Guide
Clinic video marketing: three video types, one hour of filming a month
Updated
Clinic video fails when the plan needs spare time a full diary does not have. This plan fits: three video types, a simple script and one post a week.
In short
- Clinic video marketing runs on three kinds of video: an explainer, a tip, and an answer to a question patients ask.
- Start each video with the symptom, make one point, and keep it under a minute.
- Post one video a week, and post the same file to Instagram, TikTok, YouTube, Facebook and your Google profile.
- Film four videos in one hour a month, in the treatment room, so filming never blocks posting.
- Ask every new patient what made them book. That tells you more than any view count.
- Video types that carry a clinic account
- 3
- The length that fits one answer
- 30-60s
- How often to post, all year
- 1 a week
The 3 video types that work
All three are about the patient, not about the clinic.
- Clinic tours set to music, award posts and anything that opens with a logo do not belong in the three.
- Those videos are about the clinic. The three above are about the patient, which is why they get watched.
Three clinic video types
| Type | Examples | Why it works |
|---|---|---|
| Explainer | What a first appointment involves, what to wear, what it costs, whether it hurts | The viewer is deciding whether to book |
| Tip | Stretches for a stiff neck, sitting through a long drive, the first 48 hours after a sprain | Useful even if they never book |
| Answer | Does clicking mean damage? Do I need a referral? Why does it hurt more the next morning? | You hear these in the room every week |
Type: Explainer
- Examples
- What a first appointment involves, what to wear, what it costs, whether it hurts
- Why it works
- The viewer is deciding whether to book
Type: Tip
- Examples
- Stretches for a stiff neck, sitting through a long drive, the first 48 hours after a sprain
- Why it works
- Useful even if they never book
Type: Answer
- Examples
- Does clicking mean damage? Do I need a referral? Why does it hurt more the next morning?
- Why it works
- You hear these in the room every week
What to say on camera
Symptom first, one point, under a minute.
- Open with the symptom or the question. "If your neck is stiff by 3pm at a desk, this is for you."
- Make one point. If you show three exercises in forty seconds, nobody remembers which one to do, so save the other two for the next two weeks.
- Say it the way you say it in the room. You explain this ten times a week, so talk to the lens and stop when the point is made.
- Close with the next step. "Try this for a week. If it is no better, that is what an assessment is for."
- Keep it to 30 to 60 seconds.
The script in three parts
That is a complete clinic video.
The symptom
In the patient's own words
One point
One exercise or one answer
The next step
Try this, or book an assessment
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
One whole video, first line to last
Here is a forty second desk-worker video, said out loud from start to finish.
- That is the whole video. You wrote down one line, the first one, and said the rest the way you say it in the room.
- Film it three times and post the third. The first two are how you find the wording.
- Swap the symptom and the exercise and you have next week's video in the same forty seconds.
A desk-worker video, word for word
Forty seconds, one point, spoken once. Nothing here is read off a script except the first line.
| Seconds | What you say |
|---|---|
| 0 to 5 | "If your neck is stiff by three in the afternoon at a desk, this one is for you." |
| 5 to 15 | "Nine times out of ten it is not the neck itself. It is the chin creeping forward towards the screen all morning." |
| 15 to 30 | "So sit tall and draw your chin straight back, like closing a drawer. Hold it five seconds, then let go. Ten of those." |
| 30 to 40 | "Do that twice a day for a week. If your neck is no better by then, that is what an assessment is for." |
Seconds: 0 to 5
- What you say
- "If your neck is stiff by three in the afternoon at a desk, this one is for you."
Seconds: 5 to 15
- What you say
- "Nine times out of ten it is not the neck itself. It is the chin creeping forward towards the screen all morning."
Seconds: 15 to 30
- What you say
- "So sit tall and draw your chin straight back, like closing a drawer. Hold it five seconds, then let go. Ten of those."
