Orthotown November 2022 - 56
Video Marketing
in Orthodontics
by Dr. Duncan Brown
Dr. Duncan Brown,
who has practiced
orthodontics for
45 years, has offices in
Calgary, Canmore and
Okotoks, all in Alberta.
Brown is an associate
clinical professor at
the University of Alberta and served as a
guest lecturer at the University of Manitoba,
the University of British Columbia and the
University of Western Ontario. He is a coauthor
of The Protocol, a broadly circulated
publication on the subject of passive selfligation.
He has served as a consultant for
P&G, Carestream Dental, G&H Wires, Ormco
and OC Orthodontics.
Video is a vastly underutilized tool in
orthodontics, perhaps as a result of the
clinical focus of most orthodontists. Given
that Dr. David Sarver highlighted the
value of video in capturing dynamic smile
records in clinical practice more than two
decades ago,1
it is surprising that video has
not penetrated more deeply into common
orthodontic clinical practice. Perhaps we
are looking at video the wrong way.
Video drives social media
For our aesthetic dentistry colleagues,
video has extended far beyond its use in
clinical practice and also become a key tool
in marketing the benefits and services of
aesthetic dentistry.2
That video is a primary tool in emotional
engagement is well
recognized in
the social media marketing community;
posts with videos gain more viewers, retain
interest longer and are more likely to
56 NOVEMBER 2022 // orthotown.com
drive consumers to purchase decisions than
posts containing only text or images. Using
video marketing to close the gap between
interactions that are primarily " transactional "
and those that are primarily " relational "
can add value and differentiation
opportunities for orthodontists.3
Dr. Tom Pitts and I believe orthodontists
would do well to adopt marketing
strategies based on " potential, process and
results " within a heavy social media presence
and an engaging, informative website.
When combined with a highly visible, embracing
professional presence in the dental
community,4
this approach can secure a
dominant competitive position, regardless
of the economic situation, and independence
from the " lower fee " pressures that
many of us face.
When orthodontists augment their
imaging/video activities and apply them in
a manner that is more efficient-appearing
http://www.orthotown.com
Orthotown November 2022
Table of Contents for the Digital Edition of Orthotown November 2022
Orthotown November 2022 - Cover1
Orthotown November 2022 - Cover2
Orthotown November 2022 - 1
Orthotown November 2022 - 2
Orthotown November 2022 - 3
Orthotown November 2022 - 4
Orthotown November 2022 - 5
Orthotown November 2022 - 6
Orthotown November 2022 - 7
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Orthotown November 2022 - 12
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Orthotown November 2022 - Cover3
Orthotown November 2022 - Cover4
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