How using video can attract new patients and strengthen your bond with current patients

How using video can attract new patients & strengthen your bond with your patients

By PETE JOHNSON & ERIC BUNNELL

Many practices would love to incorporate videos into their marketing, but assume it’s time consuming and expensive to create them; and that it might not be worth it.

But video can be a powerful tool that can help you stand out among competition, and build a connection with potential and current patients. And there’s an easy way to get the most value out of the time and money spent on producing video: create templates for different scenarios, so one video can be repurposed into separate ones.

Whether they’re professionally produced or homemade, what matters most is you show patients—prospective and existing—genuine concern for your patients, and who you and your practice are.

Here’s what short videos can accomplish for you, and the types of video you can create from one longer one. 

Stand out among competition in search results

People are 80% more likely to click a video search result than a text search result. In order for a practice’s videos to appear in video search results, it needs to use videos frequently in its online strategy.

Here are two types of short videos (that can be broken out from a longer one) that will help potential patients distinguish your practice from others.

Patient Testimonials

When people search online for a new dental office, they usually make a decision after evaluating two to three practices.

Our marketing data shows that the testimonial-video page (of a practice’s website) is one of the most visited types of page before a practice is contacted. Most patients appreciate their dentist, so don’t be scared to ask for a testimonial!

Example of a GPG Client’s Patient Testimonial Video

Get to Know Us

If a new patient searching for a practice sees your videos at the top of a Google search (video search results) with doctor, staff, and patient testimonials and clicks on them, he or she will get a sense of what your practice is like—something not possible with text alone.

Example of a GPG Client’s Practice Overview Video

Let existing patients know you care about them—and their well-being.

Every touchpoint before and after an appointment directly impacts acceptance and return rates.

Here are four kinds of videos (that also can be broken out from one longer one) that can help your patients feel taken care of between visits and after procedures.

Make-An-Appointment

Videos can be used to remind patients why they chose your practice, and remind them to schedule their next appointment. You could take a bubbly “we miss you” approach, or go with a “schedule your next visit” message.

Pre-Op/Post-Op

It’s frustrating when patients forget to take pre-meds before coming to their appointments, or call the office asking questions because they didn’t read post-op instructions.

Short videos sent with your appointment reminders can truly help get your patients prepare. Longer ones can serve as guides after procedures.

Pre-and-post op videos are most effective when sent to the patient as a text message that links to the video.

Example of a GPG Client’s Video SEO

Consultation Follow-Up

Consult follow-up videos are a strong way to increase acceptance rates for larger cases. They’re similar to pre-op/post-op videos, but work better when the video is customized to a patient.

For someone who received two implant consults, it may be difficult to determine which office is better. But he or she can determine which practice cares more. Sending a custom video recapping a consult and offering to answer questions will go a long way towards acceptance in high-value cases.

Random Acts of Kindness

A happy-birthday video sent via email is more memorable than an email or card. You’ll find that patients will mention your birthday video, and how nice it was.

Customizing each is unrealistic, so it’s best to make a fun and genuine, but generic video. Sending celebratory videos for a newborn or graduation is a nice touch, too.

Injecting video into your marketing and patient communications will strengthen your practice’s presence to potential and existing patients. If created with heart and honesty, you’ll likely find creating your video was well worth the time spent and investment.

Online Reviews—why they really matter, how to get them, and what’s next

Online Reviews—why they really matter, how to get them, and what’s next

Online Review Generation, or the pursuit of generating high-quality reviews for your Dental Practice, can help your practice in Google’s search engine results. 

By ERIC BUNNELL

Everyone seems to agree that online reviews are important. However, I don’t believe businesses understand the critical component reviews play in search rankings and decision making—especially with regard to local competition.

Here’s why they’re important, how you can get them, and why including video testimonials on your site is an important sidebar.

Why Reviews Matter So Much

They impact SEO.

Reviews can account for upwards of 30% of your search engine ranking performance, especially so in the Maps section. SEO companies don’t always like admitting this, but Google made it clear that what people think of your business will impact your search rankings.

They can be tiebreakers.

When it’s difficult to differentiate between practices, quality reviews will often act as the tiebreaker between two offices. Your website and branding can only do so much to persuade a prospective patient that he or she should choose your practice.

Best Practices for Review Generation

You should have an online review-generation strategy. But how should you gauge its effectiveness? Primarily through the consistency and frequency of reviews generated.

