Level Up Your Dental Testimonials

Transcript

00:00:00:04 – 00:00:17:06
Jonathan Fashbaugh
Today on marketing chair side, get the tips you need to level up your video testimonials right now.

00:00:17:06 – 00:00:18:18
Announcer
Welcome to the marketing chair Side podcast by Pro Impressions Marketing, where the team covers a variety of dental marketing ideas to help you attract more new patients in the quantity and quality you need to grow your practice.

00:00:18:18 – 00:00:34:13
Jonathan Fashbaugh
And to help me get you that information on how you can get more out of testimonials, I’ve got Aaron Gravit of Product 13 Aaron Thanks for coming on the show today.

00:00:34:15 – 00:00:37:12
Aaron Gravit
Not a problem. I feel like I’m here anyway.

00:00:37:15 – 00:01:05:00
Jonathan Fashbaugh
Yeah. Yep. Aaron is our producer extraordinaire. Who helps us make marketing chair side what it is look and sound amazing and that is our goal for you today. Do Dear Doctor Dental consultant, office manager, whoever you are. If you help a dentist get video on a website, we’re here to help you because video is so powerful and testimonials are so powerful.

00:01:05:03 – 00:01:27:10
Jonathan Fashbaugh
We want to merge these into video tidbits for social media. Different pages of your website. But it all starts with getting a patient in front of a camera and having that be effective. Aaron. I mean, what does that lend to an officer’s credibility when when they get patients on camera?

00:01:27:12 – 00:01:49:07
Aaron Gravit
I think the biggest thing is authenticity. There’s enough fake everything everywhere and you can either overproduce or under produce your content. So I think as long as you’ve got some kind of authenticity from your patients, your testimonials and they don’t always have to be testimonials, just be real with who you are and who they are and what their journey was focused on.

00:01:49:07 – 00:02:11:18
Aaron Gravit
The process, the journey definitely get that reaction video afterwards. I mean that when you first when you give them that mirror for the first time, don’t just give it to them. Get the camera. Your cell phone is all you need right now. You want to get that immediate something you can post really quick because that stuff doesn’t need all the extra branding and everything on it.

00:02:11:21 – 00:02:31:10
Aaron Gravit
It’s just something to live in the moment that I think every practice should be doing anyway. You want to capture that emotion because that’s what’s going to sell or attract people to you because you did something to move that person to change their life because you don’t know what their story is. Just yet. You can ask it afterwards.

00:02:31:17 – 00:02:42:09
Aaron Gravit
Just get that response. When they get that reaction, when they look in, they look at themselves in the mirror for the first time right there. That’s worth that. That’s priceless right there.

00:02:42:11 – 00:03:05:01
Jonathan Fashbaugh
It is priceless. I mean, talk about improving your conversion rate on all of your marketing. If you get a patient on camera telling how telling the prospective patient basically in a dialog that they don’t even know is happening, this is how it changed my life. And it can do the same for you. I mean, it’s worth pulling out all the stops to make that happen.

00:03:05:03 – 00:03:31:10
Jonathan Fashbaugh
I want to first start at kind of the low lying fruit of what any office can do to try to facilitate that. And then we’re going to work our way up in complexity investment level. But I want to start off with just eliminating some technical difficulties, some of those kind of. Yeah, but yeah, but I don’t have a camera that’s good enough for this or Yeah, but I don’t have a place where I can interview them.

00:03:31:10 – 00:03:43:00
Jonathan Fashbaugh
And so how can doctors step up without making any additional investment if this is all they’ve got, how can they record better testimonial videos.

00:03:43:06 – 00:03:57:15
Aaron Gravit
With zero investment? The phones are pretty powerful right now. Yeah, this is the insert really loud slurping noises. I saw the Big Gulp. What were you drinking?

00:03:57:18 – 00:03:58:15
Jonathan Fashbaugh
A grape Kool-Aid.

00:03:58:15 – 00:04:04:24
Aaron Gravit
Blueberry. Okay. All right. Keep it up. That’s awesome. I haven’t had grape Kool-Aid in that Kool Kool-Aid since I was a kid.

00:04:04:29 – 00:04:09:25
Jonathan Fashbaugh
It’s sugar free. It’s a water enhancer.

00:04:09:27 – 00:04:12:00
Aaron Gravit
What was the question again?

00:04:12:02 – 00:04:19:27
Jonathan Fashbaugh
From a technical standpoint, what can doctors do without making a lot of investment?

00:04:20:00 – 00:04:51:06
Aaron Gravit
Just use your cell phone. The cell phone by itself is so powerful and you’ve got two different cameras in your office. First off, every single employee, every person has one of these. Now, there is no no excuse not to use it. And the learning curve on social media or teaching people how to post, I mean, maybe five, 20 years ago or 15 years ago, you might have some issues or pushback, but now everybody’s got Tik Tok or Instagram or Facebook.

00:04:51:06 – 00:05:12:20
Aaron Gravit
They’ve got some kind of social media. So let your staff shoot and have fun with these. Yeah, it doesn’t cost anything. I mean, it has a built in mic. Now we can talk about adding better mikes and and improving quality and all the other stuff later. But I’m just saying straight out of the box, just start using it.

00:05:12:20 – 00:05:35:22
Aaron Gravit
And there’s key moments in the process that the patient is going to be another patient. The staff member is with the patient, that they can do it when they first walk in, They can do it during the process. Just get a few seconds here, a few seconds there, and then maybe document the whole journey and you can post each of those along the way.

00:05:35:24 – 00:06:06:29
Aaron Gravit
The same day. I mean, how hard is it to just do this, say something, and then, Oh, wait, I’m connected now. I’m put now that employee is the patient coordinator or the dental assistant in the moment post to their social media. Then they tag the practice, you know, So I mean you can have that interaction this and you know, then maybe you have that patient tagging and sharing that same little video with their friends and family and it just gets everybody more engaged.

00:06:06:29 – 00:06:46:24
Aaron Gravit
So there’s really no excuse. The cell phone is very, very powerful. But I think that the biggest thing is making sure you get it at the very end. People want to see that after and that response to what has been changed. Now, once you gather those videos that you had multiple times, the post along the way, well then you take those all the videos that you accumulated and maybe, just maybe, you can have a before and after it had someone like me have an editor, or if someone is pretty good with editing, whether it’s on their phone or however they want, show the before picture and after pictures side by side.

00:06:46:24 – 00:07:07:21
Aaron Gravit
I’m sure you have plenty of pictures. Use them and at least a before picture and then show her crying or smiling. You can either pull it up on the bottom of the video if you wanted to, or put the before and the bottom and the after and then have the video play. If it’s a vertical, you put that in the middle.

00:07:07:24 – 00:07:13:24
Aaron Gravit
I mean, there’s there’s so many options you can do and you don’t have to be that technical to do any of this.

00:07:13:26 – 00:07:31:29
Jonathan Fashbaugh
Yeah. And I mean, that is one thing that I would like to just highlight. The saying perfect is the enemy of good if that’s what’s been holding you back, you’re like, Well, shoot, I just heard Aaron say, if I have a video editors, I got to go find a video editor before I start hitting record. No, no, no, no, no, no.

00:07:32:06 – 00:07:56:12
Jonathan Fashbaugh
And yes, I agree. The kind of before, during and after is amazing to have. But if you’ve got a patient in the chair and it’s delivery day, I don’t care if you don’t have the before video hit on that delivery and get the the experience or even if delivery has happened, this is just a follow up appointment to make sure that everything is, you know, exclusively correct or whatever it is.

00:07:56:17 – 00:08:18:12
Jonathan Fashbaugh
That’s a perfect time to hit record and ask them questions about how this changed their lives. Talk to me, Aaron, about sound, because that’s the only thing that I’ve seen in doctors that are even doing a good job of hitting record. Sometimes the audio, it makes it seem even just a little. I don’t know. It’s just not as great as it could be.

00:08:18:18 – 00:08:20:10
Jonathan Fashbaugh
Well, how can doctors improve that?

