PatientKeeper : Testifying customers

Online video is a powerful differentiator for customer testimonials.

The Site

PatientKeeper, a provider of mobile software for doctors and physicians, has a set of Video Testimonials on its site in which customers talk about the different benefits of the product. The videos are highlighted on the home page in a Customer Spotlight photo panel, with the featured testimonial changing regularly while the page is open. A link goes directly to the Video Testimonials index page within the Success Stories main section. This carries a short summary of each of the five videos; clicking on a heading opens the video in Real Player in a smaller display frame.

Videos are of a high professional standard and each edits together the views of several product users talking naturally in a documentary-style studio setting. Some also have links within the display frame to a written case study.

The Takeaway

The use of video is steadily gathering momentum to support a variety of business objectives online but is still at the stage of being a differentiator rather than an expect-to-find. PatientKeeper’s Video Testimonials look to capitalise on this in a competitive environment – the US medical market – where peer recommendations carry particular weight.

The medium’s ability to engage instantly with viewers and put a human face on issues makes it a natural for customer testimonials, enhancing their credibility and memorability. Professional production values help to pull this off and recently published research suggests the audience is also more engaged with video: 57 per cent of B2B technology buyers said online video influenced their decision making in a February 2007 study by KnowledgeStorm and Universal McCann of the impact of emerging media.

First published on 19 April, 2007