If you’re considering testimonials or physician bios, video is a great way to go. You can really give your viewers a feel for the practice and the doctor’s personal style. Remember that the quality of the content will leave a lasting impression on potential patients.
Before adding videos to your website or social media, there are a few key things you’ll need to do to prepare and execute the project a way that will make it as easy as possible for you and will help produce the best result for a great video. Here are 5 things to remember:
1. Choose patients whose experience is relatable.
The first thing to consider is who will be participating and sharing their story on-camera. Their experience with the doctor or staff should obviously have been a positive one, and valuable to the practice. The doctor will normally have a few people in mind that would provide great references. It helps if their case is relatable to other potential patients and not a rare situation.
Also, consider how the candidate verbally communicates and if it will be easy for a viewer from any background to understand what they are saying. You will most likely be more successful in choosing someone who speaks clearly and has a good idea of the overall purpose of the testimonial-- to share their personal experience with the practice and to encourage others to choose that doctor for their care.
Once your participants have been chosen, provide them (and anyone who will appear on-camera such as family members or translators) with a video testimonial release form and require a signature of consent. This should include a statement that clearly indicates that the use of the person’s name, and any images associated (for example, before and after photos, or just their video presence) is the property of the marketing agency and can be used for marketing purposes.
2. Prepare them as much as possible for what to expect.
This checklist will be helpful for both you and the participant when preparing for the video testimonial:
- Provide a list of questions beforehand.
Send the participants, and the camera crew, a detailed list of the kinds of questions they should expect to be asked so they have time to review and come up with short answers.
- Suggest do’s and don’ts for what to wear on camera.
Give them a list of appropriate colors and patterns that are/are not appropriate for being on film (i.e. no distracting patterns, jewelry, colors that might blend into the background)
- Re-confirm the date and time of the interview.
This should be done 1-2 days before the scheduled date to be sure no unforeseen scheduling interference may have happened.
- Collect all necessary contact information initially.
This should include their phone number, email address, and even their mailing address in case you plan to send a thank-you after the project is complete.
3. Remember good interviewing tactics.
Since this will most likely be a one-time session with the patient and film crew, you want to be sure specific goals are achieved during this time.
At the very beginning of the interview, ask the person to state, then spell, their first and last name in front of the camera. You don’t want to misspell a name when giving credit to the individual during post-production, and having to go back and verify contact details might hold up the finalization process.
Encourage your participants to answer your questions in the form of a statement that repeats the initial question, and in a complete sentence.
Question: “How did you hear about Dr. Jones?”
Response: “I first heard about Dr. Jones when…”
4. You don’t have to stick exactly to the script.
Remember that the patients are there to share their experience with you, and to help others in a similar situation. If you find that they are open to elaborating outside of the set of questions you had planned on, encourage them. In post-production you want a good variety of footage to work with. You’d rather have too much footage to work with rather than too little. When editing, you should have a good idea of how long you want the video to run once complete. We recommend no more than 90 seconds. Anything more than that might cause the viewer to skip over or choose not to view the video at all.
5. Thank the participants for their time and cooperation.
These people have committed their time and have travelled to you in order to help others learn about their experience with a particular doctor or practice. A note of gratitude or small gift can go a long way in saying you appreciate their time. After all, without their commitment, none of the testimonials would be possible to begin with.
You want the process to be smooth, from start to finish, for everyone involved during your testimonial video production. Taking the time to plan ahead and keep everyone as informed as possible on what to expect can help achieve this. If you’re looking for an agency with experience in executing patient testimonials, contact us for a consultation where we can discuss your practice's specific needs to get your positive reviews out there for others to see!
For more information on ways you can optimize your website to its full potential, download our free ebook by clicking below.