Why Healthcare Practices Need Video (And What Patients Actually Want to See)

Let me guess: you know you should be doing video.

Every marketing article says so. Your competitors are doing it. Your younger staff members keep suggesting it. But between managing patient care, insurance headaches, staffing challenges, and actually running a practice, "create video content" keeps sliding to the bottom of the list.

I get it. Video feels like one more thing on an already impossible to-do list. And if you're going to do it, you want to do it right—which means it probably requires equipment you don't have, skills you haven't learned, and time you definitely don't possess.

But here's the thing: your patients are already watching videos to make healthcare decisions. They're just not watching yours.

Welcome to Dan's World

The Patient Journey Starts Before the Appointment

Think about the last time you needed to find a new doctor, dentist, or specialist. What did you do?

You googled. You read reviews. You looked at the website. And if you're like most people, you tried to get a feel for the place before you ever picked up the phone.

Because healthcare is personal. It's vulnerable. And people want to know: Will I feel comfortable here? Will they listen to me? Can I trust them?

A list of services and office hours doesn't answer those questions. Video does.

Here's what patients are actually looking for:

- Who will I be talking to? Staff introductions, provider bios that feel human

- What will this experience be like? Facility tours, what to expect videos

- Can you explain this in plain English? Procedure explainers, condition overviews

- Do other people trust you? Patient testimonials (with permission, of course)

None of this requires a Hollywood production budget. It just requires showing up as the knowledgeable, caring professional you already are.

The Videos That Actually Matter

Let's talk about what works—not theoretical marketing fluff, but the videos that build trust and help patients make decisions.

1. The "Meet the Team" Video

Patients want to see faces. They want to know who'll be at the front desk, who'll be calling them back, who'll be in the room during their procedure.

A simple 60-90 second video introducing your team—names, roles, maybe one fun fact each—does more to reduce first-visit anxiety than a dozen stock photos ever could.

Why it works: It humanizes your practice. People aren't calling a business; they're reaching out to Karen at the front desk who loves hiking and Dr. Martinez who's been practicing for 15 years and has two golden retrievers.

2. The "What to Expect" Video

Nobody likes walking into an unfamiliar medical situation. The uncertainty is often worse than the actual appointment.

A short video walking through what happens during a first visit, a specific procedure, or even just how to find parking and check in can eliminate so much patient stress.

Why it works: You're answering the questions patients are too embarrassed to ask. You're showing them they're in capable hands before they ever arrive.

3. The "We Actually Care About This" Video

Maybe it's a condition you specialize in. Maybe it's a common concern your patients have. Maybe it's a myth you're tired of hearing.

A 2-3 minute video where you explain something in plain language—no jargon, no condescension, just genuine expertise delivered like you're talking to a friend—positions you as the trusted authority.

Why it works: It shows you're not just treating symptoms; you're educating, empowering, and actually listening to what patients need to know.

What You Don't Need

Let's clear up some misconceptions:

❌ You don't need a film crew. A smartphone and decent lighting work fine.

❌ You don't need to be on camera if you're uncomfortable. Voiceover with B-roll of your facility works beautifully.

❌ You don't need to go viral. You need to connect with the 10-20 people searching for your services this month.

❌ You don't need to do it all yourself. Raw footage from your phone + a professional editor = polished content without the time drain.

The Real ROI of Healthcare Video

Here's what happens when you start using video strategically:

- Patients arrive less anxious because they know what to expect

- Your front desk gets fewer "what do I need to bring?" calls because you answered it in a video

- You stand out from competitors who are still using stock photos and generic copy

- You build trust before the first appointment, which means better patient relationships and fewer no-shows

- Your website becomes a resource, not just a placeholder

And maybe most importantly: you stop losing patients to practices that just feel more approachable online, even if your care is better.

Where to Start

If you're reading this thinking, "Okay, I'm convinced, but I still don't know where to begin," here's the simplest possible first step:

Record a 60-second video introducing yourself and your practice.

That's it. No script, no fancy editing, just you explaining who you are, what you do, and why you care about your patients.

Put it on your homepage. Pin it to your Google Business Profile. Share it when someone asks, "What's your practice like?"

It won't be perfect. It doesn't need to be. It just needs to be you—the knowledgeable, caring professional your patients already trust in person.

👉 Because here's the truth: your competitors aren't beating you with better care. They're beating you with better communication.

And video is the fastest way to close that gap.

Ready to start building patient trust before the appointment? Let's talk about what that looks like for your practice.