As more dental practices bring marketing and content creation in-house, practice managers are starting to manage roles that didn’t exist a few years ago — including videographers. These creative team members can be a huge asset, helping you build trust with patients, promote key services, and keep your brand front of mind. But without clear direction, content can drift or lose relevance.
That’s where KPIs come in. In this blog, we’ll walk through how to set simple, effective performance indicators for your videographer that align with your business goals — without crushing their creativity or adding complexity to your day.
Do creative roles need Key Performance Indicators and targets?
Yes, but they look a little different from traditional KPIs. A videographer is part of your marketing engine. Without some structure, it’s easy for content to drift — or for creative work to become disconnected from the real goals of the practice.
Start with the practice goals.
The first step is always clarity. What do you want your content to do? Drive more Invisalign consults? Build trust with patients through education? Humanise the team? Once that’s clear, the videographer’s role becomes focused: creating content that supports those outcomes.
Set realistic output targets.
You don’t need a video a day. But regular, consistent content builds momentum. For example:
-
2 reels per week
-
1 YouTube explainer per month
-
1 patient testimonial every 4–6 weeks
You can always scale up, but starting with something manageable keeps your videographer out of burnout zone.
Don’t skip brand consistency.
One common mistake? Not giving enough direction on tone and style. Is your practice playful? Premium? Family-focused? Create a quick guide (or just share a few examples) to make sure the look, feel, and message stay on brand. This saves loads of time in revisions later.
Track engagement — not just output.
KPIs for creative work should include results, not just volume. For example:
-
Average views per video
-
Engagement rate (likes, shares, comments)
-
Click-throughs to your booking page or website
These numbers help you (and your videographer) learn what works — and what doesn’t.
Tie content into your campaigns.
If you’re running seasonal promos or targeting specific services, your videographer should be looped in early. Build lead-up content into your timelines so that by the time a campaign launches, your audience is already warmed up.
Set process goals too.
Creative roles benefit from structure, even behind the scenes. Add KPIs like:
-
Monthly content plan submitted on the 1st
-
Attendance at weekly marketing check-ins
-
Footage stored and labelled in shared drives
These keep your marketing organised and collaborative.
A simple example of KPIs might look like this:
-
6 videos per month (mix of long and short)
-
5% engagement rate across platforms
-
All content aligns with brand guidelines
-
Monthly content plan submitted on time
-
Videos for campaigns delivered 2 weeks prior to launch
In summary:
Don’t shy away from giving your videographer KPIs — just make sure they’re creative-friendly, relevant, and tied to your business goals. The goal isn’t to micromanage — it’s to make sure the content you’re investing in is moving the needle.
Want more support setting and tracking the right KPIs?
Sounds like you’re ready for ADAAMA’s KPI Essentials for Dental Practice Managers course. If you’re ready to build meaningful, measurable targets — not just for your creative team, but across your whole practice — this course gives you the tools, templates, and clarity to get started. Learn more HERE