Adding patient video testimonials into your dental practice's marketing plan is a surefire way to grow your revenue. But creating them isn’t as simple as turning the camera on and shouting “Action!” Like all content, dental marketing videos require strategy and tough decisions, says Kevin Barnett, CEO of Hi5 Practice.
When you go back to your list of dental marketing ideas, how high up do “patient video testimonials” appear? If not near the top, then you may want to think about rearranging that list.
Because, according to Kevin Barnett, CEO of Hi5 Practice, a patient-retention marketing company for dentists, the sooner dentists can pivot to this type of video, the sooner they will seem more like a modern-day practice.
To reap the benefits of this medium, though, practices shouldn’t just hurry to hire a dental video production company or rush to record patients on their phone. Using patient video testimonials in your dental marketing first takes some planning.
Marketing loves its jargon, and dental marketing videos aren't any different.Do some quick research on the topic, and you’ll find an endless list of video types. But for marketing your dental practice, three rise the top, according to Barnett.
"One stat that I love to tell is that, according to Curata, the top three most effective types of video content are customer testimonials (51%), tutorial videos (50%), and demonstration videos (49%)."And those types are exactly the ones Barnett recommends for dental offices. But why should dental practices focus on video testimonials first?"
Because consumer testimonials are the most powerful statement dentists can get on video," he continues.
One of the most popular questions practices have about dental video marketing pertains to the length of a video. How long is too long?
Well, if you poked around online to find the answer, your head may spin with the all the opinions.“Ninety seconds is the best video length in most cases.”
“Three minutes is the perfect amount of time to engage viewers.”
“Ten seconds max.”
When it comes to targeting the right length for a dental marketing video, it’s best to side with data-driven recommendations. And evidence suggests that between 30 and 60 seconds is optimal.
Barnett finds that practices should aim for the shorter side of that range for video testimonials:
“The sweet spot for a patient testimonial video is 37 seconds,” says Barnett. “After 37 seconds, people start to lose interest or drop off. Never go longer than a minute.”
Creating the perfect patient video testimonial is a major milestone. However, your dental video marketing strategy doesn’t stop after production.
Attend a marketing conference and you’ll probably hear the marketer’s version of the “If a tree falls…” philosophical question: if a piece of content is created but never promoted, will your audience engage with it?
Just like you need to promote the services your office offers, you’ll need to promote the video testimonials after you make them. That means any platform that has invested in video should be on your radar.
Here’s a running list of platforms where you can promote your testimonials:
Formally recording video testimonials is an understandable first step in your video marketing strategy. But you also have to consider where the eyeballs are going more often these days: live video streaming apps.
Live video streaming apps have empowered non-video professionals, including teams at dental practices, to take up the camera and air video live with the same urgency and spontaneity as our favorite news crews.
Luckily, some of the most profitable live video streaming apps for dentists are on platforms you probably already know: Facebook and Instagram.
Available to anyone with a Facebook page or a profile, Facebook Live lets you stream video in real time on Facebook. And it’s a dentist favorite, according to Barnett.
"Facebook Live is going to give dentists the best bang for the buck," he says.
Barnett recommends that during your day’s slower periods, you use Facebook Live to air patient interactions and tours of your practices. It’s also a perfect platform for introducing followers to your team or hosting a Q&A with your doctors.
Facebook Live is a quality medium for the real-time feedback provided in patient video testimonials. However, you’ll want to keep two things in mind:
First, you’ll need to get consent from patients in the testimonials.
And second, the trick with Facebook Live, says Barnett, is that unlike the 30 seconds that’s ideal for recorded videos, dental practices need about six to seven minutes on Facebook Live to get engagement. Because of that, it’s a longer form than the usual patient testimonial video.
Instagram TV (IGTV) is the new kid on the block. And similar to Facebook Live, IGTV can help your practice connect with your followers via real-time video.
Once a live video has ended, it's no longer visible in the app, unless you share a replay of it as an Instagram story, which will disappear 24 hours after you post it.
For dental practices with more than 10,000 followers, IGTV is a feature to consider. It’s a less crowded space, so you’ll have a major opportunity to stand out, and because of the size of your following, Instagram grants you the ability to record longer videos – up to an hour!
Undertaking any new type of content, like patient video testimonials, can be daunting.
But remember, you’re venturing into an exciting new world where you’re better able to show your patients why your practice offers the best patient experience, clinical services, and dental outcomes.
Be bold, and don’t be afraid to experiment! You'll be on the list of best dental marketing video examples in no time!
Learn more about how RevenueWell improves case acceptance and creates more close-knit relationships between dentists and their patients.