Strategic Direction
Use the video footage to make On Point Dental Floreat feel approachable, practical, and easy to contact. Traffic videos should reduce hesitation, build familiarity, and help patients understand the first step. Lead Gen videos should be clearer and more action-led for new patient enquiries, emergency dental concerns, implant or smile consultations, payment questions, and overdue visits.
Keep each edit focused on one patient situation. Use natural Australian English, warm clinic visuals, clear captions, and low-pressure CTAs. Avoid overproduced clinic-ad styling; the shoot guide asks for casual, social-first UGC.
Asset Sources
- CAM 1: A7V MP4 clips and matching XML files. Use for main camera coverage and longer clinic/team coverage where suitable.
- CAM 2: FX30 MP4 clips. Use for additional angles, b-roll, clinic detail shots, cutaways, and visual variety.
- LAV RECORDER: Separate WAV audio for Anya, Dr Kumar, receptionist, dental nurse, and other speakers. Use lav audio as the primary sync/audio source where available.
- Brand asset: 01 - Brand Assets / On Point Dental.png
- Before export: Confirm final logo, colours, website/booking URL, lead form pathway, and phone number.
Shared Editing Standards
- Build vertical-first 9:16 edits, then create 4:5 crop-safe feed versions.
- Keep the first 1 to 3 seconds hook-led, readable, and patient-first.
- Use captions throughout spoken content.
- Keep visuals warm and calm. Avoid cold clinical colour grading, tool-heavy imagery, or dramatic dental visuals.
- Do not show private patient details, forms, appointment screens, invoices, or records.
- Prefer real clinic, Anya POV, front desk, and consult-room footage over generic dental visuals.
- Use one clear, unique CTA per video, written as three short end-frame lines. Do not reuse generic CTA wording.
Creative Handoff Tables
Each video has a unique CTA tailored to its patient situation, service pathway, or campaign role.
Brief 1 - Come With Me To On Point Dental
| Objective | Build local familiarity and reduce first-visit hesitation. |
| Target Audience | New, nervous, or delayed local patients who are unsure what to book. |
| Core Hook | Come with me to visit On Point Dental. |
| Strategy Angle | Make the clinic feel easy to enter and simple to understand. This is a trust-building first touchpoint, not a hard booking ad. |
| Edit Direction | Open with Anya walking toward the clinic or entering reception. Cut quickly through check-in, waiting area, dentist greeting, and consult-style moments. Show that patients can start with their concern rather than needing to know the treatment name. |
| Suggested Structure | 1. Hook: Anya arrival or direct-to-camera clip. 2. Problem: Finding a new dentist can feel overwhelming when you are not sure what to book. 3. Reassurance: You can explain what is going on and the team can guide the next step. 4. Visual proof: Reception, waiting area, consult room, friendly team. |
| On-Screen Text | Come with me to On Point Dental Unsure where to start? Start with the concern The team can help guide your next step |
| Required Assets | Anya walking toward clinic, exterior signage and entry, Anya checking in at reception, waiting area moment, dentist greeting Anya, quick walkthrough clips, soft clinic detail shots. |
| CTA | Start with what brought you in. Ask the Floreat team where to begin. Make your first visit feel clearer. |
| Editor Notes | Keep it casual and native to Reels. Avoid making the edit look like a formal clinic promo. Use captions and leave safe space for text overlays. |
| Compliance Notes | Avoid implying every patient will have the same experience or outcome. Keep wording around guidance and first steps. |
Brief 2 - Need A Dentist Open 7 Days?
