Marketing

10 Ideas for Using Live-Streaming Video to Market Your Practice

By Maria Higgins, OD

Jan. 29, 2020

Video is a powerful way to market your practice, especially when that video is live and shared via social media.

Here are 10 ideas for how to use live-streaming to reach out to existing patients, and draw new ones in.

For all these ideas, use a good quality camera, or a high-quality smartphone like an iPhone or Android. Either have a friend shoot the video or use a tripod. You may need to use a slit lamp mount if the topic requires the audience to see your view in the microscope.

A camera with good video capabilities will cost about $400. This is the one I have: Olympus TG-4 16 MP Waterproof Digital Camera with 3-Inch LCD (Red)And this is the tripod I use: EnjLife Universal 12″ Tall. Assure good lighting and clear sound, without background noise.

Editor’s note: Remember to get a signed HIPAA marketing authorization form prior to having any patient participate in a live-streaming video created by your practice.

1. Live stream a few of the scariest tests. People have curiosity and fear about tests and procedures like the IOP check, punctual plugs, dilation and BIO. Show what you are doing and explain as you go.

2. Q+A between doctor and patients. This can be a live audience, or a write-in via social media. The doctor answers patient questions about eye health and vision.

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3. Practice charity participation. Show your staff participating in charity activities. These can include running in a 5K, volunteering at a food pantry or fixing up local houses.

4. Practice announcements. It could be as simple as a live message from the practice owner and staff welcoming a new associate OD or optician. The practice could announce an exciting addition of new technology to the office.

5. Contact lens instruction video. Show patients what contact lenses are all about, including the insertion and removal processes. Display the many options for modalities, including daily disposables.

6. Glasses fitting- before and after. Besides showing the powerful before and after shots of the patient, you could show the elements that go into a correctly fitting frame. The optician could offer pointers on determining the right colors and shapes for different faces.

7. Office tour. This idea works especially well for newly renovated or newly built offices with a lot to show off. If only one part of your office, like the optical, is fabulous, you could focus the video on that one part. Be sure to include a mention of your products and services in the footage of the office.

8. Pure entertainment. You could do a fun video around Halloween showing the judging of an office costume contest. Patients can laugh with you at the costumes you and your staff design.

9. Eye healthy recipes. The best chef in the office could demonstrate how to make a dish filled with nutrients proven to be beneficial to eye health.

10. Show your expertise and sense of humor. You could humorously tutor the viewer on eye health or a vision challenge like this dermatologist did in this video on acne:

 

Maria Higgins, OD, owns The Unique Technique, a business and marketing consultancy. She formerly owned The Unique Optique in Frederick, Md. To contact her: info@the-unique-technique.com.

 

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