A dental practice gets more new patients from short video by answering, on camera, the questions a nervous person has before they call. Start with three videos: what the first visit is like, what happens when you need a filling or crown, and what it costs without insurance. We can't promise results, so treat these as a starting plan, not a formula.

In our view, these are the three questions a nervous new patient most often needs answered before booking. That's our judgment as an agency, not a survey, so swap in whatever your front desk hears most. If you want ideas beyond these three, our post on what a dentist should post on Instagram covers the wider menu.

What should your first short video say?

Show the first visit from the patient's side. Walk from the front door to the chair, say what happens at each step, and end on the next step: your booking link or phone number, said out loud and shown on screen.

Script 1: "If you haven't been to the dentist in a while, here's exactly what your first visit with us looks like. You check in here, [Name] walks you back, we take [X-rays, if your office does], the doctor talks with you about what you're worried about, and you leave with a plan. Nothing happens that you haven't agreed to. To book, call [number] or tap the link."

This one works as an Instagram Reel and a TikTok with no edits. Same vertical video, same on-screen text. We lean Instagram first for local service businesses, but posting the file to both costs you five minutes. Keep the caption specific: "first dentist visit in [your city]" beats "new patients welcome."

How do you explain a filling or crown without scaring people?

Talk through the steps in plain words, in the order they happen. Use a model or a demo mouth, not a real patient, unless you have a signed authorization (more on that below).

Script 2: "Needing a [filling or crown] sounds scary, so here's what actually happens. First, we [numb the tooth, confirm this is what your office does]. Then we remove the damaged part, which takes about [time]. Then we [place the filling or take the impression]. You'll leave with [what they leave with]. Questions? Ask us in the comments."

The bracket on numbing is on purpose. Only say what your office does, and never say something won't hurt. Describe the steps and let the viewer decide how they feel about it.

Should you talk about cost on video?

Yes, with honest ranges you can stand behind. Cost is the thing people search for and rarely find a straight answer to. If you can't give a number, say what the visit includes and what you'll tell them before any work starts.

Script 3: "Here's how we handle cost if you don't have insurance. A [exam and X-rays] is [price or range]. We give you a written plan before any treatment. We offer [payment plans or membership, if you do], and you'll never be surprised at the front desk. Call [number] and we'll go over it."

Fill in the brackets with real numbers or cut the line. A made-up range is worse than no range.

How do you record all three and post them over a week?

Record all three in one sitting on Monday morning, then post one video at a time across the week. Each script is 20 to 40 seconds, so the whole session fits inside an hour including setup, with a phone, a tripod and the room's own light.

  • Monday: record all three, then post Script 1 (first visit) that afternoon.
  • Wednesday: post Script 2 (filling or crown).
  • Friday: post Script 3 (cost).

That's three scripts, three clips and three posts, one for each. Next week, repeat with new questions from your front desk.

If you'd rather not do the recording yourself, our Shoot Day is $1,500 for up to two hours on site and four finished videos, delivered within seven days. Four videos at three a week is a little over a week of posting, so it's a way to get a strong start, not a full month of content.

What do HIPAA and the FTC say about patient videos?

Using a patient's image, voice or story to promote your practice generally needs their written authorization. Under 45 CFR 164.508, a covered entity needs authorization for marketing uses of protected health information, with narrow exceptions for face-to-face communications and nominal gifts. HHS also publishes marketing guidance worth reading. Ask your compliance contact or attorney before you post anything with a patient in it.

The easiest slip is the background. Before you record in an operatory, clear the room of patients, close charts, turn screens away and check that no X-ray or name is visible or audible. Re-watch each clip before posting.

If a patient gets a free service or discount in return for a review or video, the FTC says that connection must be disclosed. Its Disclosures 101 guide explains that free or discounted products count as a material connection. These scripts are marketing copy, not legal advice.

What to do this week

  1. Ask your front desk for the three questions new patients ask most. Use them if they differ from ours.
  2. Fill in every bracket in the three scripts, or cut that line.
  3. Clear one room, check the background, and record all three on Monday.
  4. Post Script 1 on Monday, Script 2 on Wednesday, Script 3 on Friday.
  5. Write the same service and city phrase (for example, "dentist in [city]") in the caption and on-screen text of each one.

When you run out of ideas, 300 Viral Hooks for Dentists ($59) gives you openers organized by goal, so you start every video with a line that holds attention.

Sources

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