As healthcare and medical organisations, our chief role before we start treating anyone is to build trust. The elements of trust are quality, empathy, authority and authenticity.
Video can help deliver all four.
“When health consumers arrive on a website, they are not just looking at your services,” says Alexandra Cordukes of Laundry Lane. “They want to know you and your team and decide for themselves if you are knowledgable and trustworthy. A good video will help them do this.”
Video makes it easier to understand
In a world where there is so much information, and many people are visual learners, video is powerful because it can be easier to understand and absorb than written articles.
A hallmark of a quality piece of communication is that it is well understood, enjoyed and remembered. Video is one of the most engaging and memorable forms of communication available. It isn’t just for entertainment, 59% of executives say they would rather watch educational content than read it.
What better way of breaking the ice than by making fun of ourselves in an irreverent form, like this example of Safety Dance.
“Video’s capacity to raise awareness and educate through storytelling means that it is no longer a ‘nice to have’, but an essential marketing tool for health and medical organisations,” says Alexandra Cordukes.
This storytelling approach is used for awareness of bowel cancer screening.
When understaffing at Northern District Community Health was near crisis point, they enlisted the full community’s help to film their toe-tapping solution. We Want a GP, a unique cover of the Queen song, I want to Break Free, aimed to attract more doctors into the town. It made headlines on ABC News.
Interviews and Introductions
There are different ways of making interview videos. You could have your interviewee speak directly to camera, such as this interview like Dr George Jelinek. You could also do a question-and-answer style interview with the head of your practice on what makes your offering able to help.
Your video could be about your establishment and how it can assess and diagnose problems, like Sydney ENT Clinic.
Many things are not easily understood from a name. Sydney University’s Institute for Musculoskeletal Health is able to use video to explain in lay-terms what it is and the value of what it does.
With voice and music, we can add the dimension of personality and build empathy, like Haan Health in Queensland. Our video also gives us an opportunity to present our environment such as treating and waiting rooms. This will help patients feel more uncertain about the experience they will have.
Complex information is what healthcare and medical organisations, and their patients, have to experience every day. By explaining things in clear and simple language, can profoundly lift a person’s sense of empowerment.
This could be explaining diseases like Diabetes. Some videos use complex animations. Your video could be as simple as a presentation that is filmed at a conference, or converted from a slideshow into a movie using freely available desktop software like Windows Movie Maker or Mac’s iMovie.
You could also create a series of webinars for patients in your care to help enhance their learning or understanding about a condition which affects them. These webinars can be attended online and anonymously by your patients through their home computers.
These webinars can be recorded and form videos to add to your website resources for further use by others who either find them online (if you make them publicly available) or are provided the link by you or your staff if you choose to keep them private.
These educational types of video, however short, add much authority to your organisation.
There are medical and healthcare video experts in Australia such as Laundry Lane in Sydney.
Recycling your Video Content
When you create a video, there is also spin-off content you can create from that, such as audio files, text files, charts, graphs, photos, and slide shows. All of this material can be used in your regular communications such as email signatures, social media, printed and email newsletters, and your website.
As you can see, there are a number of ways video can be used creatively and educationally to engage prospective clients and patients. You may think that Australia’s strict healthcare advertising requirements mean that using video isn’t feasible. Not so.
Video can provide opportunities to engage people in a way they will appreciate. That can be to introduce yourself, your organisation, educate your audience, and entertain them as well. When you can engage and educate an audience in a way they enjoy and remember, that will help build quality, authenticity, empathy, and authority. And all that means Trust.