canals or perio disease. They simply want to make money by
getting views on their video and be in the spotlight.
Like a thick fog that slowly rolls in under cover of darkness,
you may not have even noticed these people and their videos.
But they are no longer just a novelty. Simply put, they have
And you could be losing serious revenue and patient trust as
a result.
What can I do about it?
As an American and an advocate of Freedom of Speech on the
Internet...honestly, I don’t believe there’s anything inherently
wrong with people expressing their views or sharing their
experiences on YouTube. It’s their right to do it, and to make
money from it. They might not have the schooling or good intentions
that you do, and frankly...that’s somewhat irrelevant.
What IS important, and the real problem, is that THEY are
controlling the narrative when it comes to your patients’ dental
treatment. You might have years of schooling, decades of
experience, and the respect of your colleagues and patients.
But if you don’t know how to get and stay in front of your patients
(and potential patients) as effectively as the YouTube
that game involves your livelihood and patient care.
Whereas you talk to your patients MAYBE twice a year, these
those same patients on a weekly (or better) basis via You-
and text messages. That’s a lot of easy ways to communicate
with people, that you simply don’t have access to. Whether
aren’t letting go.
I would strongly suggest learning how to properly employ
modern marketing methods, such as producing effective and
engaging YouTube videos, in your practice marketing efforts.
You’re losing ground to people whose only advantage is their
ability to attract attention. And truthfully, it’s not that hard to
do on a regular basis.
Continued on next page
keep the eyeballs of tens, if not hundreds of thousands of
viewers with every episode. They do this through “clickbait”
fueled video titles and thumbnails (the image you see
that gets you to click on and view the video). Then, they get
you to click the button and Subscribe to their channel so they
can keep sending you videos. Once you’re subscribed, you
releases a new video.
Lately, I’ve seen a lot of these videos where these folks are
sharing their experiences when it comes to accepting dental
treatment, and then complaining about what went wrong.
For example, a user named “Evelina” published a video with
The thumbnail shows a picture of “Evelina”, an attractive
blonde woman, crying. Through the video, she shares her
personal story and appeals to viewers on an emotional level.
It’s personal and anecdotal; closer to having coffee with a
close friend, versus listening to a skilled and trained professional
advisor. And in today’s world, those two very different
forces sometimes have the same impact on a viewer.
As of this writing, Evelina’s “Veneers” video has gotten nearly
400,000 views.
Why do they do it?
-
encers making these videos?
YouTube relies on advertising revenue to make money. And
to compensate those creating their content, they’ve imple-
publicize their videos.
viewers to spend more time and views on their videos, and
therefore, make more money as a result. Their motives are
practices. They don’t want to educate viewers about root
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