Thoughts
Educating your patients through video
Berkeley Health
December 20, 2024
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In an age where attention spans are shrinking and information is abundant, video has emerged as one of the most effective tools for health and wellness brands to educate their audience. Whether you’re simplifying complex topics, answering frequently asked questions, or building trust through storytelling, video content offers an unparalleled opportunity to connect with patients and empower them to make informed decisions.
Why Video Works in Health and Wellness
Healthcare and wellness can often feel overwhelming for patients. Scientific jargon, complicated procedures, or an overload of information can create barriers to understanding. Video, however, simplifies these complexities by combining visuals, audio, and emotion into an easily digestible format.
More than that, video humanises your brand. It gives a face and voice to your expertise, creating a sense of connection and trust that written content alone often can’t achieve. And in health and wellness—where trust is the foundation of growth—this human connection is critical.
The Power of Long-Format Video
Long-form videos, such as explainer videos, webinars, or patient testimonials, allow you to dive deeper into important topics. These can be hosted on your website, uploaded to YouTube, or shared through email campaigns.
Examples include:
Procedure walkthroughs: Step-by-step videos that demystify treatments or therapies, reducing patient anxiety.
Expert interviews: Showcasing your team’s expertise through in-depth discussions.
Patient success stories: Personal accounts that build trust and demonstrate real-life impact.
These longer videos position your brand as an authority, offering clarity and depth to audiences actively seeking information.
The Role of Short-Format Video
On platforms like TikTok, Instagram Reels, and YouTube Shorts, short-format videos dominate. These quick, engaging clips are ideal for building brand awareness, answering bite-sized questions, and reaching a wider audience.
Short-format ideas include:
FAQs: 15-30 second clips answering common patient questions.
Tips and hacks: Simple, actionable advice related to your field.
Behind-the-scenes content: Humanising your team and showing your brand’s personality.
Myth-busting: Dispelling common misconceptions in your industry.
The key to success with short videos is making every second count. Clear messaging, strong visuals, and a focus on value will ensure your content resonates in the fast-paced world of social media.
How Video Strengthens Patient Relationships
Educating your patients through video does more than inform—it creates deeper connections. By offering content that is relatable, engaging, and easy to understand, you’re showing your audience that you care about their journey. This builds trust, reduces fear or uncertainty, and encourages loyalty.
Furthermore, video analytics give you valuable insights into your audience’s behaviour. Metrics like watch time, engagement rates, and click-through rates can inform your content strategy and help you refine your messaging to better serve your patients.
Making Video Part of Your Strategy
The most effective health and wellness brands use a mix of long- and short-format videos to educate and engage their audience. Whether it’s a detailed video on your website explaining a procedure or a 30-second clip debunking a myth on Instagram, video content should feel like a natural extension of your brand.
Invest in quality production where it matters—especially for long-form content—and embrace authenticity for short videos. Patients value transparency and relatability over perfection, particularly on social platforms.
The Takeaway
Video isn’t just another marketing tool—it’s a bridge between your brand and your audience. By educating your patients through engaging, thoughtfully crafted video content, you can simplify complex topics, build trust, and create a stronger connection with the people you serve.
In a world driven by visuals, the brands that embrace video are the ones that will stand out, resonate, and make a lasting impact in health and wellness.
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