Video has become one of the most powerful tools not only for marketing but also for education—impact that’s especially important for healthcare organizations. Research finds that 96 percent of people have watched an explainer video to learn more about a product or service—and are more likely to share videos than other types of content.

Educating and engaging patients through video’s captivating combination of sight and sound can drive home key points about your organization and its services, including quality of care, patient satisfaction, technology use and the importance of treatment.

But videos do more than impart information. Interviews and on-location shoots also communicate emotional content like provider personalities or a sense of your facility’s comfort, sophistication and overall vibe. Video education not only serves marketing goals like generating patient leads and boosting traffic to your website but also can help patients feel comfortable or even reduce their anxiety. And video has even greater impact for people with low literacy skills who are difficult to reach through written media.

Not taking advantage of video’s strengths? Following these steps can help you create custom productions that trigger action.

Define your purpose

Choose an angle to laser focus on what you want viewers to take away. If your topic is too broad, viewers may jump off thinking they misunderstood what would be discussed. In addition, covering too much ground risks diluting your call to action or key point. Identifying a clear goal up front helps guide every aspect of your production, including what information or impressions to convey, what to shoot, which people to interview and what questions/points you’d like interviewees to cover.

State your topic clearly

Open the video with a title card that clearly tells viewers what they’ll see. That not only lets patients decide quickly if the topic interests them but also provides keywords that help search engines find your content.

Plan ahead

Script or outline your video, including specific questions for interviewees to answer, to make sure it hits key points. Consider creating a series of mutually supportive segments. For example, Wainscot Media produced a series for the Center for Oral Surgery and Dental Implants in Grand Rapids, Michigan, in which a practice overview anchors supplemental videos that focus on narrower topics like dental implants, wisdom tooth extraction, pain management and post-op instructions. Similarly, each video in a series can reinforce key points about your brand—for example, compassion for patients, high standards of care and the availability of the latest procedures and medical technology.

Keep segments tight

Aim for a running time no longer than about two minutes: Beyond that mark, viewer interest starts to drop significantly. Use simple, everyday language and avoid using jargon or technical terms to explain medical concepts.

Focus on patients

Think not just about what you want to say but what patients want to hear. For example, a doctor at the Center for Oral Surgery and Dental Implants starts by saying, "I know that coming to see an oral surgeon is really not high up on anybody's list of things to do." She then immediately follows up by saying it is to talk with patients, describe treatment options, explain what to expect and hear patients' relief once she addresses their concerns. Her statements communicate both information and a reassuring awareness of how patients feel.

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Appear spontaneous

If possible, avoid reading cue cards or other prompts on camera—or looking like you are. Viewers notice when eyes dart to an offscreen text, and speakers who appear obviously scripted may seem less sincere or believable. If using cues, shoot presenters from a slight angle so it looks like they’re speaking to another person, not the camera. That way, they can read from a script without looking shifty-eyed. Even better: Have speakers absorb key points from the script and come up with their own wording—so long as they get the desired message across.

Include multiple staffers

Patients interact not just with doctors but with people such as receptionists, practice coordinators, nurses and technicians. Have different types of people speak to give viewers a comforting sense of teamwork, a deeper impression of your organization and greater confidence about what they’ll experience.

Feature patient testimonials

No one captures the patient perspective better than an actual patient. Interview select patients and ask them to comment on aspects of their experience, such as your advanced technology, what made them feel comfortable, their confidence in your providers and how well staff explained things.

Do a preliminary off-camera interview to explore questions you’d like to cover but let patients’ experiences and comments guide their testimony. When you shoot, give patients an outline of their key takeaways so they deliver their message succinctly. Consider interviewing multiple patients to ensure that testimonials highlight all factors you’d like to emphasize. Be sure to get footage of patients interacting with staff or receiving care to provide cutaways that can be used in editing to add visual interest.

Show a variety of spaces

Shoot multiple settings to give viewers a better sense of your facilities. Include not only patient-care rooms but also the front desk, lab, waiting area, exterior and signage.

End with actionable details

Conclude with a credit page that lists your location and prominently displays your phone number and website URL—crucial information patients or potential patients need to act.

Add branding

Finally, make sure your video clearly represents your brand. For opening and closing screens, incorporate your organization’s brand colors and logo.

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