What makes a good dental video? That depends on what you’re using it for, where it’s at, and what type of video you are using. In this episode of Dental Marketing Mastery, we go into the best practices of dental office marketing videos.
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Podcast Highlights:
  • The three types of dental office videos
  • The importance of a script
  • The makeup person
  • Proper clothing for the camera
  • How many videos is too many?
  • How long should your video be?
  • The meet the doctor/team video is the most viewed
  • Building trust
  • What NOT to do with your eyes
  • The traditional dental office marketing videos
  • Where to place videos
  • Dental waiting room videos best practices
  • What makes good narration?
  • Best practices of dental videos for website
  • Leveraging social media
  • Best practices for dental animation videos
  • Benefits of animated video
  • Under-utilized mediums
  • Videos for customers, not for dentists!

Podcast Transcription:

Hello, and Welcome once again to the Dental Marketing Mastery series. This podcast is brought to you by DentalWebContent.com and New Patients Incorporated. I’m Howie Horrocks, the Founder of New Patients Incorporated, along with me once again, as my friend and partner and the President of New Patients Incorporated, Mark Dilatush.

Howie: Well, hello again, everybody. Welcome to our podcast.

Mark: Hi, Howie.

Howie:  Hey, is that Mark?

Mark: It is.

Howie: It is.

Mark: Mark in New Jersey.

Howie: Oh, yeah. That’s you guys are getting warmer weather now too, aren’t you?

Mark: It’s nice here now. Yes. It was like 70 something?

Howie: Wow.

Mark: I know.

Howie: Well, anyway, for our listeners pleasure today, we would I think we talked about discussing dental video. And the various uses that it might be put to.

Mark:Yeah, what makes a good dental video. There’s actually three different kinds. So what we wanted to do is do the human kind. The, what we call the slideshow kind or a traditional kind, and then the animated kind.

Howie: Right.

Mark: Then you use all three different versions of video and everything that you do in all your marketing, you can use it, especially now with all the social media available to all these dentists. So but let’s go down now Howie, you’ve probably directed more live dentists in video presentations, then, I have to imagine anyone.

Howie: Quite a few. Yeah.

Mark:Quite a few. So if anyone on the planet knows, or understands the you also wrote 99.9% of all of their scripting. So from the scripting standpoint, from a things to do and not do when front of the camera standpoint. Why don’t we just start with live dental video? And

Howie: Yeah.

Mark: the dentists listening to this, or the staff, actually, because we’ve got some great staff blooper reels, but

Howie: Yeah.

Mark: why don’t you start to explain how to do or what’s in a great dental video from a live video standpoint.

Howie: Yeah, sure. Sure. Absolutely.

Well, of course, a dental video is very powerful, it is the best way to establish trust with your target audience, because they can see you and hear you. And then, you know, I can’t tell how many times we’ve had clients call up and say, you know, “Patient came in today, and they said, you know, I feel like I already know you, because of the videos on your website.”

So we’ve done a lot of these over the years. And they’re really I hate to kind of say this, I don’t mean to dissuade anybody from doing their own home type videos. But really, if you want the best quality, and the best sound and the best lighting and all of that stuff, you really need to go into a studio. Okay, we’ve got a studio here that we use, it’s a completely soundproof. It’s a it’s a wonderful huge room that we go into, and it’s very, the sound quality is superb, the lighting is superb. And that’s really how you get your best results.

A few things that go along with that is you need a script, you’re going to attempt to ad lib a subject, there’s not very many people who can do that. Really, there’s not and you’re not going to be able to memorize something that last for you know, a minute or two minutes usually. So that that’s the best advice there.

Also, you want to make sure that you don’t look white and pasty. So you need a makeup person. You also need the correct clothing. You know, you can’t normally have anything stripy because it causes dental video to what pixelate? Or there’s a term that it’s bad so you got to have a proper selection of wardrobe usually a plain shirt for men and something that’s not got a lot of stripes or color, the color green cannot be present.

Mark: Yeah, don’t wear green.

Howie: Against a green screen, you know.

Mark: Don’t wear green in front of the green screen. You’ll look like a head.

Howie: Whatever part of your body has green on it will disappear and you look really goofy. And so anyway, that those are some of the basics that you need to be concerned with in a dental video or a series of videos that go on your website. And what we would also recommend is that, you know, you don’t go on and on, you know, we’re talking 60 seconds, 90, maybe 90.

Mark: Right. Right.

Howie: And you want the various topics that line up with the marketable attributes scorecard that we’ve talked about in the past. So you want to select your subjects according to how valuable your target market regards them. Things like sedation dentistry, you need a separate page for that on your website. You can pop up and then tell the website visitor all about sedation. And you can you know do the same with any anything you know, implants, anything like that. You don’t want to have too many, how many is too many? I don’t know, but not too many. Because we want them to pick up the phone call rather than sit there and be entertained by your video. Let’s see what else I’m missing something Mark I forget. Well, anyway.

