The easiest way to increase your Facebook audience is to connect with the people and businesses you’re already connected with in the real world. This includes your staff, current patients, manufacturers, other industry partners, community groups/organizations, and local businesses. These are the people who will most likely find your content interesting and are, therefore, more likely to share it. Not only is Facebook prioritizing content from friends and family over businesses, but people are 16 times more likely to read posts shared by their friends and family than those shared by brands. So, definitely encourage your employees to share your content with their own Facebook networks. Then, go ahead and “like” the pages of your colleagues, industry partners, and any other industry influencers so that they’ll be more inclined to return the favor

  1. Promote your Facebook page

If you’re not driving traffic to your social media pages from your website, then you’re doing yourself a great disservice. Links to your social media should be visible not only on your homepage but in the footer or header of every single page. In addition, include social media links/icons in your email signature, business cards, marketing email footers, and all of your other digital marketing materials. If you want to go one step further, add a simple call-to-action to the end of your emails (i.e. “P.S. Like us on Facebook”). 

 

So, there you have it —the foundation for a successful Facebook marketing strategy!

If you like what you just read, please follow Consult YHN on Facebook, Twitter, and LinkedIn. 😉

About the Author

Nicole Finkbiner joined Consult YHN as the Marketing Communications Specialist in 2018 with nearly a decade of communications experience. Over the course of her career, Nicole has created a wide array of different content for various mediums and outlets—news articles, press releases, arts features, product descriptions, small business websites, e-blasts, social media posts, promotional materials, and more. In her free time, the Philadelphia native enjoys soaking up the city’s culture and binge-watching TV shows.

Adding video to your marketing strategy just got easier with this easy to follow guide

A few months ago I wrote about the importance of video in your marketing strategy. There was a time not that long ago when shooting video required expensive equipment and hiring a specialist. Not anymore. Shooting video has never been easier and you have everything you need in your cell phone!

Chances are, you’ve already shot video with your phone, so you know how to access your phone’s video capabilities. Whether you’re shooting an owner or audiologist promoting a practice or a happy patient for a quick testimonial, here are a few tips to guide through the process.

The Basics

Ideally, you’re looking for 60-90 seconds per video without the use of a script. Anything longer and the speaker might get sidetracked and lost in thought. Make it look and feel natural. If you want to promote your practice and have a lot to say, consider breaking it up into a few videos, each on a certain aspect of why your practice excels or services you offer. If you have a testimonial, speak with that person first to see what they have to say as a short rehearsal, then give them the cue or prompt them with a question and hit record.

Location

You’ll need a quiet, well-lit room. It doesn’t have to be the nicest room in the office, but a nice neutral wall works best as the background. If you have elegant posters or works of art that you think will look good as the background, then have them stand in front of them. Make sure the room is free from the usual office noise (ringing phones, lobby television, office chatter, etc.) and foot traffic.

Camera Settings

You can use your camera’s default settings or have it in fully automatic if you follow these few basic rules:

  • Lighting: Lighting is key to video. A friend once told me that without lighting, it’s radio. Make sure the room where you’ll be shooting the video has plenty of light, preferably natural, indirect sunlight. Direct sunlight can wash your subject out and created harsh shadows. Under low light conditions, your video will appear too dark or, if the camera compensates for the lack of light, too grainy.
  • Sound: Capturing good sound is just as important as capturing good video. Believe it or not, bad audio is worse than bad video. Most viewers will tolerate poor video quality, but no one can stand poor audio no matter how clear the video is. Make sure you stay close to the subject and your hand is not covering the phone’s built-in microphone (a tiny hole located at the base of the phone).
  • Stabilize: Unless you’re using a tripod, you’’ll need to keep the camera as stable as possible. Hold the camera with both hands (still making sure you don’t cover the microphone) and keep elbows as close to your body as possible — maybe even rest them on your waist for added support. Keep the camera at eye level! Unless you’re shooting a sequel to the Blair Witch Project, you don’t want to point the camera up someone’s nose.
  • Focus: Press and hold an area of the shot (in this case, the face) to lock both exposure and focus.
  • Get close to the subject: First, this gets the microphone closer to the sound source. Second, it avoids having to zoom in to the subject. Zooming in can decrease the clarity of the video and intensifies any camera shake.
  • Composition: While the tendency is to hold your phone vertically, that is not the standard format for video. Keep your camera in the horizontal, landscape format. When composing your shot, don’t place the head right in the middle. Instead, place the head slightly above center and closer to the top. You want the eyes about a third way from the top.
  • Keep it simple: Avoid panning, zooming, and any other fancy moves or effects. Those will just distract from the subject.
  • Share: Once the video is done, simply share it to various social media outlets.

