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141 OPHTHALMOLOGY BUSINESS October 2016 digital.ophthalmologybusiness.org If you feel a little lax on the technical side of recording, watch any of the TV news channels to get a sense of how they film people, Mr. Bloom said. Be prepared to film much more than you'll actually need; some- times, you may film 10 times more footage than you actually will use, Ms. Snelling said. With all the edit- ing you'll need to do, consider the use of a tech-savvy medical student or intern—or a professional video editor. Using testimonials The ways that you can use patient testimonials are limited only by the various ways that you market the practice. Here are some different me- diums where testimonials are used by the practices in this article: • TV commercials • Social media such as Facebook and Twitter • Brochures • Digital signage • Online review sites • Practice websites • Annual reports • A website page devoted to the tes- timonials (see example from ear- lier in this article for USC Roski, and John-Kenyon's page at www. johnkenyon.com/testimonials) EW Editors' note: The sources have no financial interests related to their comments. Contact information Anderson: hayley@boxcarpr.com Bloom: dave.bloom@ournewsroom.com Rossnagle: mrossnagle@centerforsight.net Snelling: Sherri.Snelling@med.usc.edu other idea is a photo of the patient with the doctor, Ms. Anderson said. The technical side With the proliferation of smart- phones, everyone is able to take vid- eos nowadays. How does that bode for testimonial production? "Everyone thinks they are Steven Spielberg, and they're not," Mr. Bloom said. In fact, he advises against recording testimonials on phones and instead recommends in- vesting in a microphone (a good one can be found for $75), a tripod, and a camera with a microphone jack. Look for a "prosumer" camera—one geared toward video production by consumers versus professionals. The microphone is also essential. "Oth- erwise, it'll sound like they're in a dungeon," he said. Alternately, you could hire a videographer who will handle the recording. With his background in TV jour- nalism, Mr. Bloom said that there are ways to give your recordings a more polished feel. First, record a few seconds of an interaction to play it back and see what it looks like on film, he said. Second, think about the visual details. Have some tissues or powder makeup on hand to give a more professional look. If a patient's hair is out of place or his tie is off to the side, help straighten things out. Third, aim to record with a small amount of space above the patient's head. By leaving two to three inches on the top, it usually creates a more pleasant shot, he said. At John-Kenyon, patients are recorded in a quiet room in front of a John-Kenyon backdrop. touch, Ms. Snelling said. The testimonial includes that wedding photo and other family photos (eye.keckmedicine.org/argus-ii). Although video testimonials are generally considered the most sought-after medium, practices will use a combination of video and written testimonials. Some may do a video testimonial and also use some of what is said in a written form; others will obtain testimonials in a conversation that is not recorded, so the patient's comments appear in written form in marketing material. Yet another option is to email pa- tients and ask them to write a short summary of their experience. "We want it be easy for the patient to contribute, and we choose whichev- er method is most convenient," Ms. Rossnagle said. When using print testimonials, still try to include a picture of the patient to further personalize things, Ms. Rossnagle recommended. An- • As the interview is ending, ask if there is anything else the patient would like to add. This question used commonly in journalism can sometimes reveal more powerful information than anything shared before it, Mr. Bloom said. • Stay upbeat when asking ques- tions. "If you sound boring in your questions, the patients will sound boring," he said. • Listen for other visuals or ma- terial that can make the testi- monial stronger. For example, when USC Roski Eye Institute interviewed Terry Byland, who re- ceived the Argus I and II implants (co-created by Mark Humayun, MD, USC Roski Eye Institute, and Second Sight Medical Products, Sylmar, California), the heartfelt comments from both Mr. Byland and his wife led interviewers to ask if they would share a wedding photo. That gave their final edited testimonial a more emotional stronger marketing Consider gift cards to further motivate patients to give testimonials A lthough patients are often happy to share their positive experiences, consider using gift cards if you want to give an extra special thank you. Mr. Bloom has worked with medical practices that give out $5 to $10 gift cards to places like Starbucks. In fact, Starbucks can create gift cards that include a business logo on the back. You can let patients know it's a little thank you for them taking the time to help educate others about the practice, he said. When a patient gives a testimonial, it's also a good time to ask if they'll give an online review, Mr. Bloom added. Keep up on the latest in ophthalmology Follow EyeWorld on Twitter at twitter.com/EWNews Are you a fan of EyeWorld? Like us on Facebook at facebook.com/EyeWorldMagazine Find EyeWorld on social media

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