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In this episode, Barbara discusses:

 

  • Short-form videos help doctors build trust with patients before they meet.
  • Be authentic, and educational credibility comes from clarity, not perfection.
  • Repurpose your content and focus on presence, not popularity.

 

Key Takeaways:

“I finally realized the video wasn’t about me. It was about reaching someone before it was too late. Short Form. Video isn’t about popularity. It’s about access.”

 

Connect with Barbara Hales:

 

TRANSCRIPTION

Overcoming Resistance to Short Form Videos

[0:00:34] Dr. Barbara Hales:

Hello, and welcome to marketing tips for doctors. I’m your host. Dr Barbara Hales and I are talking about something that makes many physicians uncomfortable, skeptical, or even resistant to short-form videos. If the words TikTok reels or YouTube shorts make you cringe a little. You are not alone. Many doctors worry that short-form video feels unprofessional, gimmicky, or beneath the seriousness of medicine, and I completely understand that reaction. But here’s the reality: your patients are already there. They’re scrolling, they’re learning, they’re forming opinions long before they ever walk into an exam room, your exam room. Today’s episode is about why short-form video is no longer optional for doctors, how to use it ethically and professionally, and how to show up without feeling like you are performing or selling your soul

 

The Rise of Short-Form Video

[0:01:37] Dr. Barbara Hales:

First, let’s look at why short-form video took over. Let’s start with the obvious question: why video, and why now? Attention has shifted. Patients no longer search only by typing symptoms into Google. They search by watching; they want to see who you are, how you speak, and whether you feel human, warm, and trustworthy. Short-form video works because it mirrors how the brain processes information. It’s visual, emotional, and fast in under 60 seconds, so someone can decide whether you feel relatable or forgettable. This isn’t about entertainment. It’s about visibility and trust.

 

Case Study of a Primary Care Doctor

[0:02:23] Dr. Barbara Hales:

Let me tell you about a physician I worked with, a primary care doctor who was deeply uncomfortable with marketing. She felt that being online somehow cheapened her work. One day, she recorded a simple 32nd video explaining why patients should not ignore persistent fatigue, no filters, no fancy editing, just her in her office speaking calmly and clearly. A few weeks later, a new patient came in and said, I saw your video. I felt like you were talking directly to me. That’s why I’m here. That patient turned out to have a serious underlying condition that might have gone undiagnosed for much longer. That’s when the doctor said something powerful. I finally realized the video wasn’t about me. It was about reaching someone before it was too late. Short-Form. Video isn’t about popularity. It’s about access.

 

Effective Content for Short Form Videos

[0:03:27] Dr. Barbara Hales:

Let’s talk about what actually works, because no, you do not need to dance. What performs best is education, myth-busting, behind-the-scenes reassurance, and humanity. Patients want clarity. They want calm, authority. They want someone who can explain complex topics without talking down to them. The best videos answer questions like, Is this symptom normal? When should I worry? Why does this treatment matter? You are already doing this all day in your exam room. Video simply scales that conversation, the biggest mistake doctors may. Fake is trying to sound perfect instead of present. Short-form video rewards authenticity, not scripts that sound like journal abstracts.

 

Addressing Concerns About Credibility

[0:04:29] Dr. Barbara Hales:

Let’s address the fear head-on. Will this hurt my credibility? It won’t, if you do it right. Credibility is damaged when doctors Chase trends without context, speak outside their scope, overpromise outcomes, and mimic influencers instead of educators. Credibility is built when you stay in your lane, speak clearly and compassionately, use plain language, and show consistency over time. Short-form video doesn’t replace long-form expertise. It invites people into it. Here’s the good news: You do not need to create more content. You need to repurpose smarter. One idea can become a podcast episode, a YouTube video, multiple short clips, a blog post, and social captions. Short-form video is not extra work. It’s a better distribution of work you’re already doing.

 

Encouragement and Final Thoughts

[0:05:54] Dr. Barbara Hales:

Another physician told me she almost quit posting videos after a negative comment made her doubt herself. Then she received a private message from a patient who said, “Your videos helped me finally make an appointment.” I was scared, but you made it feel safe. That message changed everything. She realized that for every loud critic, there are quiet viewers who are grateful, and watching short-form video is not about becoming famous. It’s about being found. You don’t need perfection. You need presence. Start with one video, one question, one patient you wish you could have helped sooner, and if this episode helped shift your perspective, stay tuned, because in our next episode, we’ll talk about, hey, how AI is changing patient communication and how to use it without losing trust. Thank you for listening to marketing tips for doctors. I’m your host, Dr Barbara Hales, and I’ll see you in the next episode. Till next time.