There are really only two proven methods to create consistent and frequent reviews.

The first is the old-fashioned way. You develop a process with your front desk that actively solicits reviews from your patients. If the process is truly built into your business operations, this can be an extremely effective and thoughtful review generation method. Unfortunately, the average practice does not have the operational bandwidth to implement this approach properly.

The second method is the tech way, and the one I highly recommend. It requires using a software tool that automatically sends text and email requests to your patients asking for a review. It enables a practice to consistently and frequently ask patients for reviews in a non-intrusive way.

Comparing Review-Generation Software

It’s important to note there’s a major difference between a pure online review-generation software and a patient recall-and-reminder system that also sends review requests.

Pure online review-generation tools send review requests directly to Google, Facebook, or Yelp.

Patient recall-and-reminder systems use microsites to collect the reviews. Microsites allows practices to censor their reviews, and only receive reviews over 4 stars.

We’ve had the opportunity to test the systems, and there’s a clear winner. Pure online review generation tools are 100 times more effective. This is because Google prohibits censored reviews, and only gives ranking credit to uncensored reviews.

As a marketing agency, we see the most success with platforms like BirdEye, Swell, Podium, and Weave.

The Future of Reviews: Video

Over the past year, Google has been beta testing the concept of video reviews in its Maps section.

In anticipation of Google allowing videos in its review section, marketers are proactively advising clients to produce video testimonials. (At GPG, we like to call these video trustimonials; thanks to Dr. Len Tau at BirdEye for coining that phrase!)

The first-mover advantage is real. If your practice consistently releases video testimonials now, it will be positioned to capitalize on the release of Google video reviews before most of your competition does.

Though they don’t directly impact the reviews portion of Google’s search algorithm yet, you can also benefit from using video testimonials right now. Video is a content type that Google gives more ranking credit to than regular text content, so it provides an SEO benefit.

Your video testimonials can even be one of the videos that comes up when a Google search is made—a video search listing.

DIY: Search Engine Optimization (SEO)

DIY: Search Engine Optimization (SEO)

Search Engine Optimization (SEO), or the pursuit of increasing visibility of a website in search engine results, can lead more potential patients to your practice website.

By PETE JOHNSON

We’ve created three easy and actionable steps to make sure your site’s SEO basics are in place.

Ensure your name, address, and phone (NAP) are accurate and consistent.

Your practice name, address, and phone (NAP) should be accurate and consistent across ALL online sources—including online directories you know about, and those you don’t.

It’s easy to brush this step off—many businesses do. But without NAP accuracy and consistency, Google gets confused about your contact information, which creates a negative impact on your Google rankings.

You can enter your website in this free online tool to receive a comprehensive directory listings report.

Don’t use stock or duplicate content.

Stock or duplicate content is extremely common in the dental industry. Your website might contain it without you realizing it. We’ve seen it numerous times—two practices in the same town using exactly the same content on their websites. This is one of the most damaging things that can be done to a site’s SEO.

Without unique and branded content, Google has no way to differentiate your site from your competitors’.

As I sit banging my keyboard, I understand why many shy away from the idea of sitting down and writing thousands of words for their websites. However, I highly recommend you take the time to write your own content, or find a marketing agency that can do it for you.

You can also copy the text from your services-offered page, and paste it within parenthesis in Google (e.g. “website text”). If you see search results other than your own site, your content is likely stock or duplicate content.

You can enter your website URL in this free tool to check for stock and duplicate content on your site.

You can also copy the text from your services-offered page, and paste it within parenthesis in Google (e.g. “website text”). If you see search results other than your own site, your content is likely stock or duplicate content.

Check for schema markup.

If your website uses schema markup—a standardized vocabulary understood by major search engines—it will rank higher in search engine results than websites that don’t.

Schema markup lets search engines know what kind of information is on a page. For example, if your site contains hours-of-operation information, if that content is tagged with the “openingHours” property, search engines would understand the information is about your hours of operation, instead of view it as random text.

Backend web development quality can greatly vary between marketing agencies. How can you tell if your agency did a good job on your site? It’s not easy to tell at a glance, but not many sites take advantage of this SEO booster. So if yours contains schema markup, it’s a good sign your site was well constructed.

Enter your website’s URL in this free tool to see if there are any errors or warnings for your website’s schema markup.