2 million Views for a handful of dental How-To videos is not too shabby – it’s all about using good searchable video titles and keeping the content informative.
Dental surgery corporate
The idea with this video was to allow all practice staff to contribute, and customers to provide social proof through testimonials. Thus it was a logistical exercise to have a number of parties all available to film on the same day, so we filmed at a weekend so that the full surgery was available and there was no interruption to patients or revenue earning appointments.
It took just a few hours to get the variety of talking heads in different rooms. To subdue the medical backgrounds we used a DSLR to shoot, also knowing that this was going to be the camera of choice for the later content marketing project, so that the business had a similar feel to its videos.
We also took the decision to have the staff talk to the camera, but the patients talk off-camera, to visually differentiate the types of contributors but also to make the patients feel more at ease by not having to do the more unfamiliar and potentially nerve-inducing talking to an inanimate camera. Giving contributions to a friendly face is easier for most people and also has a more vox pop feel.
As well as using snippets of the testimonials in the main video, self-contained longer testimonial videos were created for embedding elsewhere on the website. This is a good example of multiple uses of the same footage, and not throwing away great content that couldn’t be squeezed into a 3 minute video.
“Wow. Just perfect. Excellent result. Well done to you.”
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The testimonials were paired with owner voiceover recorded onsite, venue shots, and mocked up shots of working practices, all using actual staff and patients. To this end all the elements were scheduled so as to be the most time efficient in terms of participants giving up their day.
One of our favourite ever projects, despite needing something like 30 setups in 8 locations in the course of a day. This was an early use of the Canon 5D and it proved its worth in focussing attention onto subject matter and away from sometimes stark backgrounds.