The Complete Guide to Dental Video Marketing:

Introduction

Video has become one of the most influential tools in dental marketing. It is equally powerful for dental practices looking to attract and reassure new patients, and for corporate dental businesses aiming to establish authority and generate high-quality leads.

For dental practices, video builds trust, provides social proof, and helps patients visualise the experience of choosing your services. For corporates, suppliers and academies, video drives thought leadership, communicates expertise, and produces measurable ROI through trackable leads and cost-per-click campaigns.

Having produced videos for dental brands across London and the UK, I have seen first-hand the measurable impact of the right video strategy. In some campaigns, practices have seen up to an 87 percent uplift in sales and a 90 percent increase in leads. For corporates, targeted campaigns have resulted in a consistent stream of inbound leads and higher engagement from industry decision-makers.

This guide will walk you through the strategies, video types, and processes that deliver these results, whether you are speaking directly to patients or to other businesses.

Why Dental Video Marketing Works

For Dental Practices (B2C)

Patients often make decisions based on trust and comfort. A high-quality video allows them to meet your team, see your facilities, and hear from real patients before making contact. This familiarity reduces perceived risk and encourages them to choose you over competitors.

Key benefits:

  • Builds trust before the first appointment

  • Showcases genuine patient experiences

  • Explains treatments clearly and simply

  • Positions you as a premium, professional choice

For Dental Corporates and Suppliers (B2B)

The decision-making process in the corporate dental space is more analytical and ROI-driven. Your audience may be other businesses, practice owners, or procurement teams. They respond to credibility, industry expertise, and proof of measurable results.

Key benefits:

  • Positions your brand as a thought leader

  • Supports lead generation campaigns with high-quality creatives

  • Allows for cost-per-click tracking and ROI measurement

  • Demonstrates product or service value clearly and persuasively

Types of Dental Marketing Videos

For Practices and Groups (B2C)

  1. Patient Testimonial Videos
    Authentic, real-world stories from your patients that build emotional connection.

  2. Treatment Explainers and Educational Content
    Short videos breaking down complex treatments into easy steps.

  3. Social Media Brand Awareness Clips
    Engaging short videos optimised for Instagram, Facebook, TikTok and LinkedIn.

  4. Behind-the-Scenes Content
    Gives a personal, human touch to your brand.

  5. Event and Community Coverage
    Shows your active involvement and credibility in the local community.

  6. Recruitment and Culture Videos
    Attracts talent and shows your team environment.

For Corporates, Suppliers and Academies (B2B)

  1. Thought Leadership Videos
    Establishes expertise and positions your team as industry leaders.

  2. Corporate Case Studies and Client Success Stories
    Demonstrates how your solutions have delivered measurable results.

  3. Product or Service Explainer Videos
    Ideal for launching or promoting new offerings.

  4. Event and Exhibition Coverage
    Captures your participation in major dental industry events.

  5. Internal Training and E-Learning Modules
    Provides value to clients and partners while reinforcing your brand.

  6. High-Conversion Paid Ad Creatives
    Short, targeted videos built for cost-per-click campaigns.

  7. Partnership and Collaboration Highlight Reels
    Demonstrates your active role in strategic industry partnerships.

Planning Your Dental Video Strategy

Setting Clear Goals

For practices, goals often include increasing patient bookings, improving brand perception, or showcasing new treatments. For corporates, goals may focus on lead generation, increasing product adoption, or building brand authority in the industry.

Identifying Your Audience

  • B2C: Prospective patients, often in specific demographics based on treatment type.

  • B2B: Decision-makers in dental groups, procurement teams, marketing managers, and industry influencers.

Choosing the Right Platforms

  • B2C: Instagram, Facebook, TikTok, YouTube, website landing pages.

  • B2B: LinkedIn, YouTube, email campaigns, industry websites, PPC landing pages.

The Dental Video Production Process

Pre-Production and Planning

This includes goal setting, audience research, scripting, storyboarding and scheduling. We also ensure that brand guidelines are followed to maintain consistency across all content.

Filming Day

We manage location setup, lighting, sound, and interview flow. For corporates, we may also capture product demonstrations, event footage or multiple stakeholder interviews.

Post-Production and Review

Editing brings your story to life with music, graphics, branding, and captions. For corporates, we also optimise versions for specific ad formats and tracking.

Distribution Strategies

B2C Distribution

  • Feature videos on your website’s homepage and relevant service pages

  • Post regularly to Instagram, Facebook and TikTok

  • Use in Google My Business listings for added visibility

B2B Distribution

  • Publish on LinkedIn with targeted ad campaigns

  • Instagram is highly-effective for targeting dental practice owners and associates

  • Include in email nurture sequences to leads

  • Use in industry webinars or virtual events

  • Deploy in PPC campaigns with measurable CPC and conversion rates

Measuring ROI

B2C Metrics

  • Increase in appointment bookings

  • Website dwell time and conversion rates

  • Social media engagement and follower growth

B2B Metrics

  • Cost per lead and cost per acquisition

  • Lead quality and deal value

  • Engagement from targeted decision-maker audiences

Common Mistakes to Avoid

  • Using one-size-fits-all content for different audiences

  • Focusing on production quality but neglecting distribution strategy

  • Not tracking performance data and adjusting over time

Industry Insights: Why Video Works in Dental Marketing

Market research shows the measurable impact of video across a range of industries, including dentistry:

  • 87% of marketers say video has helped generate leads

  • 96% of marketers say video has increased user understanding of their product or service

  • 92% of video marketers say video gives them a good return on investment

  • 89% of marketers say video has helped them improve brand awareness

These figures highlight why a well-planned video strategy is so effective for both dental practices and corporate dental businesses.

Case Study: Practi - Driving Leads and Engagement in the Dental FinTech Sector

Jordan Wilkins, Marketing Manager at Practi, wanted to increase brand awareness and lead generation in the dental industry. After working with Poco Productions, they saw:

  • £0.02 cost per click on Meta ads promoting the videos we produced

  • 60–70% hook retention rates across multiple campaigns (compared to an industry average of around 20%)

  • Regular feedback from contacts and clients saying they had seen Practi’s videos on Instagram and LinkedIn feeds

Frequently Asked Questions

How long should my dental marketing videos be?
For B2C, keep them short and engaging, ideally under two minutes. For B2B, longer videos can work if they deliver valuable information.

Do you offer strategy as well as production?
Yes. We offer one-off strategy sessions and ongoing content planning to ensure your videos achieve maximum impact.

Can you work across multiple locations?
Yes. We regularly film across London and the UK, and can coordinate multi-location shoots for corporates.

Next Steps

Whether you are a dental practice looking to build trust with patients or a corporate business aiming to generate high-value leads, the right video strategy can transform your marketing.
Get a free quote today to discuss your goals and create a tailored video plan.