The Video Marketing Playbook Every Dentist Needs

Hey guys, how’s it going?

Dominique here with Roadside Dental Marketing and today we are super excited to go into a video about videos specifically for dental marketing, right?

So we spent all of last year dotting around to all these different practices shooting videos with them, photo shoots with them, creating content with them.

Basically, we did a tour around the whole US.

And on this video, I want to show you guys what the doctors have been loving. What kind of videos we’ve been shooting, and what’s working and not working. Now, I don’t need to tell you twice how important it is to have videos.

The average screen time for watching videos in the US was up to three hours.

That’s not including TV, right?

That’s just people watching YouTube and TikTok and all that good stuff.

So, it shows if you want your practice to stand out. That’s why you have to be in front of the people.

In marketing, it’s very common to say that “money follows the eyeballs” or “where attention goes, money flows.”

So, to stand out, you must be in front of those people. You have to be shooting videos. And, if you’re not, those practices are going to suffer. The ones that don’t adapt to this.

If the thought of getting this big and expensive production team seems out of reach, I totally get it.

You’re in the right place. And most doctors, at least the ones we talked to, don’t want to be TikTok docs.

They don’t want to spend all their time being influencers. They just don’t have the time for it.

So that’s what this video is for. We won’t go into a broad generic video of, “Do this, don’t do that.”

I want to give you guys this step-by-step playbook, like:

  • What scripts we’re using
  • What’s working and how to shoot the videos

Even if you’re not ready for a big production team. And if you’re not camera-friendly or camera-ready, that’s fine.

We help even the most shy doctors come out of their shells using some tips I will show you in this video.

So, in short, what we’re going to cover is the four core videos. You can add to your current lead generation or dental marketing video strategy, basically what you’re already spending with Google, Facebook, or SEO to skyrocket the impressions, the clicks, the conversions, the leads, the schedules.

On top of that…

We’re also going to cover some DIY tips so you can elevate your DIY video game. You’ll learn how to shoot these videos right from your office, even before you’re ready to assemble a full content creation and production team. This video is going to be a game-changer for any practice looking to grow and stand out.

So, without further ado, let’s jump right into it.

Okay, let’s talk about the four core video types.

Core Video #1: Micro Angles

The first type is what we call micro-angle videos.

These are short videos focused on a specific service, highlighting the benefits of that service or the problem it solves.

The more micro-angle videos we create, the wider variety of audiences we can attract.

For example, if the service is dental implants, we could create one video emphasizing how they boost confidence and another focusing on their role in improving chewing for those who struggle with it.

If the service is general dentistry, videos could highlight how your practice helps patients overcome dental anxiety or the various comforts and conveniences you offer.

These videos are used at the top of the funnel, meaning they are utilized for actual advertisements on platforms such as Facebook and Instagram.

We aim to keep these extremely short—concise and compelling. Aim for 30 to 45 seconds, but definitely no longer than 90 seconds.

Having these videos will significantly propel you ahead of the mundane use of stock photography that has become the average.

It’s become a stale strategy.

Do you see what I mean?

Utilizing these types of videos will truly help you stand out from the competition, ultimately increasing your conversion rates and leads.

These videos typically follow a similar structure.

First, we have the hook. This is the very first part of the video designed to attract attention. It could be a call-out, a question, or a statistic.

Following the hook is the core content of the video. This section addresses the previously introduced query, offering explanations, education, or solutions to the problem. It constitutes the main body of the content.

Concluding the video is a brief call to action. This prompts viewers on what step to take next—be it following your page, clicking through to your sales funnel, or booking an appointment.

A simple video script example we recently utilized is:

Did you know 35 percent of Americans avoid the dentist because of anxiety?

We don’t want that to be you. Our approach is gentle, understanding, and tailored to your comfort. We even offer three different levels of sedation dentistry for any kind of patient. We don’t want fear to stand in your way of having a healthy smile. So click the link below to learn more about our new patient special.

Okay, very simple.

This method is all about talking about dental anxiety. If someone doesn’t worry about dental anxiety, they might not watch it. But if they do, they’ll think, “Hey, that’s about me!” That’s why it’s good to make different videos covering different topics.

Core Video #2: FAQs

Now, let’s talk about the next type of video: FAQ or Frequently Asked Questions.

You might find these the easiest to make because you’re used to answering these questions all the time. They’re pretty straightforward.

Just pick a service you offer and think about the common questions people ask about it.

For example, if it’s about clear aligners, questions might be who can get them, how long you need to wear them, if they hurt, or if insurance pays for them.

We want to keep these videos short because people have short attention spans. Try to make them less than three minutes long.

You could start a video like, “Hey, we offer clear aligners, which are great for adults who want to straighten their teeth without much trouble.

I get lots of questions about them, like how long do you have to wear them? Well, it depends on the person.”

You can answer those questions in the video. You can use these videos in ads, or just post them on your social media, YouTube, or your website.

Even if this info is on your website or people can Google it, making a video and sharing it makes you look like the expert. That’s really important.

