Here is why video is important to you and the growth of your dental practice:
- Video is worth 1.8 million words per minute, according to Forrester Research.
- Video allows a prospect to get to know you before ever meeting you.
- Videos allow your patients to tell your story and sing your praises, establishing social proof on your behalf.
So what’s the problem?
According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or less. You’ll lose about one-third of your viewers by 30 seconds, 45% by 1 minute and almost 60% by two minutes. And those numbers remain the same no matter how long the video is. While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span, all the way up to iPad users who will stick with a web video for an average of 5 minutes.
So how do you get more viewers to follow a video all the way through to the end?
Follow this three-step formula:
- Don’t give away the ending.
You have to get viewers interested by creating some sort of problem. So that might be having a patient talk about how embarrassed she was when her dentures slipped out every time she laughed. Or it might be you talking about the pain people feel when they have gum disease. You must give viewers a reason to keep watching to see how that “problem” is corrected.
- Don’t belabor the problem.
Be succinct about the problem, explain the reasons it is a problem and what is at stake. Again, a patient is embarrassed because her dentures fly out when she laughs. Then she can explain how, over time, she stopped laughing in public and people stopped wanting to hang out with her. But if she goes on and on about it, the viewer turns it off.
- Solve the problems and give the benefits of coming to see you.
Here is the pay off. Here is where you reach resolution. Here is the happy ending. Here is where that patient says, “So I came to see Dr. Smith and he set me up with a new set of implants. Now I can laugh and smile and go back to being my old self.” Boom! An ending that was worth waiting for – and worth watching the whole video for.
There’s an art to creating effective and believable video. Sadly, we’ve discovered that few dentists have mastered that art. So, while it’s convenient to grab your SmartPhone and get a spontaneous testimonial from a happy patient, it doesn’t necessarily make good video, the kind that will motivate prospective patients to learn more about your practice. And ultimately become new patients.
This is one area where dentists should seriously consider outsourcing. Remember those statistics at the beginning of this post? A marketing medium with that kind of impact has the potential to go spectacularly WRONG. And you just don’t need that kind of negative attention when you’re working to grow your practice.