For years I’ve heard people say that people have an extremely short attention span when it comes to watching video online. While that may be true in some cases, we now have proof that that’s not the case when they are watching something that’s worth watching!

eMarketer, a business information service that provides unbiased research and trend analysis on digital marketing and media, just released an article entitled, “Online Video Viewing Shifts to Long-Form Content”  http://www.emarketer.com/Article.aspx?R=1007745 . Granted the major point of the article is that more and more people are watching full length movies and TV shows online. I get that. But the bigger point, and I think the bigger opportunity for Einstein Dental clients is this: Give the viewers who are looking for professional video content on “all things dental” for example, and they will watch.

Time and time again I have heard people say that people just won’t watch any video past a few seconds. While that may be the case in many instances, I firmly believe that, especially in the dental industry, people who are wondering about veneers, dental implants, crowns or bridges, will watch videos on all of those subjects and more, if only it is presented interestingly and well.

The whole idea behind the Einstein Video Network, is to produce TV-Style reports and clips on every service and topic our clients cover. There are many reasons why this works, but chief among them, is that people are accustomed to watching TV, whether it’s on the boob tube or online.

We believe too many video production companies forget that simple concept, and therefore they “swing and miss” on their gigantic online opportunity with their clients.

Here are a couple of the statistics that this eMarketer article produced that I found most relevant to those concerned wondering about viewership and online video:

* The number of US online video viewers has risen steadily for the past few years and is expected to continue climbing in through 2014.

*eMarketer estimates the highest penetration of online video viewing is among 18- to 24-year-olds, with 25- to 34-year-olds and teens not far behind. By the middle of this decade, those age groups will be at saturation points of above 90% penetration.

I’ve also read article after article about how those in their 50’s, 60’s, and 70’s are more interested than ever in understanding how to do the basics on the web. Having professionally produced video is one way to catch anyone’s attention.

The fact that people of all ages are getting more and more comfortable with watching online video (whether they are TV shows or not) is great news for any dentist looking to highlight what they do. If they make their videos watchable—and professional—patients of all ages will tune in.

I’ll leave you with my favorite quote from the article that really sums up how far we’ve come from the days of just :15 stupid pet tricks online:

“If the first iteration of online video was about silly pet tricks on YouTube, the next wave will be about professionally produced full-length content. This shift will be propelled by a combination of technology integration, demographics and a growing comfort level with the idea of watching video hosted on Websites.”

So, no offense to all the cats whose tongues can move faster than dog chasing its tail (see this YoTube video and you’ll see what I mean: http://www.youtube.com/watch?v=oe5tzhEaNAk

But this video thing appears to have more than 9 lives!

Thanks for reading and we’ll talk to you next time!

Greg McKinney
Director
Einstein Video Network

Greg

During my travels in 2009 and now in 2010, cosmetic dentists were (and continue to be) the number one medical group interested in video, and it wasn’t close. When you look into what they’re doing, it’s very easy to understand why. The quality of the video, the personalities of each practice, the fantastic video testimonials and doctor clips explaining each category, are just spot on for what patients are looking for.

What I like the most about each video we’ve done for Einstein clients in this industry, is the way each practice comes across with their own “unique” spin to the services dental patients are looking for.

For example, one Einstein Dental client in Minneapolis (www.henricksondental.com) focused on many of the usual topics, but when you look into the eyes of the doctors (through video), listen to what people say about them, and then understand that they have the latest technology to provide pretty much anything a patient would ever want without pain and in a timely fashion, why wouldn’t you go to them? It doesn’t hurt that they are a father/son team (that truly loves each other) and they obviously love what they do. I guess the point is, simple text could never pull that type of emotion and clarity out of a practice.

Compare that video website to any cosmetic dentist we’ve featured in New York (www.brooklynheightsdental.com or http://www.martinandwinklerdds.com/video), Ohio (www.stateoftheartsmiles.com) or Chicago (http://www.smilechicago.com/) and you can see sample after sample of cosmetic dentists who not only do great work, but “get it” when it comes to marketing themselves online. They are connecting with patients in ways they could have only dreamed about as recently as 5 years ago.

By the way, the last website I featured above (http://www.smilechicago.com/) is the best example I’ve seen to date when it comes to how an Einstein client leverages video in one player and throughout the site. It is nothing short of fabulous!

We love doing these shoots and producing these packages. I just finished a shoot up in the Bay area for Dr. Glenn McCormick. Wow, what a nice group. I tell ya, these dentists are doing it right, and we’re having a ball along the way! We’re off to Orlando and Michigan next week and we can’t wait!

Talk to ya next time,

Greg McKinney
Director
Einstein Video Network

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