Core Video #3: What to Expect

Next up, we’re talking about the third type of video, which happens to be my favorite. I think it’s super important. It’s the “What to Expect” video.

This video is crucial because while it’s easy to get clicks and leads, the real challenge is getting people to actually schedule and show up for appointments.

The main reason folks hesitate is because they aren’t sure what to expect. They might not see the value of the appointment yet or they might not trust it fully.

This video helps with all of that.

We aim to keep it short, only a few minutes long.

Unlike the broad-reach videos we mentioned before, this one is more targeted.

It’s for people who’ve already shown interest by becoming a lead. We typically send it via text or email, encouraging them to take the next step, whether that’s scheduling an appointment or showing up to one they’ve made.

The goal of this video is to reassure and build trust.

We start by congratulating them on taking the first step towards better oral health and self-confidence.

Then, we introduce them to our unique, non-corporate, boutique dental experience.

We make it clear what they’ll encounter when they arrive, from parking to the warm welcome at the door, making everything as relatable and clear as possible.

Here’s an example video script:

“Congratulations on taking the first step towards improving your oral health and boosting your self-confidence. Just by taking this step, you’ve already done something great for your well-being, and we’re here to support you. Our practice offers a unique, boutique experience that you’ll notice the moment you walk in. Easy parking, a friendly face to greet you… we’ll walk you through everything so you can visualize exactly what to expect. You’ll have a chance to discuss your goals with us, and every treatment plan is personalized. We’re excited to meet you at your appointment.”

This approach helps to demystify the process, making potential patients feel more comfortable and informed about what comes next.

It’s a powerful way to build trust and encourage them to move forward in their healthcare journey. This type of video is invaluable for engaging leads at a deeper level.

Core Video #4: Patient Testimonials

Alright, even though I previously mentioned that the third video was my favorite, the fourth one is possibly the most crucial: patient testimonials on video.

We all understand the power of reviews and how people rely on Google reviews before making decisions. Adding video testimonials takes your credibility to another level.

Seeing and hearing from real patients, who may share similarities with potential patients, enhances trust significantly.

Video testimonials make everything more relatable and authentic, as opposed to text testimonials which some might worry could be fabricated.

These testimonial videos are versatile and can be utilized across your entire marketing funnel – on your website, throughout your funnel process, across all social media platforms, in your ads, and within your email sequences.

They have the potential to improve conversion rates, appointment show rates, and scheduling rates by building trust at every step of the customer journey.

Creating these videos tends to be more informal and genuine.

While you don’t want them scripted, asking the right questions can help start meaningful conversations.

Questions could include asking about any hesitations or bad experiences the patient had before coming to your practice, what made them choose you, how they felt welcomed and comfortable, and how their life has changed since receiving their treatment.

Focus on overcoming common barriers such as cost, fear, quality, or time constraints.

Hearing a patient express how they overcame these obstacles can resonate deeply with prospective patients facing similar concerns.

For example, discussing payment options and the value of the treatment can help alleviate concerns about cost.

Asking what they would tell their past self about getting the treatment often reveals a universal wish to have proceeded sooner.

Beyond these four core videos, there’s an additional type worth mentioning: B-roll footage. This involves capturing extra video clips that can be used to enhance the main videos, adding depth and visual interest to your storytelling.

Bonus Video: B-Roll

So, what’s B-roll? It’s essentially the background or secondary footage you see in videos. There’s a good chance you’ll see B-roll in this video, playing while I talk.

B-roll makes videos more engaging and interesting.

You’ve probably noticed it’s a popular technique in short videos on platforms like Google Shorts because it helps keep the viewer’s attention, which is exactly what we’re aiming for.

B-roll can be anything related to your office that adds context and depth to your primary footage.

For example, it could be a sweeping shot of the outside of your office, scenes from inside, interactions at the front desk, patients meeting the doctor, or even the team working on various tasks.

These shots enrich the video’s narrative, making it more lively and engaging.

We’ve seen practices use B-roll creatively, like showcasing homemade cookies available in their office, which adds a warm and welcoming vibe to the video.

B-roll is all about enhancing the viewer’s experience and giving a fuller picture of your practice’s atmosphere and the care you provide.

We can suggest plenty of B-roll ideas.

While some will be shown as examples here, there are many other concepts you can adapt and include in your own videos to make them stand out and capture your audience’s attention more effectively.

Creating your DIY video space

So, now you know the types of videos you should be making, and you might be wondering how to actually start creating them.

This is where many dentists find themselves stuck. It’s one thing to have great ideas for videos, but it’s another to turn those ideas into reality, especially if you’re new to making videos.

The good thing is, while having a professional team come in and film can be great, it’s not always necessary, especially when you’re just starting out with social media.

You can begin with something as simple as using an iPhone.

The quality is more than adequate for social media, and it’s definitely better than not having any videos at all.

My advice is to just start small. Try making one or two videos, maybe aim for one video a month at first. The key is to get something out there.

Starting is often the hardest part, but once you get going, it becomes easier.

Momentum is crucial.

It’s about overcoming that initial hurdle and making the process of creating videos a regular part of your practice.