00:08:20:16 – 00:08:41:16
Aaron Gravit
Hold that thought. Just having to go back to the video really quick, when you’re shooting, a lot of times the doctor or the dental hygienist, they’re kind of overwhelmed. They’re they’re so busy being what they’re there for. Right. They have to switch gears. So not only you’re treating the patient, but then you’re having to try to build that relationship.

00:08:41:16 – 00:09:04:19
Aaron Gravit
Oh, I got to whip up my camera. Don’t worry about making it perfect. The one way to have a wonderful moment is on that follow up, let’s say, on that follow up video. So let’s say they got their work done. Maybe you don’t get a response right away because they have to heal. And that next appointment go out of your way.

00:09:04:22 – 00:09:33:07
Aaron Gravit
Print. This doesn’t really cost anything but a few dollars maybe for printing. So you print the before picture right next to the after picture because you’re going to take pictures of everything, right? So print it out side by side, maybe put it into a folder or something laminated. Maybe they can put it in a picture frame, something where you can hand them, have somebody filming, somebody giving that to the patient and get that, Oh, my God.

00:09:33:09 – 00:09:58:08
Aaron Gravit
Wow. I didn’t realize I was that this is this. I mean, they know there was a change, but now being able to see the difference, you just create a content doesn’t have to be polished. And even if you don’t do anything with it right away, just capture it and let it sit somewhere on a server so you can give it to somebody later to add music or put it create something else with it.

00:09:58:10 – 00:10:22:06
Aaron Gravit
Right? Yeah. So even if you’re unsure, don’t worry about your overthinking it. Just gather and gather the content because you can’t create content if you don’t have anything to draw from. So you want to create resources. An archive of stuff that you gather each day and everybody at the office technically can be doing it. And you just, you can have a Dropbox account that you link to and anything they shoot, you can just throw up there.

00:10:22:06 – 00:10:29:21
Aaron Gravit
Just keep it labeled and organized and one day you’ll be able to pull from it and create some cool stuff.

00:10:29:23 – 00:10:35:10
Jonathan Fashbaugh
Absolutely. Because after the fact, it’s it’s really hard to remember to do that.

00:10:35:13 – 00:10:50:00
Aaron Gravit
You can’t get a before picture after the work is done or before video or wait. They’re done with the procedure. They’re not going to be back for cleaning for six more months or they may not come in. They might be like, I’m good to see you. Yeah.

00:10:50:03 – 00:11:13:04
Jonathan Fashbaugh
And you really just it’s not really a technical difficulty as much as a logistical difficulty. But I’m telling you that is the first hurdle you focus on is just making it happen. Recording I would encourage you to think of this as an extension of, you know, why you’re in and practice doing the type of dentistry that you’re doing in the first place.

00:11:13:06 – 00:11:44:00
Jonathan Fashbaugh
And like mentally, I would merge this process with requesting reviews. You know, hopefully that requesting reviews is important. If you’re not getting reviews on a regular basis, that’s going to hurt your marketing success. Well, it’s the same thing with testimonial content. This is social proof. It is helping Google see that people are happy and like what you’ve done and it improves your conversion rate, which is also going to improve the way that Google sees you.

00:11:44:00 – 00:12:13:06
Jonathan Fashbaugh
Because if people click on your stuff and that convert, that tells Google, okay, I did a good job and you want that again and again and again. So if I’m a doctor, I’m incentivizing my team to get reviews on a regular basis and get testimonials. And then what you do is you create a trifecta of content where you’ve got the review, you’ve got a testimonial, you’ve got photos package out together and a story that tells this patient experience lays out the details in text as well.

00:12:13:14 – 00:12:35:16
Jonathan Fashbaugh
That’s indexed by Google. And then you’ve got something that’s just fantastic content to share on social media via email to patients and prospective patients. But you can’t do that if you don’t hit record. If you don’t take the photos. So that’s that’s the first thing is just thinking about this is visual communication. You know, that’s the world we live in.

00:12:35:16 – 00:12:47:22
Jonathan Fashbaugh
The text is pretty much for the bots. And so if you’re not gathAarong these visual assets, then it’s radio silence for our prospective patients and for Google. So you’ve just got to hit record.

00:12:47:25 – 00:13:14:00
Aaron Gravit
It, just hitting record. It’s a few extra minutes here, a few extra minutes there. I mean, you have a process where you’re supposed to have a process. And if the better your process and protocols, the smoother your practice runs. So when you have a patient come in, what’s the first thing that happens? And then during that consultation, you’re going to be taking pictures, they’re going to be taking x rays.

00:13:14:03 – 00:13:38:16
Aaron Gravit
You’re going to I mean, that there’s a moment right there. You’re already collecting content right there, just the photos. So make sure that the camera that you’re using, the DSLR, I know the cell phones can be great with photos, but if you’re going to be using photographs later down the road, why not take them right the first time or better the first time where the head’s not cropped off?

00:13:38:21 – 00:14:04:05
Aaron Gravit
It’s not blurry. You want the whole face, so you want forward and side profile to photos. At least. So you have smiling, not smiling, smiling, not smiling. And then any additional ones that you need to treat the patient. Of course all the photos are for 4K. They’re really large. So you can zoom in and get you know, you can still go in and take your close up shots that we could use down the road.

00:14:04:05 – 00:14:21:10
Aaron Gravit
But that could be scary in especially in marketing, you want to see the the face. So you anywhere from here up is fine. Just don’t cut off the shoulders. Don’t cut off the top of the head and make sure it’s in focus. Maybe a few feet away from the wall. Preferably you take away some of the dark shadows that might happen on the wall.

00:14:21:12 – 00:14:33:15
Aaron Gravit
So there’s really no excuse not to get or accumulate content and just schedule. Here’s 2 minutes here, 4 minutes there, 5 minutes. Just make it part of your routine and it will be second nature.

00:14:33:18 – 00:14:57:09
Jonathan Fashbaugh
Yep. Along those lines, sometimes. And it’s just fear and kind of excuses because you’re you’re feeling overwhelmed. But you might be asking yourself, well, what about photo releases? What about, you know, getting permission to share these in marketing? Your marketing companies should be able to provide you with something that the other clients they have are using. We definitely do.

00:14:57:09 – 00:15:27:14
Jonathan Fashbaugh
And I just advise putting that in with your new patient paperwork. We did an episode of Marketing Side not too long ago about HIPA concerns. The attorney that we had on there, you know, he said it’s not legal advice, but I’m just saying this would probably work to put it in along with the hip hop releases, to just get the checkmark that, yes, you can use my information, but conversationally, all you want to do is just say after you’ve heard what made a difference, just say, Would you mind?

00:15:27:14 – 00:15:45:18
Jonathan Fashbaugh
Can I just get a video of you saying this again and just ask you some questions about your experience? Because people don’t understand that this type of dentistry exists and what it can do for them, and your story could really change someone else’s life. So is it okay if I hit record here? Are they going to say no?

00:15:45:18 – 00:15:47:04
Jonathan Fashbaugh
I don’t think so.

00:15:47:06 – 00:16:02:12
Aaron Gravit
Probably not. But if they’re comfortable enough to do that and then what happens? You ask them a simple question or you get a nice reaction on camera and they tell their story. Don’t ask a lot of questions. Just do it, you know, one, two, three questions. At best, they seem to be short. This is not supposed to be a full blown interview.

00:16:02:14 – 00:16:21:23
Aaron Gravit
Those that response, if you feel like you get if you get a really good response on social media where a lot of people are watching it or they’re really good on camera, they got that smile and personality, it makes you smile. Well, then that’s a possible persons were after the interview. You can you can even ask them whether it’s that same time or down the road.

00:16:21:26 – 00:16:46:24
Aaron Gravit
You know you did such a great job. We’d love to bring you back to actually do a proper video. You’d be surprised how many of them will say, yes, you can’t give them money for it. But what you could do is give them a free cleaning or thank them afterwards. Don’t tell them, but maybe, I don’t know, dinner for two with their, you know, maybe they can take their wife or their husband to dinner or something.

00:16:46:24 – 00:17:11:29
Aaron Gravit
Either a really nice restaurant. Just something that we have a thank you. Something at the end to let them know how much you appreciate them. Every one of these little interactions that you have are a potential content marketing moment. Even if, let’s say they say yes and down the road we go, you go shoot with it with a crew, whether it be my crew or somebody else’s crew, you create dozens and dozens of commercials.