| Objective | Use open 7 days access as a practical reason to enquire. |
| Target Audience | Busy adults, parents, shift workers, and local patients who need appointment flexibility. |
| Core Hook | The hardest part about booking the dentist is not always deciding to go. Sometimes it is finding a time that works. |
| Strategy Angle | Convenience-led, not urgency-led. The message should speak to real scheduling friction. |
| Edit Direction | Use phone/calendar visuals, reception phone footage, clinic exterior, and check-in moments. Keep the message focused on access and asking about availability. |
| Suggested Structure | 1. Hook: Anya checking phone/calendar. 2. Situation: Work, errands, school drop-offs, and family plans make booking easy to delay. 3. Access point: On Point Dental is open 7 days. 4. Next step: Ask what times may be available. |
| On-Screen Text | Need a dentist open 7 days? Weekdays already full? Ask about flexible visit times Find a slot that suits your week |
| Required Assets | Anya checking phone/calendar, clinic exterior, receptionist answering phone, Anya arriving/checking in, front desk team smiling, waiting area and hallway shots. |
| CTA | Need a time that works around life? Ask about On Point Dental's availability. Find a visit time that may suit your week. |
| Editor Notes | Do not make this feel like an emergency ad. Keep pacing practical, warm, and calm. |
| Compliance Notes | Do not imply availability for every appointment type or immediate access. Use "ask about availability" where possible. |
Brief 3 - What To Expect As A New Patient
| Objective | Reduce uncertainty around the first visit and help delayed patients feel comfortable starting. |
| Target Audience | New patients, lapsed patients, and people nervous about what will happen at the appointment. |
| Core Hook | First dental visits feel a lot less stressful when you know what is actually going to happen. |
| Strategy Angle | First visits feel easier when the patient understands the pathway. This video should explain arrival, check-in, consult, and next-step guidance. |
| Edit Direction | Use a calm walkthrough edit with Anya checking in, waiting, and sitting in a consult-style conversation. Keep the dentist interaction relaxed and non-clinical. |
| Suggested Structure | 1. Hook: Anya arrival/check-in. 2. Reassurance: You do not have to explain it perfectly. 3. Examples: Check-up, tooth concern, Invisalign, whitening, veneers, implants, or wisdom teeth. 4. First-step message: The first visit can simply be about understanding what is going on. |
| On-Screen Text | New to the clinic? Here is what to expect You do not need the perfect words Start with what you need help with |
| Required Assets | Anya entering reception, front desk greeting, forms or tablet with no private details, Anya waiting, dentist welcoming Anya into the consult room, consult-style conversation, dentist showing notes/tablet/model. |
| CTA | New to On Point Dental Floreat? Share what you need help with. Let the team guide your next step. |
| Editor Notes | This can be voiceover-led with short on-camera hooks. Keep the cut simple and emotionally reassuring. |
| Compliance Notes | Avoid promising a specific treatment plan or outcome from the first visit. Use "may", "can help", and "next steps". |
Brief 4 - Thinking About Implants, Veneers, Invisalign Or Whitening?
| Objective | Warm service researchers with suitability-first consultation messaging. |
| Target Audience | Adults considering implants, veneers, whitening, Invisalign, or smile-related options. |
| Core Hook | Curious about improving your smile, but not sure what actually suits you? |
| Strategy Angle | The first step is not choosing a treatment from the internet. It is having a consultation to understand what may apply to the individual patient. |
| Edit Direction | Use Anya in the consult room with dentist-led explanation visuals. Show trays, shade guide, model, or tablet only if available and visually clean. Avoid result-heavy shots. |
| Suggested Structure | 1. Hook: Anya asking what happens in a smile consult. 2. Situation: People compare implants, Invisalign, veneers, and whitening online. 3. Reframe: A consult helps assess what may be suitable. 4. Visual proof: Dentist showing models, trays, tablet, or diagram. |
| On-Screen Text | Thinking about smile options? Start with a consultation Talk through options first Suitability and results vary |
| Required Assets | Anya in consult room, dentist showing Invisalign trays, veneer/whitening shade guide if available, implant model/typodont if available, tablet or diagram discussion, natural Q&A between Anya and dentist. |
| CTA | Thinking about your smile options? Talk through what may suit your goals. Start with a consultation first. |
| Editor Notes | Keep this educational and consult-led. Avoid glam cosmetic styling and any before/after implication. |
| Compliance Notes | Include suitability-first wording. Do not imply treatment is suitable for everyone. Do not promise cosmetic outcomes. |
Brief 5 - Questions About Payment Options?
| Objective | Reduce cost-related hesitation with factual, eligibility-aware wording. |
| Target Audience | Cost-conscious patients delaying an enquiry because they are unsure what payment options may be available. |
| Core Hook | Dental costs can feel awkward to ask about, but it is a normal question. |
| Strategy Angle | Payment questions are normal. Patients can ask before assuming they do not have options. |
| Edit Direction | Use front desk conversation, tablet/brochure discussion, and calm reception visuals. Mention Zip Pay and Fund My Dental only if approved for the final ad. |
| Suggested Structure | 1. Hook: Anya/front desk conversation. 2. Barrier: People delay because they are unsure what something might cost. 3. Practical step: Ask the team about available payment options. 4. Disclaimer: Eligibility, approval, and provider terms may apply. |
| On-Screen Text | Questions about payment options? It is okay to ask first Eligibility and provider terms may apply Ask about payment options |
| Required Assets | Anya speaking with front desk, receptionist on phone, payment enquiry style conversation, booking screen with no private details, tablet or brochure discussion, calm consult/reception visuals. |
| CTA | Have questions about payment? Ask what options may apply to you. Check eligibility and terms before deciding. |
| Editor Notes | Keep this practical and non-salesy. Avoid "affordable", "approved", "start now pay later", or any wording that suggests guaranteed access. |
| Compliance Notes | Use the payment disclaimer. Confirm approved provider wording before launch. |
Brief 6 - Not Sure What To Book?