Mark: No length. The number.

Howie: Yeah.

Mark: Um you know, using them broadly of course.

Howie: Yeah. You know, the most visited page on a website is the meet the doctor or meet the team page. So that is that is a critical video for you. And that has to be I would suggest doing it you know in a rather casual setting. And where you just talk a bit about the practice a bit about your feelings. Why you’ve set the practice up the way you did. What your

Mark: Why you became a dentist.

Howie: Yes, stuff like that. Your personal stuff, so that they can get to know you better. That skyrockets the trust right there. Yeah.

Mark: Okay, so that’s live video things that they shouldn’t do in front of the camera. I remember you and I having a conversation after somebody was in the studio and I call you and say “Howie how’d you guys do?” and you laugh and you guys would not stop leaning, you know, rocking back and forth. And then we have another dentist that would wouldn’t stop moving their hands in front of their face right or wouldn’t

Howie: Yeah

Mark: and sometimes it’s weird because sometimes the camera lens like if you put your hands down below your waist, you have no hands anymore.

Howie: Yeah, it goes out of the frame.

Mark: It goes out of the frame. So you like say now you like have two stubs on your shoulders.

Howie: Yeah.

Mark: There are there are a million things besides the words, besides the timing, besides the voice inflection, besides your clothing, besides the weather, besides everything else that you’re thinking about. You know, don’t rock back and forth you know.

Howie: Another thing – Sorry to interrupt, but I just thought of this. Some docs have a tendency to move their eyes.

Mark: Yes.

Howie: Side to side.

Mark: Right

Howie: And what that literally communicates to the to the viewer is that you’re shifty. You don’t want to do that. Look right into the camera.

Mark: Yeah, so um, which is a great segue into the other two dental video forms. But do you would you want to take a break before we go into those?

Howie: Yeah, let’s say short break and then come back. We’ll talk about some of the other types of dental video. Okay? We’ll be right back.

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Howie: Alright, we’re back. So we’ve got, we’ve got the live video that’s done in the studio, what other types of videos would we want to look at here?

Mark: Well, there’s a we call it traditional video, which is it actually is more of a, like almost a PowerPoint slideshow.

Howie: Yeah, it’s a slideshow, right?

Mark: That plays on dental video that typically silently communicates the benefits of the dentistry and conveniences and technology and so on and so forth, in a very passive way, it’s silent. So it’s not intrusive. Um, typically, you’ll see these in reception rooms of dental practices, it’s sort of a collage of, “Did you know, you know, did you know, you didn’t have to live with loose fitting dentures?” You know, “did you know that, you know, we can get all your dentistry done in one visit? Did you know blah, blah, blah?” Usually 7, 8, 9 “did you knows” in a row, each about something different.

And, you know, culminating in a frame that basically, you know, we kind of like the signs that almost every dental practice used to have on the wall, is the biggest gift is a referral of others and so on, so on and so forth with your branding, and then it starts back again with the “did you knows” and it just runs in a continual loop on a constant basis.

A lot of folks have them in their reception rooms, but they also run them as screen savers on their computers and a lot of dental offices have those computers and operatories. So before or after the assistant comes in or leaves the operatory. These things kick in for about 30 seconds and it’s just very passive learning and education for your existing patient base.

Howie: Yeah, they can be narrated too.

Mark: Yeah, they can be narrated.

Howie: We’ve got some narrated ones that we that we’ve produced, but

Mark: Yeah, yeah, um, they’re really good. For, I wouldn’t use them as the sole communication tool of a web page. In other words, you’d want the words also spelled out right next to it. But it’s amazing how people don’t want to read what looks like 200 words, they’d rather watch a 90 second dental video.

So just give your website visitors the choice of watching this or reading that it can’t hurt. And for your, your social media, I mean, you know, grabbing a 30 or 40 or 50 second video and dropping it onto your Facebook or whatever social media properties you own. You can even put it in your blog, and just creating a title.

And you can just walk out, walk out of your office door, you know, the your dental content is taken care of, you don’t have to really worry about producing it. It’s just it’s just sitting there. So those are ways to use what we call traditional video or kind of slideshow video, I guess is what you would you would really call it.

The third type is animated. Animated dental video is actually done by animator, an animator and with animation software, it’s kind of – there’s two or three different types there’s the one everybody is most familiar with is the type where you see a hand and a pencil. And the hand and the pencil is drawing something like the outline of a skyline and then all of a sudden, it’s filled in with artwork. And they sometimes they actually draw words, as the voiceover is saying them. These are really effective for short to the point communication.

