Dentists: Consider Dental Associate Relationships Very Carefully (video)

Consider Dental Associate Relationships Very CarefullyA dental associate business relationship is a long-term relationship that can be either mutually profitable or ill-fated. It is not a relationship dentists can afford to consider carelessly.

Having the right dental associate relationship can ease a dentist’s workload considerably and help add to the bottom line, but the wrong dental associate can lead to disaster and financial ruin.

The Wealthy Dentist conducted a survey asking dentists if they have had bad experiences with dental associates.

One dentist summed up his dental associate disaster as, “Greedy. Dishonest. Stole patients. Stole leases.”

Some dentists love their dental associates, while other dentists hate them. Click on Play to hear what the remaining dentists in our survey had to say about dental associates

What has been your experience with dental associates?

Website Video Marketing for Dentists: Part 2

Editorial
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.

Lighting

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.

Audio

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.

Dress

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.

Relax!

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.

Scripts

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!

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

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