Prospective clients, media contacts and employees will better understand the story of your healthcare company with clear and compelling videos. But for healthcare companies, explaining healthcare using video can be complicated. The numerous stakeholders, regulations and interconnecting processes combined with customers’ short attention spans make it difficult to tell a story people remember.

If you’re refreshing your videos, or worried about where to start, know that healthcare marketer Nicole Provonchee felt the same way. “Our company had a new model,”  said Provonchee. “I think it was confusing to a lot of patients we were working with. We had a very complicated story, and we needed a way to simplify it.”

To help you be successful with healthcare videos, here are our three most important tips:

We had a very complicated story, and we needed a way to simplify it.

Nicole Provonchee

  1. Be Very Deliberate About the Script

As a starting point, pare down the explanation about your company by focusing on the three things your customer needs from your product or service. For example, healthcare company, Ascension Care Management has three key benefits on the front page on its website: Lowered Costs, Improved Health, Create a Seamless Approach to Your Organization’s Healthcare Needs. Simple and to the point.

Next, expand upon those ideas by using a simple, story framework. The structure of a story coincides with how people take in information. Ask yourself: What problem is your customer trying to solve? How is your product or service guiding them toward overcoming their problem?

Do you empathize and have credibility to help solve that problem?  Most importantly, tease early in the piece what success will look like for the customer. You have to remember that really no matter how short your video is, some folks won’t watch it to the end. You can see a problem/solution approach in the healthcare explainer video below:

 

Then as you add meat to the bones of the story, think about the verbs or action words that drive how you serve the customer. If your story doesn’t have many action words, re-structure it. These verbs will be crucial in visualizing your company’s product or service. Strong verbs move a story forward in an active, visual way. Provonchee said she couldn’t believe how important it was for her viewers to see the sequence at 1:45 in the video where red exclamation points identify the sickest patients and the others drop away. A 3-second visual showed what previously had taken sentences to explain.

  1. Think Through the Video’s Visual Style

Don’t assume that you need to do a video that’s only motion graphics, or one that’s only live action until you’ve thought through that decision. In general, people connect to real people more than graphics on a screen. However, your service might be so complex that it needs motion graphics to help illustrate your main points. As a guide, we say for:

  • Easy to explain, tangible products use live action often supplemented with some props
  • Complicated products use live action + motion graphics
  • Services fall mostly in the motion graphics category

Whatever type of style, make sure that the piece moves through action, well-timed music and a professional voiceover.

  1. Plan for Customizing by Contact and Channel

 

As you plan your video, think about whether you want to personalize your video, especially for certain high-ticket audiences. It’s easy to do, if you plan for it during your scripting process. Within the MissionPoint project, we added a prospective target’s logo in the middle of the piece, while other versions just used the MissionPoint logo.

Your scripting should think about versions of various lengths. You’ll want the long versions at a minute thirty to two minutes for use on YouTube and your website, with a 30-second version for e-mail and a 15-second version for social media. Within your social media pieces, make sure that you have onscreen captions as often these videos will be seen without the sound.

Only use in-house resources if you think they have the distance to condense your company’s story in a way that’s not only compelling, but clear. If you choose an outside partner, look for a company with healthcare experience as you don’t want to pay for people to acquire a learning curve.

For planning, budget between $5,000 and up for outside resources. Know that the investment will pay itself back many times as you’ll have more successful sales calls, engagement at conferences and media contacts. People will just understand your company’s brand more quickly.

If you’d like to receive a 7-part plan just for healthcare marketers to create media content that’s worth the time and money, send an e-mail to lizdenning@gammablast.com.

Liz Denning is Co-Owner and Chief Happiness Officer at Gamma Blast Studios, a creative agency that specializes in engineering business through marketing strategy, omni-channel content creation and analytics. Work includes branded content, programming, commercials, digital media plans, conversion pathways and forward projecting data-driven results.