Based on Cisco’s prediction, the dental sleep practices that embrace proactive video strategies now will have a significant competitive advantage over those without them.
Here are six ways you can leverage video right now to gain a competitive advantage in your market for your sleep practice.
1. Building Trust
In this age of scams and skepticism, trust is a rare commodity. Trust is the differentiator between someone looking to “sell” you something versus someone who is genuinely trying to help.
Videos humanize you and your practice. Rather than being just another dental practice they found online, patients are able to associate your practice with a person. Prospective patients are much more likely to trust a person than a “practice” or listing they found online.
The key is authenticity. Consumers are extremely savvy to overly polished advertising messages. A video message that comes across as “too slick” doesn’t have the same impact that an honest message does, and can end up hurting your practice. Don’t be afraid to share your personal story and let your passion for helping patients shine through.
Trust is the foundation of the patient-provider relationship. No other medium builds trust like video.
2. Establishing Authority
To maximize the growth of your sleep practice, you need to be positioned as the sleep expert in the minds of prospective patients.
When looking for a new dentist to clean their teeth, most patients aren’t necessarily looking for an expert, they just want a competent, convenient dental office that will not cause them pain and isn’t overly expensive.
When seeking treatment for a serious health condition, patients want the expert, the absolute best doctor for the job. As such, they’ll give significantly more thought to selecting a heart surgeon than a dermatologist due to the inherent risks associated with heart surgery. When prospective patients understand the health risks associated with untreated sleep apnea, they’ll give more thought to selecting a treatment provider.
No other medium lends itself to establishing you as an expert and thought leader like video. Video allows you to share, on a one-to-one level, what makes you the best option for a patient suffering from sleep apnea. You can explain why your training, approach and experience makes you their ideal solution.
3. Patient Education
Humans are hardwired to avoid cognitive strain, and thus, we are four times more likely to watch a video about a product or service than we are to read about it.
90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. By putting messages in motion you create a more engaging experience and a higher rate of retention for the viewer.
The better patients understand the need for treatment and what makes oral appliance therapy an excellent treatment option, the more likely they are to schedule a consultation.
4. Improved Visibility
You can be the best sleep treatment provider with the best support team within 100 miles, but if prospective patients can’t find you, your practice will not achieve its full potential.
Google is the largest search engine and the most visited website in the U.S. Showing up prominently in Google search results can drive a significant amount of traffic to your website.
Google loves video and has configured its algorithms to give video content greater organic visibility than text-based content. A well-executed video campaign can significantly increase new patient flow without having to pay for advertising clicks.
5. Emotional Connections
With nonverbal cues such as body language and tone of voice making up over 90% of effective communication, video is the perfect medium for connecting with potential patients. Unlike text or images, video allows the patient to experience facial expressions, gestures and voice inflection to connect with you at an emotional level.
Neuroscience has proven that people buy on emotion and justify with logic. According to Psychology Today, consumer’s emotional response to an advertisement has a 300% greater influence on their intent to buy than does the advertisement’s content.
So, it’s not just a matter of having a good message, but also how your message is conveyed. Lighting, background music, your attire, and your ability to speak comfortably all play a role in the way prospective patients receive your message and should be given the same attention you give to crafting what you say.
6. Improved Conversion Rates
Multiple studies have proven that having video on a website increases conversion rates. That means more visitors to your website becoming scheduled appointments.
Assume you have 500 first-time visitors to your website each month. Even a 5% increase in conversion rates would result in 25 additional scheduled appointments every month. That would have a significant impact on your bottom line.
One study by MarketingProfs found that the average visitor spends 88% more time on a website with video than a website without video. The longer prospective patients are on your website, the more likely they are to convert.
Since conversion is the primary goal of your website and marketing campaigns, you are limiting their effectiveness if you aren’t harnessing the power of video.
Creating video content is the biggest challenge most practices face. The cost of bringing in a videographer and the logistics involved with coordinating the in-office video shoot often prevents practices from getting started with video.
Bullseye Media has developed a unique video marketing system. It starts with remote video capture technology, resulting in a convenient, affordable video content creation process. Learn more about the process by visiting https://dentalsleepmarketing.com/remote-video/ then contact us to discuss the details and how to leverage video to grow your sleep practice.