In today’s day and age, no one is above social media and online marketing — not even doctors. Yes, you heard that right! Nowadays, even doctors and dentists have an online presence that isn’t just limited to their website.
Many doctors and dentists have partnered with a dental videographer and taken to Instagram and TikTok, leveraging video-based content to educate patients, build awareness and, of course, help with marketing.
One of the most famous examples of great video marketing in the medical field is none other than the dermatologist Dr. Pimple Popper. The California-based doctor, also known as Dr. Sandra Lee, began uploading her videos on YouTube in 2010.
She amped up the amount of content that she posted in 2015 after noticing how popular her skin extraction videos were. Presently, she not only has a strong clientele but has also launched a line of skincare, has her own TV series and has even made an appearance on Jimmy Kimmel Live.
Similarly, video marketing for dentistry has been growing in popularity over the years. TikTok and Instagram users love watching before and after videos, calculus removal videos, teeth cleaning videos and much more. It’s becoming clearer and clearer that video marketing is the way to go.
If you’re a dental practitioner wondering how to go about it, you’ve come to the right place. This article will take you through the importance of video marketing for dentists and the basics of figuring it out.
Why Dentists Should Focus on Video Marketing
You might be curious as to why someone as busy as a dentist needs to get into the nitty gritty of video marketing. The short answer is that almost everyone is on social media and almost all social media platforms seem to be pivoting towards video-based content.
In fact, a study by Cisco projected that video would make up 82% of all consumer internet traffic in 2022! To elaborate, video marketing is a great way to put a face to your practice and engage directly with your audience. It also helps potential clients understand how you function as a doctor, helping them ensure that you’re the right fit for them.
Sharing video content also doubles as a method to build your brand identity. The fact that videos are shareable means they give you a chance to engage with a much broader audience than other forms of marketing allows you.
Since the dental industry is a highly competitive market, video content also helps you stand out from the crowd. These are a few reasons we see dentists pay increasing focus to video marketing.
The Importance of Video Marketing in Australia
You’ve seen a broad understanding of why video marketing is an asset to any dental practice. According to a Wyzowl survey, 87% of businesses already use video marketing. Here are some more specific details on the importance of video marketing for dental practitioners.
Video marketing is a trust-building opportunity
Everyone has seen the popular television trope about people being scared of going to the dentist. While TV shows might exaggerate this notion, the reality is that loads of people are actually terrified of visiting their dentist.
For most people, it’s the idea of having to face some amount of pain; for others, it might even stem from mistrust. Having regular video content helps forge bonds of trust between you and your present and future clients.
When you share vital information in a friendly and relatable manner, patients will trust you and be willing to follow through with treatment recommendations. This means that you don’t have to spend time and effort convincing patients to undergo a particular treatment. Videos also let your personality shine through.
You’re no longer a scary person with a syringe and a scalpel. You’re just a medical expert who cares for the health of your patient’s teeth.
Unique Videos for Various Goals
Videos also help you set goals for both your content and your practice. Are you looking to expand your customer base? Are you keen on spreading more knowledge about new dental procedures and technology? Are you ready to bust some dentistry myths?
Based on what your priorities are, you can create videos for each of your goals. These goals keep you on track and also serve as a way for you to evaluate the success of your videos properly.
Video Content Is Shareable
While websites, flyers, print ads and photo content are crucial to any business’s marketing, video is the hero of the day. Video content reigns on most social media platforms, and its shareability means that you can expand your customer base beyond the limits of any other form of marketing.
Formats like reels can get you thousands of views overnight and leave impressions on so many potential customers across the globe.
Video Content Attracts More Patients
Much like the point above, the shareability and relatability of videos do wonders when it comes to pulling in more patients. Dentists often struggle when they’re trying to communicate with patients about the necessity of dental care. Many dentists feel like they need to sell themselves and their services. Videos are a bright and engaging way for you to share your expertise.
Patients usually want to be armed with as much information as possible before undergoing a particular treatment, and your video can help do that. From Invisalign to root canals, your video can help ease their anxiety about their dental procedure.
Using authentic footage and real testimonials builds a sense of trust that is unbeatable. This personal connection can attract so many customers to your dental practice.
Video Content Drives Engagement and Action
Thanks to the algorithm of apps like Instagram and TikTok operate, video content results in serious (and genuine!) engagement and interactions for your clinic or brand. Your clinic could be based in Australia and have people all the way in Amsterdam engaging with it. Since 85% of Americans currently own a mobile (Pew Research Center) and 75% of all videos are played on mobile devices (eMarketer), creating video content for mobile devices allows you to have massive reach, and it’s this type of reach that helps a brand grow rapidly!
Videos Help You Stand Out of the Crowd
Let’s face it, there are loads of great dentists and dental practices out there. So how do you make yours different? Apart from offering premium services, treatments and technology, video content can help you make a name for yourself in an otherwise extremely competitive market.
Dermatologists and plastic surgeons have already heavily tapped into this trusty tool, and now, it’s time for dentists to do the same!
What Makes a Good Dental Marketing Video?
Now that you know why you need to be churning out loads of video content for your dental practice, let’s understand the fundamentals of making a good dental marketing video.
Create value for your patients
Yes, you can participate in TikTok or Reel trends, but you have to ensure that every video you make is relevant to your patients. Why? Because your patients need to see the value of having you as their dentist. When you create value for your patients, they are more willing to buy into your brand and trust your services.
Use a personal or friendly tone of voice
Remember what we said about people being scared of doctors and dentists? Yep, you have to ensure you’re the exact opposite in your videos (unless it’s a Halloween special)! Being friendly and approachable in your videos helps customers trust you and see you as another human being instead of a big, scary dentist.
Aside from this, you must also ensure that you avoid being condescending. No one likes being spoken down to; this also applies to video content. As always, remember to be politically correct, polite and respectful to all people in your video marketing.
You know how you always look at reviews when shopping for clothes online? Well, people tend to do the same thing when they’re trying to select a dentist. When a customer sees positive reviews or happy testimonials from other patients, they’re more inclined to put their faith in your practice.
Include a CTA
Including a CTA on your digital content is the golden rule of social media. A CTA or Call To Action gives your viewers a distinctive direction to follow. This could be in the form of your phone number, a link, the address of your clinic and much more.
For example, if you’ve put up a video about the benefits of composite bonding, include a CTA that says something along the lines of “To see if your smile can be improved with composite bonding, book a consultation at our clinic by clicking on the link in bio.” This way, your customer knows how to get in touch with you.
Whether you’re a budding dentist or an established dental practice, don’t underestimate the power of video marketing in the field of dentistry. It’s so simple! You don’t even require high-end technology. All you need is a good phone camera, decent lighting and a positive screen presence to help your dental practice scale (pun intended!) to new heights!