Seconds: 30 to 40
- What you say
- "Do that twice a day for a week. If your neck is no better by then, that is what an assessment is for."
How often to post
One video a week, kept up for a year, beats any burst of posts.
- A year of weekly posts is 52 videos. Three videos in one week and then nothing until March leaves you with three.
- Film vertical, at 9:16.
- The same file goes to Instagram Reels, TikTok, YouTube Shorts, Facebook and your Google Business Profile.
- Block one hour a month and film four videos back to back in the treatment room.
- Use the four questions patients asked you most that month as the topics.
The monthly hour
Four videos in one block. The rest of the month is posting, not producing.
Pick 4 questions
The ones patients asked most
Block 1 hour
Treatment room, phone, window light
Film 4 videos
One point each, under a minute
Post 1 a week
Same file, five platforms
How to measure it
Measure at the front desk, not in view counts.
- Ask every new patient what made them book, and write the answer down.
- Count how often you hear "I saw your video".
- A clinic serves a radius, so 300 views from your town beat 30,000 from far away.
Your professional rules still apply
Most health regulators restrict what a clinic may claim in advertising.
- Outcome promises and patient testimonials are the two that get clinics in trouble.
- You are on safe ground explaining what a session involves, what a symptom can mean and what to try at home.
- If a patient appears on camera, get written consent first and keep it. A verbal yes is not a record.
- When you are not sure a sentence is allowed, explain something instead of promising something.
- Explaining is not a claim, so there is nothing in it for your regulator to object to.
How to skip the editing evening
Trimming, captions and something on screen while you talk cost an evening. There are three ways past it.
- With Cutroom you upload one clip of up to 3 minutes, then highlight a phrase and a clip lands on those words.
- Your first video is free within 7 days, on 600 credits, with no card. It carries a Cutroom mark across the middle.
- Lite costs $19.99 a month and removes the mark. Basic is $39.99 a month for 2,500 credits, about 22 videos of 30 seconds.
- Each video costs 100 credits for the edit and 20 credits per finished minute for the export.
Three ways to handle the editing
| Option | Cost | Trade-off |
|---|---|---|
| Post raw with the app's auto captions | Free | Fine for answer videos, looks basic |
| Pay an editor per clip | Per clip | Back in days, so your weekly post waits on their queue |
| Cutroom | About 110 credits per 30 second video | A finished 9:16 video with captions in about a minute |
Option: Post raw with the app's auto captions
- Cost
- Free
- Trade-off
- Fine for answer videos, looks basic
Option: Pay an editor per clip
- Cost
- Per clip
- Trade-off
- Back in days, so your weekly post waits on their queue
Option: Cutroom
- Cost
- About 110 credits per 30 second video
- Trade-off
- A finished 9:16 video with captions in about a minute
Questions people ask
- How long should a clinic video be?
- 30 to 60 seconds for tips and answers. Up to 3 minutes for a first-appointment explainer. Anything longer is a consultation, and it belongs on your website.
- Do I need to show treatments on camera?
- No. All three video types are you talking to camera. If you do show a patient, get written consent first. A patient's face in a public feed is a decision, not a default.
- How many views should a clinic video get?
- Ignore the number and ask every new patient what made them book. Write the answers down and count how often you hear that somebody saw one of your videos.
- What if I freeze on camera?
- Script the first sentence only and know your one point. You already explain this ten times a week. Film it three times and post the third.
- Who at the clinic should film it?
- Whoever answers the questions in the room, because patients book the person on screen. The front desk can hold the phone. Eye height, window light, quiet room.
- What does Cutroom not do?
- It does not edit a silent montage. You upload one clip of you talking, up to 3 minutes, and get one finished 9:16 video back. Clips come from the built-in search or your own uploads.
Pick the question you answered most this week and film the answer, symptom first. Your first video is free.
Try for freeYour first video is free, no card, and you have 7 days to make it. It carries a Cutroom mark; Lite at $19.99/month removes it