There is growing competition in healthcare, quite simply the number of clinics in private practice is expanding and competition is getting more fierce.
Patients are more discerning and also more overwhelmed. We have less attention and a large proportion of content is consumed with video.
If you have read this far, you have higher attention span than most or maybe you are acutely aware that the competition is getting serious.
To build relationships with new patients, it used to be said that there are three pillars – know, like and trust. I heard someone say this has changed to Know, LOVE and trust. That just shows that all clinics now have to work harder, because you can be sure that your competitors, some of them at least, aren’t thinking, they are taking action.
I encourage all of the IDD Therapy Disc Clinics to use video. To start using their phones and recording snippets. And my message is, it’s not so much Quality, it’s Quantity.
If you make a video, congratulations. But that’s the start.
Here is a video I was sent by Dan Smith of Sports and Spinal Physio in Brentwood, Essex. A classic example of putting yourself in front of the camera so people can get to know you.
The Like/Love is a bonus, in healthcare the main thing is trust, but before you get trust, people need to know you. I have some tips below on how to get started.
How to get started if you haven’t already:
Go to youtube, set up an account in the name of the clinic
Record a video on your phone. I would recommend LANDSCAPE so that you don’t get the side strips.
Get yourself a backdrop in keeping with your subject and get someone else to hold the phone
Each video you record can be an answer to a common question
e.g what is sciatica, how to relieve sciatica, how to treat a herniated disc etc
Once recorded, you go to your phone video library, select and upload to youtube.
(IDD clinics typically start by sending me the video by whatsapp and I upload it for them, then they get used to it and start doing it for themselves in their own accounts.)
You need to give your video a title and description. I suggest you put in something basic (if using your phone), then log in to your youtube account from a pc/laptop, then edit. You will see how I start the description with a link to Dan’s website. Then include some keywords e.g physio clinic (town) or a condition and try to make it interesting.
I confess, sometimes I struggle for inspiration. But it isn’t so much that everyone will watch all of your videos, as much as anything they just see that you have a lot … which serves to bolster credibility.
Once you have a video on your phone, you can also upload it in facebook or put it in a blog piece on your website. Content is king. With Facebook, a growing trend is to “boost” videos to people in your community. eg I live in Bishops Stortford. I could target people aged 45 to 75 who like running and only these people would see my running injury/exercise video. With facebook, you need to focus on feel good rather than pain, otherwise your ad/ boosted post will not be allowed.
On the IDD Therapy website, I add videos and there are well over 100 now. You can get a plug in for your website and add videos from youtube very easily.
Here is what I have done at the idd website
Here is another video from an IDD Therapy clinic talking about IDD. This was done with a camcorder. You will see this has a different kind of display image.
Youtube lets you select a thumbnail, that is, the still from the video you see in the youtube results. At the bottom of the settings when you edit the title and description of your video, you can see “custom thumbnail”.
This is a still that you can make. In this example I add a custom thumbnail. I do this in the free site www.canva.com. Custom dimensions you need to make your thumbnail image are 1280 x 720. You then add images and text, if you can use powerpoint you can use Canva to create your thumbnails.
It seems daunting at first, but once you start, you progress over time.
Most clinics fail to start because they think it needs to be perfect … and so they never get going on the learning curve. We only get better and grow by doing … not thinking about doing.
About: Stephen Small heads up the IDD Therapy Disc Clinic network. IDD Therapy is the non surgical spinal decompression treatment which address the failings of tradition traction to treat targeted spinal segments. To get information about providing IDD Therapy CLICK HERE