Do you want to better inform every dental patient? Education videos are a great strategy, especially for marketing-savvy dentists
Have you ever explained a dental procedure to a patient and watched his eyes gloss over? Dentistry is a complicated subject. Describing your diagnosis and solution in-person isn’t always effective (sometimes you scare patients away), but they should know what to expect. They’ve put their trust in you, so an extra effort to help them understand is appreciated. Dental patient education videos are an excellent choice of strategy.
Here’s an extra bonus: videos are powerful marketing tools. You can promote video content on your website, YouTube, and social media channels. This will allow you to simultaneously market services, educate viewers, showcase expertise, and grab the attention of potential patients.
How to create dental patient education videos that inform & convert
1. Research your competition’s videos on Youtube
First, you need to know what content is out there. Research the topics patients are interested in learning. Start with the practices in your area. Watch the videos they’ve posted on YouTube, social media, and their website. Jot down notes and answer these questions:
- What dental topics are covered in each video?
- How many views do these videos currently have?
- Are they promoted on the practice’s website or social media channels?
- What’s their quality? If you were a patient, would you find value in watching?
Compare those local practices to higher quality videos online and search for a common denominator.
- What topics are patients most interested in?
- How do these videos tie with the practice’s brand?
- How are they shot? (Graphics, in-person presentations, interviews, etc.)
- What videos has the most online engagement? What’s different about them?
2. Ready, set, action!
Get in the director’s chair, throw on your actor’s hat, and start making your video. We know what you’re thinking: I don’t have any time for that!
But you may be surprised. These videos are usually very short and to the point. No more than two minutes each. After each shoot, you can bring all the footage to an editor who will put together the final product for you.
Always hire a professional videographer to shoot each video. Many amateur videos are poor quality due to lack of experience with the camera, lighting, and sound equipment. Once you have everything in place for your dental patient education video, use these tips to stay organized and timely:
- Outline your presentation completely.
- Write out cue cards to use while filming (so you don’t forget your lines).
- Pick and choose the best props to use for demonstrations and close ups.
- Don’t sweat the camera—focus on showing professionalism and speaking clearly.
- Set a time limit and stick to it.
If you’re hesitant to create your dental patient education videos, keep in mind the unique benefits. Purchasing videos online may save time (more on this below!), but will not convey the same message to your viewers. By shooting videos with your team, you have the added benefit of connecting on a more personal level. Here are a few things to consider:
- Hand-made videos convey passion and strong work ethic.
- More opportunities to align each video with your brand message.
- You completely own the videos; you can market and promote them as you wish.
- Showing yourself on camera will catch the attention of web visitors researching your practice.
3. Purchase high-quality videos online
Finally, if you know that shooting videos are not an option, you can always purchase them online. There are companies that offer high-quality educational videos for dentists and specialty practitioners.
Although you will have fewer opportunities to connect with your audience on a personal level, professionally-made videos have great benefits, too.
- Little time spent on developing content.
- Customized graphics and animated presentations.
- Videos are available in multiple languages.
- No additional time for production and editing.
The bottom line: you will have more time to spend on properly managing your practice. As far as costs go, you will have to look into the individual prices and compare them with the expenses of creating your own. Either way, there are a few questions you should ask before purchasing dental patient education videos from third parties.
- Do you own the rights to these videos? Can you promote them on your website and social media channels?
- How customizable are they? Can you implement your brand within the video or make changes as you wish?
- Are the videos standalone products? Is there software you have to buy as well?
Don’t settle for mediocre dental patient education videos
The effectiveness of your videos (especially in a marketing aspect) is in proportion to their overall quality. Patients will not enjoy watching out-of-date, poorly made presentations. Whichever route you decide to take (hand-made or purchased products), invest in the highest quality possible. You want people to pay attention, both in the chair and at home.
Do you have any tips for creating educational videos? What’s your opinion? Share your thoughts with us!