Part of marketing your practice is telling your story to the people you are trying to reach so they feel like they know you before they ever come through the doors. One of the best and most powerful ways to do that is through video, and these days, there is a wide variety of video styles to choose from. It is easier than ever for a dental practice to take advantage of the video + social media combination to boost the effectiveness of its marketing.
Short-form video is everywhere. Whether it is a social media channel like YouTube, Facebook, TikTok, or Instagram, or a website, you will find that businesses everywhere are posting videos online. And that is what consumers want. Video content is immensely popular, regardless of the subject matter. Healthcare professionals, including dentists, are taking advantage of this trend to spread awareness, combat misinformation, and, of course, advertise their services.
A dental practice can easily use video across all of its digital channels to deepen and broaden its marketing efforts. Adding videos to an existing website gives it more personality and provides an interactive element that will hold patients’ interest. To take it one step further, a dental practice can create a YouTube channel with informational and educational content that goes deeper than what is possible on a website alone. Having another outlet to post video offers additional flexibility to be creative and innovative.
Other social media channels, like Facebook, Instagram and TikTok. offer an opportunity to create short but impactful videos that have the potential to reach a large number of people and possibly even go viral. The specific format of these videos is meant to grab the viewer’s attention with catchy background music, visual effects, and filters. Additionally, the videos are short enough to keep viewers wanting more. A string of short social media videos can tell a story in bite-sized pieces.
I have several clients who are taking advantage of video to enhance their marketing. Some of them have YouTube channels where they post smile transformation stories and tidbits about different aspects of oral healthcare, while others have ventured into the world of Reels and TIkTok. One client is telling the story of a patient’s clear aligners journey by filming the various stages. Another has launched a TikTok channel for the practice’s support dog.
Video offers unlimited possibilities for serious and creative content and, with a little time and effort, can take any practice’s marketing to the next level. Professionally shot videos are certainly going to produce a higher quality result but will require a financial investment. However, if that is not in the budget, cell phones and other mobile devices are capable of producing excellent videos. So, with a decent phone plus the help of a free editing app and a little practice, anyone can make their own video content for little or no cost.
If you are looking for a way to elevate your practice’s digital marketing, video is a good place to start. WIth several platforms available to post content on and the wide variety of formats to choose from, the possibilities are endless. Video is a compelling medium for storytelling and can be adapted to suit the needs of any practice. You can be as creative as you wish and really consolidate your practice’s brand recognition, reputation, and personality through video.