00:17:11:29 – 00:17:38:06
Aaron Gravit
Why don’t you throw in like a party, a patient appreciation gathAarong to show everybody for the first time what they did. They get to invite their families. It’s a great opportunity for the doctor to talk to the to all his patients. Those every single person there has a cell phone which will probably record and share what’s going on, talking really good things about your practice and how wonderful it is.

00:17:38:09 – 00:17:52:26
Aaron Gravit
You’re they’re not just a number. You treat them like people and maybe, maybe the production company that you’re working with my throwing up blooper reel of the whole day to make everybody’s day even better.

00:17:52:28 – 00:17:54:16
Jonathan Fashbaugh
Yeah.

00:17:54:18 – 00:18:26:06
Aaron Gravit
So because you can film that, you can actually while you’re having that event, which was my original point, there’s always an opportunity. So even behind the scenes videos of people interviewing or an event, so having something like that and then having people with on their cell phones or hiring one or two people to film everything, now you’re just adding to your folder of archived video content that could be turned into pretty much endless amounts of marketing material.

00:18:26:13 – 00:18:46:29
Jonathan Fashbaugh
And just having that content really takes away the excuse of what are we going to post? You know, we don’t have any pictures or anything. Yes, you do. You have a whole folder of it. Speaking of which, we got to thank today’s sponsor, Pro Impressions Marketing. We’ve got an amazing social media calendar out that you and your team can use.

00:18:47:02 – 00:19:17:20
Jonathan Fashbaugh
It’s inexpensive and is chock full of ideas for you to post to social media, taking away that excuse of, you know, I have no idea what we post and and you know, we’re busy right now. I don’t have time for the brain damage. You don’t need the brain. You just download this file. It’s got links for different, you know, month to month ideas and then even links to templates that you can use and just drop in your information and boom, social media post done and it’s out the door.

00:19:17:23 – 00:19:40:28
Jonathan Fashbaugh
So combine these ideas, combine the tech out, have a link in the description of where you can get this or even just go to compression marketing. Com in the bus. It’s in the navigation, it’s on the homepage. Grab that calendar and equip your team for social media success. So Aaron, the thing is, I would love for people to be able to level up what they shoot with this.

00:19:41:01 – 00:19:51:05
Jonathan Fashbaugh
Can you talk about how our doctors can improve the look and the sound of their recordings, their testimonial videos?

00:19:51:08 – 00:20:15:14
Aaron Gravit
Sure smell the sound. Sound is probably more important than the visuals, because if you’re watching any type of video, I think of most of stuff you watch on YouTube isn’t professionally produced. It’s just people having fun doing what they love and they just putting together whatever they have. But if the audio is clean, you’ll sit and listen to it.

00:20:15:14 – 00:20:53:02
Aaron Gravit
If it’s choppy and staticky and and I don’t just low level doesn’t matter if it’s beautiful, you’re not going to want to watch it. So I recommend getting a wireless mic. You can do a cord. There’s nothing wrong with the cord, but then you’re tethered to whatever device that you have. But the next cheapest thing to add to the arsenal of what you’re going to use to do the interviews if you’re still using your cell phone for an example, is just get a wireless or wired or microphone roads, a good product that’s out there.

00:20:53:04 – 00:21:09:09
Aaron Gravit
I’ll probably go with the wireless one if if if you the wireless is probably the easiest, easiest route because you don’t have to see anything, you could be anywhere in the room once that audio is nice and clean. I mean, it’s it’s golden and you can even take it up a notch. You don’t have to do everything with your cell phone.

00:21:09:13 – 00:21:34:24
Aaron Gravit
You’ve got these DSL DSLRs. Most of you have really nice cameras that you’re taking photos with. They all have video function. I understand that it might be overwhelming because you’re now venturing out past your comfort level, but that’s okay. You can hire somebody to do a training a couple of days or a couple of hours here, a couple of hours there with your team.

00:21:34:26 – 00:21:54:17
Aaron Gravit
Even if you just train one person and that person trains the other people in your office just to improve or understand how to use the camera more than what the way that you are using it, putting it on a tripod. You don’t always have to hold it. Putting on the tripod is just that helps. Looking for a nice composition in the office.

00:21:54:17 – 00:22:14:01
Aaron Gravit
It’s not always okay, the camera’s down. There aren’t sitting in the chair. Find a better angle in the office. If you’ve got a beautiful garden or a really nice reception area or some place where you can get some nice visuals or colors, that’s great too. So it’s not always on a white wall. I can show you some examples right now.

00:22:14:03 – 00:22:33:23
Aaron Gravit
So here’s an example of an interview. They’re just leaning on the counter at the front counter and they just happen to have a nice, nice color palette and nice things in the background and most of the time the stuff in the background is going to be out of focus, especially if you’re shooting with ideas are interviewing in the hallway.

00:22:33:26 – 00:23:02:24
Aaron Gravit
Now these are all with the DSL are these are has something called well you’ll get a nice Boca which is like a nice blurriness behind create a great depth of field. So if you’re shooting in the hallway for an example, and you’re interviewing or just asking a couple of questions, everything in the background becomes nice and soft. But I would move people around and these are here are a few examples of just that.

00:23:02:27 – 00:23:07:24
Aaron Gravit
I’ll play a couple of seconds here. In a couple of seconds, there. They treated me like I’ve been here before.

00:23:07:24 – 00:23:09:14
Jonathan Fashbaugh
I mean, it’s the first time I’ve been here.

00:23:09:18 – 00:23:17:14
Aaron Gravit
I remember one day I came in and after I was leaving and we were chatting and laughing, I said, It’s almost like hanging out with my family when I come here.

00:23:17:21 – 00:23:20:20
Aaron Gravit
Daughter Marilyn, you sensational.

00:23:20:22 – 00:23:21:08
Aaron Gravit
It makes me.

00:23:21:08 – 00:24:01:12
Aaron Gravit
Feel really, if you’re going to be using your cell phone, the cell phone, usually the cell phone, everything is credit. Doesn’t matter where you are, your backgrounds in focus, you’re in focus. Now, I know they’ve got some more advanced features. It kind of cheats. That whole illusion of depth where it blurs everything behind you. But depending on how clear the person’s outline is, whatever background you might see, the fuzz, it might be fuzzy.

00:24:01:15 – 00:24:22:20
Aaron Gravit
So if you don’t care about that, go right ahead. Knock yourself out. Like I said, the phone doesn’t cost anything and it doesn’t have to be overly produced. The things that are most important is the messaging in the video, what’s going on and the audio visuals are a plus, but the audio and the content, what they’re saying is, is what matters.

00:24:22:23 – 00:24:46:07
Jonathan Fashbaugh
Just a note on the tripod thing. I’ve got a little one here. I mean, this is just a consumer grade tripod. It’s nothing special. And then just an attachment for holding the iPhone. I mean, and it’s super simple, of course, having a wallet on your phone, this kind of makes it tougher. But. Well, you’ve got, you know, ready to go stabilizing your shot.

00:24:46:11 – 00:25:23:08
Jonathan Fashbaugh
And then talk a little bit about audio, though. How can we one of the pet peeves I have is the noisy office. That’s kind of a no brainer is just shutting the door if you can or letting everyone know that you’re recording. But that, to me can send a little bit of a negative signal. If we’re talking about this high level of care and we’re hearing hand pieces especially or just even raucous laughter in the background, I mean, and I get that it’s a little more candid, but to me, that distracts from the message that’s being said.

00:25:23:11 – 00:25:29:08
Jonathan Fashbaugh
What other little tips would you have for just leveling up the audio and the recording?

00:25:29:11 – 00:25:49:14
Aaron Gravit
So, I mean, you can’t always have a perfect environment is always going to be. But cars might go by. There would be people in the hallway or the people outside of the room that you’re shooting in that are just talking. So you can either ask them to be quiet for the next 5 minutes, but the microphone that you add to it is going to help.