Again, did a series of “did you knows.” “Did you know that you don’t have to live you know, you don’t have to put up with loose fitting dentures? Did you know doctor has a solution for the most fearful patient patients who haven’t been to the office for a dozen years?” Um, these are also with you know, “did you know you can straighten teeth without anyone knowing you’re wearing braces?” These are very, very quick, very eighth grade, seventh to eighth grade, center point communicators. Um, very understood you there is no nothing confusing, even sometimes with human video and even the slideshow videos the words can get maybe even confused with animated video, you’re not going to confuse anyone. Right? It’s not a whole lot of noise.

Howie: And that’s another that’s valuable the point you make there. You know, as we’re not trying to say that your target audience is stupid, what we’re trying to say is they only comprehend or allow themselves to comprehend at a certain level.

Mark: Right? Right.

Howie: And if you go above that, then you’re going to miss them. And they’re going to get bored, and they won’t watch it. And the animation part of it is, you know, the animator will have to create characters, right? For example, we’ve got some that, you know, we have a couple little cute elephants, you know, and some other types of characters that we use in our videos. And what it does is it you know, it’s just easy on the eyes, and it makes people pay attention. And they’re kind of funny, and they’re cute. But they also impart a very important message, which is basically, “we can take care of you.”

Mark: Right. Right. Yeah. And then again, good that they go along the, “Did you know?” Because the honest truth is, is that the dental consumer doesn’t know. That’s that.

Howie: Yeah.

Mark: That’s the truth. Like if you said, “Did you know that a dentist could get all your dental work done years worth of dental work done in one day while you sleep?”

Howie: Yeah.

Mark: The answer is like 7% of people know that.

Howie: Yeah, exactly.

Mark: So saying, “Do you did you know,” is you know, that’s a that’s a legitimate question. Because 93% of the people didn’t know this. So you’re actually are, you are teaching them something, when you put something like that on your website, your social media, even, you know, in your office. Even for your own existing patients saying “Did you know,” only reinforces all the breadth and the scope of all the services that you provide, because your patients honestly, they don’t, they only know what you did to them.

They do not know what you did, or can do, they really don’t, and they don’t retain it. They only retain it for you know, 30 to 50 second bits of time. And if you can get that in their head multiple ways, then you create what’s called familiarity. And once they become familiar with it, then they recognize it, right?

So um, video in all of its form, whether it’s human, or the slideshow, passive type that you would put in your reception area, the animated type that maybe has its own voiceover talent, you know, along with, along with the video or the animation aspects of it to communicate one issue at a time. No matter how you use it. They all work, they all have purposes. They all have pros, they all have cons. But use them I mean, the gosh, they’re so available now, and honestly Howie, underutilized.

Howie: Yeah, I believe so.

Mark: Yeah, I mean, man, there’s, I mean, I go to Facebook, and I’m connected to like 1000 dentists and I see videos of their grandkids. So I know that you can take a video.

Howie: Exactly.

Mark: But I don’t see anything on their, on their website or their social media and doctors please no videos of implant surgeries or

Howie:  Oh, no, no.

Mark: Not what we’re talking about. No, no, we’re talking about, yeah, advertising video, right?

Howie: Clinical stuff for when you come out LVI or whatever.

Mark: Yeah, for that closed Facebook group that nobody else in the world wants to be in. You know?

Howie: That’s right.

Mark: Save those videos for those people.

Howie: Another use I just thought of here and then this is something that some of our clients are doing. Is that the, appointment reminders. That could they can, you can send them a video. Yeah, there’s an animated video something like that.

Mark: Absolutely. Absolutely. You can send them a video, and the video can communicate that they’re overdue and that you offer convenient online scheduling right from their website.

Howie: There you go.

Mark: So there’s a million I mean, animated videos can communicate post op instructions.

Howie: Yeah.

Mark: Any form of video can communicate anything. Really amazingly. So, um, don’t overlook it. It’s there, it’s definitely, you know, available. It’s definitely affordable. And, it’s definitely brandable. It’s definitely all those things. The public in general gravitates toward video for their content, you know, faster in greater numbers than the written word. Yes. Kind of like if the Encyclopedia Britannica was on YouTube, more people would be smarter. Right? So, anyway, that’s video. That’s all the different ways that we use it in our work that you could use it in your work and how to use it.

Howie: Great. Well, we’re about out of time here today. So we’re going to say goodbye for now. We thank you all for tuning in. We really appreciate your listenership. And we will be with you again very soon. Thank you.

We hope you’ve enjoyed our podcast today. You can find more podcasts on our YouTube channel on Stitcher and iTunes. Also on our websites, dentalwebcontent.com and newpatientsinc.com