Orthotown November 2022 - 57

Reaching today's patients
requires more than a website
different and valuable in the eyes of the
patient and simultaneously embracing and
educating the greater dental community5
-
their practices thrive. This article will offer
suggestions to help flatten the adoption
curve and position your practice to fully
leverage the benefits of video marketing.
4 major principles for videos
1. Use " consumer-directed " video
marketing strategies that also embrace
the dental community. Direct-to-consumer
(DTC) marketing remains the prime component.6
The
important shift toward internal
marketing-rather than traditional
" muffin run " external marketing focused
on primary care dentists, or experiencefocused
marketing strategies that concentrate
on office décor or experiences7
-is a
good one, in our view.
Including the dental community as potential
consumers of our services is a key
contributor to long-term practice success.
Few primary care dentists know what contemporary
aesthetic-based orthodontics
is capable of delivering. Promoting the
orthodontists' professional participation
within the sphere of collaborative dentistry
is an often-overlooked component of contemporary
DTC marketing approaches.
Generally, the dental community is not
that well informed, and is attracted to similar
messaging as potential patients, so a
video marketing strategy that engages both
groups makes a lot of sense.
Given that 80% of social media marketing
uses visual assets, 82% of consumer
internet traffic contains video, and Google
owns YouTube, the focus on video should
not be surprising,
2. Let your actions be your marketing.
Authenticity-an important and valued
characteristic to consumers-is easily captured
in video. Making images and video
an integral part of everyday office processes
not only provides an endless stream of media
but also supports the practice's aesthetic
brand and relational office culture.
Hardware can be as simple as a smartphone
and gimbal stabilizer, while software
specifically designed for posting social
media is readily available, easy to use
and inexpensive. These tools are best used
to capture short, 15-to-30-second videos
of office events, patient testimonials, and
treatment progress or results. These posts
bolster the relationship between patient
and practice, and increase the interest in
social media content.
When orthodontists augment their current
imaging/video activities, apply them in
an efficient manner that makes them appear
different and valuable in the eyes of
the patient, and simultaneously embrace
and educate the greater dental community,5
their
practices will thrive.

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
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Orthotown November 2022 - Cover3
Orthotown November 2022 - Cover4
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