Produce It Yourself:
Before You Begin

Small Business Marketing Video Production for:

What Should Your Dentist Videos Include?

Before you begin writing a script or planning your shots to produce a primary video that introduces your service to clients, review the following marketing research findings. (Collected 2/8/18 to 4/26/18).

Maximum Video Length Average: 105 seconds (1:45)

Video Element Recommended? Want Indifferent Do Not Want
Owner Narration Yes 49% 39% 12%
The Dentist's Story Yes 58% 25% 17%
Animated Logo Intro No 5% 46% 49%
Background Music No 23% 45% 32%
Patient Testimonials Yes 62% 21% 17%
Tour of the Facility Yes 54% 33% 12%
Overview of Services Yes 81% 10% 9%
Building & Surroundings Yes 51% 38% 11%
A Funny Skit No 6% 31% 63%
Pricing/Deals Depends 71% 17% 11%

Industry Overview:

86% of customers said they would use the internet to find a dentistry. 28% of people said they would not watch a video before choosing a dentistry. On the flip side, 72% of consumers say they would watch a video if curious and unfamiliar.

Things that Improve Customer Interest:

  1. Good pricing 17%
  2. Warm personality (kindness, good disposition, friendly, good attitude, a smile, cheerful, compassionate, respectful, courteous, gentle, caring) 16%
  3. Dentist is knowledgeable and experienced (how they evaluate new technology, concerned about how dental affects overall health, their recommendations, informative, years in practice, credentials, background, education) 14%
  4. Testimonials/reviews (real, verifiable), reputation, happy patients 13%
  5. Provides services needed (in a professional way, list, option comparison, large span, wide age range of client types, pediatric training, orthodontic services) 10%
  6. Office is clean, organized, updated 10%
  7. Staff appears professional, friendly 8%
  8. Nice office environment, surroundings (modern, well-lit) 7%
  9. Sincerity, authenticity, honesty, genuine, earnest 7%
  10. Professionalism overall 6%
  11. Well-run operation, on-time, efficient, simplicity of operation 4%
  12. Location 4%
  13. Focus on comfort of patients, pain control 3%
  14. Clear narration, good communicator 2%
  15. Relaxed attitude, calm atmosphere 2%
  16. Tour of the facility 2%
  17. Focus on instrumentation & technique, innovative technology used 2%
  18. Production quality of video is good 2%
  19. Not having a video 2%
  20. Consultative ability to speak details with the patient 1%
  21. Work being done is of high quality 1%
  22. Continuing education, training approach 1%
  23. Eye-catching information that is not so textual and factual 1%
  24. Before and after photos 1%
  25. How much time the dentist spends with the patient (excluding hygienist) 1%
  26. Convenience 1%
  27. Focus on patient rooms 1%
  28. Focus on staff 1%
  29. Their mission and backstories 1%
  30. Accepts insurance 1%
  31. How to make appointments 1%
  32. Hours 1%

Things that Scare Customers Away:

  1. Impression or vibe of dentist doesn’t fit preferences (creepy, bad attitude, insincere, inauthentic, too perky, in it for the money, promotes a lot of cosmetic dentistry, unprofessional behavior, arrogance, bad manners, overly hip, using slang) 22%
  2. Facility appearance unappealing (outdated, unprofessional, messy, cheap, dirty, unsanitary, not comfortable, too shiny, too elaborate, unorganized, unclean, expensive-looking) 18%
  3. Cheesy, fake, lacking authenticity, loud, flashy, glitz, cartoons 9%
  4. Overpriced 9%
  5. Aggressive sales message, pushy, up-selling, gimmicks 7%
  6. Unhappy patients/bad reviews, bad reputation 6%
  7. Location 5%
  8. Not using current, modern, pain-free methods 4%
  9. Presence of a video (prefer text, makes dentist seem like a scam) 4%
  10. Lack of clear pricing 3%
  11. Failure to be concise, clear 3%
  12. Incomplete services 3%
  13. Poor video editing, over-produced 3%
  14. Seeing things that look painful 3%
  15. Exaggerations, untrustworthy, not legitimate 3%
  16. Facility operates in a non-ideal way, production line 2%
  17. Lack of experience, years in business 2%
  18. Badmouthing competition 2%
  19. Lack of information provided in the video, no mention of services 2%
  20. Lack of medical credentials, not board certified 2%
  21. Unappealing narrator voice (annoying, monotone) 2%
  22. Large staff 2%
  23. Crowded office 1%
  24. Lack of parking 1%
  25. Limited hours of service 1%
  26. Loud music 1%
  27. Lawsuits 1%
  28. Ringing phones 1%
  29. Not including testimonials 1%
  30. Talk of price 1%

General Advice

32% of consumers said they would not watch a small business video online. The 4 most popular reasons they gave were that videos are…

  • Biased, exaggerated, overproduced, flashy, only showing the business in the best light, not a true representation
  • Cheesy, dated, gimmicky and annoying
  • Too long, too slow, failing to get to the point, not concise, clear, rambling
  • Fail to provide the needed information, waste of time, adds no value, only necessary for visual products/services

On the flip side, 68% of consumers surveyed say they would watch a video before choosing a small business. Some of the top things consumers are hoping to see in a video are…

  • Real footage, true representation, authentic, honest, not overproduced
  • Message is concise, clear, short and to the point
  • Full footage and information provided, nothing is left out
  • Message is calm and sincere, not pushy or aggressive
  • Does not try to entertain

Many consumers said they would rather watch a video review from an unbiased third party than to watch a video from the business itself. Small business owners tend to want to show only the best aspects of the business in the best light. It may feel counter-intuitive, but including the business's shortcomings demonstrates honesty and earns customers.

Review over 100 healthcare marketing video examples here: Healthcare Marketing Video Examples.


  1. Produce It Yourself
  2. Shoot Your Own Footage, Hire a Video Editor.
  3. Hire a Pro (See what pros charge in your area)

Related article: 10 Ways You Can Help Your Videographer Produce a More Compelling Video for Your Business.

Begin Your Production

Step 1: Narration: Healthcare Script versus Interview Questions
Step 2: Storyboard
Step 3: Equipment
Step 4: How to Shoot Your Business Video
Step 5: How to Edit Your Business Video
Step 6: Where to Place Your Business Video

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