The health care field is vastly complex. It involves domains like fundraising, data collection, policy change, public engagement – just to name a few.
Health care isn’t a typical product or service, which means many of the best-practices that apply to marketing don’t apply in health care communications, including in health care video production. Whereas most marketing is about generating interest or desire in a product or service, communications in health care is often about raising awareness, soliciting donations, or enhancing public perception.
In most cases, the best approach is to humanize the message – to make it real and relatable to an audience of people who are outside of the healthcare field, but who are in a position to support healthcare in some way.
Storytelling is particularly powerful in healthcare because it has the ability to tap into people’s emotions. Video is the best way to tell stories, but not any video will do.