00:25:49:15 – 00:26:21:12
Aaron Gravit
The type of microphone is also going to help the, you know, getting a directional mike. The wireless mikes are perfect. Once you put a microphone on, it’s pulling what’s going on right here? Could you hear what’s going on out there possibly. But I’d rather have 80% you and 20% background noise versus 5050. And so or even worse, if the background noise is so loud, it’s going to outweigh what’s going on in the interview.

00:26:21:14 – 00:26:43:14
Aaron Gravit
So just just get a mic. It doesn’t cost that much. There’s a ton out there. And if you’re unsure what kind of mic, just reach out to me. Just reach out to my email. Eight Grab it at product 13 dot com. I’ll put a I’ll put it in the description. It’s I can answer pretty much any question that you might have so you can have a proper setup.

00:26:43:14 – 00:27:06:06
Aaron Gravit
It doesn’t cost that much. It’s a it’s a minimal investment. You want to capture your interaction with the patients. That’s what’s so appealing. It’s not just the video, it’s you’re interacting with them. So get in the video. There’s more than one way to put this together. You don’t have to ask all the questions in one shot. Keep it simple.

00:27:06:09 – 00:27:27:18
Aaron Gravit
You ask a question, they answer and then cut. That’s it. That’s the video. You can probably post it right then and there. Keep it nice and simple and you can do one question at a time, or you can just hit record and ask a whole series of questions. And then when you’re ready to post it, you would have to go back in and then chop up what you want, like edit like this question and that one.

00:27:27:18 – 00:27:50:10
Aaron Gravit
I want to post this separately. You can leave the whole thing and put it on there. I don’t think that’s necessary. I think breaking it up is important, but your cell phone or anybody can pretty much go in and break that up. But you can decide how do you want to present that? You want the audience to hear the question or see the question by having text up on the screen or not at all.

00:27:50:12 – 00:28:13:29
Aaron Gravit
It just comes down to the preferences and any one of them works. If you just want to get that authenticity. You laughing? They’re laughing and smiling, get everything, get the staff doing it and then the patients talk to the staff to focus on the relationship, not just what the procedure was. I was interviewing a patient a while back and she was talking.

00:28:13:29 – 00:28:37:24
Aaron Gravit
I asked them about what was the can you tell me a story about the practice that just resonated with you for the experience? And she said she was sick and she was so bad that she wasn’t able to come in. But somebody from the office brought her chicken noodle soup and and that little gesture was like a wonderful thing that she became a customer for life.

00:28:37:27 – 00:28:53:25
Aaron Gravit
It’s not always about video. It’s it’s form in that relationship with the patient and you can’t really form that relationship with the patient if you’re not engaging with them and talking with them. And the video is a perfect excuse to have a conversation because there’s a camera in the way, it kind of breaks the ice.

00:28:53:25 – 00:29:17:21
Jonathan Fashbaugh
I think that the comfort level will come, you know, and it’s going to be awkward at first for the team if they’ve never done it before. You can bypass some of the awkwardness by kind of doing some training on on what questions to ask and what not to ask. The biggest tip I have is just train your team to not ask yes, no questions.

00:29:17:21 – 00:29:45:29
Jonathan Fashbaugh
I was watching an SNL video on YouTube the other day. It was the ESPN classic series where they’re talking about these random sports and the host keeps asking the color commentator, yes, no questions. And he’s like, Have you ever seen someone hit that hard, Greg? And Greg’s like, Yes or just no. And that’s it. Yours is just answAarong.

00:29:45:29 – 00:29:47:02
Aaron Gravit
Was it like pulling teeth?

00:29:47:07 – 00:29:59:00
Jonathan Fashbaugh
Has no question because you’re your patient. If you ask. So did you enjoy your experience with us? Yes. That’s awkward.

00:29:59:03 – 00:30:00:14
Aaron Gravit
It is awkward.

00:30:00:17 – 00:30:26:21
Jonathan Fashbaugh
Can you tell me a little bit more about that? Maybe instead, like Aaron said, you want to have them tell you a story. I mean, in my mind they’re there. You could even just ask three questions. What problems brought you to our office or what was life like before you had treatment? Something along those lines. Because we want to hear the pain that brought them, made them decide I need to change.

00:30:26:21 – 00:30:50:15
Aaron Gravit
I broke it down in three sections as well. So you can add ask as many questions as you want. But if you’re just doing stuff in the office with your cell phone, you’re not you’re not actually doing a formal sit down interview, which would be like around 30 minutes, you know, if it’s just the few minutes here and a few minutes there, stick to like one or two questions at best and use that opportunity to post it online.

00:30:50:21 – 00:31:14:06
Aaron Gravit
If you were going to spend a little bit more time with them, you’ve got three basic thoughts here. You’ve got the before, during and after treatment. So thoughts before they call the doctor, you’ve got like what motivated them to take action? What obstacles or hesitations were in the way that postpone them to getting that treatment? And then what did you hear about the doctor?

00:31:14:12 – 00:31:31:28
Aaron Gravit
This is the great time because they’re going to talk about what were your symptoms. You know, that before or thought process will lead you into other questions and you kind of have to feed those questions based off what their their responses are. You don’t even know exactly what you’re going to ask them until they might respond and bring something up.

00:31:32:04 – 00:31:49:28
Aaron Gravit
And if they’re uncomfortable on camera, take a step back. Don’t even let them know the camera’s on and just start. So tell me about, you know, what family, what are you doing later? You know, like, did you have a good New Year’s? What are you doing for the holidays or did you have a birth? You know, just something like what do you do for a living?

00:31:49:28 – 00:32:17:17
Aaron Gravit
Just break the ice, Just have them talk and then go back and ask the question again. And then of course, you got during the experience. So what? So you had a bunch of you had a bunch of problems before and what was the process like here at the office? Did the obstacles that you had before, are they in the way now?

00:32:17:20 – 00:32:40:16
Aaron Gravit
Were there any surprises? What was it like when they walked through the door for the first time? You know, talk about that, you know, their experience, like with the staff, maybe some technology. Did they notice a difference from the previous doctor than what’s going on now And then after the treatment or since the treatment, have you feelings changed?

00:32:40:18 – 00:33:03:14
Aaron Gravit
Your attitudes and emotions change about dentistry because often once they reach a certain level of dentist, they’re going to notice a a drastic change in how they were treated and the results. Now, one thing you don’t want to do, you don’t want to bash a previous dentist. Don’t make sure if they start talking, Oh, this so-and-so doctor, you don’t mention names.

00:33:03:17 – 00:33:24:14
Aaron Gravit
They can say, Oh, I wasn’t satisfied with my previous dentist. That’s fine. That’s perfectly acceptable. You want to stay away from the negative and focus on the positive. The only negative would be the type of pain and the problems that they had prior and that now after I don’t have that pain, I am now out of pain. This doctor fixed everything.

00:33:24:17 – 00:33:42:19
Aaron Gravit
And then of course, would you recommend this doctor to a friend and why? I mean, I know there’s probably more than three in there, but for the most part you’ve got to break it from before, before the procedure, what was going on, What was going on during the procedure, And then obviously, how was it after the procedure?

00:33:42:21 – 00:33:59:16
Jonathan Fashbaugh
Right. Yeah. What was your experience like at our office? If you feel comfortable telling us about what you had done and then what’s life like after treatment at our office? What’s life like with your new smile? Something like that?

00:33:59:19 – 00:34:25:15
Aaron Gravit
Confidence. I mean, often they they notice a huge boost of confidence. You know, maybe their relationship has gotten improved because now they kiss their wife because before it was like, nope, they were afraid to smile. They were covAarong up. You want to capture that? Probably. You want to find what the problem was and then show them the solution or have them tell you what the solution was on camera.

00:34:25:15 – 00:34:57:04
Aaron Gravit
So I had a couple on camera way back when with a wonderful client from Savannah, Georgia. That was Dr. Brad Durham. But I was I was I was interviewing this couple and the the husband couldn’t eat very I needed it. He liked he couldn’t have steak. He couldn’t he couldn’t just chew into something that he wanted because for like at least a decade, because his teeth were so bad and his wife would just get so upset that he was so miserable all the time.

