If you talk to anyone you know, it’s very likely they will tell you that they are on some form of social media. Whether this is Facebook, Twitter, Instagram, Snapchat, TikTok, or YouTube, most people are on at least 1 to 2 forms of social media these days.

Video is one of the most powerful tools in marketing. According to Google, 64 percent of consumers use video to research health care professionals (doctors, dentists, etc.), and 56 percent watch videos to learn about specific health treatments or problems, such as dental procedures or spinal ailments.

YouTube is one of the most popular social media sites in the world, with over 2 billion active users. It is localized to more than 90 countries and is accessible in 80 different languages. YouTube makes it possible to create and post videos for all of the world to see. It is one of the most powerful social media sites because of the ability of patients to see you before they come to visit your practice. It’s the “try before you buy” form of marketing that allows patients to feel comfortable with you before they even step foot in your office. Here are four reasons why every doctor should be on YouTube.

To create educational videos for your patients

Some services offered by your practice may be more complex than others. In spine surgery, medical procedures and conditions can be daunting and intimidating for a lot of patients. Conditions and procedures like isthmic spondylolisthesis, diffuse Idiopathic skeletal hyperostosis, diastematomyelia, or extreme lateral interbody fusion may be hard for patients to understand and follow, especially when trying to explain during short and rushed office visits. Educational videos that explain certain conditions and that are focused on pre or post-treatment instruction can be helpful for patients to understand their diagnosis and serve as a step-by-step guide to reference before and after any procedure. Sharing videos on youTube that detail the process from start to finish helps patients gain a better understanding, putting them at ease while also bringing more patients into your practice. These videos can be sent to patients as links to watch before their appointment, played during the office visit while waiting to see you, and used as a reference to review after their visit. By doing this, patients can learn more about their condition or upcoming procedure and can be more informed.

Advance your passion

Being on camera allows you to speak more about what you are passionate about. Whether this is a certain condition in your specialty or the latest technology in your field, creating content for YouTube allows you to share this excitement with your viewers. Doing so shows your viewers and potential future patients that you may be passionate about that same condition or technology that interests them.

To build your brand and promote your practice

If your medical practice marketing strategy doesn’t include video, it’s time to rethink your approach. An additional perk of creating educational YouTube videos and content that you are passionate about is reaching patients while also marketing your practice. Unlike written content like blog posts, video literally speaks to your target audience. A short video of you explaining your thoughts on the recent influenza outbreak or a video of you reacting to an NBA player’s recent ankle fracture can go viral within minutes of upload bringing your name, brand, and practice to viewers all over the world. Promotional videos for your office can include office tours, meet the staff videos, and patient testimonials, which can all give insight into your life as a physician and give followers the opportunity to engage with your practice.

To monetize and create another source of income

As a reward for your hard work in creating videos, weekly uploads, responding to comments and emails, YouTube rewards its creators by allowing users to monetize their videos after surpassing a minimum number of subscribers. Once your channel surpasses 1,000 subscribers and 10,000 views, you can apply for partnership with YouTube to allow ads to be played during your videos. A percentage of this ad revenue is then paid to the video creator monthly. Other forms of income from YouTube can come from sponsorships, affiliate marketing, and product sales.

Creating YouTube videos to promote your practice is the best way to capture the attention of your target audience. Simply put, medical practice marketing is more effective when video is involved. Video marketing for doctors using YouTube creates a connection, allowing patients to feel like you’re speaking directly to them. Sharing your videos on YouTube is an easy way to highlight both your personality and expertise, making patients feel more comfortable putting their health in your hands. Therefore, if you’re not already using YouTube for video marketing, it’s time to get in front of the camera to promote your practice and share your passions with the world.

Antonio Webb is an orthopedic surgeon and can be reached on his self-titled site, Antonio J. Webb, M.D., and on YouTube.

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