Turning Expertise into Leads – Viral Video Marketing for a Knee Clinic
When consultant surgeon David Duffy wanted to grow awareness and attract more patients to Yorkshire Knee Clinic, he turned to Reel Film’s video expertise. Our creative campaign didn’t just engage thousands—it went viral, with one video reaching over 9 million views on YouTube. The result? A packed clinic, a surge in qualified leads, and a follow-up project that won national acclaim.
Yorkshire Knee Clinic is a specialist practice led by experienced consultant surgeons, including Dr. David Duffy. The clinic helps patients across Yorkshire and beyond with knee injuries, pain, and recovery — combining clinical excellence with a patient-first approach.
The Challenge
David Duffy and his team faced a common problem for private clinics:
- Standing out in a crowded healthcare market
- Educating patients on complex procedures
- Generating a steady flow of high-quality leads
Traditional marketing had limited reach. They needed a new way to:
- Build trust and authority
- Drive website traffic and inquiries
- Make clinical information accessible and engaging
Our Approach
We collaborated closely with David to understand his goals and the questions patients most often asked. We identified YouTube as the ideal platform for reaching both local and national audiences searching for knee advice.
Creative Process:
- Developed a content plan focused on clear, jargon-free explanations of common knee issues and treatments
- Crafted a friendly, authentic on-camera presence for David, making complex topics easy to understand
- Filmed and edited a series of videos, each designed to answer real patient questions and encourage viewers to get in touch
Distribution:
- Optimised titles, descriptions, and thumbnails for YouTube SEO
- Shared content across the clinic’s website and social media
- Monitored performance and adapted the strategy to maximise reach
Execution
From scripting to filming and editing, our team ensured every video delivered value. We focused on:
- High production quality, but a relaxed, approachable style
- Calls to action that directed viewers to book consultations or learn more
- Consistent posting to build momentum
I think I can safely say you have nailed the video project, thank you! I have just had this message from the National Director of NHS Innovation “I love it, leave it as is. Press the green button on the project”.
Business Impact:
- David’s clinic saw a dramatic rise in new patient bookings
- Videos established Yorkshire Knee Clinic as a trusted authority in knee health
- Ongoing stream of qualified leads, with many patients referencing the videos when booking
Beyond Viral: The HAPPI Project
Following this success, we supported David and the team on a second, high-impact project. This NHS-backed initiative used digital tools to improve patient care and outcomes. Our video storytelling helped the project earn national recognition, including success at the HSJ Digital Awards—cementing David’s reputation as both a clinical and digital innovator.
What Made These Videos Work?
- Authenticity: David’s approachable, expert delivery built instant trust
- Clear Value: Each video solved a real patient problem or answered a key question
- Strategic Distribution: Optimised for search, the videos reached people actively looking for knee care solutions
Lessons Learned & Takeaways
- Video is a powerful tool for healthcare professionals to educate, build authority, and drive bookings
- Authentic, value-driven content is more likely to be shared—and go viral
- Strategic support, from planning to promotion, is essential for success
The campaign isn't just transofrming the NHS. It also won the ‘Supporting Elective Recovery through Digital’ category at the HSJ Digital Awards 2024, recognising excellence in digitising, connecting, and transforming health and care.
By providing personalised videos, recorded by the patients’ surgeon, whilst the patient is still in post-procedure recovery, the HaPPi project has transformed patient communication. HaPPi gives patients the information they need at a time of their choice, as they can watch the videos as many times as they want, and helps reduce the demand on services at the hospital, meaning that clinical time can be repurposed.
