Isaac Porter, M.D. uses YouTube and a website to market his practice. His videos have over 500k views and it cost him nothing.
This post corresponds to our latest podcast episode of “Russ and Randy” – a podcast on Healthcare and Medical Internet Marketing. We hope you like “Interview with Dr. Isaac Porter.” You can find us on iTunes.
This interview was conducted at the recent American Academy of Ophthalmology meeting at McCormick Place in Chicago. Over 25,000 people crammed into the convention center generating a lot of noise.
Still, Isaac Porter, M.D. and I were able to find a quiet office adjacent to the floor, courtesy of Rob McCord of Digital Acumen, Inc., but we did not account for a construction helicopter just outside the window.
I had hoped we could remove the background noise digitally, but I was wrong. You can still hear how Dr. Porter successfully uses his website, YouTube and a team approach to market Porter Ophthalmology.
Website and YouTube
Dr. Porter vlogs (video blogs).
He has created a patient education video series entitled “A State of Site” which has attracted almost 600,o00 views! Videos are uploaded to YouTube and the audio is transcribed for his blog.
The videos are made in house using a DSLR camera and are not edited;
We self produce using Nikon D5000 DSLR. We don’t do any editing, just film one continuous take. If I mess up, we refilm from the beginning. Usually try for a video between 2:30 and 3 minutes.
I think he has made this very easy for himself and his staff. He has removed many of the usual obstacles, such as;
- No Production Costs – A professional video can cost thousands of dollars. Using his own camera in his office, there are no production costs. Viewers can tell more about you from self-made videos vs. professional videos. This makes his productions more credible and real.
- Multipurpose Content – by publishing the transcription of each video on to his website, he is able to update two different platforms (website and YouTube) at the same time. It cuts his work in half!
- Episode Length – optimal video length should be less than 3 minutes to maximize viewing. If too long, most viewers won’t bother.
- Consistent Production – he has created over 130 videos over a 4 year period. His viewers get consistent fresh videos to keep them engaged with his practice.
- Patient Education – by providing credible health information, Dr. Porter provides extreme value to his viewers/followers interested in patient education.
Team Approach and Reviews
Porter Ophthalmology uses a team approach to market themselves. Listen how everyone in the office takes part in the different aspects of their digital marketing effort. Every office should emulate this approach.
Patient reviews are a major factor to their growth. Listen how Porter Ophthalmology cultivates patient reviews!
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