00:34:57:06 – 00:35:20:22
Aaron Gravit
And then he got his teeth fixed and then he was able to have a meal that he like his favorite steak and corn on the cob and bite into an apple. He he didn’t realize how much he was missing until it was fixed again. And he wished he did it sooner. He she broke down. I was expecting him to break down, but she was so relieved that he was out of pain.

00:35:20:24 – 00:35:27:01
Aaron Gravit
You get some really good moments on camera. She kissed them on the cheek. They both smile. He kind of raises eyebrows.

00:35:27:03 – 00:35:28:07
Jonathan Fashbaugh
Priceless.

00:35:28:09 – 00:35:32:17
Aaron Gravit
It is. And, you know, in fact, I’ll I’m going to show it right now.

00:35:32:20 – 00:35:51:26
Aaron Gravit
Anybody who sits down to eat and then you have your loved one next to you and they can’t eat and you watch them struggle through that. That’s that is a big deal. I want to look good. I want to be able to eat good and I want to feel good. They want sustain him to be able to do a thing.

00:35:51:28 – 00:36:02:19
Aaron Gravit
It’s a big deal. And it made a big difference in his smile, his attitude. It changed his whole life. I couldn’t even eat before, but that steak that I had after this process was amazing.

00:36:02:21 – 00:36:43:05
Jonathan Fashbaugh
And this is where relationship is. I mean, so important is because that person will know what to ask about. And by the way, this is not just for cosmetic oriented treatment, TMD treatment, sleep treatment. I mean, I’ve seen some fantastic that you bring up a good point about the couples. If you’ve got a husband or wife, any sort of child, adult child came with the patient, getting them on camera together is a fantastic idea because you get to kind of record almost a scene rather than just the awkward one on one between you and the camera.

00:36:43:07 – 00:36:44:04
Aaron Gravit
Play off each other.

00:36:44:11 – 00:37:14:27
Jonathan Fashbaugh
Yes. And the sleep treatment, that’s big with the couples there. If you’ve got a bed partner, they’re talking about how bad it was before. And, you know, and then the other thing is, if you know this patient, because you’ve been you know, they’ve come multiple times just being able to say you seem different when you’re recording the after or the that will prompt them to talk about what’s different and that’s really what you want in and the kind of after treatment questions.

00:37:15:00 – 00:37:35:03
Aaron Gravit
At the end of the day, you want their story and if they have an emotional one, you want to try to get them to tell it. There was a patient that couldn’t get work. She got bit by a rattlesnake and yeah, I know she went under the kitchen sink and there was babies, rattlesnakes, which are more poisonous than the adults.

00:37:35:03 – 00:38:03:07
Aaron Gravit
And she thought she’d cut herself on the pipe and she couldn’t eat. She had no teeth. They thought she was a drug addict. She couldn’t get a job. And she went to other places and nothing was able to get fixed until a to the doctor, to the current doctor. She has now. And there the results afterwards. She got two jobs right away and that she now has a boyfriend.

00:38:03:07 – 00:38:21:23
Aaron Gravit
She was all excited, but she went in and she was crying and she was very emotional. I mean, that whole story right there is what is going to attract people to your practice. So you want to capture that. You can’t force it. It has to happen and you can’t do it. You can’t you don’t know where the heroes are going to be until you go out there and record everything.

00:38:21:26 – 00:38:40:19
Aaron Gravit
There was so much joy coming through the doors for the first time and knowing that I was going to have this nightmare taken out of my life. It was the start of a new time in my life because I couldn’t get a job before people would look at me and I wouldn’t smile, I couldn’t smile, I couldn’t open my mouth.

00:38:40:19 – 00:38:51:13
Aaron Gravit
It was one of the happiest days of my life. I could not believe how much it changed my face. It was like a facelift without any surgical procedure. It was glorious.

00:38:51:16 – 00:39:22:20
Jonathan Fashbaugh
These types of interviews don’t just have to happen in the dental office. That’s one of the things, you know, kind of that you could do this with your phone. But now we’re getting into a little bit of territory where you’re getting some professional help with recording these and doing full scale interviews. I would highly recommend scheduling some time, like Aaron said, with the kind of a patient appreciation type event schedule that in another location because that will level up your footage.

00:39:22:20 – 00:39:32:16
Jonathan Fashbaugh
And Aaron, that’s kind of your cup of tea. I feel like it defines product 13 style is location scouting. Tell us tell us more about that process.

00:39:32:19 – 00:40:08:13
Aaron Gravit
The office No matter how beautiful the offices, it’s still a dental office, even if it feels like a spa or massage parlor or should I say parlor that has a different kind of takes and I’m going to cut this part out. Spas, spas. You know, I mean, if it’s so I mean, the the whole spa experience is is really important if you can change the perception of dentistry so it doesn’t really feel like a dentist office, that’s wonderful.

00:40:08:19 – 00:40:34:25
Aaron Gravit
But at the end of the day, it’s still a dentist’s office. So you’re going to want to capture as much content and have to try to build these relationships outside of the office. So I highly recommend, you know, shooting testimonials in patient homes or going to a resort or get a hotel and rent out a suite or a couple of rooms or film on location somewhere.

00:40:34:27 – 00:40:56:05
Aaron Gravit
Airbnb, you can get a nice, beautiful location. Country club works too. I mean, you just want to be able to have multiple different shots in the same location so that the crew doesn’t have very far to set up and change. But everybody’s there. You can capture so much and after you shoot and everything is all done, have a go, go to a restaurant or go.

00:40:56:07 – 00:41:18:03
Aaron Gravit
If you have a really beautiful house off the water, you know, like some of my clients do. Right. They just had at their house because it was big enough. But you want to have it outside. It’s an event. You have a catered. It doesn’t have to be too crazy, but just enough where you can form that relationship and then keep on filming that relation, that that interaction too.

00:41:18:05 – 00:41:52:09
Aaron Gravit
So I think the biggest thing is you’re selling a destination, you are selling an experience, you’re selling the end results, and that requires treating people better and improving the overall experience. So having a designated place to take photos is part of the process. They go to a specific room or a specific place in the office, so they’re like, All right, I came in, I was here in the waiting room for like hopefully 2 minutes and then now they’re in the suite.

00:41:52:11 – 00:42:18:17
Aaron Gravit
Okay, They get met. Now we’re going to go into another room. We’re like, Oh, this is not is like you’re treating him like a movie star. Just treating them better and having these destination video shoots which are local. We’re not going to Hawaii or someplace tropical or anything as much as that would be freaking fantastic. Those moments are what is going to elevate your the whole experience, your patients.

00:42:18:17 – 00:42:37:26
Aaron Gravit
It’s going to increase your ROI over time. It’s going to your SEO is going to go up your the patient loyalty is going to go up. Word of mouth is going to go up. They’ve never been treated that way. Everybody gets treated like a number. You go in your dog and boom, All right, here’s your cavity. Get out of here.

00:42:37:28 – 00:42:42:16
Aaron Gravit
Maybe not that harsh, but it did. At the end of the day, that’s kind of what’s happening.

00:42:42:18 – 00:42:55:12
Jonathan Fashbaugh
Yeah. By the way, if you are ready to invest in a photo shoot in Hawaii, video shoot. Aaron and I are you just let us know when you move things around.

00:42:55:15 – 00:43:15:18
Aaron Gravit
As long as it’s within an hour radius of the office. I don’t see why anybody would hesitate. I mean, an hour toward the city is normal expectations and you might be three blocks over, whereas an hour out in the country, we’re like, Oh, that’s too far, but you should be able to find some place closer. So even if it’s 30 minutes away, that’s fine.

00:43:15:20 – 00:43:34:12
Aaron Gravit
And a lot of patients are coming from 30 minutes or an hour away anyway to your office. They’re not just down the street. So find a nice location. Any kind of venue would work. And in fact, you don’t even have to figure it out. I can take care of all the logistics, which I normally do so or someone like me.

00:43:34:19 – 00:43:58:05
Aaron Gravit
I really think there’s so much going on. The doctor should put together a team to come in and knock everything out or even potentially manage it in his office. So either you find somebody that’s really good with technology and know all this stuff in social media that you can basically give your dental hygienist an additional job title, right?

