Cameras Digital Marketing

Worth a Thousand Pictures

A guest blog by Daniel A. ‘Danny’ Bobrow, MBA (finance), MBA (marketing), president of AIM Dental Marketing The opinions expressed are from Danny Bobrow not Dr. Larry Emmott. However I believe it is valuable for dentists to get various takes on technology issues in order to make good technology choices.


BobrowFor years, we’d asked, encouraged, cajoled, and even beseeched our clients to collect Testimonial Videos from their patients.

While nearly without exception each client seemed to grasp the value of doing so few, if any, did so. I realized then that, as with any other endeavor, simply ‘wanting it,’ while necessary, is insufficient. One needs a Plan. This led to an entire weekend sequestered in my office. The result was a nine step process for securing these good as gold testimonials.

Worth a thousand pictures
As the saying goes, a picture is worth a thousand words. The corollary to this is that video is worth a million. That goes not only for website visitors, but also for Google which, when it comes to connecting web surfers with websites, is the internet’s Traffic Cop. Videos from a practice’s patients are a great way to get a dental website ranked, as well as to provide the ‘social proof’ people using the internet seek to help with their decision to contact a dental practice.

Once the Team has mastered the nine step process, it will want to carefully select the ‘best’ patients to serve as Testimonials for the practice. ‘Best’ in this case, has nothing to do with how ‘videogenic’ they may be. It has everything to do with selecting patients who represent a demographic, procedural, and location-based cross section of the current or desired patient base.

An example of demographic selection would be the practice that wishes to attract more families, In that case, it would be ideal to have a patient appear on video who can talk about (or ideally have on camera with them) their children.

Procedure-specific selection would be exemplified by a practice, which performs restoration and/or placement of implants. In this case, it is advisable to select a patient who can share how her life was transformed by that procedure, then be sure to place that video on the practice’s implants landing page where it will be seen by those who are specifically interested in that procedure.

A key benefit from selecting a geographic cross section of the practice’s patient base is that it can also help get the website ranked for communities outside the practice’s geographic location. Bobrow explains “When it comes to ranking websites high on its results pages, Google is becoming more and more ‘location-centric.’ This means dental practices that are located in the town from which a search originates, that is, the IP address of the computer being used, will, other things equal, receive preferential consideration and ranking. This can be unfair to the practice which, for example, just happens to be located across the street from another town/zip code. Fortunately, by optimizing patient testimonial videos to make explicit reference to the fact the patient who is the subject of the video lives or works in another community, Google will factor that into its ranking decision.”

Need help? Contact AIM Dental Marketing at 1-800-723-6523 or

NOTE: Danny will be teaming with Dr. Emmott to present “Technology on the Rocks” May 18-20, 2017 in Sedona AZ.

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