Prioritizing Which Providers Get Video Bios First

So you’ve decided to do video bios for your healthcare providers. Congratulations! You’ll be glad you did. These videos will help potential patients find your people, connect with them, and choose them for their care. 

But on the heels of the big decision to (finally) do videos, another question closely follows: Which providers get videos first? 

Cue the political, logistical paralysis. 

Don’t panic! Choosing who to start with is a common dilemma. Let me help you think through ways to prioritize or organize which providers get that coveted face time first. 

Your Rock Stars – It’s always safe to start with at least a few of your most popular providers. You know, the ones on the billboards (but don’t get me started about billboards). These docs are used to being showcased, and they’ve got a solid following, so why not take advantage of the built in “buzz” you can get with their videos. We find that patients share and comment on these bio videos right away, so it tends to be a “quick win” for new video content and it gets people excited about this addition to your website and social media channels. The downside is that these are rarely the providers who need video, since they’re usually flush with a full patient roster. So, we suggest sprinkling a few of these popular providers in your first batch of bio videos. It shows your staff that the “cool kids” are doing video, and it allows your rock stars to lead the way in this new initiative.

Priority Service Lines – Many groups or systems like to go by service line when adding video bios. Both politically and logistically, this works really well. It allows the initial shoots and edits to be limited to one main department. This way, you can update sections of your website all at once, so it’s a clean change and makes sense. It’s kind of like remodeling one room at a time in your home – you’re only messing with one area for a short amount of time, you wrap up the project quickly, and everything is back together and looking great before you move on to another part of the house. It also allows other service lines to see how well this “remodeled” bio section looks and get excited for their turn. Another plus for this approach is that it doesn’t feel like you’re playing favorites with people, so your providers won’t wonder why someone was chosen first, over them. 

New Providers – These are your future rock stars, but they’re newer and accepting new patients. Adding these providers to the first few shoots is another way to quickly show video bio ROI as those practices begin to fill. While there are exceptions, the younger, hungrier providers tend to be the most enthusiastic about video. They’re generally more comfortable using video in their everyday lives - they're likely using it, themselves, to make consumer decisions - and they’re eager to attract new patients.

Personality – Some providers just ooze the “bedside manner” that you know, through the grapevine or patient reviews, will come across well on video. You want your most personable people to be in videos because personality is perfectly captured on video. We don’t mean that these providers need “big” personalities, necessarily – they don’t have to be hams – but look for those who come across as passionate, kind, real, and comfortable in their own skin. That said, a good, experienced video producer will bring out the best in even your dry, shy types. Here are a few tips we’ve learned for making your providers feel comfortable and confident on camera.

Advanced Practice Providers - Maybe it’s just a coincidence, but we’ve noticed time and again that nurse practitioners, midwives, physician assistants and the like tend to be amazing on camera. They’re used to approaching their job with the heart of a teacher, so they’re naturally good at warmly articulating their approach to care, their specialty, explaining a procedure etc. Being conversational, friendly and avoiding jargon are sure ways to create a connection with potential patients. With more and more groups and health systems promoting the team approach to healthcare, giving these providers a presence in your find-a-provider section makes sense. 

Here are some things that (surprisingly) don’t matter:

Looks – Patients don’t need or expect a Dr. McDreamy. They want someone who will listen to them, care about them, and who is competent in their specialty. Healthcare consumers are searching for a real, authentic person they can trust. It doesn’t hurt to have providers who are good looking, but it is absolutely not a requirement for an effective video. Plus, with a little bit of make up and great lighting, we can work wonders!

Age – We have some great examples of how providers who are either very young or on the older side can address any age concerns a potential patient might have. Someone fighting the Doogie Howser syndrome in their bio picture can quickly gain credibility when they begin passionately talking about their expertise. Or someone who is older can put to rest any concerns that they aren’t up to date on the latest medical breakthroughs, or won’t be relatable to a younger patient. Allowing these providers to “come to life” in video can work wonders in putting concerns to rest. Here’s a provider who we think did a great job addressing a question she’s often asked. 

Language – We’ve found that providers who have difficult-to-pronounce names or may be a bit challenging to understand are actually greatly helped by video. Patients, who might be worried about how to say a name, or wonder whether they’ll be able to understand a provider, will get that chance to “meet” them, listen to them and get to know them in a non-threatening, comfortable way. We’ve also had providers who are fluent in other languages do videos in both English and in their other language(s) to specifically attract non-English-speaking patients to their practice. This can help you reach target audiences in a way that makes them feel welcome, valued and understood. 

As you can see, there are many ways to get the ball rolling with video bios. Choose what makes the most sense for you and your team. And remember, we’re here to help. Our mission is to take the pain out of video projects. This should be easy, and – dare I say – fun for you! So, don’t let a little thing like scheduling slow you down. Let’s get rolling.

Kim Griffis is Executive Producer of Healthcare Video Edge, a video production company that specializes in video content for healthcare. If you'd like help with a healthcare video project, you can contact Kim directly at kim@healthcarevideoedge.com