What to wear

When it comes to your attire for the video, honestly, it’s not a big deal.

Whether you opt for professional wear or scrubs, both are fine.

In fact, scrubs might even be preferable because they immediately identify you as a dental professional, which can seem more trustworthy to viewers.

However, it’s important to avoid wearing a mask in the video.

You want to appear warm and inviting, and showing your face clearly helps achieve that.


Lighting is crucial when it comes to shooting videos.

It’s a common oversight for many first-timers.

You want to ensure that light is facing you, enhancing visibility. Backlighting can also add quality, so more light is generally better.

For natural light, shooting in late morning yields the best results.

Any light source, whether it’s professional lighting equipment or as simple as a candle, can improve your video. It’s essential to be well-lit to avoid looking odd in large, dimly lit spaces.

Using a tall ring light is a great tip.

It not only provides excellent lighting but also offers a handy place to position your camera.

While you can easily find these online, we’ll include links to recommended products for convenience.

This way, if you’re unsure about which ring light to purchase, you’ll have a straightforward guide.

Here’s our favorite ring light:


When it comes to framing your video, it’s all about setting up the scene. It’s crucial to have some depth in your background.

Avoid filming against a plain, white wall in a dimly lit room—it doesn’t look appealing.

Depth creates a more dynamic and engaging visual, making the space appear more extensive and interesting.

You might consider using a hallway, the front office, or even operatory rooms as your backdrop.

These areas typically offer the depth and visual interest needed for a high-quality video.

Most dentists find the front entry area of their office, especially near windows where natural light comes in, to be ideal for filming.

This setup takes advantage of the light and provides a welcoming background.

Shooting in the operatory hallway is another good option due to its depth and usually ample lighting.

Although using an operatory room is possible, be mindful of the space as it can sometimes feel cramped.

Place the camera three to six feet away from you to ensure a clear, uncluttered shot.

It’s okay to rearrange things a bit for the video; the goal is to avoid clutter and present a tidy, visually appealing setting.

Adding small decorative elements, like plants, near where you’re filming can enhance the shot, adding personality and a touch of color to your video.

Audio + sound

Next up, let’s talk about sound. You don’t need an expensive microphone; we recommend getting one of those small clip-on mics from Amazon.

Here are our favorites:

Don’t stress about hiding the microphone; if you can tuck it into your shirt discreetly, that’s great, but it’s not a big issue if it’s visible.

Just try to avoid rustling your clothing too much during the video. Making sure the mic is visible is pretty standard nowadays. Always double-check that your microphone is working before you start recording.

There’s nothing worse than filming a whole video only to discover there’s no sound. Testing is usually straightforward: just plug it into your iPhone, switch it on, and you’re set to record.

Teleprompter + scripting

One of the biggest challenges with shooting videos is memorizing the script. It can be frustrating to start over multiple times if you make a mistake.

To make this easier, there’s a teleprompter app we recommend. Though it’s not ours, we’ll include a link below for you to access it. Simply paste your script into the app and adjust the scrolling speed to your comfort level.

This helps you find the right pace, ensuring you’re not rushing through or waiting too long for the next line.

Remember, you’ll need to record your video through the teleprompter app itself. It won’t work if you start recording with your iPhone’s camera app and then switch to the teleprompter.

This tool can significantly streamline the recording process, making it easier to deliver your message smoothly.

Here are our favorite teleprompter apps:

Some final DIY video tips

That wraps up our tips for the DIY video setup.

Remember, it’s more important to have something ready to go than to aim for perfection. Dentists often strive for perfection in everything, but when it comes to creating content, the key is to just start somewhere.

Even if you’re planning to use a teleprompter app, take some time to familiarize yourself with the script beforehand.

This helps keep the content fresh in your mind. Feel free to tweak the script to sound more natural to you; authenticity shines through on camera.

In your delivery, vary your pitch, pace, and volume to avoid sounding monotone.

Aim for a conversational tone, which is more engaging and holds the viewer’s attention better.

Show empathy in your videos, just as you would when speaking to a patient in person.

Understanding their fears and emphasizing how much better their lives will be with improved oral health can make a big impact.

A helpful tip before filming is to do a bit of meditation or visualization. Imagine how you want the video to turn out, and think about your practice’s goals.

What are you working towards? Keeping a clear vision in your mind can motivate you to overcome the small challenges of getting in front of the camera.

Although it might not always be enjoyable, the effort you put into creating these videos will pay off in the long run.

You’ve got this!

Hopefully, this video has been helpful.

Ultimately it’s going to be you the one that has to pull the trigger.

Remember, the key is to start somewhere—perfection isn’t the goal at this stage.

FAQs might be the easiest type of video to begin with due to their straightforward nature.

Don’t worry about making everything flawless; you can hire a video editor from platforms like Fiverr to polish your content, add subtitles, and make it more engaging.

We’ve shared these tips based on our extensive experience, so you don’t have to start from scratch or guess what works best.

Follow the scripts and approaches we’ve suggested, and give it your best shot.

We’re here to support you throughout this process. If you’d like insights in your videos, feel free to reach out to us.

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