The Dos and Don’ts of Health System Video Production

 

Creating videos can serve as a source of power that health systems will use to connect better with their audiences, share essential information, and leave a lifelong impact. However, the right way and the potential pitfalls are equally important. 

 

This blog breaks down the key do's and don'ts in health system video production.  

Start with a Purpose 

Start every video with a clear goal. Be it to inform your patients of the procedure, announce a new service, or simply share interesting stories of success, a defined goal will help to keep your message relevant and engaging to your audience. 

 

Avoid rushing into the video production scene. If proper preparation is avoided, then the videos end up haphazardly, and the viewer gets confused. Do some planning. Have a set of goals that you want to achieve with the video; craft a script for it and lay out your structure before proceeding with filming. 

Focus on Your Audience 

Keep your video content focused on the needs and concerns of your target audience. Be straightforward in speaking to them on topics they would care to know about, such as explaining treatment options or taking them step by step through hospital procedures. Real-life stories or testimonials help foster trust and create a stronger connection.  

 

Avoid using technical terms or health jargon. This can give the impression of distance and unapproachability in your message. Simplify and clarify the content, all the time taking into account how the audience will understand and respond to the content. 

Maintain Professional Standards 

Make sure your video is of high quality by using quality equipment or by hiring a professional production team. Good visuals, crisp audio, and proper lighting are essential for making an impact on your audience. 

 

Do not compromise on the production quality. Poor visuals or muffled sounds can make your health system appear unprofessional, regardless of the content’s value—quality matters when building trust and credibility. 

Respect Privacy and Compliance 

Ensure that every video complies with patient privacy laws and regulations. Always obtain a written consent from anyone appearing in your video and review the material to ensure there is no confidential information that has been leaked accidentally. Being sensitive about privacy laws displays professionalism and also earns the confidence of your viewers. 

 

Never neglect privacy matters. Failure to respect HIPAA may lead to very serious legal ramifications and reputational damage to your health system. Privacy should always be paramount, and guidelines must always be followed. Always prioritize ethical standards in your videos. 

Keep It Simple and Concise 

Focus on one or two key messages per video. Short and engaging content is more likely to hold your audience’s attention. Aim for a 1 to 3-minute runtime, especially for social media platforms. 

 

Do not overfill your video with too much information. Trying to say too much in one video can weaken your message and leave your audience bewildered. Keep it focused and short so that your message is clear and impactful. 

Use a Call to Action 

Keep your video simple and straightforward with a clear, compelling call to action (CTA) at the end. Whether it’s encouraging viewers to schedule an appointment, visit your website, or explore a specific service, guide them on what to do next. 

 

Remember to include a CTA. Without one, your audience may enjoy the video but fail to take the desired next step, limiting its effectiveness. 

Tailor Content to the Platform 

Tailor the style of the video to match the platform to which you'll be posting it. Social media websites thrive on quick, attention-getting videos, and your website or patient portal could have longer content. Make sure all your videos are mobile device-friendly so a larger audience may view them. 

 

Do not apply the one-size-fits-all strategy. What may work well on YouTube does not necessarily translate well to Instagram or Facebook. Ensuring your content is tailored to each platform means that it will match up with each respective platform's way of engaging and reach its desired audience effectively. 

Measure and Learn 

Keep track of how your video performs by tracking views, engagement, and shares. You can also gather information through audience feedback so you can make improvements and refine your content strategy for future videos. 

 

Never ignore analytics and feedback. Missing out on performance data might make you fail to realize areas that need improvements and post contents proactively responsive with your audience. 

Conclusion 

In conclusion, crafting powerful health system videos requires a deliberate strategy and forethought. It is possible to both educate and engage your viewers by knowing who your audience is, prioritizing high-quality production values, and keeping privacy standards. 

 

The work that you put into well-thought, well-executed content will point to the efforts of your health system in putting forth quality care and meaningful connection with your viewer.