Collaborating with media experts helps dental practices grow through strategic, authentic video content that boosts trust, engagement, and visibility.
In today’s digital-first world, video content has become one of the most powerful tools for dental practices looking to build trust, attract new patients, and stand out from the competition. But creating video that’s both professional and impactful takes more than just a decent camera and good lighting — it takes strategy.
Oliver Acton, Creative Director of FTA Media and Managing Director at Frank Taylor & Associates, shares his insights on how dental clinics can use media collaboration to elevate their brand, boost engagement, and ultimately drive growth.
Why Video Is Your Secret Weapon
Professional video content allows you to present your practice in an authentic and engaging way. From showcasing your team and facilities to explaining treatments and offering oral health advice, video helps potential patients connect with your brand before they’ve even stepped through the door.
And in a digital landscape filled with AI-generated content and misinformation, real faces and real voices matter more than ever. Whether it’s a dentist talking through a procedure or a patient sharing their experience, authentic video builds trust, and trust builds business.
As Oliver puts it:
"If a picture’s worth a thousand words, imagine the impact of a well-crafted video."
Why Strategy Beats Spontaneity
Every practice is unique in its people, patient base, and clinical approach. A professional media team doesn’t just hit record and hope for the best. They help craft a message that reflects your identity and resonates with your audience.
Effective content should also be designed to share. With social platforms like Instagram, TikTok, and YouTube playing a bigger role in how people choose healthcare providers, healthcare marketing videos gives your practice visibility that’s hard to achieve any other way.
But success isn’t about going viral — it’s about being consistent and targeted.
Engagement > Follower Count
When measuring the success of your social media efforts, don’t get too caught up in how many followers you have. What matters more is how many of those followers are actually engaging with your content.
A smaller, highly engaged community often drives more patient interest than a huge, passive audience. Focus on interaction — likes, comments, shares — not just numbers.
Engagement Rate Formula:
(Interactions ÷ Followers) x 1,000
If you're working with a content agency, they should explain these metrics clearly and use them to shape smarter content creation campaigns that bring in real results, not just empty stats.
Why Outsourcing Your Social Media Can Be a Game-Changer
In many practices, social media duties fall to a team member or a well-meaning relative. While this can work short-term, it’s rarely sustainable — marketing gets sidelined by clinical priorities.
Working with a dedicated media team changes the game. You gain:
✅ A consistent stream of high-quality, on-brand content
✅ Strategic campaign planning and performance tracking
✅ Time back for your in-house team to focus on patient care
✅ Confidence that your messaging meets ethical and regulatory standards
And when you partner with a team that truly understands the dental sector, you avoid the risks that come with poorly managed social content, like GDC compliance issues or reputational damage.
Questions To Ask Before Hiring A Media Partner
To make the right choice when outsourcing your content, ask potential agencies:
- Have you worked with dental practices before?
- How do you create content that reflects each practice’s individuality?
- What’s your timeline for delivering measurable results?
- How do you track campaign performance and ROI?
- And most importantly, how much time and stress will this save my team?
The Bottom Line? Collaboration Leads to Growth
By aligning with media professionals who know the dental landscape inside and out, you unlock not just better content, but a better patient experience — and a more efficient, focused practice.
Thinking of stepping up your digital presence?
A creative partnership could be the smartest move you make for your brand.
