What to Include in a Patient Journey Video (And What to Avoid)

Introduction: The right balance of story, strategy and sensitivity

A patient journey video is one of the most powerful ways to show what makes your dental practice special. But without structure and care, it can easily miss the mark. The goal is not just to show treatment, but to capture the emotion, professionalism and experience that define your brand.

At Poco Productions, we have filmed hundreds of patient stories across London and the UK. Here is what we have learned about what makes a patient journey video truly effective, and what to avoid along the way.

What to include in a patient journey video

A successful patient journey video has three key ingredients: authenticity, emotion and clarity. Each section should tell a story and answer one question for your audience: “Can I trust this practice with my smile?”

1. Introduce the patient and their motivation
Start with a short introduction to the patient and their reason for seeking treatment. This sets the emotional tone and creates relatability.

2. Show the consultation and reassurance
Capture moments that show your team’s professionalism, empathy and care. This builds confidence and trust.

3. Feature treatment highlights tastefully
Avoid showing clinical details. Instead, focus on non-invasive visuals such as B-roll, interactions and progress shots.

4. Reveal the emotional result
The emotional reaction is the most powerful part of the story. Whether it is a smile, tears or simple gratitude, this is what stays with viewers.

5. Include subtle branding and clear messaging
Your logo and messaging should appear naturally, without disrupting the story. The goal is to create brand familiarity, not an advert.

What to avoid in a patient journey video

Even small mistakes can reduce the impact of your video. Here are the most common pitfalls to avoid:

1. Overproduction
Too much polish can make your video feel staged. Patients connect with honesty and emotion, not perfection.

2. Missing consent or unclear boundaries
Always secure clear, written consent and brief patients on what will be filmed. This protects both the patient and your practice.

3. Too much clinical footage
Viewers do not want to see procedures in detail. Focus on the human story and transformation instead.

4. Unnatural scripting
If patients memorise lines, it loses authenticity. Encourage natural conversation and spontaneous moments.

5. Forgetting the follow-up
Do not stop filming after treatment. A short follow-up clip showing the final results helps complete the story.

How to make your video feel authentic
Authenticity comes from emotion, not effects. Create an environment where your patient feels comfortable sharing their journey. Ask open questions such as:

• How did you feel before starting treatment?
  
  

• What made you choose this practice?
  
  

• How do you feel about your results now?
  
  

These genuine responses make the story relatable and trustworthy.

Editing and compliance tips
At Poco Productions, we edit every patient journey video with care and discretion. Our goal is to create something moving, compliant and suitable for multiple platforms. We ensure:

• All content follows GDC guidelines
  
  

• Patient comfort and privacy are respected
  
  

• Videos are formatted for web and social media
  
  

• Captions and subtitles are clear for accessibility
  
  

How to use your patient journey video effectively
Once complete, share your video strategically to get the best results.

• Add it to your treatment pages to improve engagement
  
  

• Use short edits on Instagram, LinkedIn and TikTok
  
  

• Feature it on your Google Business Profile for instant trust
  
  

• Present it at open days or conferences
  
  

Patient journey videos pair perfectly with Dental Testimonial and Case Study Video Production and Strategic Dental Social Media Video Packages for a full-funnel marketing approach.

Conclusion: Show the human side of dentistry
A patient journey video is more than content, it is proof of care, compassion and transformation. When done well, it helps people see your practice as the one they can trust.

At Poco Productions, we help dental brands across London and the UK create patient journey videos that build credibility and inspire confidence.

Get a free quote for your video and start sharing authentic stories that grow your practice with trust and clarity.