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Videos for Public Relations: The ingredient with an 89% effectiveness rating

I don’t mean to brag, but I can make a show-stopping, damn good cookie.

A good cookie is like any good marketing strategy. It has a list of basic ingredients, but like my cookies, don’t you need something that stands out? Don’t you need something that makes patients say, “Wow!” and take notice? Don’t you need that secret ingredient that takes your marketing to another level and leaves potential patients wanting more?

Many practices are lacking that one ingredient and they don’t even realize it. In my opinion, it’s the patient testimonial. The testimonial is a very powerful ingredient in your marketing strategy to turn prospects into patients. They want to know you have the expertise and skills they need for their healthcare. And it’s an emotional decision. What better way to influence those emotions than with compelling patient stories that give true, honest opinions? If you ask me, there’s no better way to relate those emotions than with a video testimonial.

So why video? Video provides a human element to the testimonial. Video puts a face with the opinion and not just that, but it also lets your potential patients hear the inflections in the voice, see the facial expressions, and most importantly, feel what they experienced on their medical journey. A great storyteller once told me, “Don’t tell me what you saw, show me what you experienced.”

You are adding a third dimension to the testimonial that an opinion in plain text lacks. You are building credibility with people who are most likely ready to take action. Anyone searching online for opinions on a practice or procedure is ready to pull the trigger, but they just haven’t decided where.

And make sure you upload those testimonials to YouTube – their stats are jaw-dropping:

  • It's the world’s second largest search engine and third most visited site after Google and Facebook

  • On mobile alone, YouTube reaches more 18-49 year-olds than any broadcast or CABLE TV network

  • We watch over 1 billion hours of YouTube videos a day, more than Netflix and Facebook video combined

Finally, patient testimonials have the highest effectiveness rating for content marketing at 89%, according to Social Fresh. And there’s your secret ingredient!

Key takeaway: Video is the tool to connect your practice with patients in a way you couldn’t before.

Here’s an example of a compelling patient testimonial:

For more information on video strategy for your overall communications plan, contact us at

By: Todd Rogenthien, MedVoice PR Video Strategist


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