I’m a marketing consultant so I get it. Some practice consultant came in and told you just to grab a flip camera and film every patient that leaves to get as many testimonials as you can and load them to your Facebook page. That strategy is certainly better than not doing it but if you’re using your Facebook properly this is only preaching to the choir.

Let me explain:

People want to read, view, or listen to relevant content that is presented in a way they feel comfortable with. The flip camera is great but what are you getting out of these testimonials? “I thought they did a real good job!” Ok how did they do a good job? What work did you have done? How did they fix it? How were you treated? Do you feel their work was quality? Would you come back? Would you refer them to a friend? Were they exceptional? That’s what people want to know. Facebook should be used to communicate to your current patients. Video testimonials should be high quality, located on you tube, and linked to it’s own page on your website.

So how is this done?

You don’t have to hire a Hollywood crew but getting a local freelancer with the right equipment and finding a nice place to have people give the testimonials is a good start. Find people that are willing to be on camera and invite them to a location in the evening or on a Saturday morning. Make sure to have some food and coffee and assure them it won’t take longer than 30 minutes once they arrive.

Have the camera man, your marketing director, or someone besides yourself ask questions that will give good 15-20 second sound bites.

Example questions:

Why do you go to Dr. ABC?

Why do you go back to Dr. ABC?

What is the experience like when you go to Dr. ABC’s dental office?

Would you recommend Dr. ABC to your friends and family?

What type of procedure did Dr. ABC perform on you?

Were you pleased with the results?

Did you feel comfortable while you were there?

What else can you say about Dr. ABC?

That will generally create enough sound bites to get a nice 90-second video.  The cameraman should be able to edit the video himself or if you are savvy enough download the footage into Imovie or other editing software and do it yourself.

Google looks at videos as great content and you don’t need to update these every month. Just make sure every six to nine months you add a few more.

Ben Shaver
Lead Strategist & Consultant

Ben Shaver is a dental marketing consultant for Dental Inbound. He works with practices of all sizes.

His main focus is to develop strategies that provide congruency between traditional media sources and new media platforms.

You can email him at bshaver@dentalinbound.com