00:43:58:07 – 00:44:20:05
Aaron Gravit
Or bring somebody in to manage that, even if it’s part time, it’s something to take that stress off you and that will help improve everything. User experience is the best, Is the is the key. The better the experience, the better the return. If you’re serious about improving the quality of your photos and wearing the actual camera that you’re working on.

00:44:20:09 – 00:44:39:02
Aaron Gravit
My team and I travel all over the country working with teams like yours one on one at your practice. One of the most important things to realize when you’re shooting the before and after pictures, that they’re not just for internal use. It’s not just for the doctor to take a look at them. It helps with all forms of marketing.

00:44:39:02 – 00:45:09:02
Aaron Gravit
It could be internal marketing or external you can use on Billboard magazine, and especially if it’s really top notch looking photos. They’re clear and crisp and you don’t have dark shadows. Their heads are not chopped off. You also can use them to close future sales. So when you’re sitting in the consultation room and you’ve got a new patient in, you can pull a before and after from a previous patient because it represents an example of what that patient is looking for or needs work wise.

00:45:09:04 – 00:45:34:20
Aaron Gravit
You can help close that sale if the photos do not represent the quality of your work in real life or the level of service that you provide, it’s not doing your brand any justice. So I strongly recommend treating of some kind because you don’t have to be a photographer to learn some simple skills and we don’t have to overcomplicate it because at the end of the day, your focus needs to be on your patients.

00:45:34:23 – 00:45:48:05
Aaron Gravit
I’m just a tool that you can use. And yes, I’ve said I’m a tool, so to use so that you can learn how to use the camera more efficiently without having to be super technical.

00:45:48:08 – 00:46:16:18
Jonathan Fashbaugh
Yeah, I mean, the shoots that I’ve been at organization is the, the key. But just one note. I’ve seen offices invest in this. They do the video shoot, but it’s so weird. I’ve seen it multiple times where photography is a struggle for them and so I just want to emphasize getting the video is important, but if you’re not even taking before and after photos, that’s goal zero.

00:46:16:18 – 00:46:41:23
Jonathan Fashbaugh
You’ve got to regularly take, you know, when you’re taking records you’re getting them before is don’t just get the intraoral like Aaron said, you’re going to get the full face before smiling, not smiling. And then the two sides smiling, not smiling. I think there’s a great recommendation to just be part of your records, part of your process, taking these photos, preferably against a blank backdrop of.

00:46:41:25 – 00:47:00:21
Aaron Gravit
A clean background, because you want to be consistent. Now, obviously, it’s not going to always work that you might have. This was on black and this one’s on white or who knows what’s going to happen. But for the most part, you want to try to be consistent because when you have the photos side by side, you want them to be able to see without hesitation, Oh, that’s the difference.

00:47:00:27 – 00:47:22:00
Aaron Gravit
And if it’s not noticeable enough, don’t use those before and afters for that particular patient that that patient might hit it out of the park. On the interview. We’ll find a different way to present the interview in the editing. That doesn’t have to show the before and after, because to the patient they might be a wow factor. But to you and I or the average person, they were like, I see no difference.

00:47:22:02 – 00:47:42:12
Aaron Gravit
Or it may be a little one. You want the ones that are dramatic where they’re missing teeth, very discolored and and then wow, now it’s bright white and they have all their teeth, you know. But the reason why you want to take the picture you want the whole face is because people relate to their facial expressions. Half the time we’re looking at their mouths because or their eyes.

00:47:42:13 – 00:48:02:23
Aaron Gravit
These are two, right? So when they’re talking or in this case, they’re not talking, they’re smiling. The when you have a before picture and let’s say they needed dentures or implants, but they were missing a whole bunch of teeth, you’re going to have a lot of extra jaw or you’re going to have less jaw and a lot of extra skin.

00:48:02:25 – 00:48:27:10
Aaron Gravit
And then now with the side by side afterward, all of a sudden their jaws in place. They’ve got tighter neckline, everything is tighter, their lips are fuller. They look younger, 10 to 15 years younger, just with that shift in their facial expressions, because that right there, it’s a non-surgical facelift without having to go to a plastic surgeon, capitalize on that and you don’t have to say much.

00:48:27:10 – 00:48:45:26
Aaron Gravit
Just show it. Now you don’t. What I would try not to do, sometimes you can’t help it because you may not have a proper after picture or the file doesn’t exist anymore. I ran that before. Like how did you have a before picture and no after picture. So we had to use the perfect the photos that we took on the shoot.

00:48:45:28 – 00:49:05:07
Aaron Gravit
So it’ll work. But I recommend having the photos being similar. If you’ve got a model type photo for a magazine type shoot, it set up a little different, right? You got more personality. They might be doing something in the shot, which makes it harder for the consumer when they’re seeing the before and afters. Like what exactly got done?

00:49:05:07 – 00:49:23:15
Aaron Gravit
Because there’s only a few seconds on the video that they can decipher that the less you do to those photos and they’re the head, you’re the same size. The smiles are roughly the same size. That’s that’s where you want that. That’s why I’m adamant about getting the whole face, because you want to see that whole that what has actually done.

00:49:23:15 – 00:49:27:02
Aaron Gravit
Because when you get the smile redone, the whole face changes.

00:49:27:04 – 00:49:50:14
Jonathan Fashbaugh
And when you got these photos, you’ve got this before and after photo. You’ve got the video assets before, during and after treatment. Like I said before, you want to use those in kind of a patient story format, but you want to use them on social media. You want to use them everywhere. And so hopefully you’ve got a comprehensive marketing partner.

00:49:50:16 – 00:50:18:04
Jonathan Fashbaugh
Take your dental practice to the next level with the pro membership by Pro Impressions Marketing are all inclusive. Digital marketing membership is crafted exclusively for dentists covAarong everything from SEO to social media management. It’s designed to amplify your online presence and draw in more patient leads. Embrace the power of digital marketing with our pro membership and see your practice flourish online like never before.

00:50:18:07 – 00:50:42:06
Jonathan Fashbaugh
Just click the link below and you can actually schedule a consult with one of my team members. That reminds me, I want to thank again Pro Impressions Marketing for sponsoring this video. Pro Impressions is a full service dental marketing only agency being full service that allows your team if you’ve got a full service marketing team to take these assets and run with it.

00:50:42:06 – 00:51:08:05
Jonathan Fashbaugh
You know, they you you do not want to just have your photos in a smile gallery and your videos in a media section on your website. If that’s what you’ve got now, then you’ve got basically order takers at the helm of your marketing rather than strategic thinkers. So you want to have a team that knows, Hey, these photos, these videos need to be in the flow of content for your implants page, your full mouth reconstruction page.

00:51:08:07 – 00:51:39:04
Jonathan Fashbaugh
They need to be circulated through social media on a schedule, a content schedule where all these assets are being leveraged well for you because you’re investing. Even if you’re just recording it with your phone, you are making an investment in generating content. Make sure you’re getting a return on that investment with a comprehensive marketing campaign. And if you don’t have that, if you’ve just got kind of a cookie cutter website and no one really managing these assets for you, reach out to us at Impressions marketing.

00:51:39:07 – 00:52:11:07
Jonathan Fashbaugh
Visit our website Pro Impressions Marketing dot com and check out the membership there. I think you’ll see that there’s a difference in what you’re getting now versus what impressions marketing offers. Again, that pages the pro membership page you’ll see the impressions marketing difference there. So Aaron, the next thing I want to cover is the pro video setup. I mean, I think a lot of offices see fantastic looking video at the top of a website and on social media, and they don’t even know where to begin to get that.

00:52:11:07 – 00:52:22:02
Jonathan Fashbaugh
So talk to us a little bit about the best of the best even, but also what what would be a good place to start in getting professional video for a dental office?

00:52:22:08 – 00:52:47:05
Aaron Gravit
Well, here’s the thing, though. So the doctors know a lot about dentistry. And over the years they pick up some knowledge on some of the marketing that’s going on. What works and what doesn’t work. But they’re still really overwhelmed. So one of the issues that I’ve had was they don’t really understand what you’re saying. You could you could give them you can itemize everything out and they will not won’t read it.

