Editing Brief

Illawarra Dentists Reel 17 Revision: Veneer Costs, Staging And Second Opinions

Prepared for the editor to shorten or split the supplied Reel 17 footage into clear, AHPRA-safe short-form edits.

Recommendation

Split the reel into 4 shorter versions. The script covers payment options, staged veneer treatment, clear cost planning, and second-opinion questions. These are separate patient concerns, so shorter edits will be clearer and easier to use across retargeting and lead generation.

Each final edit must be between 3 and 90 seconds. Aim for 18 to 40 seconds per short version. If one combined version is required, keep it under 75 to 90 seconds and structure it as "What to ask before starting veneers".

Project Details

Clinic Illawarra Dentists / Dentistry Illawarra

Platform Instagram Reels and Facebook Reels

Treatment Focus Veneers / treatment planning / cost clarity

Audience Adults in Wollongong and the wider Illawarra region considering veneers but unsure about cost, timing, planning, or provider comparison.

Asset Google Drive Reel 17 Footage

CTA Direction Use a unique CTA for each edit. Match the next step to the specific topic: payment options, staged treatment, written treatment plan, or second-opinion questions.

Primary Editing Direction

Remove the duplicated opening line about staging treatment so the edit does not repeat itself.
Keep each short edit focused on one patient concern only.
Open with a direct question or concern in the first 1 to 3 seconds.
Keep the tone calm and practical. This should feel like helpful guidance, not a push to start veneers.
Use simple subtitles throughout. Keep on-screen text short, title-case, and easy to read.
Use warm neutral styling with Golden Sandstone accents where graphics are needed.
Avoid dramatic smile-transformation language, before-and-after implication, or any claim that veneers will definitely improve confidence.

CTA Rules

Give every video its own CTA. Do not reuse the same CTA across multiple edits unless specifically requested.
Avoid generic CTAs such as "Book now", "Contact us today", "Learn more", or "Visit our website".
Keep the CTA relevant to the reel's topic, such as payment options, treatment staging, cost breakdowns, or second opinions.
Make each CTA sound natural and helpful, not promotional or templated.

Split Briefs

Reel 17A: Can Veneers Be More Manageable?

Target Length: 20-35 Seconds Best For: Retargeting / Lead Generation

Core message: Cost is a real concern, and payment options may help some patients manage treatment over time.

Suggested edit flow:

Hook: "Worried about the cost of veneers?"
Empathy point: "At Illawarra Dentists, we understand the rising cost of living."
Payment note: "Payment options may be available through third-party providers, depending on eligibility."
CTA: "Ask our Wollongong team what payment pathways may be available for your veneer plan."

On-Screen Text

Worried About Veneer Costs?

Payment Options May Be Available

Eligibility And Terms Apply

Ask About Payment Pathways

Reel 17B: Can You Stage Veneer Treatment?

Target Length: 18-35 Seconds Best For: Retargeting

Core message: Some patients may be able to stage treatment, depending on their needs, goals, and clinical suitability.

Suggested edit flow:

Hook: "Do you have to do all veneers at once?"
Practical point: "Some people prefer to start with a smaller stage, then consider more later."
Safety note: "Whether this is suitable depends on your teeth, bite, goals, and treatment plan."
CTA: "Talk through whether a staged veneer approach could make sense for your teeth."

On-Screen Text

Do Veneers Need To Be Done All At Once?

Staging May Be An Option

Suitability Depends On Your Teeth

Talk Through A Staged Plan

Reel 17C: What Should Be In A Veneer Treatment Plan?

Target Length: 20-40 Seconds Best For: Lead Generation

Core message: Patients should receive a clear treatment plan with costs, essentials, optional items, and possible add-ons explained before deciding.

Suggested edit flow:

Hook: "Before starting veneers, ask for the full cost breakdown."
Planning point: "A detailed treatment plan should explain what is essential, what is optional, and what may be added later."
Reassurance: "You should be able to take it home, think it over, and decide without pressure."
CTA: "Request a written veneer plan so you can review the details in your own time."

On-Screen Text

Ask For The Full Cost Breakdown

Essential Vs Optional Items

Take It Home And Think It Over

Request A Written Veneer Plan

Reel 17D: Getting A Second Opinion On Veneers

Target Length: 25-40 Seconds Best For: Retargeting / Lead Generation

Core message: When comparing veneer quotes, patients should look beyond the price and ask about planning, care continuity, materials, and what happens if an issue occurs.

Suggested edit flow:

Hook: "Comparing veneer quotes? Do not only compare the numbers."
Question 1: "Will you see a preview or mock-up before treatment starts?"
Question 2: "Will you see the same dentist throughout the process?"
Question 3: "Who makes the veneers, and what happens if there is a chip or crack?"
CTA: "Bring your veneer quote questions to Illawarra Dentists for a clear second-opinion discussion."

On-Screen Text

Comparing Veneer Quotes?

Look Beyond The Numbers

Ask About Planning, Materials And Follow-Up

Bring Your Questions To A Second Opinion

Optional Combined Version

Use only if one full Reel is required

Target length: 60-90 seconds.

Structure: "What to ask before starting veneers" with quick sections for payment pathways, staging treatment, written cost breakdowns, and second-opinion questions.

CTA: "If you are considering veneers, sit down with our Wollongong team to compare the plan, costs, and options before you decide."

Caption Direction

Suggested Caption

Thinking about veneers but unsure where to start?

Cost, treatment staging, materials, planning, and follow-up care are all worth asking about before making a decision.

At Illawarra Dentists, we can talk through what may be suitable, explain the costs clearly, and give you time to consider your options.

Start with a straightforward veneer discussion so you know what questions to ask next.

Approval Notes

Correct clinic spelling everywhere: Illawarra Dentists.
Remove the duplicated staging line from the start of the script.
Only mention payment options or third-party providers if they are confirmed for this campaign. Include eligibility or terms context where required.
Do not imply veneers are suitable for everyone or that treatment can always be staged.
Avoid "life changing treatment" and any promise that veneers will give confidence for years. Safer phrasing: "may be a suitable option for some patients when carefully planned".
Avoid guaranteed durability claims. If discussing chips or cracks, frame it as a question to ask about policies and follow-up care.
Do not use before-and-after language unless approved assets, consent, and case context are supplied.
Use safer wording such as "may suit", "may be available", "depending on eligibility", "suitability depends on individual needs", and "take time to consider your options".

Final AHPRA And Brand Check

AHPRA-safe wording used: no guaranteed results, superiority claims, or pressure-based language.
Specific to Illawarra Dentists and the Wollongong / Illawarra audience.
Aligned with the July to September funnel optimisation strategy.
Supports Retargeting and Lead Generation usage for veneer enquiries.
Each edit has one clear message and a hook suitable for the first 1 to 3 seconds.
Australian English tone is warm, calm, local, honest, and professional.
Each CTA is unique, specific to the video topic, and clear without sounding pushy.
No internal-only setup notes included.

Next Action

Editor: Create four shortened Reel 17 versions using the split structure above, then send drafts for review. Prioritise clarity, natural delivery, readable subtitles, unique topic-specific CTAs, corrected spelling, and AHPRA-safe wording.