Bonus Playbook: Getting Video Testimonials from Refractive Surgery Patients

1. Camera
   • Use a smartphone with a good-quality camera. Most modern smartphones will do an excellent job.
   • Ensure the camera is stable. Use a tripod or a stable surface to avoid shaky footage.
2. Lighting
   • Controlled natural light works best. Position the patient near a window with soft, indirect sunlight. If the light is too bright, you'll need to be able to shutter the blinds.
   • If natural light isn't sufficient, use a simple ring light or soft box light to brighten the face without harsh shadows.
3. Sound
   
   • A quiet room is essential to avoid background noise. Soft furnishings can help dampen sound.
   • Consider a lapel microphone that plugs into the smartphone for high-quality audio.
4. Background
   • Choose a simple, uncluttered background. A plain wall or a professional setting in your office works well. Your logo is not needed in the background. Your aim is to make this NOT look like an advertisement.
   • Ensure the background is tidy and does not distract from the subject.
5. If using Zoom
   • A Zoom account with recording capabilities to the cloud
   • A camera and mic on your laptop
6. A model release form
   
   • See last step for a sample (not legal advice).

If you want our full DIY/DIWM video shopping list - see this free resource.

Timing: Choose a moment during a follow-up appointment where the patient has expressed satisfaction with their outcomes. This positivity can naturally lead to the invitation.

Scripting Example:

“I’m really glad to hear how well you’re doing and how this treatment has made a difference for you. We find that stories like yours are incredibly inspiring to others who are considering this treatment. Would you be willing to share your experience through a short video testimonial? It usually takes just a few minutes, and your story could really help others feel confident about their decision. Plus, we’d make sure you’re completely comfortable with the final video before we share it. What do you think?”

This approach emphasizes the value of the patient's story, reassures them of their control over the content, and connects their participation to helping others, which can motivate them to agree.

Use these interview questions:

Option 1: Before & After

1. Identify the Patient:

   "Please tell me your name, what you do and where you live."

2. Problem:

   “What is the problem you had before your treatment?”

3. Explore Frustration:

   “What does the frustration feel like when you tried to solve that problem with [the alternative] and failed?”

4. Highlight the Difference:

   “What was different about your treatment with [expert]?”

5. Ah-ha Moment:

   “Take me to the moment when you realised your treatment was working to solve your problem.”

6. Life Changes:

   “Tell me what life looks like for you now that your problem is solved or being solved.”

Option 2: The Epiphany Bridge (Before / During / After)

1. Identify the Patient:

   "Please tell me your name, what you do and where you live."

2. Before:

   What were the external things that others observed about you?
   What was life like before (internally)

3. During:

   What made you take the first step? (Externally)
   What were the things you were most concerned about (Internally)

4. After:

   What's life like now (Externally)
   What's life like now (Internally)

Once the patient says yes to the testimonial video, use the email template to request the date and time to film: 

Subject: Video testimonial - Surgeon/Clinic name

Hi (Patient name),

Thank you so much for agreeing to film a video testimonial about your treatment experience with Surgeon/Clinic NAME.  Doing this will help many patients in the future!

Are you available (Time and date)? It won't take longer than 30 minutes. 

Here's some information so that you know what to expect: 

Ideally, we'd want you to join the Zoom meeting on your mobile phone (if that's impossible - a laptop also works). 

I will then ask you to position your phone/laptop somewhere with good lighting (e.g. in front of a window). 

I will then start recording our meeting and will ask you these questions: 
    • Please tell me your name and what you do for a living. 
    • What problem did you have before you had surgery?
    • Tell me about your frustration when trying to solve that problem with the alternative (like glasses and contact lenses) failed.
    • How long were you considering the treatment?
    • What was different about your treatment with Surgeon/Clinic name?
    • Please take me to the moment when you realised that the surgery was working to solve your problem.
    • Please tell me what life looks like for you now that your problem is solved or being solved.
    • What would you advise someone who was considering this? Should they be anxious or nervous?

