Dental video marketing and why you need it

We’re chatting with Carl Kwan, a multimedia expert and YouTuber with considerable reach, to find out how you can unlock the vast potential of video content marketing for your dental practice – that is, if you know what you’re doing.

In an Internet-crazed world saturated by ‘SEO’ and ‘Google Search Ranking’ best practices, video marketing is a must for any business that wants to stay relevant and attract new customers. The dental industry is no different. By creating engaging and informative videos, dentists can reach a wider audience and build trust with potential patients.

Dental video marketing can take many different forms, from educational videos about oral health to promotional videos showcasing a practice’s services. No matter what type of dental video you create, the important thing is to make sure it is high quality and provides value to viewers.

Despite the obvious benefits, not many dentists are jumping on the video marketing bandwagon. In Carl Kwan’s estimation, that represents a goldmine of untapped opportunities for the discerning dentist.

That said, you should always consult the health practitioner guidelines as applied in the country where your practice is based. When it comes to advertising, whether on a print, digital or video platform – non-compliance is a matter of professional conduct that could result in disciplinary action and prosecution.

DRA: Video content marketing is a relatively new marketing tool for dentists to promote themselves and the services they offer. What would you say are the biggest advantages of video content marketing and what makes it a viable option for dentists, especially those interested to reach new patient demographics?

Carl Kwan: Video content marketing is not a new concept, but as you mentioned, it’s a relatively new tool for dentists.

There are stats showing that about 80% of Internet traffic is video-based. As anyone who has been online in the past few years can see, the popularity of videos has exploded. But because there are relatively few, if any, dentists using video marketing, the greatest benefit will be first-mover advantage.

That means a dentist can dramatically elevate their brand and status by being one of the first to use videos. And when the videos target specific demographics, they make it easier for potential patients to discover that dentist and choose to become a patient.

The biggest mistake has nothing to do with the production of the video from a technical perspective. The biggest and most common mistake is not communicating the right message to the target audience.

Videos can help reduce the number of questions and the time required to answer them by dental clinic staff. Videos can build brand loyalty by helping dentists stay connected to their patients. The final advantage is that when videos are done well, they can be used for potentially years to come, thereby providing long-term ROI.

DRA: On one hand, some dentists believe that video marketing is either too expensive or troublesome to bother with. At the other end of the spectrum, some dentists are quick to upload low-quality DIY videos. To either camps, what would you say are the potential myths and pitfalls to look out for?

CK: The great thing is that both camps know that videos can help their business. As far as myths and pitfalls, the biggest would be believing that a video will be a magic bullet that transforms their business in an instant. Although that can happen, the businesses that do well look at video marketing like any other form of marketing, meaning they look at it as a marathon and not a sprint.

Videos can be pricey depending on what you’re trying to do, at what stage the dental business is in, and who you work with to produce the videos. For a newer business with a more modest marketing budget, making your own videos is not a bad idea if the dentist is willing to commit the time and effort to consistently make those videos.

However, the major pitfall with DIY videos for a dentist is the potential for giving the wrong impression to potential patients. For both camps, the most important thing is to have a plan in place for how to use videos because videos are not going away and will only become more important as a marketing and branding tool.

DRA: What are some of the mistakes that are commonly made in a poorly produced dental marketing video?

CK: The biggest mistake has nothing to do with the production of the video from a technical perspective. The biggest and most common mistake is not communicating the right message to the target audience.

This can happen for a number of reasons, but the main one is misunderstanding who the dentist is speaking to and what they want to hear. The result is a video that doesn’t achieve the business goal and leaves a bad impression with the dentist about using video.

The second mistake is believing that “if you film it, they will come.” Many business owners believe that once a video is made, they just need to put it on their website and business will come. They need to incorporate other digital marketing strategies, such as search engine optimization (SEO), content creation, and perhaps running paid digital ad campaigns.

A video won’t help if no one comes to the dentist’s website, so whenever I speak with clients, one of the first questions I ask is how they get clients. We can then incorporate video content to enhance and supercharge their digital marketing strategy.

The third mistake is paying too little for a video. Nowadays, it’s so easy for people who are passionate about making videos to say they can help a company make videos. And they often charge very little in order to build their portfolio or make it easy for a dentist to hire them. You get what you pay for, and sadly, I’ve seen too many videos that don’t produce results and end up a waste of time and money.

Finally, the last mistake is trying to make the video on your own. A dentist needs to focus on being a great dentist and running a successful business, not learning how to shoot and edit video. Leave the marketing and videos to a professional, so you can serve your patients and build your practice.

