I’m continually being asked the best way to do patient testimonial videos, so I’m going to lay it out for you.
People ask in part because I am always saying that patient videos are the most powerful marketing tools available, and perhaps the most versatile. You can post them on your website, on your YouTube channel, on Facebook, and in your Google and Yelp profiles. And people love watching videos. Facebook and Snapchat both have over 8 billion video views a day. Yes, I said billion!
Requesting and making videos should be someone’s specific responsibility in the office, and in some ways everyone’s. Every team member should be willing to request this from a patient they believe will do a good testimonial. But every office should have one point person–the Facebook Geek, I call them–that is in charge of regularly doing these, like one a week, and then posting them in all the appropriate places.
Here are the steps:
STEP ONE: ASK FOR A TESTIMONIAL
Identify a patient who might be a good candidate, either because they just had a great result, or they’ve already praised the practice in some way. If they just said, “You are all so nice here. I’m so happy I found you.” That’s your cue to say, “We’d love it if you would do a short video saying that for us to use on social media. You know how important that is nowadays.” Don’t say crazy stuff like, “Please help us promote our practice,” or, “We really need your help getting new patients.” Don’t sound desperate.
If the person is reluctant, just say, “If you don’t like it we won’t use it. But all you have to do is take 30 seconds and tell us what it’s like to be a patient of ours.” If they’re still hesitant, then back off.
STEP TWO: RECORD ON A SMARTPHONE
This is what makes the testimonial real and credible: You didn’t make a big production out of it. You made it like a video that they do themselves all the time. Using a smartphone camera is also less intimidating to the patient. One more important thing: shoot it in horizontal mode [I’m amending this from my original post] because in most media it will look much better. The one challenge is that 70% of Facebook viewers are watching on mobile phones, and people don’t like to turn them. This is why Facebook’s new Canvas ad format is a good example of the direction this is all going. The solution is to shoot through Instagram in horizontal mode, and then you can modify the shape if you want to.
You’re looking for four things from the patient:
- sincerity–you want them to be believable;
- enthusiasm–low energy is not persuasive or watchable;
- brevity–it should be at the MOST, 60 seconds long. Closer to 30 is better;
- the practice/dentist’s name–this “labels” the video internally.
WARNING: Don’t let them talk about their treatment in the video! This qualifies as “patient health information,” and this is where the HIPAA challenge arises. It would require you to create a release from the patient describing the specific treatment and who the audience would be that would see it. Too much trouble. The fact that they agreed to make the video would seem to me to qualify as a release, but the government doesn’t see it that way.
However, the patient can make a video on their own phone and post it to their Facebook wall. Patients can say whatever they want in their own posts on social media, because they can’t violate their own HIPAA. If they do it that way, then you can share that video on your practice page.
STEP THREE: SHOW THE VIDEO TO THE PATIENT FOR APPROVAL
If you did more than one take, ask them which one they like. But make sure they approve you using it.
STEP FOUR: GET A SIGNED RELEASE
If you don’t already have one with the patient, get one, to use their image and video in all media, including social media, in perpetuity. If they won’t sign one, then don’t use the video. If you have an account with HR for Health, they can provide one, otherwise use LegalZoom.
STEP FIVE: ASK THEM TO SHARE IT ON SOCIAL MEDIA
If they did it on their phone, obviously they can share it on Instagram or Facebook.
STEP SIX: POST IT ON ALL YOUR DIGITAL LOCATIONS
- Website (your website should have a separate page for patient testimonials, with a link from the home page. If not, read this blog.)
- YouTube channel
- Yelp profile
- Google+ page
- Facebook (start with Instagram and have it post automatically–the Facebook geek knows what I’m talking about)
As a huge motivational bonus, show them to your team in morning huddles. Letting everyone know how much they are appreciated by patients is a great way to start the day.
Here are examples of the right and wrong way to do videos:
The above one mentions the treatment, cost, negative aspects of the experience, but is in the right framing–horizontal.
This one doesn’t mention treatment, is positive and energetic, and says the dentist’s name. But it’s shot vertically, so it’s only good for Facebook mobile. Almost there.
Make it a habit to do videos. As I said, they are the most credible and versatile marketing tool you have or your practice. Do one today!
Oh.. no go on vertical aspect ratio. Rotating the phone to a horizontal position will record video as intended in wide-screen formats. Nobody likes watching a video with black borders on both sides.
That would have been my advice a few months ago, Hunter (and it’s what I say in my book). But 75% of Facebook activity is on mobile now, and people are not rotating their phones, and Facebook knows this. I’m aiming you to the future.
That makes sense, but only if you’re specifically creating videos for Facebook. For all other uses, i.e. on your website, Youtube channel, etc., horizontal video is much more user friendly. Love your stuff! Thanks!
I’ve amended my opinion and post, Hunter. You’re right!
Good stuff, thanks.
Good info. Will share on all my social media and with my clients. Thank you!
“Get a Signed Release” and “Never Let Them Talk About Their Treatments”… Very wise tips. It’s very easy to make these mistakes while filming customer testimonials, and they can cost you big time when/if you face any patient privacy violation issues.
That 75% is incorrect. I work with kids and they ALL rotate their phones to watch Youtube and FB videos if they are shot horizontally. AFV (America’s Funniest Videos) tells people to shoot horizontally. If they want to watch your video they will rotate their phones and if they don’t then it’s their problem. They are still watching the testimonial and hearing the message you want them to hear. It’s better to have a horizontal video just in case you want to run a commercial somewhere, than try and show crappy shot vertical video.
When all of the big Vloggers that MILLIONS of people follow start shooting vertically, then we need to shoot vertically. That day isn’t here.
Agreed. My mistaken notion. I think I changed the text, but I’m going to have to re-publish my correction so that everyone gets it. Thanks!