I just received the DVD set from the NeuropathyDr conference I spoke at last summer. Here’s the first 10 minutes of the talk, where I showed the audience why some chiropractic ads bringing in little-to-no results. I’ll be posting more videos from this DVD in the future, but if you like this one, please click through to Youtube and choose “Like” or thumbs up.
This is a final post of a 2 part series. The first part is Chiropractic Video Marketing, Part 1.
Now that we’ve looked at how to market you video for new patients, what kind of equipment do you need?
Here’s a list of the inexpensive equipment you need to make your video look like it was made in a million dollar studio.
Webcam or digital video recorder.
Almost any webcam will work, but I recommend a higher quality recorder if possible. I use the Flip Video Ultra which is extremely simple and easy to use. It’s small enough to fit in your pocket, records up to 60 minutes, and requires no software or wires to upload to your computer. It only has a few buttons, like play, stop, power, fast forward and rewind, so it’s not complicated at all. You simply flip out the USB port and plug into your computer, then the video you just recorded will upload.
The biggest problem with the Flip Video is that the sound quality isn’t that group. It would be nice if you could plug in an external mic, but the Flip Video series does not offer this. However the new Kodak Zi8 is a small HD camcorder that does have an audio input port. This one comes highly recommended so I’ll likely be upgrading soon.
Microphone for quality sound.
Bad sound can totally ruin a good video. This is why the Flip Video mentioned above has it’s drawbacks. To get good quality sound, I recommend the low cost Audio-Technica ATR35S lapel mic. This mic is normally less than $30 and can be plugged into the Kodak Zi8.
Video Screen Capture
This type of software allows you to capture what you are doing on your computer while talking into a microphone. You might choose to record a workshop on screen with power point presentations or do a staff training video on how to use your practice software. This is the software I use to make training videos for this blog. One doctor I spoke with is using it to record his new patient class and having it duplicated onto DVD’s to hand out to his patients for referral purposes.
The software I use is called Camtasia and costs about $300. I recommend you try the 30 day free trial and see if you like it. You can find it here:
For recording with Camtasia or editing my screen capture videos, I use the Logitech USB headset which works great and is very affordable (less than $35).
Editing Camcorder Videos and Creating DVD’s
When you use the camcorders mentioned above for patient testimonials, your orientation class, etc. you want an easy software to edit those videos and/or make DVD menus/titles. While Camtasia works well for editing screen capture videos, it is terrible at handling videos imported from a Flip Video or Kodak HD. For editing and creating DVD’s the best software is Sony Vegas Movie Studio 9. This is a reasonably priced (currently less than $99) software that allows you to create DVD menu titles, edit audio and video, and much more.
It can do a lot more than you’ll likely ever need, but it’s great for non-AV people like myself. I just import the video from the camcorder, cut out what I don’t like, and export it in a format for youtube.
Using it to make DVD menus, titles, et. is really beyond the scope of this post, but if you’re interested in learning how I recommend you check out Terry Dean’s Internet Lifestyle System. In this set of DVD’s, he spends quite a bit of time on how to easily use Sony Vega for DVD production (plus there is lots of other very valuable internet marketing lessons in this set.)
A few years ago using video on the internet was pointless because most people had dial-up internet and could not play the videos. Now, the majority your patients have a high-speed connection, allowing to watch even movies and TV shows from the internet.
I follow quite a few internet marketers. In the past few years, many of them have run tests on video vs. no video on a website. Results always show the use of video to be much more profitable.
So how can you use video to grow your practice?
1. On your landing page.
This is an ideal location for a short 2-5 minute video of you talking directly to the prospect. The important thing here is building a relationship with your prospect right away, so they don’t hit the back button and go somewhere else. You should still have some text on your landing page for those who don’t want to watch the video.
2. On your blog.
Your blog is a great place to post videos. You can record videos on special upcoming events (instead of or in addition to writing your post), do short educational videos, remind them to do their home exercises, educate on your nutritional or supportive products, and more. You could occasionally post short videos of you and your family on vacation or goofing off around the house. This will build a better relationship with your patients. Some blogs are just “videocasts” where the blogger never writes and only posts videos. I don’t recommend this, since Google can only read the text on your blog Without text on your site you will loose the SEO bonus of having a blog.
3. Sites for traffic generation.
Youtube gets a huge amount of traffic daily, and you should definitely have a video there. You can upload your video to youtube.com and then embed it on your blog. I recommend using a site like TubeMogul.com. With TubeMogul you can upload a video one time, and they will distribute it out to over 10 highly traffic’d video websites like YouTube, GoogleVideo, Myspace and more. At the time of this writing, it’s still a free service.
The key to making this work is having your blog’s web address at the end of the video or running on the bottom of the screen throughout the video. Because anyone can embed your video on their site once it’s on YouTube, without your address no one will know how to find out more info about you.
4. On your main/traditional website.
If you have a static website (webpage that never gets updated) you can still post videos on it. The problem with this is that you can’t target the videos as specifically as you can on a landing page. Therefore, your script would need to include a more generalized description of you and your practice.
5. As a ‘video email’ to patients.
You can send out a broadcast email (or include it in your Autoresponder series) from your www.easyemailsystem.com account that gives a link for a video. For example, email #7 in my autoresponder could be a 3 minute office tour on video. You would write a few paragraphs in the email, then give the to the webpage your video is embedded on.
6. Workshops and special events.
You could record a new patient orientation workshop or advanced nutrition workshop to put on DVD or post on a website. If someone misses your new patient class, send them to the website or hand them the DVD you had cheaply, but professionally duplicated at Kunaki.com
In the case of advanced workshops, you could break them up into lessons and even charge the patients to watch them — six video lessons on weight loss, or a online workshop for detoxification. The first time you could do it live and record it, after that it could run on autopilot for your. You could also put it on DVD’s and sell them as a product at your front desk.
7. For staff training.
Ever lost or fired a staff member and had to retrain the new person? Does this happen over and over every year? Why not record what you teach them and make it part of your office training manual. With screen capture software and a camcorder, you could have a nice set of office training videos that would cut out 90% of your time on training a new employee.
In the next post, we’ll look at the inexpensive equipment you need to make your videos look like it was made in a million dollar studio.
Find more “how to” lessons on internet marketing, print marketing, conversion and more, at www.ChiropracticMarketingWeb.com.