By Poll the People . Posted on July 31, 2023

Marketing strategies have evolved beyond traditional methods, and the dental industry is no exception. Video marketing, in particular, has emerged as a powerful tool for showcasing dental cosmetic procedures. 

It offers a dynamic and engaging way to demonstrate the transformative effects of these procedures, helping potential patients visualize the results and understand the process.

So this blog post will delve into the best video marketing strategies that dental practices can use to highlight their cosmetic procedures. Whether you’re a seasoned dental professional or new to the field, these strategies will provide valuable insights to enhance your marketing efforts, attract more patients, and ultimately, grow your practice. 

The Power of Video Marketing in Dentistry

Video marketing has revolutionized the way dental practices reach out to potential patients. It’s not just about advertising anymore; it’s about educating, engaging, and building trust with your audience. 

When asked, 94% of marketers said they plan to use video marketing as their tool to grow.


Let’s delve into the specifics of why video marketing is such a game-changer in the dental industry.

The Impact of Video Marketing: By the Numbers

The effectiveness of video marketing is not just anecdotal; it’s backed by hard data. According to a report by Wyzowl, 86% of businesses use video as a marketing tool, a significant increase from 61% in 2016. This trend is reflected in the dental industry as well, with more and more practices harnessing the power of video.

Moreover, the same report found that 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s identity video.

Dr. Kate Jameson, Medical Director at Youth Lab gives a scenario, “Imagine a potential patient watching a video about a dental cosmetic procedure, understanding the process, seeing the results, and finally deciding to book an appointment. That’s the power of video marketing.”

Transforming Dental Practices Through Video Marketing

Video marketing has a transformative effect on dental practices in several ways. For starters, it helps demystify dental procedures. Many people have dental anxiety, and a large part of that comes from the fear of the unknown. By creating videos that explain procedures in a simple, easy-to-understand manner, you can help alleviate these fears. 

David Owens, Digital Marketing Expert at CPR Training explains, “For example, a video showing a step-by-step walkthrough of a teeth whitening procedure can help potential patients understand what to expect, making them more comfortable with the idea of booking an appointment.”

Secondly, video marketing allows dental practices to showcase their expertise and professionalism. A video tour of your practice, for instance, can highlight your state-of-the-art equipment, clean and comfortable environment, and friendly staff. This not only builds trust but also positions your practice as a leader in the field.

Lastly, video marketing helps humanize your dental practice. Videos featuring staff introductions, behind-the-scenes glimpses, or patient testimonials add a personal touch that static images or text can’t match. This helps build a stronger connection with potential patients by clearly communicating your marketing messages, making them more likely to choose your practice over others.

Hayim Pinson, Founder of Muscle and Brawn shares, “Video marketing is a powerful tool that can significantly enhance the reach and impact of your dental practice. By leveraging this medium, you can educate your audience, showcase your expertise, and build a strong, trustworthy brand.”

Key Principles of Effective Dental Video Marketing

Creating a video is one thing, but crafting an effective video marketing strategy requires a deeper understanding of some key principles. Let’s explore these principles that can make your dental video marketing truly impactful.

Showcasing Professionalism and Expertise

Your video content is a reflection of your dental practice. It’s crucial to ensure that your videos exude professionalism and expertise. This can be achieved in several ways. 

For instance, you can create educational videos where you explain dental procedures, share oral hygiene tips, or discuss common dental issues. This not only positions you as an expert in your field but also provides value to your audience, which can enhance their trust in your practice.

Sumeer Kaur, Founder of says “The quality of your videos also matters. High-quality videos with clear visuals, good lighting, and crisp audio can significantly improve the viewer’s experience, further enhancing your image of professionalism.”

Displaying Empathy and Understanding

Empathy is a powerful tool in the healthcare industry, and dentistry is no exception. Your videos should convey that you understand your patient’s concerns and fears. 

For example, you can create videos addressing common fears about dental procedures and explaining how you ensure patient comfort. 

Dr. Andrew Pieri, Cosmetic Surgeon at Andrew Pieri Clinic adds, “Patient testimonials can also be a great way to display empathy. Hearing from satisfied patients who had similar fears or concerns can reassure potential patients. Remember, people want to feel seen and understood, and showing empathy in your videos can go a long way in building a strong patient-dentist relationship.”

Incorporating Strong Calls to Action

Every video you create should have a purpose, and that purpose should be communicated through a strong call to action (CTA). Whether you want viewers to book an appointment, visit your website, or follow your practice on social media, make sure to include a clear, compelling CTA.

For instance, if you’ve created an educational video about teeth whitening, you might end with a CTA like, “Ready for a brighter smile? Book your teeth whitening appointment today!” This not only directs the viewer on what to do next but also creates a sense of urgency.

Tom Miller, Director of Marketing at FitnessVolt, says “Effective dental video marketing goes beyond just creating videos. It’s about showcasing your professionalism and expertise, displaying empathy and understanding, and guiding your audience with strong calls to action. By incorporating these principles, you can create video content that resonates with your audience and drives action.”

