YouTube marketing is an extremely effective type of content creation marketing.
That’s because consumers are watching videos more than ever. The rise of video was inevitable. But it’s grown in popularity so quickly that plastic surgery practices should figure out how to use it to grow.
Video can inform, entertain, and captivate. It can do all 3 of those things at the same time, and it can also do them exclusively. There are really no limits to what video can provide.
YouTube videos also do a great job at building awareness and are extremely engaging
since a majority of your audience would prefer videos over reading.
Why YouTube Videos?
It’s simple. To attract new cosmetic patients online, you need to go where they go to grab their attention.
These stats should get you excited about using YouTube:
- YouTube has over two billion monthly active users. (YouTube)
- YouTube is the world’s second-largest search engine. (Search Engine Journal)
- 51% of YouTube users visit the site daily. (Pew Research Center)
- YouTube reaches 89% of US households with over $100,000 in annual income. (Statista)
Another important fact is google owns YouTube. That means it greatly increases your chances of getting better search rankings when you have more video content than your competitors who don’t.
In fact, while there is no one place to go for attention, YouTube is a really good bet since it’s the 2nd largest search engine next to google.
YouTube Videos Build Your Brand
In today’s world of authenticity and transparency, your prospective patients want to know you as a skilled surgeon AND as a real person. That’s what builds your brand.
You can no longer hide behind a surgical mask and only be the surgeon. That’s a great start but you also need to be seen as a human being.
Maybe that’s a great boss, a devoted family man, a fitness buff, dog lover, philanthropist, weekend pastry chef, or some other hobby your patients will be interested in knowing about you.
And, you know to attract new cosmetic patients to your practice, you have to first get their attention.
That is no simple feat since you and everyone else is vying for the attention of today’s cosmetic patient.
So, if you are not on YouTube yet, I highly recommend you use the following strategies to build your presence on this channel:
Introductory PR Video
This video uses visuals and audio (Music – Audiojungle.net (by feelings) to depict the essence of who you are and what you stand for.
Have a videographer/film editor videotape you in your office, working with your staff, meeting with patients, etc.
Then the footage is edited to create a branded video of you. Here is a great example of an excellent PR introductory video introducing this surgeon to the world:
Public Speaking Videos
The easiest way to get started on YouTube is to upload any videos of talks you have given at medical conferences, at patient events in your office or in your community.
This portrays you as the expert and elevates your status as an invited speaker.
Videotape Patient Consultations
The next easiest thing for you to do is to videotape your actual consultations with prospective patients since you are most comfortable in that scenario.
Of course, you need to get your patients’ permission. If they don’t want their face shows, you can always film them from behind so only the back of their head shows and the focus is more on you.
Be yourself and use props such as computer imaging, animation or sketch to help you explain to the prospective patients your recommendations as well as the results they can expect.
Now be sure to answer typical questions and objections such as anesthesia used, pain, downtime and incisions.
Even though you may believe patients already know the answers to plastic surgery questions because they have done so much research online, they haven’t heard these answers from you directly.
Do short videos answering FAQs about each procedure you perform and topics of interest such as:
- # of procedures performed
But what do you videotape? Where’s the content going to come from?
You have plenty of built-in content just videotaping the “Day in the Life of a Plastic Surgeon”.
No day is the same. You have an endless stream of visiting patients, all with their own story to tell and that gives you fresh content.
Be on the lookout for patients who are comfortable in front of the camera, ask for their consent and then have your staff grab the ipad and capture their experience. Here’s a great example of social proof/influencer marketing:
Animation vs. Gory Videos
It helps to explain what you do in visuals so you have a choice of using animation or actual video footage of a surgical procedure.
Which is better? The answer is use both. Some prospective patients will be grossed out and not able to watch. However, some will love it (maybe because they are immune thanks to the endless amount of Netflix murder stories).
Patient Video Testimonials
It’s always more effective when prospective cosmetic surgery patients hear a patient’s story straight from the patient.
You can ask the patient questions, or you can have her ad lib but be sure your patients cover these points:
- The pain they were in emotionally
- Why they chose Dr. X (because that’s why you will choose him)
- The process (comfortable, staff was caring, etc.)
- How much they love their result
- How they feel now (transformation)
You can also turn it into a slick, professional video like this one:
Here’s another tip: You want the patient testimonials who have the biggest followings on social media. That way, they will share on THEIR social media platforms and you’ll get a lot more exposure to prospective patients.
What Do You Wear in YouTube Videos?
What you wear depends on the content you’re covering.
If you’re talking about a surgical procedure, wear your white lab coat for credibility and authority. Then, dress more casual if you are covering other tops.
Promote Your YouTube Videos
Once you make a YouTube Video, you can use it for all sorts of promotional efforts such as:
- Upload your videos to your Website and to specific web pages that make the most sense;
- Send an email blast, with a link to your videos, to your patient database so they watch it and are encouraged to call and visit you for additional procedures;
- Use it in social media posts as well as Facebook, LinkedIn and Instagram ads to gain name recognition and spread your word; and
- Run the videos on an ipad or flat screen TV monitor in your exam rooms your prospective patients can watch while waiting for you. Not only will they become educated on your various procedures, that could make them more comfortable agreeing to do their own video consultation with you.
Advertising on YouTube
In my opinion, the biggest reason to advertise on YouTube is to get your videos in front of prospective cosmetic surgery patients who are interested and looking for a plastic surgeon.
You know that because they are searching for videos on a particular procedure.
And, because it’s so much more eye-catching and visual than a pay per click ad, it’s more likely to get clicked on by new prospective patients who will now know who you are, like what they see and call you to learn more.
By the way, I don’t see many plastic surgeons using youtube advertising so it’s well worth testing it since there’s less competition.
Your YouTube ads can cost per view or per click and are based on the competition for key words, the demographics and the audience you target.
It can cost anywhere between .05 – $150 per click; however, it could be well worth it when you consider the profit margins built into your plastic surgery services.
Not sure what to do? Google it! Type in youtube advertising and all the step-by-step guidance is waiting for you for free.
YouTube video marketing is here to stay. Make it one more component to your overall content marketing machine to attract new cosmetic patients.
The good news is you do not need to be a trained actor to become a YouTube success. Actually, it would be so much better if you were just yourself.
The point is prospective cosmetic patients want to know you before they meet you, so they are more comfortable moving forward.
That’s why they are searching first about the procedure and then the provider. Video brings you to life so use it to your advantage.
Click here for all the strategies for Plastic Surgery Marketing: What’s Working Now.