Crafting Effective Testimonial Videos: A Closer Look
Avoid Yes/No Questions
Yes or no questions kill testimonial videos. You aren’t looking for an interview video where your doctor asks questions and the patient answers. You want a video of the patient talking about their experience, but you must give them prompts. Avoiding yes or no questions is paramount.
You want patients to say, “My experience was great!” so you can capture it on camera. But if you ask, “Did you have a great experience at our office?” The patient will likely say, “Yes, it was.” You can’t use “Yes, it was” as a testimonial.
Try rephrasing your questions to be more open-ended. Here are some questions to get your video off to a great start.
- Please tell me about your experience in our office.
- What was the best part of being Dr. Soandso’s patient?
- How did you learn about our dental practice, and what made you choose us?
- Can you describe your initial visit to our office?
Get the Patient to Tell Their Story
We want to present a story arc of the patient’s experience: a beginning, middle, and end. An after photo is powerful, but we only see the transformation’s power if we know what the patient looked like before the procedure.
The same is true in testimonials.
We want to find the pain points as a “Before.” This means asking questions like,
- What was life like for you before your treatment/service?
- Please discuss what led you to seek treatment.
- What symptoms were you experiencing?
And then follow up on their answer to probe deeper into how their response affected the patient’s life. If the question was “What was life like before your TMJ treatment?” And the patient said that she had headaches every day, then followed up that answer with, “How did those daily headaches impact your life?” Or if it’s an ortho case and she said that her teeth were crooked, ask, “How did that make you feel when you were in social situations?”
The answers will give us testimonial gold!
The Middle of the Story
This part of the patient’s story can provide great content about the office atmosphere, the team, the technology, and how the patient felt during treatment. This part of the story might excite those anxious about going to the dentist. The treatment story could make or break a potential patient’s impression of your office. So ask questions like:
- Please tell me about the treatment process.
- How did you feel when you came to our office for treatment?
- How would you describe the team at our office?
- How would you describe Dr. Soandso?
The answers help differentiate your office from other prospective patients may be considering when they come across these testimonials.
The Happily Ever After Part of the Patient’s Story
This is the part that most offices focus on when they try to get testimonials, and it is an important part. It’s more effective when you first cover the beginning and middle of the patient’s story. When you do, you’ve also warmed up the patient to give you a better answer to these questions than if you were to launch right into them. Now ask high-impact, big-picture questions like:
- How has your life changed since you got your new smile?
- How has your smile affected the way that you interact with people?
- How have your symptoms changed since your treatment?
- What is your life like now that you’re not experiencing apnea episodes?
- How did you feel when you first saw your new smile?
- How do you think your new smile is going to impact your life?
- What do you think sets our office apart from other dental offices?
When you use this story-oriented approach to gathering testimonials, you’ll find that testimonials flow more freely and capture more impactful messages to share with prospective patients.