7 steps to creating dental practice videos

Naomi Cooper

Naomi Cooper is President of Minoa Marketing and CEO and co-founder of Doctor Distillery. Naomi is a respected dental marketing executive, strategist, consultant, author, speaker and industry opinion leader. With over 16 years in the dental industry, she has helped leading companies across the dental industry consistently create tangible results for their marketing efforts aimed at the dental professional. Naomi also blogs regularly at www.minoamarketing.com. For more information about Doctor Distillery, email naomi@doctordistillery.com or visit www.doctordistillery.com.

Online videos are quickly becoming a powerful influence on consumers today. Why? Video is incredibly engaging. According to research published by Atlas, video is six times more effective than print or online promotions.

Online videos are quickly becoming a powerful influence on consumers today. Why? Video is incredibly engaging. According to research published by Atlas, video is six times more effective than print or online promotions.

Even better, producing a video doesn’t cost much, if anything at all, making it a terrific tool for dentists. Think it sounds difficult? Producing and uploading videos can actually be quite simple.

More from Naomi Cooper: How to "no" your way to dental marketing success

Here are seven steps to creating videos for your dental practice:

Choose a device

Most smartphones today are well-equipped to shoot quality video. You can also use handheld devices, such as a GoPro. If you have a newer computer or laptop, there likely is a built-in camera perfect for shooting a video from your desk.

Eye on the target

Keep in mind the videos are targeted to patients so the topics need to be of interest to patients and, most importantly, is stated in nonclinical, easy-to-understand, layperson’s terms. Also, keep the content short and sweet. Most videos should be less than 60 seconds in duration for maximum engagement.

Trending article: Top tips for designing a modern dental practice website

Subject matter rules

Good topics include a tour of the practice, a welcome message from the dentist, descriptions of common procedures, aftercare instructions and answers to patients’ frequently asked questions. Also consider shooting “get-to-know-the-staff” videos, as well as patient testimonials, but, if you go that route, be sure to get a written release from anyone featured before publishing the video online.

Location, location, location

Pick a quiet part of the practice to shoot the video. Make sure there is good lighting and acoustics and that the area is as free from distraction and background noise as possible.

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Dress up

Be sure to wear a nice solid color that will “pop.” Stay away from stark white or busy patterns, which tend to translate poorly on camera. Men can wear a dress shirt (tie optional), and women a blouse or sweater. Do not wear scrubs or lab coats. Remember, the point is to be welcoming and professional not intimidating and clinical.

Related reading: The top 5 reasons your practice should communicate with video

Take your time

Practice makes perfect. Shoot a few takes before deciding on the best version to use. Remember to speak slowly and avoid any overly technical dental jargon patients may not understand.

Make it viral

This is the most important step! Upload the finished product to all online platforms, including the dental practice website, blog, YouTube channel and all social media and online review profiles. This way, the video has a chance to be seen and shared by as many current and prospective patients as possible.

Not only are online videos important for patient engagement, but they contribute to the dental practice’s SEO strategy. Remember, Google owns YouTube. Search engines favor original content, making video highly valuable in terms of increasing the overall online visibility of the practice.

Related reading: Unlocking the power of video to reach your dental customers

Creating dental practice videos is a powerful yet cost-effective way of promoting the practice online. Give prospective patients a behind-the scenes-glimpse into what the dental practice is all about, and stay connected with current patients in an engaging way. Keep the videos fun. Keep them professional. And most of all, keep creating online momentum for your dental practice. 


About the author

Naomi Cooper is president and founder of Minoa Marketing and serves as chief marketing consultant for Pride Institute. She is a respected dental marketing consultant, author, speaker and opinion leader who coteaches Pride’s marketing course, The New Rules of Dental Marketing. She can be reached at naomi@minoamarketing.com and blogs regularly at minoamarketing.com. Follow her on Twitter (@naomi_cooper) or “like” Minoa Marketing on Facebook at fb.com/minoamarketing. For information on upcoming courses, call 800-925-2600 or visit prideinstitute.com.