In the realm of dental marketing, video testimonials are pure gold. Video content is highly shareable and easily integrated across your various marketing channels. You can use and reuse your video testimonials on your website and social media platforms to amplify your reach. In a healthcare sector like dentistry, where personal experience and trust are paramount, video testimonials can be a game-changer in attracting and converting new patients.
Video testimonials provide authentic, real-world evidence of the quality of your services. This boosts your credibility and trust among prospective patients, returning patients, and search engines. Videos capture not just the words but also the tone, expressions, and emotions of satisfied patients, offering a more compelling and relatable endorsement than written testimonials. Let’s go through some tips on how to get the perfect video and how to use them.
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.
Enhance Your Video Quality with These Pro Tips
Capturing a visually appealing video testimonial involves more than just hitting the ‘record’ button on your camera. Use these tips:
Lighting
Optimal lighting is essential for producing high-quality videos. Natural light is often the best choice, so consider filming near large windows if possible. If you’re shooting indoors with artificial lighting, ensure the light source is in front of the subject to avoid shadows and dark spots.
Camera Stability
A shaky camera can distract from the message. Use a tripod or a stable surface to keep the camera steady. If you’re using a smartphone, there are various stabilizing accessories available that can help.
Framing and Composition
Pay attention to how your subject is framed in the shot. The rule of thirds, where the screen is divided into nine equal segments, can be a helpful guide. Place the subject along these lines or at their intersections for a balanced composition.
Audio Quality
Clear audio is just as important as visual quality. Use an external microphone if possible, and test the audio levels before starting. Eliminate background noise and choose a quiet setting for the recording.
Focus and Zoom
Ensure the subject is in sharp focus. Most cameras have an auto-focus feature, but it’s always good to double-check. Avoid using the zoom function while recording, as this can reduce video quality. Instead, move the camera closer to the subject if needed.
Post-Production
Simple editing can go a long way in enhancing your video’s quality. Use editing software to cut out mistakes, add text overlays, or include your practice’s logo. You can also adjust the color and sound levels if necessary.
Maximizing the Impact of Your Enhanced Video Testimonials
The effectiveness of your video testimonials is directly related to their visibility. Here is how you can feature your videos:
Dental Website
Your dental website is the first place to showcase your video testimonials. We recommend placing a few on high-traffic pages, such as the homepage, where they can immediately capture attention. Service-specific pages are another great place for testimonials. You’ll provide patients with relevant endorsements when considering a particular treatment!
Video testimonials are more than just compelling visual content. They’re also a powerful tool for search engine optimization (SEO). To maximize their SEO potential, include keyword-rich descriptions and titles when uploading your videos. Platforms, such as YouTube, offer tagging features to enhance the visibility of your video in relevant search queries.
Social Media
Social media platforms like Facebook, Instagram, and LinkedIn offer an excellent stage for your video testimonials. These platforms allow for easy sharing, which can significantly extend the reach of your videos. Post them as standalone content or incorporate them into a broader marketing campaign.
One of the significant advantages of video testimonials is their versatility. A single video can be repurposed into various formats to fit different marketing channels. For instance, snippets from a longer testimonial can be edited into shorter clips for social media posts as a teaser for the longer video. Shorter clips are also great for social media ads! These bite-sized pieces are more likely to be viewed and shared, 12 Video Topic Ideas For Dentists
Email Marketing
Don’t underestimate the power of a well-placed video in your email newsletters. Embedding a video testimonial can add a dynamic and personal touch to your communications. It breaks up the text and provides real-world validation of your services. You may convince an existing general dentistry patient to visit you for a smile makeover.
In-Office
If you have a television in your waiting area, consider creating a video loop of a few testimonials to raise visibility for services everyone may not know. Don’t forget to add subtitles!
Start Planning Your New Testimonial Video Shoot
Video testimonials are more than just a marketing trend; they’re a potent tool for building trust and showcasing the real-world impact of your dental services. Remember, the authenticity captured in these videos can speak volumes, turning viewers into believers and believers into loyal patients. So grab your camera, engage with satisfied patients, and share your powerful stories!
Do you need someone to take the reigns with your marketing? Schedule a strategy call with Pro Impressions Marketing today.