00:52:47:07 – 00:53:12:03
Aaron Gravit
You can talk about it all day long saying, hey, I recommend having two cameras. Make sure you use a dolly. They don’t know what the dolly is. I have to explain what a dolly is and you should have. I recommend having a makeup artist there. They may not. You should have a craft food person. Basically, as the assistants make sure everybody’s take care of their got their water, their snacks, maybe lunch.

00:53:12:06 – 00:53:49:26
Aaron Gravit
There’s a whole thing of logistics that it’s it’ll you’ll make their heads explode So they need to see it need to physically see it. And once they experience it, it’s hard to not go back and do that again. So you would have a crew? Well, first off, we would talk about the type of deliverables, right. But from my aspect, I’ll end up putting together a crew that will work for your location, whether some of my my regular guys that I bring with me versus some of the local crew that I would capitalize on to help reduce some of the cost factor for it.

00:53:50:03 – 00:54:13:06
Aaron Gravit
It’s an investment, but it’s a12. Well, it could be as many days as you need to, but it averages between 1 to 3 days and you would have one day dedicated to interviewing patients. You have one day dedicated to interviewing the doctor and the staff. And then there’ll be a pick up day for anything that you heard or discussed during the interviews.

00:54:13:06 – 00:54:37:21
Aaron Gravit
So if a patient talks about some hobbies that they do, let’s say they like playing tennis. Maybe on that third day I go get them taking pictures, a video of them playing tennis, maybe smiling, interacting with teammates or friends. Maybe there is a mother or somebody who loves to cook and I can go to their house and we can get some them interacting with their family.

00:54:37:21 – 00:54:49:13
Aaron Gravit
They’re cooking with bake cookies. Maybe then they’re playing some games. So you want to get that B-roll. This is additional B-roll and potential audio depending on what’s going on off those first two days. Who knows? Maybe I hear.

00:54:49:18 – 00:55:18:06
Jonathan Fashbaugh
Those B-roll things. I’m sorry to interrupt you, but that is something that I agree dentists still understand. Often the difference that it makes to I mean, yes, the equipment is several levels higher up than the SLR. Then they’ve got to pop their pictures with. And the audio is amazing. The lighting is the the piece that I think is just so hard to appreciate What’s possible with good lighting.

00:55:18:11 – 00:55:52:03
Jonathan Fashbaugh
But again, the B-roll leaving time in for capturing the things that make the lifestyle improvements and the experience better is invaluable. And if you don’t have a team of professionals that have worked with dental offices and know how to, you know, capture those moments and get the the pieces that make your content feel more, it’s still relatable, but it’s more authentic in a way because that you’re capturing life, not not oratory, correcting.

00:55:52:05 – 00:55:57:26
Aaron Gravit
She was very excited for this. So now that it’s happening and then he happy.

00:55:57:28 – 00:56:40:27
Aaron Gravit
Correct now during those days. So it all depends on where we’re shooting. So ideally my recommendation I could talk all day about gear, but I hand I’ll just handle whatever is needed to execute our goal. Right. And I’ll give you some options. But the goal for for the interviews I recommend, if we’re not shooting at the office, I recommend now actually, I recommend not shooting at the office for the interviews, finding a location that we that is conducive to getting really good B-roll on location, getting interviews on that location, getting professional photos taken on that location, and the photos would be on black and then loose in the environment.

00:56:40:27 – 00:57:02:18
Aaron Gravit
So you have two sets of styles of photos of the patient along with staff that all happen because the staff will be there when we’re filming. So they need to be there. They need to be hands on, even if they’re watching. Most of the time, the patients need to have that level of comfort knowing that, Oh, there’s these people, I know these people, they don’t know me, but they know them.

00:57:02:24 – 00:57:22:27
Aaron Gravit
When they walk in, they’ll be greeted by a production assistant and or one of your staff members. They’ll end up going to kind of like a holding cell type room where they get their makeup done. They’ll get like a bottle if they’d be offered a snack. If they like one, they get their makeup on. So they come like an hour before they would be interviewed.

00:57:23:00 – 00:57:53:28
Aaron Gravit
They get in the chair, get their makeup done, and then they’re on camera. They go to another room where they’ll sit and I’ll have a they’ll be sitting with me. We’ll have a discussion probably about 30 minutes or so. Then they’ll go to another location that’s very close. Well, within walking distance, they’ll get some professional photos taken, they’ll get some B-roll, maybe on location, depending on where we are, because if we’re at like, let’s say, a golf resort type area, we have these beautiful the main hall where we can shoot some video and then maybe even outside.

00:57:54:01 – 00:58:14:23
Aaron Gravit
But then the B-roll, they can be playing golf or riding a bike. They could be walking a dog or sitting on the porch. Maybe there’s a nice rocking chair and they can sip a glass of lemonade or iced tea, maybe they’re sitting with their husband or wife reading the paper, all these little things, you know, maybe they’re playing with their dog.

00:58:14:25 – 00:58:41:25
Aaron Gravit
When you have those opportunities to shoot all these extra footage in one location, you can get more done. So you can interview ten, 12 people, spend all day there. It’s a long day, gather all that content and then turn it into dozens, if not hundreds of videos and short form long form content, plus the magazine and print, print and digital opportunities just from the photographs are endless.

00:58:41:25 – 00:59:07:09
Aaron Gravit
You can apply that to radio spots. You can apply to your on hold messaging. When someone answers, when someone calls the the commercials and videos that you create, you can merge into that ten minute loop of audio. And that’s just the first day. The second day will be at the office. We’ll interview the doctor, we’ll interview the staff, we’ll ask some of those patients to come back.

00:59:07:11 – 00:59:30:04
Aaron Gravit
So when we shoot at the office, you can get mock consultations, you can get mock photo photography sessions with the staff. So each staff member you want to show doing something with the patient along with the doctor, we don’t have to actually say anything because the patients are going to be talking about their experience and then I have something to cut to of them doing that with somebody at the office.

00:59:30:06 – 00:59:48:28
Aaron Gravit
Same thing with the doctor so that patients brag on the doctor and the doctor brags on the patients and the staff. So no one really talks about themselves. That’s those two days. And then the third day is the pickup day where we can plan anything you want. Maybe it’s a social media day where we’re doing funny, silly things for the holidays.

00:59:48:28 – 00:59:59:13
Aaron Gravit
So we do all the holiday videos and one day and the the little skits that we might do at the office or or around town with the staff, we can do something like that on the third day.

00:59:59:15 – 01:00:20:24
Floyd Fashbaugh (AKA Jonathan)
But but but Aaron. But but Aaron, Aaron, I know that that sounds a bit expensive and I my local TV guy will come out of I buy the the air time. They will come out and do that video shoot for free. So why would I hire you? Huh? Huh huh?

01:00:20:28 – 01:00:23:10
Aaron Gravit
Well, it will look like you got done for free.

01:00:23:13 – 01:00:28:16
Floyd Fashbaugh (AKA Jonathan)
The studios will probably be the same thing. I’m sure.

01:00:28:18 – 01:00:56:17
Aaron Gravit
Too much. The the studio, the station. They don’t spend any time on who you are. Your brand. They will come shoot for an hour at it for an hour and then be done. There is no extra thought put into it. It is what it is. There’s no revisions. There’s no making it perfect. There’s no understanding who your client base is.

01:00:56:20 – 01:01:22:10
Aaron Gravit
There’s no effort put in into any experience. It is free for a reason because you got sold by a sales person in the ad department. They’re just trying to sell media. That’s it. And they’re going to pooh pooh the production. They discredit the production, the time it takes to actually get something done very, very well.

01:01:22:12 – 01:01:48:04
Jonathan Fashbaugh
It’s a huge difference. I remember a shoot we were on recently and the stuff that you can do with professional lighting just amazed me. I mean, we had this hallway shot and. This is where B-roll you’ll get an example of B-roll. This Aaron will put up the hallway shot while I’m talking, you know, because you’re at the shoot that your office does not have windows in these hallways.

01:01:48:06 – 01:02:16:13
Jonathan Fashbaugh
They had lights spilling from the doorways that looked exactly like daylight. And it was coming from a room where their cone beam was. It looked like there was light coming through. And it was just like made it a beautiful shot. And this is just a hallway in a dental office, but it just looked like movie perfect. And of course, you know, there is something to be said for catching, capturing, candid video.