Please note that we intend to use this material for advertising purposes.

I'm looking forward to speaking with you!

Kind regards,
Your name

Setup a Zoom meeting:

• Schedule a Zoom meeting, ensuring the patient has the link and knows how to use Zoom.
• Tell them they can use their phone to join - it can work better than a laptop camera and will feel more like user-generated content.
• Advise them on positioning their camera and finding a quiet space with good lighting.
• If they are using a phone, ask them to use it vertically, not horizontally.

Recording:

• Use Zoom’s built-in recording feature to capture the video.
• Test the audio and video quality at the start of the call and make adjustments as needed.

Here are examples of testimonial videos that were recorded over Zoom:

• Melisa's RLE testimonial video
• Alison's RLE testimonial video
  
• Jordan's laser eye surgery testimonial video
  

1. Build Comfort

• Explain the process and the purpose of the testimonial to the patient. Let them know how their story can help others: 

  "We find that sharing patient stories really inspires others who are facing similar decisions; your experience could be incredibly helpful to them. Would you be comfortable sharing your journey in a short video?"

• Show examples of other testimonials to give them an idea of what to expect:

  "Let me show you a few video testimonials from other patients so you can see how simple and impactful this can be."

• Kylie Ferguson's laser eye surgery journey:
  

2. Guidance and Practice

• Offer to record a short practice clip to make them comfortable in front of the camera: 

  "Let's do a quick practice run with the camera—it's just a test and nothing is final. You can get a feel for what it's like in front of the camera with no pressure."

• Reassure them that they can stop and restart if they feel the need:

  "Remember, if at any point you want to take a break or redo part of your story, we can easily stop and start again."

3. Focus on Conversation

• Conduct the testimonial as a casual conversation rather than a formal interview. You can clip out the questions you ask in post-production:

  "Think of this as just a chat between us—I’ll ask a few questions to guide our talk, but really, I want to hear your story in your own words. Just speak as if you’re telling a friend about your experience."

• Use the questions as a guide rather than a script, allowing for a more natural flow.

• Be patient and encouraging throughout the process to help patients feel valued and comfortable.
• Ensure all video usage consent forms (see below) are signed and clear before recording.
• Edit your questions out of the video, leaving only their words.
• Keep the testimonial concise—aim for 2-5 minutes to maintain engagement.
• Add subtitles to the video
• Post the video as free content or use it in paid advertising

Following these steps, you can create impactful and persuasive video testimonials that help prospective patients understand the benefits of choosing your practice for their refractive surgery needs.

Adapt this model release to use with your patients. (This is not legal advice. If you are uncertain, consult with legal professionals.) Do not violate rules and regulations in your jurisdiction.

Model Release And Authorisation To Photograph And Video

I hereby grant the undersigned photographer ("Photographer") the irrevocable right and permission, throughout the world, in connection with the photographs and videos he/she has taken of me, or in which I may be included with others, the following: (a) the right to use and reuse, in any manner at all, said photographs and/or videos, in whole or in part, modified or altered, either by themselves or in conjunction with other photographs and/or videos, in any medium or form of distribution, and for any purposes whatsoever, including, without limitation, all promotional and advertising uses, and other trade purposes, as well as using my name in connection therewith, if he so desires; and (b) the right to copyright said photographs and/or videos in his own name or in any other name that he may select. I waive the right to inspect or approve any use thereof. 

I hereby forever release and discharge Photographer from any and all claims, actions and demands arising out of or in connection with the use of said photographs and videos, including, without limitation, any and all claims for invasion of privacy and libel. This release shall inure to the benefit of the assigns, licensees and legal representatives of 
Photographer, as well as the party(ies) for whom he took said photographs. 

Please check: 

__________________ I represent that I am over the age of eighteen years and that I have read the foregoing and fully and completely understand the contents hereof. 



Date: __________________


__________________________________________ (Model's Signature) 

__________________________________________ (Model's Name) 


Phone: __________________

Address: __________________________________________

Share the video with the patient as promised.