| Objective | Turn patient uncertainty into a simple enquiry pathway. |
| Target Audience | Patients who know something needs attention but are unsure what appointment type to choose. |
| Core Hook | Not sure what dental appointment to book? That is exactly what the team can help with. |
| Strategy Angle | Remove decision friction. The patient does not need to self-diagnose or know the treatment name before contacting the clinic. |
| Edit Direction | Use front desk direct-to-camera as the anchor, then cut to phone, booking screen, patient greeting, and handover visuals. |
| Suggested Structure | 1. Hook: Front desk speaking directly to camera. 2. Barrier: Patients freeze when choosing between check-up, urgent concern, consult, or cosmetic question. 3. Reassurance: Tell the team what is bothering you and they can guide the next step. |
| On-Screen Text | Not sure what to book? Start with what is bothering you We can help guide the next step Ask what to book |
| Required Assets | Front desk team direct-to-camera, front desk taking a patient call, appointment calendar with private details hidden, patient stand-in being greeted, front desk and dentist handover moment, warm reception wide shot. |
| CTA | Not sure which appointment to choose? Tell the front desk what is bothering you. They can help guide the right first step. |
| Editor Notes | This should feel like the front desk is removing friction. Keep it plain-spoken and human. |
| Compliance Notes | Avoid diagnostic language. Use "guide the next step" rather than suggesting a certain treatment. |
Brief 7 - Tooth Pain Or Wisdom Tooth Concern?
| Objective | Create a calm assessment pathway for tooth pain, broken tooth, or wisdom tooth concerns. |
| Target Audience | Urgent-concern patients, young adults with wisdom tooth uncertainty, parents of young adults, and patients with recurring tooth pain. |
| Core Hook | Tooth pain or wisdom tooth discomfort does not always mean the worst-case scenario, but it is worth asking about. |
| Strategy Angle | Reduce fear without minimising the concern. The next step is asking about an appointment or assessment, not assuming the worst. |
| Edit Direction | Use dentist direct-to-camera with calm model explanation, consult room listening visuals, and reception callback cutaways. Avoid pain-face visuals. |
| Suggested Structure | 1. Hook: Dentist speaking calmly to camera. 2. Situation: Pain that comes and goes can be hard to judge. 3. Reframe: You cannot know what is happening just by waiting. 4. Next step: An appointment can help you understand what may be going on and what options may be suitable. |
| On-Screen Text | Tooth pain on and off? Wisdom tooth concern? Start with an assessment Request a call back |
| Required Assets | Dentist speaking direct-to-camera, tooth or jaw model explanation, gentle chair/exam-style footage, patient stand-in listening in consult room, reception callback visual, clean treatment room details. |
| CTA | Tooth pain or wisdom tooth discomfort? Ask whether it should be checked. Start with an assessment, not assumptions. |
| Editor Notes | Keep it calm, serious, and practical. Avoid dramatic music, red warning graphics, or alarmist pacing. |
| Compliance Notes | Do not imply a diagnosis. Do not imply wisdom teeth always need removal. Avoid fear-based urgency. |
Brief 8 - Implants And Smile Consults
| Objective | Move high-value service researchers toward a suitability-first consultation. |
| Target Audience | Adults researching missing tooth options, implants, Invisalign, veneers, whitening, or smile makeovers. |
| Core Hook | Thinking about implants, veneers, Invisalign, whitening, or a smile makeover? The first step is not choosing a treatment. It is having a consult. |
| Strategy Angle | Patients do not need to know which treatment is right before they enquire. A consult is the first step for understanding options. |
| Edit Direction | Anchor with dentist direct-to-camera in consult room. Use model, trays, tablet, and question-and-answer visuals as cutaways. |
| Suggested Structure | 1. Hook: Dentist direct-to-camera. 2. Patient behaviour: People often come in with a treatment name from online research. 3. Clinical-safe reframe: Teeth, bite, goals, budget, and oral health all matter. 4. Consult message: A consult helps assess what may be suitable. |
| On-Screen Text | Thinking about implants or smile options? Start with a consult Ask questions before deciding Suitability depends on individual needs |
| Required Assets | Dentist speaking in consult room, implant model or typodont if available, Invisalign trays, veneer/crown or whitening shade guide if available, dentist and patient stand-in discussing tablet/diagram, natural question-and-answer moments. |
| CTA | Considering implants or smile options? Discuss what may be suitable for you. Arrange a consult before choosing a treatment. |
| Editor Notes | Good fit for both Traffic education and Lead Gen retest. For Lead Gen, make the final CTA more direct but still low-pressure. |
| Compliance Notes | Implants are invasive/surgical. Keep wording risk-aware and consultation-first. Avoid before/after promises and universal suitability claims. |
