Video Ranking for a Dentist - How much do you think it's worth?

5 replies
Hello Warriors,

I have ranked a video for "teeth whitening" on the 1st page of G (above the fold) and I am about to call some dentists to see if I can get them to rent it.

I've done a quick check on Groupon to target some Dentists too. From what I see, they say the value of this service is anywhere from $400 - $700 and of course, if they sell it on Groupon for $99 then then the Dentist is really only going to pocket $50.

My question is: What do you think a fair monthly rental rate would be for a video?

The only benchmarks I can think of to begin to come up with pricing would be:

1. CTR of the video - to drive the customer to the website?
2. Conversion rate - once customer lands on Dentist website, how much traffic will it take for them to make a sale?

Obviously, I have no answers for this, and I can ask each Dental practice, but I was wondering if any other warriors out there have had experience in this and might share some insight?

Thanks!

- Shockwave
#dentist #ranking #video #worth
  • Profile picture of the author localvseo
    You could do pure lead generation. Sign up for call tracking, there is a list on wf if you search and then charge per call for exclusive leads. If dentist doesn't want to continue then you can always forward the number somewhere else. If you can get a way to verify appts. You will have an easier time selling, and more likely to keep clients longer, if you can charge by appt. rather than by call.
    In terms of price, what do you mean the value is 400-700? Are you talking by month? If they are getting 50 per groupon and paying 50 then I would think you could get a similar amount for appts that are held. Guess it comes down to if you think you will drive more than 8-14calls in a month. My hunch is with no data yet to support you can get that many calls dentists will be skeptical to pay that off that bat and be more interested in performance based calls.
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    • I have a question for you because I work with Dentists and know the industry pretty well.

      Is your video ranked generically, nationally for "Teeth Whitening" as you said or is it ranking for
      "A Specific City + Teeth Whitening?"

      Because being ranked nationally for that KW is not really of much value to most Dentists. They need a site on top for City + Keyword.

      If you just rank high nationally for the keyword you may be better off financially becoming an affiliate for a teeth whitening product and selling it to the masses nationwide.

      Also be advised many Dentists don't like to focus marketing efforts on teeth whitening. I always tell them it's one of the most popular search terms so they SHOULD focus there. But the problem is teeth whitening patients are hard to convert to on-going patients.

      Many times people searching for teeth whitening are just looking for a deal to get a quick whitening for a wedding or whatever and never become on-going patients which is the goal. Savvy Dentists don't look as much at profit on a low end one-time service, but lifetime value of the patient.
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      • Profile picture of the author shockwave
        Originally Posted by Catalyst eMarketing View Post

        I have a question for you because I work with Dentists and know the industry pretty well.

        Is your video ranked generically, nationally for "Teeth Whitening" as you said or is it ranking for
        "A Specific City + Teeth Whitening?"

        Because being ranked nationally for that KW is not really of much value to most Dentists. They need a site on top for City + Keyword.

        If you just rank high nationally for the keyword you may be better off financially becoming an affiliate for a teeth whitening product and selling it to the masses nationwide.

        Also be advised many Dentists don't like to focus marketing efforts on teeth whitening. I always tell them it's one of the most popular search terms so they SHOULD focus there. But the problem is teeth whitening patients are hard to convert to on-going patients.

        Many times people searching for teeth whitening are just looking for a deal to get a quick whitening for a wedding or whatever and never become on-going patients which is the goal. Savvy Dentists don't look as much at profit on a low end one-time service, but lifetime value of the patient.
        Video is ranked for "City + Teeth Whitening" and "Teeth Whitening + City" and there is a pretty significant difference in the exact match search volume between the two.

        I see your point about this specific keyword phrase. If that is the case (that dentist perceive it's a one-time service and difficult to convert to long term patient), then it seems that targeting the Groupon Dentist already advertising for this this would make all that much more sense - they are already expecting a "loss" so to speak.

        For example, on the Groupon ad that is running right now in my city is selling this service for $99 and they've already had 40 buyers, and the deal still has another 2 days to go until it's over.

        So, I'm thinking that even IF I charge $200-300/month for the video, it would still be a good ROI.

        On the other hand, Groupon is guaranteed conversion whereas the video rental I'm purposing is only eyeballs.

        hhmmmm....tough one.
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    • Profile picture of the author shockwave
      Originally Posted by localvseo View Post

      You could do pure lead generation. Sign up for call tracking, there is a list on wf if you search and then charge per call for exclusive leads. If dentist doesn't want to continue then you can always forward the number somewhere else. If you can get a way to verify appts. You will have an easier time selling, and more likely to keep clients longer, if you can charge by appt. rather than by call.
      In terms of price, what do you mean the value is 400-700? Are you talking by month? If they are getting 50 per groupon and paying 50 then I would think you could get a similar amount for appts that are held. Guess it comes down to if you think you will drive more than 8-14calls in a month. My hunch is with no data yet to support you can get that many calls dentists will be skeptical to pay that off that bat and be more interested in performance based calls.
      The $400-$700 is what the Groupon ad says the "normal" price of the teeth whitening procedure is - I didn't read it close enough to see if it was Zoom or just dental trays..etc.

      I think you're right though. Without the data, it's gonna be hard to justify any price I'm asking.
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  • Profile picture of the author localvseo
    Here's an easy way to get data. Offer to forward all the calls to one dentist for free for a week. See how many calls they get. If you get 1 then maybe rethink strategy. If x (whatever is good, you'd have to ask the dentist) comes in you probably have a client with minimal effort and can charge maybe more than you are thinking.
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