Vertical video wins for doctors because it's how patients already watch: on a phone, held upright, between other things. A 30- to 60-second clip of a doctor explaining one question clearly builds more trust than any poster, because the patient sees the person who will treat them.
Why vertical, and why short
- It fills the screen. On Reels, TikTok, Shorts and Snapchat, a vertical video takes the whole phone. A horizontal one is a small strip with black bars.
- It feels like a conversation. A doctor speaking to the camera at eye level feels like a consultation, not an advertisement.
- It answers one question at a time. "Is varicose vein treatment painful?" "When should my child see an orthopaedist?" One question per video is easy to watch, easy to share, and easy to find when people search.
What works for clinics
- The doctor on camera. Patients choose people. Even a simple, well-lit talking video of the doctor beats a polished montage with music.
- The answer in the first three seconds. Say the key point first, then explain. People decide whether to keep watching almost immediately.
- Captions on screen. Many people watch without sound. Burned-in captions in the patient's language, Arabic or English, make the video work muted.
- Real places. The clinic, the equipment, the reception: showing the real space removes the fear of the unknown before the first visit.
- One clear next step. Book a consultation, send a message, call. One action, said plainly.
What to avoid
- Promises of results. No "guaranteed", "painless for everyone" or "permanent" claims. Medical advertising rules in Egypt and Saudi Arabia restrict them, and patients don't trust them anyway.
- Patients' faces or cases without written consent. Before-and-after content and testimonials need the patient's written consent and must follow the platform's health-ad policies.
- Trends that don't fit. A dance trend can get views without earning trust. Choose formats that make the doctor more credible, not less.
A simple monthly rhythm
Film in one session a month. Prepare 8 to 12 patient questions, and film each answer in one or two takes with good light and a clip-on microphone. That gives a clinic two or three videos a week without taking the doctor away from patients.
The short version
Vertical video lets patients meet the doctor before they book. Keep it short, answer one real question, caption it, show the real clinic, and never promise results. That's the kind of content MAJ plans and films for clinics.
Questions
How long should a doctor's video be?
Most work best between 30 and 60 seconds: long enough to answer one question properly, short enough to watch to the end.
Do I need a professional crew?
Not for every video. Good light, a clip-on microphone and a steady phone are enough for weekly answers. Save a professional shoot for the clinic's main films and campaigns.
Which platform should a clinic start with?
The one your patients already use. In Egypt and the Gulf that is usually Instagram and TikTok, with Snapchat strong in Saudi Arabia. The same vertical video can be adapted for all of them.