One thing is for sure, when it comes to healthcare video production, conveying trust is paramount.
So too is creating high engagement.
Our goal is to create a relatable, clear, and easy-to-follow video that instils trust and is highly watchable.
Complex medical jargon can create barriers between healthcare providers and patients. However, if explanations are not clear, they are likely to fail regulatory approval. Or worst still, leave patients uncertain.
By simplifying intricate medical concepts into digestible content, your video both enhances patient understanding, and gives them confidence.
And their benefits extend beyond just patient education videos. Medical explainers also drive engagement, improve satisfaction, and even reduce the workload on healthcare professionals.
In this article, we will explore how to make an effective healthcare video production that strikes just the right balance.
Medical explainer videos can certainly excel at demystifying complex topics. Often, patients find medical terms daunting and hard to understand. Or struggle to understand how a drug or treatment works.
By creating a succinct, easy to digest script, along with clear and compelling storytelling, these videos do a wonderful job of both explaining and keeping engagement high.
Simplification doesn't mean losing depth. A good explainer video should maintain accuracy while engaging the audience with a relatable story. One they can identify with.
This helps patients feel confident about their health decisions, knowing they fully understand the information presented. And they feel like they've been understood.
First and foremost, define who your target audience are.
It's tempting to be broad in your approach. However, by being clear on who will respond best to your message, you'll resonate more deeply.
Ask yourself:
Often there is a desire to want to cram in as much as possible into the video. This is almost always a mistake. First, be clear on what success looks like.
For example, if the goal is to increase patient enrolment in a clinical trail, then this should form the whole basis for the script messaging.
We can ask:
"What does our audience need to hear in order for them to take the next step?"
It may seem counterintuitive, but our goal is not to give them all the ins and outs of the trial, but rather to get them excited enough to find out more.
Always come back to your goal/success criteria. This will help you create a succinct script that's more likely to deliver the results you want.
FYI: 140 words equates to 1 minute of animation.
Medical explainer videos are also incredibly flexible tools. They can be used in numerous settings to enhance healthcare communication. Of course, the most common is patient education videos.
Whatever your desired use, these videos adapt well to different platforms. They can be embedded on websites or shared on social media, reaching audiences wherever they are.
That said, if you're clear from the start how you intend to use your video, you can plan ahead.
For example, if you plan to use the video across multiple social channels, consideration can be given to design layout from the start. This will ensure your video adapts well as 16:9, 1:1 and 9:16.
You can also consider creating short looping sections of the animation. These perform exceptionally well in terms of engagement.
Medical explainer videos offer cost-effective solutions for healthcare communication. While upfront production costs may seem significant, these videos provide value over time.
One major advantage is their ability to enhance patient understanding and buy-in. When patients grasp information clearly, they are more likely to adhere to treatment plans. This adherence can lead to fewer follow-up visits, reducing operational costs.
In the long run, medical video production can contribute to improved patient outcomes. Better-informed patients tend to take proactive steps in managing their health, which can lead to fewer emergencies and complications.
Think about how you plan to incorporate equality and diversity. For example, if you wish to use characters, how will you ensure a diverse mix?
Accessibility also plays a pivotal role. Especially as healthcare patients vary widely in age, culture, and language. Ensuring you're using accessible language and design ensures the broadest reach.
By providing subtitles or voiceovers in various languages, explainer videos can bridge communication gaps effectively too. Such efforts can greatly enhance patient comprehension and comfort, especially in multi-lingual regions.
Moreover, incorporating different learning styles in video content is essential. Some people learn best visually, while others prefer auditory methods. A well-designed explainer video incorporates visuals, audio, and text, catering to varied preferences. This approach can significantly increase engagement and understanding among viewers.
Here's how you can get creative about how incorporating diversity.
Incorporating medical explainer videos into your marketing plan can have a huge impact on how you engage with patients. These types of videos enhance both your brand visibility and patient trust.
How well do your brand guidelines cover motion branding? Often, companies have not considered motion graphics in their standard deck. A good agency will know how to adapt your brand guidelines into video content that feels on-brand, whilst maximising engagement.
You might want to check out our blog on choosing the right animation style for your brand.
As we covered earlier, crafting medical explainer videos requires strategic planning and creativity.
Focus on clarity and simplicity. Medical topics can be complex, so aim to convey information in straightforward terms. Use layman's language to ensure comprehension across diverse audiences.
And always ensure you're keeping the goal in mind. What does success look like?
A good video production agency will guide you through the most effective ways to communicate your message and engage viewers. Including how to weave a narrative that strikes a chord and delivers the core message.
Employing these best practices will help create medical explainer videos that educate, engage, and empower your audience with confidence.
Evaluating the success of a animated medical video involves examining several key metrics. Begin by tracking viewer engagement. Metrics such as view count, watch time, and click-through rates provide insights into audience interest.
Another crucial aspect is analysing audience feedback. Comments and shares reflect viewer satisfaction and video impact. Positive engagement often indicates successful message delivery and resonance with the audience.
You could even consider surveys or polls to gather direct feedback. Questions focused on content clarity and usefulness can yield valuable qualitative data. This feedback helps to refine future video content for better effectiveness.
In addition, leverage analytics tools to assess conversions and actions taken post-viewing. Whether it's visiting a website, booking an appointment, or downloading resources, these actions indicate the video’s ability to drive desired outcomes.
Medical animations have transformed healthcare communication. But the best ones know who they are talking to, what will resonate with them, what what success looks like.
If you opt for using a professional video production company, they'll guide you through the steps to ensure you have a video that's compliant, engaging, clear and impactful.
