Video Strategy For Your Practice

We have all seen the chiropractic YouTube videos that make us cringe. I don’t have to name them by name for you to know which ones I am talking about. But guess what, they are working and driving many patients to their practices. 

What those videos are doing is demonstrating what a potential patient would experience if they go to their office. It’s a sort of “show and tell” video that compels the patient to schedule with that office. 

I think many of us have fallen into the rut of only producing talking head informational videos or exercise videos. Not that those are bad, but I think we can start to learn from what is working and do it more elegantly for our practice. 

In our practice, we have spent the last 8 months producing Condition Pages for our website. The goal of these written condition pages has been to educate our patients and improve our Google Search. 

Many potential patients Google certain conditions such as Sciatica, Plantar Fasciitis, and Low Back Pain. If we have well-developed Condition Pages on our website, the chances of us being found on Google Search exponentially improve. 

Condition Page.png

Here is a sample of our Shoulder Impingement Condition Page: 

https://www.healthfitchiro.com/conditions/shoulder-impingement

The intersection of the “show and tell” idea and conditions we treat in our office has led us to our next content marketing strategy. That content marketing strategy has us producing 4 videos per month on common conditions we treat and providing them with information and demonstration of what they would experience in our office. 

We are now going through all of the condition pages that have over 1,000 written words on the subject and going to add a YouTube video embedded into the Condition Page on our website. Google owns YouTube and having YouTube videos on your website will improve your search rankings. This is well documented. This video project will take us the rest of the year to complete, but it will be well worth it. 

These condition-based, 8-12 minute videos are story branded and consist of the following structure. 

  • Introduction (Hook): Make it about them and define their external, internal, and philosophical conflicts). 

  • The Show and Tell Demonstration

    • Functional Assessment

    • Examination

    • Treatments we provide 

  • The Give: A few stretches, exercises, drills, ADL advice. 

  • Call-To-Action: If you’d like to have your plantar fasciitis evaluated and treated on the same day, without medications or surgery, call our office at 555-5555. 

Here are two examples of videos we have produced for our office: 

Our goals with these videos are to: 

  • Educate our patients on what conditions we treat and how we do it. 

  • Improve our Google Search Rankings by having YouTube videos on our website. 

  • Improve our Inactive Patient Awareness and increase reactivations. 

  • Attract New Patients from YouTube, Facebook, IG, etc. 

Distribution Process 

Once we have produced the video, here is how we will distribute the video through different channels. 

  • Upload the video onto YouTube.

  • Embed the YouTube Video into the Condition Page on our website. 

  • Email the video with a few paragraph written copy to our patient base. 

  • Natively upload the video to our Facebook Business Page and Instagram. 

  • Run a Video Facebook Ad only targeting our patient’s email list as a FB Audience. 

    • You could also decide to run a FB Ad to a targeted audience that is not your patient email list with the goal of attracting new patients. 

  • Post in any closed Facebook Groups that allow us to promote educational content. 

This video content marketing strategy is allowing us to kill two birds with one stone. We are able to improve our website as a content-rich platform and have content to distribute out to our audience and community throughout the entire month. 

This has already shown great results and has produced new patients, re-activated old patients, and had current patients ask us to treat other conditions they are experiencing. It was surprising to realize how many of our patients didn’t realize that we treat conditions such as Plantar Fasciitis, Shoulder Impingement, and Elbow Pain.

Lastly, our videos are recorded and produced by a videographer who is highly skilled. Your videos do not have to be this impressively produced, and you can do something like this on your own. Here is a resource for the proper equipment to help you get started. 

If you currently do not have condition pages on your website, you can start to write 1,000-word condition pages and make that the muse for your video creation. You will be well on your way to enhancing your Google Search and your expertise in the community. 

Kevin ChristieComment