LIGHTS, CAMERA, ACTION: HOW TO ROLL OUT A · PDF fileDonna Hill, Marketing Strategist ......

The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2017 Society for Healthcare Strategy & Market Development

LIGHTS, CAMERA, ACTION:

HOW TO ROLL OUT A WINNING

VIDEO CONTENT STRATEGY WITH NO BUDGET

Keith Whitworth, MBA, Director of MarketingDonna Hill, Marketing Strategist

University of Arkansas for Medical Sciences (UAMS)

Learning Objectives

Understand the impact videos can have on your marketing strategy and how to improve your digital marketing strategy

Strategy -- Understand the impact videos can have on your marketing strategy and how to improve your digital marketing strategy

Resources -- Learn how to use existing resources to quickly produce video content with no budget, improving the reputation of your physicians and your brand

Best Practices -- See examples and analytics for videos to tell your stories and add video content to web pages, physician profiles and social media

About UAMS• Established in 1879

• 450 beds

• More than 10,000 employees

+ 2,890 students

+ 782 residents

• Regional clinics and educational

centers, adult level 1 trauma center

• Arkansas’ only academic

medical center

• Affiliates – Arkansas Children’s

Hospital and VA Medical Center

• 7 institutes – cancer, eye, aging,

myeloma, psychiatry, research,

spine

The play button is the most compelling call to action on the web.

-- Michael Litt

Video MarketingAccording to Social Media Today, retention rate for

visual information can reach 65% vs. 10% for text-

based information

74%By 2017, online video will account for 74% of all web traffic

Source: Cisco

More video content is uploaded to the web in 1 single month than TV has created in 3 decades

Source: Cisco

vs.

Source: YouTube

5 BILLION!

YouTube averages more than 5 billion hits every day

100% Mobile video consumption grows by 100% every year

YouTube -- Search Engine

• YouTube is the second largest search engine (second only to Google)

Video Content

Promotes Brand Recall

• Per Hubspot, 80% of customers remember a video they’ve watched in the last month

Video is Shared

• Per Invodo, 92% of people who consume mobile videos share them with others – higher than any other content

• Simply Measured found that videos are shared 12x more than links and text posts

Everybody Video

How Video Meets

Your Business Needs

• Population health

• Patient experience

• Physician features

• Social media

• Search engine optimization

• Pop culture

• Nurturing campaigns

• Digital video advertising

• Content marketing

Types of Videos

• DIY – quantity over quality

Profile

Educational

Testimonial

• About Us – Consider hiring a pro

Consumers Have Access

Anytime, Anywhere• Video performs well across all devices –

desktop, laptop, tablet, mobile, TV

• Per eMarketer, preference for viewing short video clips on smartphones has grown substantially from 28% in 2016 to 41% in 2017

Multi-Channel

• Video can be used in multiple channels, regardless of where consumers are in their journey

Awareness

Conversion

Retention

Advocacy

UAMS Journey• 100+ experts to interview with no budget

• Estimate of $400 per physician

• Started with physician profiles

• Strategy evolved into playlists for doctor questions, service lines, medical myths and more

Evolution

• Use graphics to brand your videos

• Strong call to action

Ask-a-Doctor Playlist

17,284 views on YouTube (YouTube views do not include other social media stats such as autoplay on Facebook)

14,108 views on YouTube

Strategy Rules

• What are your goals?

• What are your market differentiators?

• What are your competitors doing?

• Make a list of standard video profile questions

• As much as possible, measure your results to adjust your strategy as needed

How to DIY• Ask your doctors and nurses – most frequently asked

questions in clinic

• Research online and look to see what your competitors are doing

• Brainstorm informally with others to develop your content strategy

• Find a partner to help you on the shoot

• Buy some low-cost tools for your smartphone

Use Existing Assets

• Your stars -- physicians who will communicate well on camera

• In a studio or on location – equipment is very portable

• Equipment owned by your department or readily available for loan

Build Your Toolkit

• You probably have most of the items needed to produce a video = NO budget!

• Some of these tools are optional

Lights, Camera, Action!

Set

Recording Device

Lighting

Audio

Camera Stability

Camera Position

Choose Your Device

• DSLR, Smartphones

• Before you shoot, check out one of the many tutorials online

Lighting is Critical

• Don’t rely on camera light

• Don’t aim camera at light

• Do use natural light, portable lights (lamps) or lights for video

• Do move camera as needed to get appropriate light balance

Audio is Crucial

• Just as important as video quality

• Bad audio can ruin a video

Camera Stability

• B-roll -- use both hands to brace camera

• Optimal – use a handheld stabilizer or tripod

Camera Position

• Vertical/portraitBetter when integrated in a post on a smartphone

• Horizontal/landscapeBetter for computer screen, TV or smartphone turned horizontally

Options• Lens

• Dolly

Ready to Roll

• Make your physicians as comfortable as possible

• Be flexible

• Be inquisitive and let your experts talk

Prep Your Talent

Confirmation should include:

• Where to come, when, etc.

• What to wear

• List of questions

• Explanation of the video style with link to examples

• Offer to pre-interview

Tips for the Director

• Record wide, medium and close up – helps with editing

• Check the framing

• Record “b-roll” to cover edits

• Record plenty in order to create several short videos from one interview

That’s a Wrap

• After the shoot, edit the video to leave as little footage on the cutting room floor as possible

• Use a new-ish computer

• HD takes a lot of space – store footage on an external drive

Post-Production Movie Magic• Repurpose or create graphics to brand your

videos

• Editing tools

iPhone – iMovie

Adobe Premiere Clip

Pinnacle Studio Pro

PowerDirector Video Editor

Filmic Pro

+ MANY, MANY MORE!

Where to Use Your Videos

• Physician directory

• Online listings

• Web pages

• Social media accounts

• Newsletters

• Advertising (pre-roll, etc.)

Newsletters• As reported by HubSpot, adding a video to marketing

e-mails can boost click-through rates by 200 – 300%

UAMS Results

• 20% increase in appointments scheduled with OB/GYN physicians who have profile videos

• Views much higher than anticipated for some videos

• Video content used as an advertising tactic

20%

Video Marketing Boosts SEO

Brand Awareness Boost Post –Sasha/Neurosurgery

$200November 20-24Ran for 4 days starting on Sunday, ending on Thursday

Facebook targeting: men and women, age 18 to 65+, state of Arkansas

• 70,003 people reached• 54,623 paid reach • 12,318 organic reach• 28,937 engagements• 28,445 video views• 482 likes• 107 shares• 44 page likes• 22 comments

Three Key Take-Aways

Video content is one of the most powerful marketing tools with many uses

The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2017 Society for Healthcare Strategy & Market Development

Thank you!

Keith Whitworth, MBA – keith@UAMS.edu

Donna Hill – donnah@UAMS.edu

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