We live in a video age. For better or worse, people are reading less and watching more, and that’s affecting our behavior. Not so long ago, you’d call a plumber to fix a leaky sink. Today folks feel comfortable watching a few YouTube videos and trying to DIY it.
They do it with healthcare, too, trying diets, supplements, and home remedies based solely on the recommendation of a TikTok influencer. And when they get no relief, then they reach out to the professionals.
On top of that, it’s a cluttered landscape. Breaking through isn’t easy.
Breakthrough video storytelling is a strategic art where projects are planned, plotted, and crafted to create a few impactful minutes on screen.
And it’s worth that kind of effort. When done right, video storytelling for healthcare breaks through more effectively than other forms of communication. Here are just a few reasons why:
Inspiring Emotion, Increasing Retention
At its core, healthcare is about people–their physical journey through life with all its struggles and triumphs. Video can transform abstractions into relatable human stories. Patient and family testimonials, coupled with caregiver interviews, are a consistently effective combination.
We love this piece that we did for Joe DiMaggio Children’s Hospital, featuring a boy named Deacon. It offers insights into complex patient care, with a glimpse of hospital operations behind the scenes. It would be easy to forget a factual explanation about a heart problem, but once you’ve seen Deacon and listened to his parents and caregivers, it’s one you won’t forget.
And that’s because inspiring emotion also increases retention. A two-minute video makes you stop for a moment. If it’s good, you watch the whole thing. That’s the breakthrough we’re talking about.
Information delivered through video narratives is also more likely to be remembered than text. Video's visual and auditory elements stimulate multiple cognitive channels, enhancing the audience's ability to retain and recall information. This is especially beneficial in healthcare, where understanding and remembering information can directly influence health outcomes and behaviors.
Emotion plays a pivotal role in decision-making, especially for choices in healthcare. Video is a powerful tool for motivating change, whether encouraging preventive measures, promoting healthy lifestyles, or inspiring viewers to seek medical attention.
The combination of visuals, music, and messaging afforded by video can evoke a breakthrough emotional response that other media just can’t match.
Simplifying Complex Information
Healthcare topics can be notoriously complex, often laden with scientific or technical jargon that can alienate the very audience they seek to inform. Video narratives bridge this gap by using tools like animation, graphics, and on-screen text to break down complicated subjects into understandable and engaging content.
Once patients understand a topic, they are much more likely to take action. Healthcare systems that post great informational videos will inspire engagement and reach more people.
Building Trust and Credibility
Trust is a critical component of the patient-provider relationship. Video narratives build and maintain trust by offering transparency, showcasing expertise, and demonstrating compassion and commitment to patient care.
We produce a lot of physician profiles and for good reason. Patients can look a doctor in the eye, learn their name, and listen to the way he or she speaks. Does the doctor seem knowledgeable? Does she seem judgmental or critical? Will she speak in a way I can understand?
These are all things patients fear, and meeting a doctor on screen is a great tool to break through and help patients make what might be a frightening choice.
This video on primary care reassures viewers that they are in capable hands.
Creating Shareability
Videos are inherently more shareable than text-based content, often designed to be easily distributed across various platforms including social media, websites, and email. This versatility ensures that healthcare messages reach a broad audience, maximizing their impact and facilitating public health education at an unimaginable scale.
When thinking about distributing on multiple platforms, note that one size does not fit all. Tailor each video to the audience you want to reach. TikTok users expect something different than folks who are Facebook loyalists.
So give it to them. Content shareability is vital for amplifying its reach.
Conclusion
As healthcare continues to navigate the challenges of the 21st century, video narratives will continue to play an integral role in shaping a more informed, engaged, and health-conscious society.
Any video production partner must understand healthcare regulations, follow safety and security requirements, and be adaptable to working in healthcare environments. But beyond that, make sure you find a team with the experience and knowledge to craft breakthrough video narratives that get your stories seen and heard.
HealthSight Media - We are award-winning producers with deep experience in television, news, and documentaries who produce high-quality videos exclusively for healthcare organizations. Our rich storytelling experience helps healthcare providers enhance patient engagement and education in today’s digital-first environment. Our deep knowledge of hospital systems, regulations, and protocols is invaluable to our clients.
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