In my previous blog post, I highlighted the unique power of video testimonials in attracting new patients. However, we also acknowledged that obtaining these testimonials can be a challenge. How do we identify the right patients for testimonials? And How do we get them to share their experience in front of the camera?

In this blog post, I will guide you through the essential steps required to encourage your happy patients to share their eye surgery experiences on video.

Step 1: Identify your ideal customer

When selecting a person for the testimonial video, choosing someone who aligns closely with your ideal customer profile is beneficial. This approach ensures that the testimonial is most appealing and relevant to other potential customers who see themselves in the storyteller’s experience.

Once you’ve defined this profile, identify potential candidates in your CRM system by tagging them as “video testimonial candidates”. This methodical approach helps build a pool of authentic representatives for your services, making your testimonials more effective and relatable.

Step 2: Follow the customer value journey

To keep patients satisfied throughout their refractive surgery experience, it’s important to deliver the right thing at the right time. Every interaction with the patient can potentially transform them into advocates for your practice. You might notice that you keep adding or removing new candidates along the journey!

Step 3: Ask for the video testimonial

The best time to ask for a video testimonial is during a follow-up appointment when the patient has expressed satisfaction with their outcomes. You could say:

“I’m really glad to hear how well you’re doing and how this treatment has made a difference for you. We find that stories like yours are incredibly inspiring to others who are considering this treatment. Would you be willing to share your experience through a short video testimonial? It usually takes just a few minutes, and your story could really help others feel confident about their decision. Plus, we’d make sure you’re completely comfortable with the final video before we share it. What do you think?”

To build the comfort, you could also share some of other testimonials to give them an idea of what to expect. For example:

“Let me show you a few video testimonials from other patients so you can see how simple and impactful this can be.”

This approach emphasizes how valuable their story is, reassures them of their control over what they say in the video, and shows how sharing their experience can help other people. This can encourage them to agree to give the testimonial.

Step 4: Film the video testimonial

Where to film?

The biggest benefit of filming the video testimonial on-site is that it adds authenticity to the testimonials, as viewers can see the actual environment where the services are provided. Quiet areas like waiting rooms or consultation rooms are ideal due to the reduced noise and comfortable settings for the patients.

However, a Zoom call from their home is just as effective as filming on-site. Patients are more comfortable because they are in their own space and it also looks less like marketing. One of the best patient videos made over zoom I’ve ever seen is Jordan’s testimonial that we made for one of our Australian clients. We had a quick Zoom call with her and obtained an excellent testimonial video that has garnered over 39,000 views on YouTube.

How to film?

If you are filming on-site, you can simply use a smartphone to record the video; there’s no need for expensive cameras or elaborate lighting setups. This simplicity keeps the process straightforward and accessible. If you want our full DIY/DIWM video shopping list – see this free resource.

For remote filming via Zoom, both you and your patients can use your smartphones to join the session, as they often provide better video quality than laptop cameras. Ensure you set up the Zoom meeting properly, provide the patient with the meeting link, and confirm they know how to use Zoom. Don’t forget to allow the Zoom’s built-in recording feature to record the whole meeting so that you can download the recording afterward.

What to Ask?

Use this Interview questions guide to structure your session:

• Identify the Patient. “Please tell me your name, what you do and where you live”
• Problem. “What is the problem you had before your treatment?”
• Explore Frustration. “What does the frustration feel like when you tried to solve that problem with [the alternative] and failed?”
• Highlight the Difference. “What was different about your treatment with [expert]?”
• Ah-ha Moment. “Take me to the moment when you realised your treatment was working to solve your problem.”
• Life Changes. “Tell me what life looks like for you now that your problem is solved or being solved.”

These questions are designed to bring out powerful personal stories that show how the surgery can really change lives.

Step 5: Obtain consent

Before sharing the testimonial video publicly, ensure it’s ready and send a preview to the patient if you promised to do so. To obtain written consent, adapt our consent form template for use with your patients. Please note that this is not legal advice. If you are uncertain, it’s advisable to consult with legal professionals.

Once you have their approval, feature the one-minute version on your social media and website. You can also post the longer, five-minute version on your YouTube channel. This approach helps maximize the reach and impact of the testimonial across different platforms.

A good testimonial video is valuable in itself. You might be surprised to find out that many people considering eye surgery with you will watch the video.

Conclusion

Successfully capturing and sharing patient testimonial videos involves careful planning and execution. By identifying your ideal customer, engaging them throughout their journey, filming their testimonials thoughtfully, and ensuring consent before sharing, you create a powerful marketing tool. These testimonials boost your credibility and resonate with potential patients, giving them the confidence to choose your practice for their eye surgery needs.

Need a checklist? Check out our Public Playbook on Getting Video Testimonials from Refractive Surgery Patients. This is a free resource that we carefully crafted and also followed when creating a testimonial video for our client. Using this exact procedure, LiveseySolar sourced video for ads our customers have used to generate over 7-figures in procedure revenue.

If you’re curious about how your practice can improve its marketing efforts, I encourage you to take our Practice Marketing Assessment Quiz. By doing so, you can gain a better understanding of where your practice stands and uncover potential areas for growth. Don’t miss out on this valuable opportunity to enhance your practice’s reputation and attract more patients.