Patient testimonial videos are nothing new—but for many dentists, they aren’t yet a part of their regular marketing efforts.
We’re here to tell you why, if allowed in your jurisdiction, they should be!
And don’t just take our word for it—we reached out to key industry player Kyle Summerford, Editorial Director at Dental Assisting Digest, for his thoughts on what videos can do for your practice. Find his expertise in point 3 below!
They are Quick, Easy, and Free
No, we’re not kidding. If you’re willing to film patient testimonial videos yourself, you can add these invaluable marketing tools to your practice website relatively quickly, easily, and for free—you just need a smart phone and a happy patient.
Got both? Great. Here are a few helpful tips for filming testimonial videos in your office.
Remember, dental patient testimonial videos don’t need to be long (aim for 30 seconds to 2 minutes), and you should usually be able to get everything you need in one or two takes. People finding these videos on your dental website or social media pages will enjoy seeing authentic, happy patients describe their experience at your practice, so don’t aim for Hollywood perfection.
Of course, if you’re looking for a more professionally produced video or if you simply don’t have the time in your busy schedule, you can always hire an outside company for filming and editing.
Warning: HIPAA challenges may surface if you allow patients to discuss their specific treatments. As dental marketing expert Fred Joyal notes, "The fact that they agreed to make the video would seem to me to qualify as a release, but the government doesn’t see it that way."
Dental Patient Testimonials are Great for Social Media
Long gone are the days of using social media just for simple status updates.
In fact, Facebook doesn’t even show your business page posts to every single one of your followers. They determine how many and which followers should see each post based on factors such as type of content shared and amount of engagement generated (likes, shares, comments). The more interesting your content, the more engagement you’ll get, and the more people will see your post.
So, what’s the secret to engagement?
Posting relevant, unique content that your audience enjoys. This can be in the form of fun graphics, inspirational quotes, and of course, patient testimonial videos.
If you feel like your social media presence has hit a lull, sharing a quick video showing how a patient is recovering well from their recent treatment will surely add life to your page. Finally, don’t forget to add these videos to your YouTube channel. As the second most popular search engine behind Google, you’ll be expanding your reach to a world of potential new patients.
Bonus: Facebook includes special metric tracking for videos uploaded directly to their site, so you’ll be able to see just how many people watched your video! Give it a try and see how it works for you.
They Boost Patient Confidence and Set You Apart
"Patient testimonial videos are an extremely effective tool in marketing the excellence of your dental practice. The display of happy and satisfied customers will help to reflect a pleasurable experience under your care. In return, you'll gain confidence in current patients while also generating in-office referrals—a win-win situation!
Before creating testimonial videos, be sure to write up questions relating to the patient’s experience focusing on key topics including affordability, pain involved, and recovery time. Choose the most cheerful, vibrant, and well-versed patients in your practice to participate in the recording." –Kyle Summerford, Editorial Director, Dental Assisting Digest