We’ve previously discussed the event we hosted with YouTube Health at Google HQ in London, where we explored why clinicians should consider embracing video content to enhance their online presence and build patient trust.
Now, whether you’re new to video or looking to improve your current efforts, here are the top tips shared during the event from Dr Vishaal Virani, Head of Health Partnerships, YouTube UK & Ireland, and a panel of clinician content creators: Dr James O’Donovan, Dr Karan Rajan, Dr Liz O’Riordan, and Dr Aziza Sesay.
1. Find your why
Start by defining your audience’s demographics and interests. Clarify your mission as a clinician on YouTube: who you want to reach and what value you can offer. Establish your unique perspective and expertise to create engaging, hard-to-replicate videos tailored to your niche. By differentiating yourself through specialised knowledge, you ensure that those seeking your insights can easily find and benefit from your content.
2. Experiment with different formats
Exploring various video formats can enhance engagement and attract diverse audiences on YouTube. Especially in the early stages of your YouTube journey, consider embracing formats that online audiences are familiar with and find engaging. Here are some ideas and examples that Dr Virani shared during the event:
1. Day in the life videos: Showcasing a typical day in your practice or specialty area can offer insights into your professional life.
2. Reaction videos: React to trending health topics, medical breakthroughs, or patient stories while providing expert insights.
3. Medical news updates: Keep your audience informed with timely updates on medical research, health news, or public health issues.
4. Collaborations: Collaborate with other clinician creators, healthcare organisations, or media outlets to bring diverse perspectives and expertise.
5. Explainer videos: Simplify complex medical concepts, procedures, or conditions to educate your audience effectively.
6. Interviews: Conduct interviews with fellow experts or patients to share insights and experiences.
7. Q&A sessions: Engage directly with your audience by answering common health questions or addressing specific concerns they may have.
8. Myth-busting videos: Address common myths or misconceptions about health conditions, treatments, or lifestyle choices with evidence-based information.
9. Discuss expected recovery times: Explain factors that influence recovery and offer practical tips for patients to support their recovery process.
10. Animated content: Use animations to visually explain medical topics, making them easier to understand and engaging for viewers.
Not ready for long-form content? Turn these ideas into 30-60 seconds videos!
If you’re new to the social media world, Dr Karan Rajan suggests beginning with short-form content as it provides the easiest entry point. “It demands minimal equipment and effort and can be created anytime, anywhere,” he explains. “Plus, you can repurpose this short content for other social media platforms, such as LinkedIn, TikTok, Instagram, and of course YouTube Shorts.”
Dr James O’Donovan highlights that beginning with short-form content not only helps in gaining comfort in front of the camera but also allows for covering a broad range of topics or addressing patient questions without extensive research or preparation. By analysing your channel analytics, you can pinpoint what resonates with your audience, simplifying the creation of long-form content on topics that engage them most.
3. Embrace authenticity
Creating compelling video content doesn’t require high production values such as an expensive camera, professional lighting, or advanced editing software. Authenticity is key—it’s your content’s “bedside manner.” Recognise that some viewers seek your content due to personal health issues, so treat them as you would patients.
Don’t worry too much about polish; showing your personality or sharing personal connections humanises your content. By acknowledging viewers’ concerns and showing empathy, you build rapport and trust. Professionalism is important, but it’s not about choosing one over the other – authenticity also resonates and fosters meaningful connections with your audience.
4. Keep viewers engaged
In today’s fast-paced world, capturing and maintaining viewers’ attention is crucial. Dr Aziza Sesay emphasises that short attention spans require strategies to keep viewers engaged effectively. Here are some practical tips from Dr Vishaal Virani to achieve this:
- Utilise props to enhance visual interest and effectively illustrate key points
- Get straight to the point by skipping introductions that don’t provide new information
- Keep your video focused and ensure your content relates to your video’s title and thumbnail
- High-quality audio is vital; while video quality can be forgiven, viewers have little patience for poor audio
- Consider using chapters for longer videos. It will help viewers navigate longer content and find the information they are looking for
- Maintain eye contact by facing the camera, establishing a personal connection with your audience
These tactics not only enhance engagement but also ensure that your content remains compelling and valuable to your audience.
5. Bonus tip: make your thumbnails stand out!
Thumbnails are the first impression your video makes and are crucial for attracting clicks. Think of your thumbnail as your personal billboard – if it’s not eye-catching, viewers may pass over your content, no matter how good your video is.
Here are some tips shared by Dr Virani to create compelling thumbnails:
- Using contrasting colours, such as yellow text on a black background or black text on yellow, can grab attention.
- Utilise large, short text that is easy to read on small screens to ensure viewers quickly understand your video’s content.
- Including engaging images can significantly boost engagement and make your content more personal. Don’t be afraid to use your face!
- Ensure your thumbnail accurately reflects the content of your video to meet viewer expectations and avoid misleading clicks.
💡 Did you know? Canva offers free thumbnail templates, making it easy to create eye-catching thumbnails without design expertise.
Position yourself as the expert patients seek
Now that you’re equipped with all the best practices to create engaging healthcare videos, it’s time to put your knowledge into action. While YouTube serves as the second-largest search engine, offering a direct pathway to patients seeking answers to their pressing health questions, don’t limit yourself to this platform alone.
To expand your reach, you can repurpose the content you create for YouTube and adapt it for other social media platforms such as LinkedIn, Instagram, TikTok, and even Doctify. For example, on Instagram, TikTok, and YouTube Shorts, you could create 30-60 second video clips featuring key insights, quick tips, or snippets from your full-length YouTube content, leveraging popular sounds and hashtags to increase visibility.
👀 Get inspired by watching Dr Aziza Sesay’s or Dr Karan Rajan’s Shorts.
At Doctify, our Media Centre empowers clinicians to integrate their YouTube videos directly into their profiles. This means that when patients visit your profile, they not only discover verified patient reviews and a comprehensive list of treatments and conditions you specialise in but also informative videos. These videos play a crucial role in helping patients understand what to expect from your care, positioning you as the trusted expert they’re seeking for their unique healthcare needs.
Ready to enhance your healthcare profile with engaging video content?