01:02:16:13 – 01:02:36:08
Jonathan Fashbaugh
But now we’re talking professional grade video shoot. You’re going to be able to capture the personality of the patient better. They’re going to look their best rather than just showing up for a dental appointment. And it just elevates everything that you would otherwise capture in a way that you can repurpose again and again. Like Aaron saying.

01:02:36:15 – 01:02:54:24
Aaron Gravit
I think the biggest mistake is trying to have one person do everything because you’re going to have mistakes, you have audio issues, you’re going to have lighting issues. You can’t focus on all that. And I know the doctors are going to want to have all these things done. You need a crew and anything less than a five person crew is going to be exhausting like you’re going to make.

01:02:54:24 – 01:03:21:22
Aaron Gravit
There’s going to be errors, not errors. More like you’re not going to get everything that you want. So the more people you put on the crew, I mean, the average is anywhere between 8 to 10 people because that you can have two crews going on at the same time. You have one crew filming the interview and then one crew filming the B-roll in a different location, whether it’s in a different room or outside somewhere, that’s usually ideal.

01:03:21:25 – 01:03:36:09
Aaron Gravit
If you can’t do that, that’s fine. We could figure out other ways do it. It’s just that the more you want to do needs more people, and when you have dedicated person and audio, dedicated person on lighting, dedicated person on the camera, then they can do their job really, really well.

01:03:36:11 – 01:03:58:25
Jonathan Fashbaugh
Well, and you know, I know you, dear listener dear viewer, you’re also thinking, I’ve got to shut down the office for this, right? Or I’ve got to have the team come in on the weekends. And you know, it’s a challenge for sure. But if you have a larger crew, you’re getting more out of those times, those hours when you’re not, you know, actually creating production.

01:03:58:25 – 01:04:24:10
Jonathan Fashbaugh
I mean, dental production, you will get more for your investment in time if you spend a little bit more money to have a large professional crew. Again, I’m thinking about that shoot where we were doing interviews with the patients, but then those patients that we had already interviewed were able to go outside and take photos and get natural light and they were doing some fun, full body pictures where were, you know, just being cute.

01:04:24:10 – 01:04:26:29
Aaron Gravit
And we had them jumping. They were jumping up and down.

01:04:26:29 – 01:04:46:19
Jonathan Fashbaugh
Yeah. I mean, you can’t do that if you’ve got the one person that your local cable company sent to your for your office with a camera that’s ten years old over their shoulder and they’re trying to do it all, it’s going to just be garbage compared to what you can get with a company like product 13.

01:04:46:22 – 01:05:06:12
Aaron Gravit
If you do this right, if you group all your production and just cram it into like two, three days with a pick up day here and there, depending on what it is that you want done, you’ll have enough content the last two years before you even need to have any more filming done to stop, you know, to shut down your office.

01:05:06:14 – 01:05:26:28
Aaron Gravit
And the great way about doing this is you get a whole bunch of deliverables upfront right? But then you have all that content archived, like raw content that hasn’t been edited. And six months down the road you could be like, Hey, I need to create a TMJ spot. Do we have anything that we can do to We need to do something for social media, but I also need to run a TV ad.

01:05:27:04 – 01:05:47:22
Aaron Gravit
There has to be 30 seconds long and then I have to do a short. We have to have all that done. Is it possible? Do we have something in there that can do that? And of course, I’ll just take a look. Most likely, yes. And I can repurpose or find new content. It hasn’t been seen yet and then turn that into a whole marketing campaign based on what the doctor’s needs are at that time.

01:05:47:26 – 01:06:10:07
Aaron Gravit
Because I’ve got stuff in the can. So every three years or so and you can do you can do a shoot every year. I do recommend shooting every year, but you don’t have to. So every few years when you go to shoot, all that content gets added to the previous content and archived. So then when you start doing new stuff, you’re pulling from now years of footage.

01:06:10:09 – 01:06:31:25
Aaron Gravit
So your your video content becomes more interesting and you can repurpose it. There’s really no limit to what you can do as long as you can create and plan ahead, you can turn that into a ton of content. It slows down when you want to be way too creative and spend all day just getting one shot. Then with one focus on one commercial.

01:06:31:25 – 01:06:50:25
Aaron Gravit
Like why do that? I mean, you can do that, but why spend that kind of money when you can spend all day producing, getting dozens and dozens of deliverables out of that day versus one deliverable out of that day? Often doctors have scripts they want to give the patients or the production crew your hire product. They write a script.

01:06:50:25 – 01:07:16:19
Aaron Gravit
I got I was talking to one doctor that I did. I rebranded her and she was happy with the rebrand, but she ended up using a local film crew to shoot some videos and she wanted my feedback on it. She looked really great on camera. She talked really, really well. But the first few seconds, the first like 7 seconds of a 32nd commercial was useless because all she did was, Hi, my name is so-and-so.

01:07:16:24 – 01:07:37:23
Aaron Gravit
I’m with this practice. She gave herself an introduction. I’m like, Cut that out. There’s no need for that. Just get right into it. And I thought they got she had an interview recorded, so I went and she sent me the raw footage. I was thinking, I can reedit this to give it more strength. But she was reading from from cue cards.

01:07:37:25 – 01:07:58:13
Aaron Gravit
She was reading from a teleprompter. There was no additional footage for me to edit or change unless there’s specific scripts for an ad that you’re doing. I don’t disapprove of that, but that can’t be the only thing you do. If you’re going to get the camera crew there, get an interview for at least a half an hour to an hour, just talking.

01:07:58:16 – 01:07:59:14
Jonathan Fashbaugh
Yeah.

01:07:59:16 – 01:08:16:14
Aaron Gravit
And then then do your one liners and then do your scripted stuff. So don’t just do scripted stuff you want. Otherwise you’re like you’re deer in the headlights, you know, and you looks like you’re reading a teleprompter. You want to be as authentic as possible. Just have your talking points and then just talk about.

01:08:16:20 – 01:08:41:25
Jonathan Fashbaugh
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01:08:41:28 – 01:09:05:21
Jonathan Fashbaugh
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01:09:05:23 – 01:09:25:24
Jonathan Fashbaugh
It takes them a while to settle in and without having enough time to to do that. I mean, you get what you pay for in time and money, but what want you to take away from this episode is, first of all, take pictures and then assuming you’re taking pictures, hit record, whether it’s with your I mean, do it with your camera.

01:09:25:24 – 01:09:51:27
Jonathan Fashbaugh
You want to do all the above, but don’t focus on. Yeah, I’m not ready to drop 30,000 on a video shoot. That’s fine. Start start with your phone, start hitting record and capturing patient experiences before, during and after treatment and just level up as you go level up, hit record, then work on your sound, work on your lighting.

01:09:51:27 – 01:10:18:15
Jonathan Fashbaugh
And then as you’re seeing, only how the time spent on our website is improving and only our social media is actually getting engagement. Amazing. That will happen when you’ve got faces on your your stuff and then, you know, level up, keep keep going because this is how you compete is by showing what makes you different. People are not going to get that from stock photography and text.

01:10:18:15 – 01:10:26:21
Jonathan Fashbaugh
I’m just telling you they won’t. So hit record. Listen to what my man Aaron says. Aaron, thank you so much for your time today.

01:10:26:28 – 01:10:29:05
Aaron Gravit
You’re welcome. You’re welcome.

01:10:29:07 – 01:10:51:18
Jonathan Fashbaugh
I appreciate it, as always. For you washing, please do a giant favor and that like button the heart button and comment. Let us know what tips you would like to see next time we either bring Aaron on or another expert, because I want these episodes to be tailored to what you need. Share it with your friends. Until next time, check us out online.

01:10:51:18 – 01:11:06:11
Jonathan Fashbaugh
Pro Impressions Marketing. I appreciate you. Well, I appreciate you two very much. Yes, you should. Also, you know, go to social media and follow ups. That’s good.

01:11:06:13 – 01:11:09:08
Floyd Fashbaugh
I appreciate that. I don’t know what I’m doing.