Types of Video Content for Dental Practices

The beauty of video marketing lies in its versatility. There are numerous types of video content that dental practices can create to engage their audience, educate them, and showcase their services. Let’s explore some of these types in more detail.

Educational Videos

Educational videos are a fantastic way to provide value to your audience while positioning your practice as an authority in the field. These can range from explaining what to expect on the day of a procedure to providing oral hygiene tips, shares Kenny Kline, President at Barbend

For instance, a video about the process of getting veneers can help demystify the procedure and alleviate any fears or concerns potential patients may have.

Testimonials and Before-and-After Videos

Testimonials from satisfied patients can be incredibly persuasive. Hearing about positive experiences directly from peers can help potential patients feel more confident in choosing your practice, adds Sam McKay, CEO of Enterprise DNA

Similarly, before-and-after videos showcasing the results of cosmetic dental procedures can be very impactful. Seeing the transformation can help potential patients visualize the benefits of the procedure.

FAQs and Dentist Profiles

According to Dr. Jennifer Silver, Doctor of Dental Surgery at Macleod Trail Dental, “FAQ videos can address common questions or misconceptions about dental procedures, helping to educate and reassure your audience.”

Jennifer further added, “Dentist profile videos, on the other hand, can help humanize your practice. These videos can showcase the dentists’ qualifications, their approach to patient care, and even a bit about their personal lives. This can help build a stronger connection with potential patients.”

Explainer Videos

Explainer videos can be used to break down complex dental procedures or concepts into easy-to-understand terms. For example, an explainer video could illustrate how a dental implant is placed or how Invisalign works. These videos can help patients understand the value and benefits of these procedures, making them more likely to book an appointment, says Max Whiteside, SEO and Content Lead, Breaking Muscle. 

Social Media Videos (Reels and TikTok)

With the rise of platforms like Instagram (Reels) and TikTok, short, engaging video content has become incredibly popular. Dental practices can leverage these platforms to reach a wider audience

For example, you could create a TikTok video showing a day in the life of a dentist or a fun reel showcasing your dental team’s personality. These types of videos can make your practice more relatable and approachable, attracting a younger audience.

Martin Seeley, CEO of Mattress Next Day, says “There’s a wide variety of video content that dental practices can create to engage their audience and showcase their services. The key is to understand your audience and create content that resonates with them, educates them, and ultimately, encourages them to take action.”

Best Practices in Dental Video Marketing

Creating effective video content involves more than just hitting the record button. It requires a strategic approach and adherence to certain best practices. Let’s explore some of these best practices that can enhance your dental video marketing efforts.

  • Showcasing the Culture of Your Team

Your team is the heart of your dental practice, and showcasing your team’s culture can set you apart from competitors. Videos can capture the camaraderie among team members, the passion they bring to their work, and the care they show to patients. 

Dr. Scott Gray, from Back in Motion, who offers personal training in Fort Myers says, “You could create a video featuring a day in the life of a dental hygienist at your practice, showing them interacting with patients, working with other team members, and even enjoying a lunch break together. This not only humanizes your practice but also gives potential patients a glimpse into the friendly, caring environment they can expect.”

  • Avoiding Confusion by Focusing on One Aspect per Video

When it comes to video content, clarity is key. Trying to cover too many topics in one video can confuse viewers and dilute your message. It’s better to focus on one aspect per video, says Jessica Shee, Digital Marketing Expert at iBoysoft. 

For example, instead of creating a single video that tries to explain all your cosmetic dental procedures, consider creating separate videos for each procedure. This allows you to go into more detail and makes it easier for viewers to find the specific information they’re looking for.

  • Conveying an Inviting Environment

Dental anxiety is real, and one way to combat it is by showing potential patients that your practice offers a comfortable, inviting environment. This can be achieved through video content that highlights your comfortable waiting area, patient-friendly amenities, and gentle approach to dental care.

For example, a video tour of your practice can showcase your cozy waiting room, state-of-the-art dental chairs, and other amenities that enhance patient comfort. Including patient testimonials about their positive experiences can also reinforce this message.

Gerrid Smith, CMO of Joy Organics, shares “Effective dental video marketing involves showcasing your team culture, maintaining clarity by focusing on one aspect per video, and conveying an inviting environment. By following these best practices, you can create video content that resonates with viewers and drives them to choose your practice for their dental care needs.”


Video marketing has emerged as a powerful tool in the dental industry, particularly for showcasing dental cosmetic procedures. It offers an engaging, dynamic, and effective way to connect with potential patients, educate them, and build trust. 

Lisian Ajroni, CTO of AJRONI Web Design Agency, concludes, “From educational videos and testimonials to social media content and explainer videos, there are numerous ways to leverage video marketing in your dental practice. By adhering to key principles such as showcasing professionalism, displaying empathy, and incorporating strong calls to action, you can create impactful video content that resonates with your audience.”

Remember, the goal is not just to inform, but also to engage, inspire, and motivate viewers to take action. Whether that’s booking an appointment, sharing your video, or simply learning more about oral health, every video is an opportunity to make a connection and leave a lasting impression.

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