Marketing to patients using video

This post is packed with useful information about marketing to patients using video – you’ll definitely want to bookmark it. First, we’ll share a presentation that we first shared in Copenhagen for the ESCRS 2016 Congress. Second, we’ll share the necessary tools to get started with filming yourself or your patients using your smartphone. Finally, we’ve included two bonus tutorial videos that explain how to get the professional results by addressing lighting, composition, and sound when using smartphones for video.

The presentation: Marketing to Patients Using Video

We first delivered this presentation on motivating and marketing to patients using video, at the European Society of Cataract and Refractive Surgeons (ESCRS) in Copenhagen, Denmark in 2016. For those who were not at the event, and for those at the event who wish to see it again, we’ve created a reproduction of the live event below.


This is a list of the tools we use to film video quickly and inexpensively. We encourage you to look at these tools when setting up your own “studio” to create videos for marketing to patients. For more professional video production, contact us for a quote.


We suggest at least one lapel microphone, the BOYA BY-M1 3.5 mm Lavalier Microphone for Smartphone and Canon/Nikon Camera – BlackPurchase two if you plan on doing any interviews.


If you plan on using two microphones, get a splitter that will enable two speakers to talk into your smartphone. The Smays Extension Earphone 3-Pole 3.5mm Audio Jack Splitter Cable for Travelling Couples is ideal for this purpose.


You’ll want to get at least one of these lights to offset natural light coming from a window. If you don’t have a natural light source to complement, you may want to get two. We recommend the CN 160 LED CN-160 Dimmable Ultra High Power Panel.


A battery doesn’t come included with the lights above, so we recommend getting the DSTE® 2pcs NP-FM50 Rechargeable Li-ion Battery + Charger for the lights above. This pack comes with two batteries and a charger, so one of them will serve the needs of two lights.

Light stand

You can either have someone hold the lights or put them on your desk. For maximum flexibility however, a simple tripod will do the trick, but you may need that for your camera. To leave your tripod available for your camera (or phone) we suggest getting the Phot-R Professional Photography 2m Adjustable 4-Section Photo Studio Heavy Duty Aluminium Light Stand or two, depending on the lights you need.

You don’t need all of these stands, but each has its uses.


This is the perfect mini-tripod for filming from a desk or table. The JOBY GripTight GorillaPod Magnetic Mount and Tripod for Smartphones also suits any uneven surface and is especially suited to any magnetic surface to which it will stick like glue.


If you plan to do any filming while on the move, then the iOgrapher IOIP6 Case for iPhone 6/6S is ideal for you. This little piece of kit will also hold a microphone and lighting, and enables you to hold your phone with great stability while you film.


You might already have one of these devices. The Bluetooth Selfie Stick, Mpow iSnap Y One-piece Folding Portable Self Portrait Ultra Compact Extendable Monopod Phone Holder with Built-in Bluetooth is a solid piece of kit that is super easy to use. Just pair with your phone and you’ll have extended reach. While a selfie-stick isn’t the ideal device from which to film, sometimes it’s all you’ve got for the angle required, so it does the trick.


The Hama Star 62 Tripod with Carry Case is a light yet solid tripod that will do the job you need. Remember you can always screw your iOgrapher into any tripod (including the GorillaPod).

Dare to compare

Pro video

This video is from our one of our training programs. It was filmed with two professional video cameras and only natural light. From the depth of field, you can see the cameras were at a further distance from Rod. The video was colour corrected in post-production. A microphone was placed in front and below him.

Amateur video

We filmed this video using only some of the tools we describe above. It was filmed on an iPhone 6 with on light on a stand to Rod’s left, in the same room as the pro video. The microphone was the Lavalier mic we note above. There was no post-production, only a trim at the top and tail of the video to clean up the ends.

How to use an iPhone for marketing to patients using video

iPhone: Watch Justin Brown of Primal Video show you how to produce professional videos for marketing to patients in 12 steps.

How to use an Android device for marketing to patients using video

Android: Watch Justin Brown of Primal Video show you how to produce professional videos for marketing to patients in 12 steps.

2018-01-24T17:04:23+00:00By |Categories: ESCRS, Step 1: Getting more leads|Comments Off on Marketing to patients using video

About the Author:

Rod Solar is the Director of Practice Development Consulting of LiveseySolar, a healthcare marketing and sales training company. Rod has created successful and engaging training systems for over 25 years. His advice routinely generates 6-figure incremental increases in income for his clients by teaching them how to systematically improve customer service while increasing sales at the same time. His training offers an elegant (and fun) step-by-step conversational approach which benefits surgeons, practice managers, hospital staff, and non-medical staff working in private healthcare settings. Rod wrote and delivered the Business Development, Clinical Governance and Medicolegal Issues module for the University of Ulster’s Postgraduate Diploma in Cataract and Refractive Surgery (Theory) - PgDip. He is a regular presenter at the European Society of Cataract and Refractive Surgeon’s Congress Practice Development Programme and has regularly published articles about healthcare marketing in The Ophthalmologist, Optician, European Ophthalmology News, Cataract & Refractive Surgery Today, Eurotimes and Independent Practitioner Today. Rod has been a professional salesperson (B2B and B2C), management consultant, college lecturer, an industry leader, and executive coach. His clients include Optegra, EuroEyes, ZEISS, Moorfields Private, London Vision Clinic, Thiele, and many other high-quality, private Ophthalmology clinics from the UK, Europe, USA, Canada, and the Middle East. Rod has a degree in Psychology and Human Performance from UBC. He lives in London, UK and you can follow him on Twitter: @rodsolar.