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If a picture is worth a thousand words, what’s a video worth? Try 1.8 million words per minute, according to Forrester research. That’s a staggering idea; could video really be that impactful compared to text?

The short answer is, “Yes.” And that has profound implications for marketing your dental practice.

In fact, I believe video is the single biggest difference between dentists who get patients and dentists who get the patients they want.

I cannot overstate how important video is when reaching out to potential patients. Patients can hear your voice, see your personality and pick up your enthusiasm through facial expressions and body language. Video helps your prospective patients feel that they know you before they meet you, and that helps build trust.

They can do the same from existing patient videos, and as I’ve discussed elsewhere, people are motivated by recommendations and by wanting to emulate people they see as being like themselves. And again, those patient testimonial videos help to build trust for you and your practice with potential patients.

Video is not the future; it is the present.

Here are three ways to use patient testimonial videos to their fullest.

The first is the most obvious: as videos. Here are some ways you can use them:

  • On your website
  • On your Facebook page
  • On your YouTube channel
  • On a TV in your waiting room
  • In commercials
  • Attached to emails to potential patients
  • Attached to press releases
  • As part of video blogs
  • During a live presentation
  • As part of a DVD sent to potential patients

This list isn’t all-inclusive, of course. You can find more ways to use patient testimonial videos in my new book “Attract More Patients in the Next Six Months Than in the Past Six Years,” which you can sign up for at www.moreandbetterpatients.com.

Of course, videos have two parts: the images and the sounds.

That means you also could use only the sound, which is the second way you can use video testimonials. Here are some ideas:

  • On your website
  • In radio commercials
  • As your on-hold telephone message
  • In presentations
  • As parts of podcasts
  • During webinars

Again, this is not an all-inclusive list. If you are using audio from patient testimonials in innovative ways, please let me know.

The third way to capitalize on video testimonials is with written transcriptions.

So video testimonials are what separate dentists with good web marketing from dentists with great web marketing.

But not every situation is right for video or audio. At those times, transcripts of video testimonials can be beneficial.

Here are some examples:

  • On your website
  • In print advertisements (newspaper, billboards, magazines, mailer cards)
  • On signs
  • In brochures
  • In text messages
  • In emails to prospective patients
  • In presentations
  • In letters and other template materials

These are the oldies but goodies, the traditional ways that almost all dentists are using.

I encourage you to use your video testimonials in all three ways to maximize their benefit, setting yourself apart from your competition and dominating the niches you are after.


Written by Smartbox

SmartBox employs the best minds in dentistry to help you grow your practice. Our Practice Growth System™ is proven to help dentists in every market area across the country achieve predictable year-over-year growth.

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