Using Video to Market Your Dental Practice

November 2016

By Janis Peiser

You don’t need an online business to benefit from online marketing practices. Search Engine Optimization (SEO) and other marketing methods can lead traffic to your website where visitors decide if your practice is right for them. In the case of dentists, your website can make the difference between landing new appointments and driving away potential clients. A friendly hello from receptionists used to be your patients’ first interaction with your company, but now you must make an impression before the patient even picks up the phone to call for an appointment. Your website is now your “friendly hello” and video on your site can seal the deal. Video can enhance your brand and make a great impression leading the potential patient to make an appointment.

Consumer Dental Issues

Since many people don’t visit the dentist until they’re in pain, they can associate pain and other negative impressions with dental health. In fact, 24 percent of people fear the dentist. Successful dental practices try to not only reduce that fear, but also to get patients to look forward to their visits. You can do this with educational and/or entertaining videos that help consumers see who you are — and understand what they can expect.

What Videos Do for Businesses

When shopping for services, 51 percent of consumers use their mobile devices, so your site and videos need to be mobile-friendly. Maybe a future patient gets a sudden toothache while he is at the mall or in his car. Now you can capture his attention as he browses on his mobile device. But there’s more to consider than simply offering mobile viewing options.

According to Dr. James McQuivey in his study “How Video Will Take Over the World,” just 60 seconds of video about your dental practice — dental tips or even an introduction, for example — has the same value as 1.8 million words. And did you know that 80 percent of viewers can recall an ad 30 days after watching it? That means that because they can remember the ad, there is the potential for sharing the information with others for a month after viewing it. But what about actually making appointments? Statistics show that 90 percent of consumers make a decision about buying a product or service after watching a video, and 39 percent make contact with a business after seeing just one video. If consumers enjoy the video, the likelihood of them making an appointment goes up by 97 percent. It’s not just about the information, but the level of pleasure associated with the video.

SEO plays an important part in business videos. Browsers, such as Google and Bing, can read descriptions and script text. That means you develop even more authority and as a result, more browsers will drive traffic your way. Share videos on social networks — Facebook, YouTube and Twitter — to capture the attention of people who may not be looking for dental services, but would like information on dental topics.

Dental Video Topics

Once you decide to start using videos, you need choose topics. You can start with an introduction and tour of your office, and move on to topics specific to dental practices to hone in on not-yet-convinced viewers.

  • Explanations about specific procedures are especially handy since most people are visual learners and often feel more comfortable with procedures when they understand the details.
  • Testimonials that allow patients to feel personal connections and associate the experience of the patient in the video with their own potential experience.
  • Simple dental techniques and tips that offer clear information without overloading or confusing viewers.
  • Methods for managing the stress of specific patients, such as children.

How to Create a Dental Video

Smartphones, tablets and laptops almost always have a high-quality camera you can use, so you don’t have to purchases extra equipment if you want to keep costs low. You might also choose to get a professional video made, in which case it can cost upward of several hundred to several thousand dollars. If you decide to use a handheld device, ask a member of your team or an outside person to serve as the videographer so that the video doesn’t interfere with the procedure being demonstrated. Please remember to have your patients sign a photography and/or video release at they same time they fill out other dental forms.

Pick one topic for your video and stick with it. Internet users have short attention spans, so videos less than a minute are more likely to be seen all the way through.

Dress for contrast. You want to appear friendly, but professional. Wear something that will stand out against the walls of the room in which you are filming. When working with children, wear something fun and friendly. When it comes to adults, you can skip the cartoon scrubs and wear something more serious. Speak clearly and try to keep a smile on your face.

Edit your dental practice video for quality and content.  You can also use slideshows as videos if you are overwhelmed. Once it’s edited and published, share it on social media. Keep in mind that humor, human interest and controversy increase the chances that your video goes viral. When you publish it, use tags to categorize the video so you know if it’s trending and what topic or topics it addresses. Use keywords to drive traffic to your videos.

All the statistics point to positive results when it comes to dental practices using videos to drive traffic and get more patients. When you put your focus on one topic, address the specific needs of your clients and use SEO to increase your traffic potential, you have a tool that can help you increase your patient base every time your video gets viewed. And don’t forget to review your videos so you know they are still working, but also so you can see areas where you need to adjust the quality and/or SEO efforts.

Contact the dental practice team at Goldin Peiser & Peiser for additional ways to enhance the success of your dental practice.

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