How Video Helps Healthcare Organizations Earn Attention and Build Trust
Getting attention in healthcare isn’t easy. There’s a lot competing for people’s focus, the information can be complicated, and shifting public trust makes it even harder to break through.
Campaigns that break through tend to have one thing in common: strong video storytelling. When your message is grounded in clarity and human connection, it’s more likely to stick.
As a creative partner to healthcare teams across the country, we’ve gathered a few of our go-to strategies for using video to help campaigns connect and influence behavior.
- Share Patient Stories to Support Advocacy
- Use Animation to Explain Big Ideas
- Create Promotional Videos With a Clear Message
- Highlight Team Culture to Support Recruitment
1. Share Patient Stories to Support Advocacy
Patient testimonials give medical campaigns something they often lack: emotional clarity. If your campaign is centered on policy, funding, or public awareness, personal stories often reach people in ways that data can’t.
What tends to make these stories land?
- Keep things conversational and candid to build trust and feel human.
- Film in familiar, lived-in spaces to make the story more relatable.
- Add names, roles, and brief context so viewers can quickly connect.
- End with a clear, natural next step to guide action like learning more or contacting a representative. =
Where you can use these videos:
- Digital advocacy toolkits you share with partners and supporters
- Targeted email campaigns
- Landing pages or legislative resource hubs where context matters
- Social media, especially through paid placements that reach the right audience
See our partnership with Association of Women’s Health, Obstetric, and Neo-Natal Nurses (AWHONN) educate members on care equity.
2. Use Animation to Explain Big Ideas
In healthcare, people often need help making sense of complex information. Healthcare explainer videos give you a way to walk people through those details without overwhelming them. You can show what’s happening inside the body, demonstrate how a device works, or break down a process step by step.
To keep this content effective and accessible:
- Aim for a reading level around 6th to 8th grade so the script feels clear and easy to follow.
- Choose an animation style that matches how your audience expects to be spoken to.
- Offer multilingual versions if your audience includes people who speak more than one language.
Where animated videos work well:
- Digital ad campaigns, especially YouTube pre-roll or connected TV
- On your website or patient portal as part of your education materials
- In staff or partner training when you need to explain something clearly and consistently
View our clip “What is Hypertension?” from the documentary, “A Teachable Moment,” which explains the causes and risks of this diagnosis.
3. Create Promotional Videos With a Clear Message
Most awareness campaigns face the same challenge—especially in healthcare promotional videos. You have something important to say, but your audience is distracted, scrolling, or just simply overwhelmed. The right creative turns your campaign into something people notice and understand.
To build strong healthcare promotional videos:
- Produce a 30 to 60 second hero video that leads your campaign.
- Plan to capture extra b-roll so you can reuse it across platforms.
- Design video for sound-off viewing environments with captions and bold text.
- Create different versions like square, vertical, and short cuts for each platform.
Where to use this content:
- In paid social campaigns and display advertising
- On your homepage or campaign microsite
- At live events, conferences, or fundraising efforts
Watch our commercial for MedStar NRH, “Adding Life to Years®,” where we highlight the hospital’s renowned approach to rehabilitation.
4. Highlight Team Culture to Support Recruitment
A job description isn’t always enough to reach the right talents. Candidates want to get a sense of the culture, what the environment feels like, and whether it lines up with their values.
How to keep healthcare recruitment marketing videos grounded and relatable
- Film in real workspaces like clinics, offices, or labs. Familiar settings help people come across naturally.
- Avoid overly staged setups. Clean and simple is enough.
- Keep it short and easy to follow. That’s usually all people have the focus for.
- Add names, job titles, and how long each person has been on staff. It adds context and helps viewers connect faster.
Where to use them:
- On careers pages and job postings
- In recruiter emails and referral campaigns
- In targeted LinkedIn or YouTube ads
Watch how we helped the American College of Cardiology with a multimedia, three-part docu-series that spotlighted a new generation of cardiovascular professionals.
How To Make Your Video Content More Accessible
Accessibility plays a big role in how healthcare messages are received. When you consider things like language, hearing, or vision, it becomes easier for more people to engage with the content.
A few ways to make your videos more accessible:
- Include closed captioning or sign language interpretation
- Use large fonts and high-contrast colors in graphics and animations
- Say things simply. Use plain language that most people will understand the first time they hear it.
- Think about who’s on screen. Choose a mix of people that reflect your audience, not just your team.
Let’s Build a Healthcare Campaign That Works Harder
At LAI Video, we help organizations across the healthcare industry turn complex ideas into stories that connect. Whether you’re building awareness, educating patients, or supporting recruitment, we’re here to help you do it with purpose.
If you’re looking for healthcare video production or need support crafting a multichannel video strategy, let’s talk.
