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Looking to Exude Industry Authority and Build Patient Trust? A YouTube Channel May Be Just What the Doctor Ordered for your Practice…


In the world of modern marketing, one core asset rises above all others in its ability to get patients through your door.  It’s not SEO (though that’s massively helpful).  And you won’t find it hiding in your social media channels, either (though, again, massively helpful, so include that in your marketing quiver by all means).  These are all vital strategic points, yes.  But the most important element comes from you, and you alone: trust.  

Trust is without a doubt the keystone of all successful marketing.  Without it, you’re getting nowhere fast.  The buzzword in marketing circles these days is “attention”….we’re in a constant battle for the attention of our prospects, who literally have thousands of avenues down which to turn their precious attention at any given moment.  But outside of shock value (probably not ideal for us medical marketers…), trust is the singular golden ticket of digital marketing.  What other benefits do you stand to gain, you’re probably wondering?  Read on.

1.Trust (no, we’re not being redundant…it matters that much).

Think of it…if trust is the golden ticket to marketing pretty much everything, how much more essential is it for medical marketing?  Your patients aren’t simply entrusting you with their money; they’re entrusting you with their physical and psychological well-being.  In other words, they’re already on high alert for a trustworthy ally in their quest for total overall health.  Trust is so important to them at this juncture, that they will be prioritizing it on the subconscious level as they surf websites and marketing materials.  

So how does a YouTube channel uniquely position you to win the trust of your clients and patients?  For starters, it allows you to leverage multiple points of sensory connection.  When you publish educational content on YouTube, you’re connecting with your prospects visually, with audio, and you’re establishing your unique expertise. Especially if you or members of your staff feature prominently in your content.  Don’t let yourself be camera or audio shy. Because guess what?  Your competitor across town who isn’t so shy is actively stealing your patients (and your revenue). 
Why, you ask?  They trust him or her more than you.  Not because of any inherent superiority.  Their practice may pale in comparison to your state-of-the-art equipment and celebrated medical expertise.  But they made the connection first.  They won the prospect’s trust and turned that prospect into a patient.  Next time, try to beat that practice across town to the punch.  (You can thank us later…)

2. A Modern Image (if “outdated” enters a prospect’s mind…you’re done)

Another truism in the world of marketing: if you’re not sprinting ahead, you’re falling behind, and quickly.  The world is accelerating, and marketing is one of the easiest sectors in which to verify this.  The name of the game today is integration.  Your prospects want (demand, really) access to your practice across channels, with the knowledge that you’re just a click or a swipe away.  (Double down on this fact if your team handles any sort of critical care scenarios.) 

As much as anything else, it’s what you’re implying to your patients that really gets them to pause and take note.  Again, if the word “outdated” even creeps into a prospect’s mind, you’re dead in the water.  In the realm of marketing, objective aims always apply (trust, modernity, SEO, etc.), but with the medical niche, the total integration factor is multiplied tenfold.  We really cannot emphasize that enough…

3. A Lot of the Work’s Been Done For You (but that doesn’t absolve you from strategizing)  

It’s important to remember that there are multiple avenues to successful marketing on YouTube (medical and otherwise).  If for some reason a full-blown content marketing approach isn’t your cup of tea, perhaps consider paid ads for your practice or any number of other methods.  

But let’s say for the sake of argument that you’ve opted to create a short ad for your practice, with the intention of running it on YouTube.  Frankly, that’s a great idea, and we commend you for your modern thinking.  But your work’s hardly done (and we mean that in the best way possible).  

Creating your ad is only the beginning.  The next step is to target which videos you want it to play prior to.  Your decision here will be based on the content of the video your ad will precede, the viewer demographics, etc.  This info is readily available through a variety of metrics tracking tools, and taking advantage of it will repay you handsomely.  But paid ads are just one of the many YouTube marketing tactics at your disposal.  

Whichever you choose, just remember: YouTube is a massive digital ecosystem.  What does this mean for you?  If you’re objective, intelligent, and know exactly who to target, you can leverage the unbelievable amount of existing user data on YouTube to take your practice to the next level more quickly than almost any other digital strategy.  

Final Thoughts

If you take nothing else away from this article, burn this one fact into your brain (and then repeat it three times daily in front of a mirror, for good measure): trust is the keystone of successful medical marketing.  And a YouTube channel for your practice is one of the quickest, surest ways to reach that critical objective.  

But we can break the matter of trust down even further, into subcategories that are every bit as vital.  Beyond building trust through multi-sensory connections (audio, visual, etc.), a well-maintained YouTube channel projects an attitude of industry expertise, and confidence in your facilities and abilities.  A modern, integrated image is more important in medical marketing than pretty much any other sector.  

Bet you’re already busy brainstorming your first video, aren’t you?  Go get after it, and good luck.  

Brooke Renov