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In this inspiring episode of Marketing Tips for Doctors, host Dr. Barbara Hales explores how video and community-driven content are transforming the way physicians attract, engage, and retain patients. If you’ve ever felt invisible online, frustrated by cancellations, or worried that your practice blends into the crowd, this episode shows you how to stand out. 

You’ll hear three powerful case studies—including a small-town pediatrician who grew her patient volume by 38%, a dermatologist who built a three-month waitlist without paid ads, and a cardiologist whose content sparked lifestyle changes across generations. Along the way, Dr. Hales breaks down six proven video formats, strategies for creating authentic patient connections, and practical solutions to overcome objections like time, tech, and camera shyness. 

If you’ve ever wondered whether showing up on video as your authentic self could really make a difference for your practice, this episode is your guide. 

Key Takeaways: 

“Video is not about becoming a social media star—it’s about becoming the doctor your community trusts and recommends.” – Dr. Barbara Hales 

Connect with Barbara Hales: 

  • Twitter: @DrBarbaraHales 
  • Facebook: facebook.com/theMedicalStrategist 
  • Email: Barbara@TheMedicalStrategist.com 
  • Books: Content Copy Made Easy, 14 Tactics to Triple Sales, Power to the Patient: The Medical Strategist 
  • YouTube: TheMedicalStrategist 

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TRANSCRIPTION: 

[00:11] Dr. Barbara Hales (Opening)
Sarah, welcome to Marketing Tips for Doctors, the podcast where we explore the tools, strategies, and stories that help you attract more patients, improve your visibility, and grow a thriving practice. I’m your host, Dr. Barbara Hales—a physician, marketer, and lifelong advocate for private practice success. 

Today’s topic is incredibly powerful and timely: video and community-driven content. We’ll explore how to build trust, grow visibility, and attract loyal patients using video. If you’ve ever wondered whether showing up on camera as your authentic self actually makes a difference, this episode is for you. 

[01:20] Why Video Matters
Let’s begin with the facts. Video isn’t just a trend—it’s the most consumed and most trusted content format online. According to HubSpot, 91% of consumers want to see more video from brands. Videos on landing pages can increase conversions by 86%, and 72% of people say they’d rather learn about a service via video than text. 

For doctors, this means patients want to see your face, hear your voice, and feel your empathy—not just your credentials. 

 [02:45] Case Study: Dr. Sarah’s Mom Talk Mondays
Take the example of Dr. Sarah, a pediatrician in a small Midwestern town. She began recording short weekly videos called “Mom Talk Mondays.” They weren’t flashy—no studio, just her phone, a warm smile, and relatable topics like soothing teething pain, the truth about fevers, and when not to rush to urgent care. 

After six months, her patient volume grew by 38%. New moms came in saying, “I feel like I already know you.” More importantly, the tone of her visits changed—patients were calmer, more trusting, and more open. Dr. Sarah didn’t just attract patients; she created community. 

[04:01] Six Proven Video Formats for Doctors
You don’t need Hollywood-level production. What you need is clarity over complexity, consistency over perfection, and connection over production. Here are six proven formats for your videos: 

  1. Patient education—explains symptoms, treatments, and preventive care. 
  1. Day in the life—show behind-the-scenes glimpses of your practice. 
  1. Myth-busting shorts—dispel common misconceptions. 
  1. FAQ series—answer the questions you hear daily. 
  1. Testimonials—with permission, share brief patient success stories. 
  1. Seasonal tips—cover timely health advice, such as flu shot myths or summer safety. 

Bonus tip: Hosting videos on your website also boosts SEO authority. 

[06:10] Community-Driven Content Explained
Now let’s move into community-driven content—content shaped by your audience and made for them. Examples include Q&As, polls, staff shoutouts, comment-reply videos, and live streams on Instagram or Facebook. 

This builds what marketers call psychological proximity: patients feel close to you even if they’ve never met you. And when patients feel that closeness, they’re more likely to trust you, keep appointments, and recommend you to others. 

[07:45] Case Study: Dr. Lin’s “Skin School” Series
Consider Dr. Lin, an integrative dermatologist in Florida. She struggled to differentiate her holistic dermatology practice. So she began posting weekly videos called Skin School. Her topics included “Why your acne might not be hormonal”, “Five foods that make rosacea worse”, and “What your skin says about your gut.” 

At the end of each video, she invited questions: “Got a question? Leave it in the comments. I’ll answer one every Friday.” 

Within a year, she gained over 15,000 Instagram followers, built a three-month waitlist, and even hired a part-time nurse practitioner—all without paid ads. 

[09:10] Case Study: Dr. Ahmed’s Community Story
Here’s another powerful story. Dr. Ahmed, a cardiologist in New Jersey, posted a video about heart-healthy diets. A patient’s grandson responded with a thank-you video, saying, “Dr. Ahmed, thank you for helping my grandpa. He stopped eating salty chips after we watched your video together. Now he even walks with me, and we both feel stronger.” 

That single video was shared over 3,000 times. It wasn’t just medical advice—it was family, community, and transformation in action. 

[10:40] Overcoming Common Objections
Many doctors tell me why they “can’t” do video. Here’s how to overcome the most common objections: 

  • I don’t have time. → Record short, two-minute videos while walking to your car. 
  • I’m not techy. → Use your phone and simple apps like Canva, or outsource editing. 
  • I’m camera-shy. → Imagine you’re talking to just one patient, or start with audio and slides. 
  • I’m worried about HIPAA. → Never share patient details unless you have written consent. Keep it general. 

Done is always better than perfect. 

[12:25] Getting Started Today
Here’s how you can begin right now: 

  • Pick three video topics you already discuss daily with patients. 
  • Record a short, 60-second video on one of them. 
  • Post it on one platform—Instagram, YouTube Shorts, Facebook, wherever you’re comfortable. 
  • End the video by asking a question to encourage engagement. 

Repeat weekly and you’ll start building trust and community with every post. 

[13:20] Dr. Barbara Hales (Closing)
If you want to build trust before your patient even walks through the door…if you want to stop relying only on insurance directories…if you want your name to be remembered…then start showing up. 

Video and community-driven content aren’t about becoming a social media star. They’re about becoming the doctor your community knows, trusts, and recommends. 

Until next time—keep connecting, keep sharing, and keep showing the human side of healing. I’m Dr. Barbara Hales, and this has been Marketing Tips for Doctors.