Brief 9 - Ask About Payment Options
| Objective | Give cost-conscious patients a practical enquiry pathway. |
| Target Audience | Patients delaying dental care because of cost uncertainty, payment questions, or health fund uncertainty. |
| Core Hook | Dental costs can feel stressful when you do not know what to expect, so it is completely okay to ask about payment options. |
| Strategy Angle | Asking about cost does not mean committing to treatment. It can simply help the patient understand what questions to ask next. |
| Edit Direction | Use front desk or practice manager direct-to-camera with supportive reception visuals and Anya/patient stand-in asking questions. |
| Suggested Structure | 1. Hook: Front desk/practice manager direct-to-camera. 2. Barrier: Cost is one reason people delay care. 3. Reframe: Online prices may not apply to each situation. 4. Practical option: Ask the team about available options and terms. |
| On-Screen Text | Have payment questions? You can ask before deciding Eligibility and terms may apply Speak with our team |
| Required Assets | Front desk or practice manager speaking direct-to-camera, reception payment enquiry conversation, Anya or patient stand-in asking a question, payment information shown on tablet, phone/booking screen with no private details, warm front desk wide shot. |
| CTA | Unsure about dental costs? Ask the Floreat team your questions. Understand available options before moving forward. |
| Editor Notes | This should be transparent, practical, and non-salesy. Use a calm pace and clear captions. |
| Compliance Notes | Do not imply guaranteed approval or affordability. Confirm Zip Pay and Fund My Dental wording before export. |
Brief 10 - Been Putting Off A Dental Visit?
| Objective | Convert delayed patients into low-pressure enquiries. |
| Target Audience | Lapsed patients, nervous patients, busy adults, and people embarrassed about how long it has been. |
| Core Hook | Been meaning to book a dental appointment for months? You are not the only one. |
| Strategy Angle | Empathetic, non-judgemental reassurance. The first step should feel smaller and more manageable. |
| Edit Direction | Use dentist direct-to-camera with warm consult visuals, reception check-in, and gentle exam-style footage. Avoid shame-based language. |
| Suggested Structure | 1. Hook: Dentist seated in the consult room, speaking gently to camera. 2. Relatable delay: Busy life, nerves, cost, or not knowing what to book. 3. Reassurance: The first appointment is not about judging you. 4. First-step message: Understand what is happening now and make a clear plan. |
| On-Screen Text | Been putting off a dental visit? No pressure to explain everything Start with a simple first step Come back at your own pace |
| Required Assets | Dentist speaking calmly in consult room, patient stand-in sitting comfortably at desk, gentle exam-style footage, reception check-in, dentist explaining notes or tablet, warm clinic visuals. |
| CTA | Been putting off a dental visit? Ask for a no-judgement first step. Return at a pace that feels manageable. |
| Editor Notes | Strong direct-to-camera delivery matters here. Keep the edit human and empathetic, not overly polished. |
| Compliance Notes | Avoid shame, fear, and guarantees. Do not imply everything will be simple or that treatment will not be needed. |
Suggested Rollout
| Month | Traffic Video Priorities | Lead Gen Video Priorities |
|---|---|---|
| July | Come With Me, New Patient Experience, Open 7 Days | Not Sure What To Book, Tooth Pain/Wisdom Tooth, Overdue Dental Visit |
| August | Smile Consult Expectations, Payment Questions, Clinic Visit POV | Payment Options, Emergency/Tooth Concern, New Patient/Overdue Visit |
| September | Implants and Smile Consults, Wisdom Tooth Concern, Best Performer Refresh | Implant Consult, Not Sure What To Book, Emergency/General Enquiry |
Compliance Guardrails
- Avoid guaranteed outcomes, "pain-free", "best", "number one", "cheapest", fear-based urgency, and pressure wording.
- Do not imply implants, Invisalign, veneers, whitening, wisdom teeth treatment, or payment options suit everyone.
- For cosmetic, implant, and aligner edits, use suitability-first language such as "A consultation can help assess what may be suitable" and "Suitability and results vary."
- For payment content, include "Eligibility, approval, and provider terms may apply."
- For tooth pain or wisdom teeth content, do not imply a specific diagnosis or that removal/treatment is always required.
Final Production Checklist
- Confirm final campaign objective before export: Traffic or Lead Gen.
- Export 9:16 vertical first, then 4:5 crop-safe feed versions.
- Add captions to all spoken sections.
- Use clean end frames with one unique CTA, set across three short lines.
- Sync lav audio from LAV RECORDER where available.
- Check no private patient details or internal screens are visible.
- Confirm booking link, phone number, lead form, and website pathway.
- Run final AHPRA-safe wording check before sending to Dianne/client or uploading to Meta.