I am happy to welcome back Shane Walsh as a guest contributor. Shane Walsh is a friend and colleague with more than 25 years experience in video production. He is a storyteller at heart, and I’m excited to share with you some of his tips for effective video marketing. So, take it away, Shane…
It has been a couple of months since my first article on using video as a marketing tool for modern dental practices. So, take a few minutes now to read it and refresh your memory. It’s ok…I’ll wait. Good, so you recall that in the first article I reviewed the benefits of using video as part of your marketing and promotional toolkit. The article ended with a link to a recent video project I completed for a dental office in Minneapolis.
In this article I would like to highlight the thought process of creating that video. One of the first things that Dr. Horn and I spoke about was the look and feel for the video, what she wanted to convey to potential patients. It was during those exploratory conversations that I got a real sense of her style and the way she uses color in her office as well as the architectural choices she made in designing the layout of the practice.
One of the wonderful things about her practice is the way everything flows from one space to the next. There are plenty of rounded walls that lead not only your eye, but also your pathway. With that in mind, I suggested that we bring in a small crane to create that same sense of fluid motion within the video. A crane is a device where the camera hangs at one end of a long bar and the camera operator stands at the other end controlling the camera. It helps to create beautiful, large sweeping motions which suited her office perfectly. You can see the crane in action a few times in the video.
Another important element we spoke about was lighting and the visual mood of the office. We opted for a soft, warm lighting which mimicked the lighting in the office. If you take a look at the testimonial videos you can see the soft pastel color palate we selected and how it creates a sense of calm and inviting.
In the end, Dr. Horn was thrilled with the final products, from the testimonial videos to the office tour. She has received many positive comments on the videos, and in many cases those videos by themselves resulted in new patients setting up first time appointments.
Creating videos that are unique to who you are not only as a clinician, but also as a practice owner can help set you apart from the competition and let potential patients know what to expect before they even step foot in your office. Spending the time upfront to reflect on your brand and what makes you different will allow you to infuse that differentiation into all of your marketing materials, from your business cards, to your social media pages, to your website, and, of course, to your videos. Need help creating your own video projects? Let me know and let’s discuss.
During his travels, he has been lucky enough to work for some of the best film companies in the world, including Paramount Pictures and The Walt Disney Company. Shane has also had a chance to do work for some of the finest brands in the world including Panasonic, Toshiba and Verizon.
Shane creates everything from commercials to mini documentaries to features to instructional videos. The thing he loves most is telling stories. Shane loves getting to know a company and learning about what makes them special. Communicating unique and interesting stories is what drives us as humans. From the earliest cave drawings to modern television shows, we learn best through story.