Humanising Healthcare: Unveiling the Power of Video Narratives

Storytelling is finally getting the recognition it deserves as a healthcare marketing tool. It's not just about disseminating information anymore; it's about fostering empathy, and humanising the complex and impersonal healthcare landscape. Among the many storytelling mediums, video stands out as the most visceral way to put faces to stories, and make healthcare more relatable.

The Power of Video Storytelling in Healthcare

Video storytelling cuts right to the essence of human experiences. By combining visuals, sound, and narrative, videos evoke emotions, provoke thought, and inspire action in ways that written or static media cannot.

In healthcare, where stories are often overshadowed by clinical jargon and statistics, video narratives can keep things simple. They allow us to share the triumphs, struggles, and journeys of patients, healthcare professionals, caregivers, and whoever else matters to the story, giving a voice to those who might otherwise go unheard.

Examples of Organisations Leveraging Video for Healthcare Initiatives 

Countless organisations have embraced the power of video storytelling to connect with their audiences on a deeper level. Notable examples include MacMillan Cancer Support who feature real and vulnerable patient stories, sharing their experiences living with various medical conditions and undergoing treatments. These authentic narratives educate viewers while humanising the healthcare process. 

For example, in Ellie’s Story, Ellie bravely shares her deeply personal journey, about her battle against cancer and its consequences on her sex life. Diagnosed with Rhabdomyosarcoma, a rare soft tissue cancer, at the tender age of 14, Ellie, now 22, confronts the stark reality of infertility and premature menopause. She candidly explains the numerous challenges she faces – from vaginal dryness to intimacy-related infections, and enduring discomfort and pain. These struggles have robbed her of the simple joys that should be her birthright as a young woman. 

Through courageously sharing her experience, she helps and allows other women in her shoes to feel understood and less alone in their own journey.

In October 2023, Norwich City Football Club released a poignant video for World Mental Health Day, titled "Check in on Those Around You." It shows two friends attending football matches together, one visibly withdrawn and the other appearing outwardly upbeat. Through subtle gestures and minimal dialogue, the video gives the impression that the downtrodden-looking friend is going through a hard time. The unexpected plot twist is that it’s the outwardly cheerful man who’s suffering, revealed abruptly through the simple device of a sudden, shockingly empty seat. With over 1.7 million views on YouTube (and counting), this campaign has effectively championed the urgency of more forthright support for people with mental health challenges, and checking on the welfare of those around you. 

With the right team to write, produce and edit your video, there’s not many stories it can’t tell. And no other medium can so quickly elicit an emotional response, or sustain it so powerfully. It’s been the year of video for 15 years now, for good reason. On many occasions, nothing else will do.

Here are some practical tips to help you create your own effective slice of human storytelling:

1. Focus on authenticity: Whether you’re working with real patients or actors, the key to successfully moving an audience involves creating authenticity in the messaging and storytelling. Do your research, and make sure your script, set, and core storyline has been created with the input of patients, caregivers, and healthcare professionals.

2. Empower your storytellers: When filming patient or caregiver testimonials, ensure they share their stories in their own words. Aim for honesty and frankness, but always respect their boundaries. Remember to allow for breathing room, moments of contemplation and silence, as this is where you’ll usually find the magic.

4. Support on shoots: If patients are involved in your video project or campaign, ensure they have a carer or friend with them to offer further support during filming, and always be considerate of their needs. (Are they hungry? Do they need a moment to rest? What are the weather conditions like? Do they need further direction?) Check in throughout the day to ensure their needs are being met.

5. Include diverse perspectives: Healthcare is a diverse field, and your videos should reflect as full a range of experience within your subject area as possible. Showcase a range of experiences, backgrounds, and voices to ensure that all viewers feel represented and included.

6. Consider the right content for your audience: Once you have completed your video shoot, selecting the right platforms for your target audience to get the best reach is crucial. Simultaneously, you want to focus on the style of video content that is most engaging for them. E.g., long-form documentary style format for LinkedIn or YouTube users or short punchy clips for TikTok or Instagram that doesn’t require too much of the user’s time or attention.

7. Engage with your audience: Once your videos are live, actively engage with your audience by responding to comments, soliciting feedback, and encouraging discussions. Building a community around your storytelling efforts can amplify their impact and drive meaningful change.