Orthopedic practices need to think visually.
Creating a functional and findable website is important — but orthopedic providers operate at a time when people watch almost 5 billion videos on YouTube and upload 1.8 billion images each day. To be relevant in the age of Snapchat and Instagram, orthopedic providers need to share their brands visually. Here are three advantages to being visual:
Explaining What You Do in a Compelling Way
It’s not always easy for patients to understand orthopedic care. Images can help providers explain their services in a compelling way. For instance, Resurgens Orthopaedics has an excellent patient education section on its website that uses a striking image of a human skeleton overlaid with hot links that explain topics that patients often have questions about, such as neck pain and spinal care:
The hotlinks contain both text and video content that explain everything from Achilles tendon injuries to muscle strain of the upper back:
By giving patients access to a wealth of information, told in a visually compelling way, Resurgens helps patients obtain a base level of information before they receive care. The visual approach also makes Resurgens more approachable. After all, if Resurgens is willing to invest in compelling videos that explain orthopedic care, imagine what its providers must be like when you actually visit.
Humanizing a Practice
Orthopedic care requires the human touch: providers who understand the individual needs of each patient and care about helping patients get better. Visual storytelling helps providers share that all-important human dimension. For instance, the Lakeshore Bone & Joint Institute uses video to introduce patients to its providers, including background about their education, how they got started in their profession, and what they like most about being physicians. The physicians also discuss topics such as common sources of foot and heel pain and treatment.
These videos are crucial for a few reasons:
- You get a better feel for the provider who will be treating you. You get a sense of who they are and how they communicate.
- You understand their areas of specialty. As you watch videos explaining ailments and treatments, you get an idea of how they approach orthopedic care and, most likely, how they will work with you when you become a patient.
Humanizing a practice is especially important with orthopedic care because patients are so often seeing providers to treat a problem. Therefore, patients are more likely to experience worry and stress. Well-done physician videos can alleviate that stress by providing the human touch.
Making Your Practice More Findable
Search engines such as Google are getting smarter about pulling together a wide range of content, including images and video, into search results. (My colleague Adam Dorfman discusses this phenomenon in a recently published Search Engine Land column). Especially with advances in artificial intelligence, search engines are looking far and wide and combining more sophisticated forms of content to answer queries such as “Where can I find spinal specialists nearby?” The more content you share in the digital world — including data, video, images, and search-optimized words — the more likely it is that patients will find you.
On Wednesday, April 12, at 11:00 a.m. Central Time, I will discuss the importance of visual storytelling as part of a webinar I’m hosting, “5 Steps to Get Your Digital Practice in Order.” Thinking visually is one of those important steps. Please join me for a comprehensive overview of many more ways that orthopedic providers can attract and retain patients with digital. Here is a link to register. I look forward to your participation!