How to Use Video in Digital Dental Marketing the Right Way

Jackie Ulasewich-Cullen


Dental practices are now accustomed to using photos, diagrams, and other still images in their digital marketing. However, many are still unclear on how to properly incorporate video media as well. Videos on websites and social media pages can be a powerful way to get a practice’s message out there and distinguish it from other practices in the area.

The number one reason for using videos in digital marketing is that people love them. Videos are entertaining, engaging, and personal. When done correctly, they transport the viewer into another reality. These are precisely the qualities that make video a great way to show how friendly and inviting a practice is.

Videos can be used to show off the practice’s personality and break the ice with new and potential patients. Short videos showing the team in action, demonstrating attention to safety and professionalism, are excellent confidence builders. Properly done, videos shot from the patient’s point of view can make viewers feel like a part of your practice before they enter the waiting room for the first time.

Testimonial videos are extremely effective at building rapport with potential patients looking for a new dentist. Hearing treatment stories from real people in their own words is compelling and brings patient reviews to life. As a consequence, video reviews seem more credible than written ones.

Today, with higher Internet speeds, video is accessible and available to just about everyone.  Worries about buffering and interruptions are largely things of the past. Today’s technology makes video recording available to almost everyone. You can use a computer, laptop, tablet, or phone and still produce high-resolution, professional-looking videos on your own. It is also relatively easy for professional videographers to create montage videos of the practice and patient testimonials.

When using a professional, it is important to get the most out of the time the crew spends at your practice and the videos they shoot. Typically, a professional videographer will spend a few hours at the practice and produce a 30-second video of highlights.

However, that does not have to be all. The producer can also make additional clips of varying lengths and focusing on different aspects. Having multiple options to choose from makes it easy to adapt video content to the media and the context for which it is intended.

Self-produced videos are also useful because they can be changed out frequently to keep the message from getting stale and to introduce new procedures or new technology the practice has adopted.

For example, if the practice has begun using an aerosol suction machine as part of its advanced safety protocol, the dentist can record a short video that explains what it is and how it benefits patients. Even in this simple format, a video can add value to a website, email, or social media page.

Videos are not just for websites anymore. They are also very effective in ads, on Facebook, or embedded in emails. It is true that some people prefer to get their information by reading, which is why quality written content is essential. Yet many people are visual learners. A still picture is a good way to reach these potential patients, but a video is even better. Offering a combination of media styles helps the practice’s website and other digital media appeal to a wider audience.

Video is a highly flexible and customizable media that can take digital marketing to the next level for a dental practice. It adds depth to any marketing campaign and variety to all digital media channels the practice uses, enabling people to engage with a dental practice in a meaningful way even before officially becoming a patient.

With more than a decade of experience in corporate dental laboratory marketing and brand development, Ms. UlasewichCullen decided to take her passion for the dental business and marketing to the next level by founding My Dental Agency. Since starting her company, she and her team have helped a wide variety of practices all over the nation focus their message, reach their target audience, and increase their sales through effective marketing campaigns. She can be reached at (800) 689-6434 or via email at

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