Imagine that 24% of potential patients are hesitant to book an appointment, you meet each client only twice a year on average, and every block of your city is occupied by a competitor. For many dentists, this scenario feels all too real.
Digital marketing and video are the tools that can turn that frustration into a steady stream of new patients. Coupled with referral programs, reviews, and social media, a well‑crafted video strategy has become a must‑have for forward‑thinking dental practices.
By building trust with prospects, educating current patients, and leveraging on‑site video, savvy dentists are outpacing the competition and expanding their practices. We sat down with Dr. Courtney Lavigne to hear how she uses video to grow her office.
Knowledge is power – and comfort
When patients think about a dental visit, they’re often overwhelmed by unknowns: the cost, the level of discomfort, and whether the team will be friendly. By addressing those questions head‑on in a video, you lower mental barriers, ease anxiety, and persuade new patients to give your practice a try.
“I’ve had a lot of new patients join our office because of the feel they got from our website,” says Dr. Lavigne. “People tell me they felt as if they knew me before booking. Choosing a new provider—whether a dentist, internist, or stylist—can be scary. The more they understand who we are and how we operate, the more confident they can be in their decision.”
In her recent video, Dr. Lavigne showcases her state‑of‑the‑art clinic and her patient‑first philosophy. Her promise, “I’m going to give patients an experience they’ve never had before,” is reinforced by sweeping shots of the office. Statements such as, “I’m not telling them what they need; I’m listening to what they want,” underline her commitment and help soothe fears.
While stellar Yelp reviews and an inviting website are valuable, video delivers an emotional connection that is hard to match.
“In 2016, patients wanted to be educated and informed about the practice, the team, and the philosophy,” notes Dr. Lavigne. “We’ve given our practice a web personality and set ourselves apart through video.”
Build relationships to retain patients
Retention is just as critical as acquisition. To keep patients engaged and remind them of your expertise, Dr. Lavigne produces tutorial videos titled “The Proper Way to Brush Your Teeth” and “What Toothpaste Should I Use?”
“I started making learning videos because patients often forget what we discussed in the chair,” she explains. “I know the feeling when I’m in their shoes!” Educational clips are a friendly, convenient follow‑up that keeps your practice top of mind.
These videos also help reconnect with patients who haven’t visited in a while. “When new products hit the market, I want to share them with everyone, even if they’re not scheduled for a visit yet,” Dr. Lavigne says. “Video lets me deliver those updates directly to their inboxes or social feeds, so I don’t have to wait until the next appointment.”
Grow your practice with data‑driven video
Outrank the competition
For a dental practice—or any small business—without a strong online presence, competitors will dominate the search results. As more patients book appointments online, high‑quality video becomes a powerful differentiator.
Optimizing your videos and webpages for search lets you share your brand with a broader audience and drive traffic to your site. Platforms like Wistia automatically embed SEO tags that boost visibility in search engines.
Measure and refine
Wistia’s analytics let you track viewer engagement in real time, pinpoint what resonates, and trim content that’s too long or unclear. “I can see which parts of a video capture the most attention,” Dr. Lavigne notes. “That insight helps me refine future videos.”
With geographic analytics, she can tailor her messaging. If the majority of her audience is in Sudbury, MA, she can optimize the landing page for the keyword “Dentist in Sudbury, MA.”
Types of videos you can create
Beyond the clips Dr. Lavigne already uses, there are countless video formats that can boost your marketing. Treat video as a scalable personal touch— the possibilities are endless.
- About us. Show the faces behind your brand and let viewers connect with your team.
- Testimonials. Record satisfied patients answering key questions and intersperse B‑roll of your practice.
- Follow‑up thank‑you videos. Send a short, warm video after each visit via email.
- Hyper‑targeted videos. For younger patients or those anxious about procedures, share encouraging clips that reinforce a positive experience.
- Procedure‑preparation videos. Give patients a clear walkthrough of complex treatments days before their appointments.
- Oral‑health awareness clips. Remind the community that regular check‑ups include screenings for oral disease, not just cleanings.