LIGHTS, CAMERA, ACTION: HOW TO ROLL OUT A WINNING VIDEO CONTENT STRATEGY WITH NO BUDGET

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1 LIGHTS, CAMERA, ACTION: HOW TO ROLL OUT A WINNING VIDEO CONTENT STRATEGY WITH NO BUDGET Keith Whitworth, MBA, Director of Marketing Donna Hill, Marketing Strategist University of Arkansas for Medical Sciences (UAMS) The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

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

3 About UAMS Established in beds More than 10,000 employees + 2,890 students 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

4 The play button is the most compelling call to action on the web. -- Michael Litt

5 Video Marketing According to Social Media Today, retention rate for visual information can reach 65% vs. 10% for textbased information

6 74% By 2017, online video will account for 74% of all web traffic Source: Cisco

7 vs. More video content is uploaded to the web in 1 single month than TV has created in 3 decades Source: Cisco

8 5 BILLION! 100% YouTube averages more than 5 billion hits every day Mobile video consumption grows by 100% every year Source: YouTube

9 YouTube -- Search Engine YouTube is the second largest search engine (second only to Google)

10 Video Content Promotes Brand Recall Per Hubspot, 80% of customers remember a video they ve watched in the last month

11 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

12 Everybody Video

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14 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

15 Types of Videos DIY quantity over quality Profile Educational Testimonial About Us Consider hiring a pro

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17 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

18 Multi-Channel Video can be used in multiple channels, regardless of where consumers are in their journey Awareness Advocacy Conversion Retention

19 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

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21 Evolution Use graphics to brand your videos Strong call to action

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23 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

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26 What are your goals? What are your market differentiators? Strategy Rules 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

27 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

28 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

29 Build Your Toolkit You probably have most of the items needed to produce a video = NO budget! Some of these tools are optional

30 Lights, Camera, Action! Set Camera Position Recording Device Camera Stability Lighting Audio

31 Choose Your Device DSLR, Smartphones Before you shoot, check out one of the many tutorials online

32 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

33 Audio is Crucial Just as important as video quality Bad audio can ruin a video

34 Camera Stability B-roll -- use both hands to brace camera Optimal use a handheld stabilizer or tripod

35 Camera Position Vertical/portrait Better when integrated in a post on a smartphone Horizontal/landscape Better for computer screen, TV or smartphone turned horizontally

36 Options Lens Dolly

37 Ready to Roll Make your physicians as comfortable as possible Be flexible Be inquisitive and let your experts talk

38 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

39 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

40 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

41 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!

42 Where to Use Your Videos Physician directory Online listings Web pages Social media accounts Newsletters Advertising (pre-roll, etc.)

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45 Newsletters As reported by HubSpot, adding a video to marketing s can boost click-through rates by %

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47 UAMS Results 20% increase in appointments scheduled with OB/GYN physicians who have profile videos 20% Views much higher than anticipated for some videos Video content used as an advertising tactic

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49 Video Marketing Boosts SEO

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53 Brand Awareness Boost Post Sasha/Neurosurgery $200 November Ran 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

54 Three Key Take-Aways Video content is one of the most powerful marketing tools with many uses

55 Thank you! Keith Whitworth, MBA Donna Hill Please be sure to complete the session evaluation on the mobile app! The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development