Website Video Marketing for Dentists: Part 2

by Jim Du Molin
Dental Marketing with Website Video

Last week I began to tell you how you can market yourself and your dental practice through short, informative video clips on your website (read part 1). Videos are an incredible marketing opportunity, but (as with so many things!) if you’re going to do it, it’s important to do it right. A well-shot video gives your website an instant aura of authority and professionalism.


We strongly recommend you use the three point lighting technique for your video clips.

Key Light: This light is usually the strongest and is focused on the speaker in front at a 45 degree angle from center.

Fill Light: This light is placed opposite the key light, also at a 45 degree angle. The fill light is softer than, and not as bright as, the key light, filling in the shadows created by the key light. The combination of the stronger key light on one side and the softer fill light on the other side provides for a more rounded look with greater depth.

Back Light: This light is set up above and behind the speaker. This allows for the edges around the speaker to be more defined and also sets the speaker off from the background.


Use a lavaliere microphone attached to your lapel or shirt at about shoulder level. Plug the microphone into the line input of your digital video camera.Do not use the built-in microphone on your video camera.

In addition to the speaker’s voice, it is okay if your video clips also have accompanying background theme music. This should be edited in after your clips are shot. Keep it light and upbeat.

Background and Props

Keep your background simple and clean. Most doctors use their private office, treatment presentation room or home office as a setting. Don’t have a lot of awards or plaques behind you; they will look cluttered and be distracting. Remove any plants from directly behind your head – they could have an unintentionally humorous effect!

My personal preference is to use a dark neutral drop-cloth as a background. Most professional videographers will have one of these that they can bring and set up on a portable rack behind you. This solves the background problem and keeps the focus of the video on you. It will also greatly reduce your lighting problems.

No props! Don’t hold an articulator. Don’t try to explain a Cerec machine. The shot should be tightly centered on your upper body and head. Put your hands in your lap; if you do use gestures, keep them small and well within the video frame.


Men should wear a dark (but not black) suit or sports jacket, white shirt, and dark tie. Women should wear a dark suit with a light blouse. No patterns (checks, plaids, polka dots or big stripes) on clothes or backgrounds; they will distract the eye from you. No black suits. They’re too dark and can become a flat black area that lacks detail and dimension.


The number one thing is to relax and be natural. Smile. I know this can be tough if you’re not used to doing this. Remember, the world will not come to an end if you don’t look and act like a trained spokesperson! Your web visitors are not expecting a professional actor. They are looking for a warm, caring doctor who is natural, relaxed and confident.


I’m not a big fan of detailed scripts. First of all, you don’t want to look like you’re reading a script. You will come off like a brick. I strongly suggest you write out your opening and closing sentences with a few short phrases in the middle.

For example, if you are doing your opening video for your website’s home page, your script might look something like this:


  • Welcome. I’m Dr. Tim Johnson. Here at Tulsa Dental Care, we focus on... (your primary marketing focus area for this website; for example, “cosmetic dentistry for the whole family“)
  • Our goal is to make every new patient feel… (fill in the blank)
  • We are different from most dental practices because... (what is the single most important factor that differentiates your practice?)
  • If you are looking for great dental care in the Tulsa area, click the “Appointment” link at the top of this page, or call us directly. We will always be happy to answer any questions you may have and get you started on the smile you deserve.



Remember, you only have 20 seconds. Brief is better!

Number of Takes

Personally, it usually takes me about five takes before I get one that I feel comfortable with. I’ve been known to go up to twenty before I’m relaxed and comfortable enough to get one right! A professional videographer can also edit different parts from each take to build the final clip. This usually happens when you sneeze, burp or hiccup in the middle of your best take.

Looking for Examples?

Video clips should be placed on key visitor pages on your website. The following examples are based on Internet Dental Alliance websites and were shot by professional videographers.

Home Page




What We Offer




Focus Area pages (up to four videos, one per focus area, can be displayed)




Meet the Dentist (this page can have more than one video if the doctor would like to include associates)




Turnkey Solution

If you are looking for an affordable turnkey solution to Internet dental marketing, call us at 888-476-4886 or schedule an appointment online now.

Jim Du Molin

P.S. I’m curious about what you all think of dental website videos. Let me know by posting your comments!

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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