Many business owners believe that once a video is made, they just need to put it on their website and business will come. They need to incorporate other digital marketing strategies, such as search engine optimization (SEO), content creation, and perhaps running paid digital ad campaigns.

DRA: Conversely, what are some of the key elements that would help a dental video reach its desired outcomes? 

CK: The key elements that would help a dental practice reach its desired outcomes are:

• Understanding who your target market is and creating a video, or a number of videos, that speak to that target market.
• Providing excellent value to your viewers in order to build a relationship with them and to build a community.
• Being consistent with producing video content to stand out from the competition.
• Developing an overall marketing plan, implementing the plan and continuously improving the plan.
• Recognizing that video marketing, like any form of marketing, is a marathon and requires commitment to the process.

DRA: “Poor sound can ruin an otherwise spectacular production”. If that is true, what are some of the audio-related things to be aware when starting out in video marketing?

CK: This is absolutely true. Think about those times when a phone call, or a Zoom call, wasn’t clear and how difficult it was to understand what was being said. One of the most important purchases you can make is to buy a good quality microphone and to learn how to use it.

Microphones work best when they are close to the sound source. Lavalier microphones work best when placed close to the upper/middle part of a person’s chest. Shotgun microphones work best when placed within 6-12 inches of a person’s mouth.

Always try to record in a quiet environment. Turn off air conditioners or other electronic devices that are noisy to ensure the sound is the best possible. Also try to record in a room that’s not echoey. Carpets, sofas with big cushions, and heavy drapes are great for making a room better sounding. All of these tips will dramatically improve audio quality and the overall video quality.

DRA: In your Youtube videos, you talk about the benefits of highlighting an organisation’s social causes. Can you elaborate further, and advise how one should go about promoting them?

CK: Highlighting social causes is important because your patients want to identify with you and support businesses that share similar values.

Consumers are now more careful about which businesses they support, so sharing what you care about can make it easier for potential patients to choose your dental practice, as well as retaining patients who feel good about your corporate values.

An easy way to promote your values or the causes you believe in is to create an About Us type of video where you talk about why you do what you do and what you believe in. You could also create videos of any volunteer work you and your staff take part in and share those to your YouTube channel and other social media platforms.

Highlighting social causes is important because your patients want to identify with you and support businesses that share similar values.

DRA: You also mentioned about patient testimonials. What are some of the best practices when reaching out to the patient community and capturing their feedback on video?

CK: Testimonials make it easy for potential patients to choose you by reducing the risk of them making a mistake.

Try to get at least 3 testimonials and get them from patients that represent your ideal patients. Ideally, your patients love you and will be more than happy to give a video testimonial.

When asking for a testimonial, let your patients know how much you appreciate having them as patients and would like to have more patients just like them. Ask if they would be willing to give a video testimonial and if they say yes, make it easy for them to do so.

The easiest and fastest way is to provide your patients with a few points they should talk about and then have them simply use their smartphone to record the video. Sure, you can make a more highly produced testimonial video, but then you’re making it harder for your patients.

Alternatively, you could ask them if they would be willing to give a testimonial after their next appointment. Whatever you do, just try to get those video testimonials and try to get new ones every month in order to strengthen your brand position.

DRA: Many dentists are not accustomed to speaking in front of the camera. What advice can you share to a camera-shy individual on how he/she can appear more confident and personable on screen?

CK: Yes, being on camera can be intimidating. Getting comfortable on camera comes with time and experience.

Taking a public speaking course, like Toast Masters can help you be more confident and personable on camera.

Another thing to remember is that you’re already good at speaking with people because you do it every day. So imagine speaking to your ideal patient or your favourite grandparent and bring that kind of energy when you’re in front of the camera.

Your first videos will be bad, but just like anything, keep practicing and improving and other dentists will wonder how you can be so confident and personable on screen.

Most of all, be yourself and remember that patients like you because of your personality as much as your skill as a dentist.

About Carl Kwan

Carl is the owner of Kwan Multimedia, a Canadian video marketing agency that specializes in helping businesses grow by using video as a strategic sales and marketing tool. Kwan Multimedia helps businesses find the right message to help them communicate with their target audience and deliver that message clearly with video.

Carl has a background as an executive presentations coach, has worked as a professional voice actor, as well as on radio and television. He knows how to present your message clearly and effectively – in an engaging way – through video.

He’s also uniquely positioned as a video marketing expert that has actually used YouTube to grow his personal brand and launch Kwan Multimedia. Check out Carl’s YouTube channel, which currently has over 94,000 subscribers.