Like anything else, practice makes perfect. Take a few test shots, make the proper adjustments, and you’re all set!

About the Author

Rolando Corpus joined Consult YHN in 2011 and serves as Art Director. He has more than 12 years’ experience in graphic design, digital marketing, and video production. He received a bachelor of arts degree from St. Joseph's University and a master of arts degree from The University of Pennsylvania.

Video: A crucial component to your marketing strategy.

You’ve heard the adage “Content is king,” right? Content drives traffic to your website and increases your online presence.

So, who or what is the undisputed king of content? That can be answered in one word: Video.

Research shows that including video on your website is effective for marketing to your patients and prospects, as well as for tracking your marketing data. Here are a few reasons why video should be a part of your marketing strategy.

Video is engaging.

It’s easy to see why. Written text can feel clichéd and trite no matter how accurately it portrays you and your practice. Images are more compelling than text and the visual/auditory elements of video create a far more captivating experience. Video engages the viewer on a personal level and makes them more likely to remember you, your content, and your brand.

Speaking in front of a camera is not for everyone, however. Take me, for instance. I feel most at ease behind the camera. Flip the lens on me and I take on the personality of a rutabaga.

Thankfully, you are in the people business, selling a service and an experience. You interact with others all day. If you want to engage and make a personal connection, video is the closest thing to your daily, face-to-face conversations.

Video builds trust.

Any audiologist (or paid writer) can claim that “we offer the best care,” but only you can convey your uniqueness, credibility and sincerity. Only through video can you convey a true sense of who you are and what you’re like. Video captures your authenticity and differentiates you from the internet crowd.

The same holds true for patient testimonials. A 30-second video clip of a happy patient is far more effective than a well-crafted paragraph. It elicits emotional responses and makes a connection with your prospects.

Video has a wide reach.

Videos are multi-platform friendly. You can upload them on YouTube, post them on your website, and share them on all your social media outlets. Viewers, including third-party and referral sources, are more likely to share a video than a block of text with a relative or friend. A single video has the potential to reach hundreds (or thousands!) of patients and prospects.

Video is effective (and the research proves it).

If you’re still not convinced of the importance of video to the purchase process, consider these numbers:

  • 90 percent of users say that seeing a video is helpful in the decision-making process. (Forbes)
  • Retailers cite a 40 percent increase in purchases as a result of video. (Adobe)
  • Four times as many consumers prefer to watch a video than read text. (Animoto)
  • Four in five consumers say that video about a product or service is important. (Animoto)
  • Almost 50 percent of internet users look for videos related to a product or service before visiting a store. (ThinkWithGoogle)
  • Marketers who use video grow revenue 49 percent faster than non-video users. (VidYard)
  • Enjoyment of video ads increases purchase intent by 97 percent and brand association by 139 percent. (Unruly)
  • 80 percent of customers remember a video they’ve watched in the last month. (Hubspot)
  • By 2019, video will represent over 85 percent of all Internet traffic in the U.S. (Cisco)

If you’ve been working with our marketing team, then you know the importance of data behind your efforts. Here are a few more numbers that show how video can play an integral part in your marketing:

  • Video can increase landing page conversion rates by 86 percent. (WishPond)
  • Including video in an email increases click-through rate by 96 percent. (Forrester)
  • Content with video see 27 percent higher click-through rates. (VidYard)
  • Pages with videos are 50 times more likely to land on the first page of Google’s search results than text-based content. (PR Newswire)
  • 52 percent of marketing professionals worldwide name video as the type of content with the best ROI. (HubSpot)

If you’re not incorporating video in your marketing strategy, you might want to reconsider.

About the Author

Rolando Corpus joined Consult YHN in 2011 and serves as Art Director. He has more than 12 years’ experience in graphic design, digital marketing, and video production. He received a bachelor of arts degree from St. Joseph's University and a master of arts degree from The University of Pennsylvania.