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Patient Attraction Episode 1119
Testimonials and online reviews are the new “social proof” for dentists. They take the place that used to be occupied almost exclusively by word-of-mouth referrals. But just like in-person recommendations vary in their quality and believability, so do your testimonial videos. Most dentists have too many low-quality, generic testimonial videos that don’t speak to the specific needs and wants of dental prospects. After the break, I’ll tell what makes a great dental testimonial video. And I’ll show you how to get more specific testimonials that will influence more prospects to choose your practice.
– I’m Colin Receveur, CEO of SmartBox.
– Thanks for watching the Patient Attraction Podcast™.
– Dental patient testimonial videos are a mainstay of online marketing.
– Practically every dentist has a website featuring those testimonials.
– More and more dentists are discovering YouTube as a platform for their testimonials.
– Videos harness the power of sight and sound to influence prospects to choose you.
– But way too many dental testimonial videos miss the mark.
– To be fair, it’s hard to go wrong with “Gee, everybody at X Dental is wonderful” videos.
– But if that’s all you have on your website or YouTube channel, you’re not getting everything you could be.
– Here’s why: People with dental problems – not just those looking for routine care – have specific concerns.
– They’re looking for solutions to those problems.
– “Gee whiz” testimonials don’t speak to those specific concerns.
– They certainly don’t provide the answers that your prospects need and want.
– Your online marketing has to help prospects make the mental leap from problem to embracing the solution.
– That’s not something you should leave to chance.
– It really doesn’t matter what kind of practice you have.
– Specialized practices such as orthodontics or cosmetic dentistry treat many, many patients with specific dental issues.
– But almost every general practice has performed emergency dentistry or come up with an elegant solution to a patient’s specific need.
– Those are the stories your prospects need and want to hear – directly from the patients themselves.
– Your prospects want to know how those patients’ lives were improved through your actions.
– They want to know that, like other patients, they can count on you and your staff to help them eat without pain, smile without embarrassment, and laugh freely.
– Your prospects want to know that they can trust you to make their lives better.
– That is the single most important point your marketing can accomplish.
– It’s far more important than testimonials talking about how nice everyone is.
– Nice is expected these days and does nothing to influence prospects to choose you.
– It’s not always easy to get better testimonials.
– A lot of dentists make mistakes in how the videos are shot.
– A quick hallway interview shot on a handheld smartphone rarely comes off well.
– Dentists also make mistakes in the timing of when they ask for the interview.
– People who still have a mouth full of procaine are unlikely to say yes to appearing on camera.
– Other mistakes include choosing people your prospects have trouble relating to, and failing to guide patients to tell a good and credible story.
– The bottom line is that there are a lot of ways testimonial videos can go wrong.
– Careful dentists plan extensively to get everything right in their testimonials.
– That often includes extensive editing, because patients aren’t professional on-camera spokespeople.
– It is a huge time commitment, but an effective testimonial video gives your prospects reasons to choose you.
– On the other hand, a poorly done video gives them reasons to choose someone else.
– Dr. Randy Schmidt, a Chicago-area orthodontist, is a big fan of SmartBox’s videos.
– He told me, “You guys really have it together, from getting my website going to all the videos you filmed both in your studio and here in our office.
– “They are very well professionally done!!
– “Our staff has been very impressed with all you and your team has done.
– “And our patients now go to our website much more often, about 2 to 3 times as often as they used to, which has been incredible for our retention and internal referrals.”
– Have a look at the testimonial videos on your website and ask yourself whether they’re getting you the patients you want.
– If the answer is “no,” consider this.
– SmartBox provides world-class doctor and patient testimonial videos for our dentists as part of our industry-leading Patient Attraction System™.
– If you’re serious about growing your practice and getting better, higher-value cases, here’s what you should do.
– Visit smartboxdental.com and reserve your free Practice Discovery Session™.
– We’ll show you a Patient Attraction System™ that can double or even triple your practice.
– And you’ll receive your free, individualized Patient Attraction Roadmap™.
– Get back to doing what makes you money.
– SmartBox will take care of getting you more and better patients in your chairs.
– Join me for our next podcast.
– Until then, keep moving forward.