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Best Practices in Dental Video Marketing

You probably have a website for your dental practice. You might also have social media pages that you update consistently. But what about video?

Video content is a powerful marketing tool that can be used in a number of places – your website, your social channels, traditional media outlets, and even your waiting room!

It’s also one of the most effective ways to reach your patients. Here’s a few quick facts about video content.

  • Video is projected to claim more than 80% of all web traffic by 2019.
  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.
  • According to YouTube, mobile video consumption grows by 100% every year.
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • 87% of online marketers are currently using video content in their digital marketing strategies.
  • A third of all the time people spend online is dedicated to watching videos.
  • Video ads now account for more than 35% of all ad spending online.
  • 59% of company decision makers would rather watch a video than read an article or blog post.
  • Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.”

How To Create a Professional Dental Marketing Video

It doesn’t take a professional video designer to create an awesome dental marketing video. In fact, there are numerous ways to create a video while putting in limited effort.

For starters, you can think about showing off your clinic. Use the video as a way to give the consumer a virtual tour of the facility. This will get them comfortable with you and your clinic in advance. And of course, that will encourage them to visit your clinic in the future. You can also use a video to speak directly to the customer. Tell them about your clinic and the services that you offer.

Finally, you may be able to create a video showing off your skills. Record yourself performing a dental procedure on a patient. Just make sure that you get their permission in advance. Either of these methods will prove to be very effective for creating a great video for your marketing efforts. As for distribution, you can use these videos internally, or publish on your social media pages such as Facebook, Instagram, and YouTube in order to build up a local and global following.

Make your team members your “stars”

“Live” video options on your smartphone and tablets give you endless possibilities for real-time, in-the-moment video content. But you have to use it!

“The video tools and apps on your smartphone allow you to tote what’s practically a full production studio right in your purse or pocket.” – Ann Handley

You have a constant and consistent source of video content daily. Your team is on-site and available during office hours.

Highlight your expertise

You’re the expert. Don’t be shy!

Dispel a dental myth. Take a minute and speak non-technically about something that will help your patients overcome a fear or take a step towards treatment.

Introduce your referral specialist. Interview them briefly to acquaint your patients and build trust for your patient referrals.

Showcase the Culture of Your Team

In order to set your brand apart from other dental practices, you will want to fully showcase the culture of your team. Nothing will set you apart more than showing your audience why your dentistry is unique amongst the competitors. In order to successfully create a perfect snapshot of what life in the office is like, you should showcase the following:

  • How your staff engages with each other
  • Your staff interacting with clients before, during and after procedures
  • Staff working with dental equipment, setting up appointments, working the front desk, etc.

What Types of Video Content Are Important?

Practice Overview Videos

While you could have tons of text on your website to explain your practice, people are much more likely to watch practice overview videos. These videos can be as short as 60 seconds or as long as 90 seconds. You can use the video to explain what your practice offers and to introduce the staff.

Patient Education Videos

You provide lots of valuable procedures for your patients. You likely offer preventative and restorative treatments and might provide cosmetic services, as well.


Testimonials are the way to get word-of-mouth referrals in the digital age. When patients sing your praises in these videos, others will take notice and book an appointment.

Before and After Videos

Before and after pictures are always popular for dental practices, but videos are even better. People put more trust in videos than images, and videos can be more detailed. Create before and after videos for different procedures, so people will see your amazing work.

Promotional Videos

If your practice is running a promotion or has another exciting announcement, use a video to announce it. Keep these videos short and to the point, and if it’s a promotion, don’t be afraid to make people share the video to enter. That’s an easy way to help your video go viral.

Interview Videos

You have spent your career connecting with patients who come inside of your practice. Now that you are moving to the digital world, you need to connect with people you’ve yet to meet.

Fun Videos

You don’t have to be all business with your video marketing campaign. Sometimes, it’s fun to mix things up with a humorous video. If you do some digging, you’ll find dental practice videos of the entire staff taking the refractor bubble challenge and doing other fun and quirky things.


Having videos for your dental practice is a great way to get your brand noticed online and implement a successful digital marketing strategy. In order to see the best results possible from your videos, you will need to follow the best practices possible in dental video marketing.

To recap, here are those best possible practices that you can use in your dental marketing videos:

Showcase the Culture of Your Team –  Show your company culture and what life is like in the office.

Don’t Confuse Your Audience – Don’t cram too much into one video. Spread it out so you can be detail-oriented about your services.

Convey a Soft and Inviting Environment – Combat most people’s fear of the dentist and create a warm and inviting environment for your potential patients.

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