Guide
Video gets a clinic patients by removing fear, not by going viral.
Nobody books a physio because a video got 40,000 views three time zones away. The patients video brings in are local, and they were already close to booking. Something was in the way: not knowing what an appointment involves, what it costs, or who you are. This page covers the videos that remove those blocks, where to put them so a deciding patient sees them, and how to measure whether it is working.
- Videos that cover the pre-booking check
- 4
- Question per video, never more
- 1
- Enough, if you never skip
- 1 a week
Patients are not short of clinics. They are short of certainty.
Most people who need a physiotherapist or a chiropractor wait weeks before booking anyone. The pain is familiar. The unknown is worse.
Will it hurt. Will I be told off for leaving it so long. Will it cost more than the website says. Is this even the right kind of clinic for my problem.
Every one of those doubts is answerable in a 40 second video. That is the job. Not reach. Certainty.
So the goal of clinic video is not an audience. It is that the thirty people near you who almost booked this month have no doubt left in the way.
Win the pre-booking check: the four videos people look for
Before booking, people check you. They got your name from a friend, a GP or a search, and then they open your profile. What they find is your waiting room.
Four videos cover the check. What a first appointment involves. Who you are, in thirty seconds, in your own treatment room. One video that speaks to their symptom. One answer to the question you hear most.
An empty profile fails the check. So does a profile whose most recent post is from October.
That is why one a week matters. The date on your latest video is part of the message.
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
The questions patients ask you are the videos to make
You already know what to film, because patients tell you every day. The ten questions you answer most in the treatment room are the ten videos.
Do I need a referral. Why does it hurt more the morning after. Is clicking bad. How should I sit with this. What do I do in the first 48 hours.
Answer one per video, on camera, the way you answer it in the room. Open with the question, spoken exactly as patients say it.
Be honest where honesty is the answer. How many sessions will I need has a true answer: it depends on the findings, and here is what decides it. That answer builds more trust than a number would.
- One question per video. The other nine are the next nine weeks.
- Open by saying the question out loud, in the patient's words.
- Where the honest answer is "it depends", film what it depends on.
Put the videos where a deciding patient will meet them
The feed is one place, and for a clinic it is not the best one.
Google Business Profile. People choosing between two local clinics are looking at exactly that page. Post every video there.
Your booking page. The first-appointment video sits next to the book button, answering the last doubt at the last moment.
The reply. When someone messages asking whether you treat their problem, answer, and send the video that covers it. One filmed answer, reused fifty times.
The follow-up. After a first session, send the video of that week's home exercise. It is care, and it is also what gets shown to a friend with the same problem.
Measure at the desk, and make each video cost minutes, not an evening
Ask every new patient what made them book, and write the answer down. "I saw your video" is the metric. View counts are weather.
Then protect the cadence, because the plan dies at the editing step. A filmed answer that needs an evening of trimming and captioning does not get posted.
Post raw with auto captions if that is what keeps you weekly. Or hand each take to an editor and accept the queue.
Or use an AI editor. Cutroom turns one talking-head take, up to three minutes, into a finished 9:16 video with captions in about a minute. You direct it on the transcript: highlight a phrase and a b-roll clip lands on exactly those words.
The first 3 videos are free in your first 7 days, on 600 credits, with no card. After that a 30 second video is about 110 credits, and Basic at $39.99 a month is 2,500 credits, about 20 videos.
One question to one posted answer
The talking is the longest step. Everything after it is minutes.
Film the answer
Up to 3 minutes, phone at eye height
Upload in the browser
No app
Edit comes back
About a minute, captions burned in
Adjust on the transcript
Highlight words to place a clip
Post everywhere
Export at 20 credits a finished minute
Questions people ask
- How long before video brings in patients?
- No honest number exists, and be wary of anyone who offers one. The pre-booking check is where it shows first, because the people it reaches were already deciding. Building the answer library is a year of one a week.
- Do I need TikTok for this to work?
- No. For a clinic, your Google Business Profile, your booking page and your replies to enquiries do more than any feed. Post to the feeds too, the same vertical file works everywhere, but they are the amplifier, not the engine.
- Can I promise results in a video?
- Do not. Most health regulators restrict outcome claims and testimonials in advertising. Teach instead: what a session involves, what a symptom can mean, what to try at home. A video that teaches has nothing in it to defend.
- What should the first video be?
- The first-appointment explainer. What happens, what to wear, what it costs, whether it hurts. It answers the most common doubt, it never goes out of date, and it sits next to your book button doing quiet work for years.
- Is 30 seconds enough to say anything?
- It is enough for one answer, and one answer is the assignment. A 30 second video also costs about 110 credits to finish in Cutroom, so short keeps the habit cheap in both time and money.
- When is video the wrong tool for getting patients?
- When the diary is full and the waitlist is weeks long, marketing is not your bottleneck. And if nobody at the clinic will go on camera, fix the Google profile basics first: photos, hours, reviews. Video multiplies attention. It does not replace being bookable.
Write down the last question a patient asked you. That is your first video. Film it in the treatment room, under a minute, and if the editing is what stops you, the first 3 videos are free.