Don’t Tell Patients About Your Brand, Show Them: Making a Lasting Impression

The Importance of Using Custom Video and Photos on Your Website

When a consumer is looking for a new dental practice, they begin their search with Google. They’ll type in “dental office near me” and look through the top four to five results that appear in their area. Typically, they will first check their Google Reviews before proceeding to the website.

What distinguishes one dental office website from another? Within the first few minutes of visiting a practice’s website, potential new patients look for information about what to expect from the office. Make them feel at ease by displaying a tour of the office, introductions to team members, or testimonials from other satisfied patients who were looking for similar care as them!

Custom Content to Improve Your Marketing

Take B-Roll Video of Your Practice

This is a type of video that is super quick but makes a big impact. B-roll video sets the scene for your practice and can be used to create video banners on your website or spliced with interview footage to create a compelling promo you can share on Instagram or YouTube. 

Typically, you’ll shoot short shots of things like:

• Practice exterior and sign
• Smiling patients and team members
• Practice interior

Note! This video is going to be the first glimpse a potential patient will get inside of your practice, so you want to include content that is going to capture the audience’s attention right away. The goal is to hook your audience so that they want to continue watching!

Video quality should not be shaky or grainy.

Incorporate Patient Testimonials

Patient testimonials are essential to showing potential patients that your practice has experienced success and earned the trust of your community.

Some important things to remember when you are filming patient testimonials:

• Each video should be 1-3 minutes long.
• Please do not include shots with tools in the mouth.
• Each video should include live-action snippets of the patient and doctor interacting.

Note! When conducting a patient testimonial, the videographer should have a script and HIPAA Talent Release Forms ready for the patients. A signed HIPAA release form is legally required for you to distribute any video featuring patients.

In addition, your practice will want to incorporate shots of your office (B-roll) to establish each testimonial video.

Include Doctor Videos

Doctor videos are extremely important because they help build the relationship between doctor and patient. If your audience sees a caring, gentle doctor, then people will feel more comfortable seeking out your services.

Things to keep in mind when trying to achieve this inviting feel:

• Do not include shots with tools in the mouth.
• Do not include shots with masks hanging off employees’ faces.
• Include candid shots of the doctor interacting with the patients while having good facial expressions.

To help set the tone for doctor videos, here are some prompts:

• The doctor discussing a patient’s medical history
• The doctor sharing a treatment plan
• A front desk assistant discussing insurance
• A shot of the doctor leading a patient to an exam room
• The doctor and the patient saying goodbye after a successful visit

Note! The videographer should have a script and HIPAA Talent Release Forms ready for the doctor. 

Take Videos of Your Practice

Like B-roll video, office photos are vital to have in your video because they allow potential patients to see your practice. This helps you to connect with potential patients as being more appealing, safe, and familiar.

Start by taking exterior photos of the outside of your practice. This includes signage and photos of the entrance to your building or suite.

Tip! Do not include any photos of busy streets and pedestrians.

You should also include interior photos of your practice such as: 

• Your lobby or waiting room
  • Try to take photos of the lobby while it is empty.

     

• Equipment
  • Make sure to not take cluttered shots of the equipment. Clean and neat is always the best route.

     

• Treatment rooms
  • Make sure shots of the treatment room are not cluttered. Again, the clients want to see a clean and neat area rather than a messy room.

Note! The photographer should have a script and HIPAA Talent Release Forms ready for any patients involved in the shoot.

Use Headshots on Your Website

Incorporating headshots on your website is a requirement for any doctor who wants to bring in more patients. New patients are more likely to join a practice that provides headshots of its employees because people tend to connect more with an image than with text. So, put on a big smile and say, “Cheese”! 

Tip! Use earthy backgrounds or solid colors for the photo backdrop. Do not use hazy filters.

Don’t Forget Action Shots

The final way that you can engage your audience through videos/photos is by taking action shots. These are photos that capture the doctor or team member performing an action or engaging with a patient. Action shots allow potential patients to see the doctor and the rest of the team performing their tasks, which gives viewers confidence that you know what you are doing. Photos should not have hazy filters.

Prompts for action shots include:

• Doctor presenting a treatment plan
  • Do not include shots with tools in the mouth.
  • Refrain from photos that have masks hanging off team members’ faces.
  • The goal is to get candid photos of the doctor and patient interacting while having good facial expressions.

     

• Front desk team member greeting a patient
  • Include photos of the employees at the front desk interacting with patients.
  • Do not include photos where the employees display a frown or bad attitude.
  • The goal is to get candid photos of the front desk and patient interacting while having good facial expressions.

Note! The photographer should have a script and HIPAA Talent Release Forms ready for all patients involved in the shoot. 

Check Out Our Portfolio for Some Fantastic Examples of Everything Listed Above!