Website Video Marketing for Dentists

website videosIt doesn’t take a marketing genius to see that online videos are the next big thing.

Video clips are rapidly becoming part of the dentist’s marketing toolbox.

Videos personalize your website and increase the conversion rate of visitors to appointment requests.

Do they work? Absolutely!

Is it expensive? Not anymore.

Is it easy? Relatively.

We are all part of the video generation. We’ve grown up with an average of 2.3 televisions in our homes. Our culture idolizes the people we see on video. Done properly, videos give prospective patients visiting your website a sense of your personality and credibility. It helps you gain their trust, and the medium extends a sense of authority and “celebrity” to the doctor. All of this contributes to our ultimate marketing goal: converting the internet visitor to an appointment request.

The cost of producing a web video is negligible relative to your return on investment. One additional new cosmetic, implant, ortho or sedation patient is easily worth $3,000 to $10,000 or more in net contribution to your bottom line.

We suggest you use a professional local videographer.

These are the same people who record weddings and bar mitzvahs. For $700 to $900, they come to your office or home for two to four hours with all the right lighting, audio equipment and a digital video camera. The bottom line here is that they will make you look good.

To find the right person, just go online and search for “professional videographer” along with your city and state. Pick three and ask each for a bid. Don’t try to squeeze this into your dental schedule between patients! You are going to want to schedule half a day in a quiet location.

Alternatively, you can roll your own. Almost every dental family has a digital video camera these days. Most cameras come with simple editing software, but if you use our guidelines you won’t need to get your resident teenager too involved with any more than pointing the camera and some simple editing.

The reason we strongly suggest using a professional is to get the lighting, background and the audio right. These technical issues often take up more time than the actual video shoot. If you’re recording the video yourself, you’re going to need to be aware of a number of issues – here are my guidelines to give you a hand.

Video Format

DV AVI is what we generally suggest. This format comes directly from your digital video camera. After shooting your video clips you just connect your camera to your computer and transfer the video file. A video clip with the DV AVI format can be transferred endlessly between camera and computer without losing any quality.

When your clips are on your computer you can edit them with the simple video editing software that came with your camera. (Yes, you may need a teenager for this!) Once you have the video clips the way you want them, convert them to Flash format for web playback and post them to your website. You may need some simple Flash viewer playback software for this, but it can generally be found online for little or no charge.

If you are using a videographer, he or she can usually edit your clips for you, convert them to the Flash format and maybe even post them to your website. If not, give your clips to your webmaster for posting to your website. Make sure that all editing and file conversion costs are included in your price estimate from your videographer.

Video Length

Individual video clips should be no longer than 20–25 seconds in length. From a marketing point of view, you want to keep your message short. Remember, your audience is used to 15- to 30-second commercials. They have a very short attention span, plus (remember this!) they don’t have your passion for dentistry. Furthermore, not everyone has a high-speed broadband internet connection – if they’re on a dial-up modem, they’ll be long gone before your video ever loads and plays.

Fade-ins and Fade-outs

We suggest your clips should NOT have fade-ins at the beginning or fade-outs at the end. When taping, you should hold a 2-3 second pose at the start of your video clip and also hold a 2-3 second pose at the end of your of your clip. This means your website visitor sees your smiling face while the video loads, and the clip ends with a smile that stays on the screen. Holding a short pose will allow your videographer or webmaster to do the proper editing.

Stay tuned next week for the second of this two-part series. I’ll have more tips for you on shooting your video – including lighting, audio, and background – as well as examples of some successful dentist videos

Jim Du Molin

About Jim Du Molin

+Jim Du Molin is a leading Internet marketing expert for dentists in North America. He has helped hundreds of doctors make more money in their practices using his proven Internet marketing techniques.


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