Healthcare Video | NHS Films

Healthcare videos are developed to communicate often complex medical information; with a view to making this information easily understandable to a variety of different stakeholders across the healthcare sector. This contrasts with other genres of films such as corporate video or promotional films, which are purely designed to promote a brand or product. The NHS, with its substantial budget of £160.4 billion for 2023/24, relies heavily on healthcare video content as a tool for education and information dissemination, in line with its core objectives.

Furthermore, healthcare films often have a measurable impact on audience understanding or behaviour. For example, a study showcased how a healthcare film could significantly improve knowledge and attitudes towards multiple sclerosis (Sage Journals). This emphasis on education and behavioural change sets healthcare films apart from other B2B films.

Thinktank emphasises this distinction in its approach to healthcare video production, ensuring each film is accurate, educational, and emotionally engaging, focusing on delivering clear and informative narratives to target audiences.

Healthcare videos serve as vital tools in conveying medical information in a simplified manner, enabling a better understanding and retention of health-related information. Healthcare films provide a visual means through which complex medical procedures, conditions, advice or guidance can be explained easily.

Moreover, healthcare films can significantly impact audience understanding and attitudes. For instance, a study published in the Journal of Medical Internet Research found that videos could improve the understanding of surgical procedures by 15.8% (jmir.org). Unlike brochures or written instructions, healthcare films offer visual demonstrations, making the information more digestible and memorable.

Thinktank fully understands the benefits of creating good healthcare video and creates finely balanced films that aim to inform, engage and emote audiences in equal measure. We convey important clinical information using methods which optimise retention and provide clear signposting together with any required call to action. This emphasis on both information dissemination and engagement is what sets Thinktank’s approach apart from other production companies, when making healthcare films.

Healthcare videos contribute to patient education by making key knowledge accessible to all, through communicating technical or medically complex descriptions in an easy-to-follow way. This is crucial in healthcare where understanding medical terms and conditions is often the key to providing patients with the confidence to make more informed treatment choices.

According to a systematic review on 'the wellness network', video-assisted patient education promotes better health practices and enhances patient engagement. By providing clear explanations through visual means, healthcare videos improve understanding and health management. For example, a study cited on 'national ms society' revealed that video education significantly improved patients' knowledge and self-efficacy, especially beneficial in managing chronic conditions like Multiple Sclerosis.

At Thinktank, we focus is on creating video content that is both informative and engaging. Our approach to Patient Education ensures that we eliminate complex medical jargon and deliver finished films with a layperson's understanding, facilitating better patient education, and ultimately, individual empowerment.

Healthcare videos meet accessibility and inclusivity criteria by adapting to the communication needs of diverse audiences, especially those with disabilities, impairments, or sensory loss. This is achieved through practices like closed-or open-captioning, sign language inclusion, and easy-to-understand language which are essential for making information accessible to all.

According to federal requirements known as “Section 508” based on the Web Content Accessibility Guidelines (WCAG) 2.0 mentioned on 'civic design' civicdesign.org, there are standards for making videos accessible. Besides, using high-contrast colours, appropriate fonts, and avoiding distracting flashing animations are among the strategies recommended to enhance accessibility and inclusivity.

Thinktank's philosophy on producing healthcare video content that meets accessibility and inclusivity criteria, ensures that films should be designed with inclusivity in mind. This includes adhering to guidelines and standards that promote accessibility, ensuring that the information is accessible to everyone, regardless of their physical or sensory abilities.

A good patient testimonial video becomes great one if it can authentically captures and conveys the emotional aspects of a healthcare journey whilst simultaneously highlighting the positive impacts of a service or treatment. Authenticity in patient testimonials establishes a deeper connection with viewers, making the video relatable, reliable and more convincing.

Thinktank Marketing 2023 research indicates that 92% of respondents believe that authentic video Client Testimonials  which involved real people and aren't scripted are more believable. Also, a study published on 'science direct' noted the significance of personal narratives in healthcare communication, stating that they could affect attitude and behavioural intentions towards medical procedures or treatments.

With a background in documentary film-making and testimonial films within the medical and healthcare sectors, Thinktank captures raw emotions and true-to-life experiences. Producing honest stories videos in the way we do, injects real sense of believability and credibility. Testimonials produced in this way instantly makes a deep-rooted connection with patients looking to gain insight into other people's personal journeys. When used for gaining new, private clients, good patient testimonials quickly build a powerful bond of trust to encourage individuals to take positive action towards their own healthcare needs, helping them make better informed choices.

Specialised training videos offer NHS departments an innovative educational platform promoting and enabling on-demand learning. These specialist training films provide an interactive and engaging form of training that can be consumed at the learner's pace, leading to improved retention and as an end result, informed and improved application of the knowledge acquired.

A report on (skills for health) highlighted that digital learning solutions like video training can reduce learning time by up to 60% compared to traditional methods. Moreover, a case study on (nhs employers) showcased how video training helped in delivering effective training, ensuring staff are up-to-date with the latest procedures and compliance requirements.

Thinktank produces specialised training videos for the NHS which are designed to be educational, instructional and engaging. When used effectively, these films become a crucial part of an NHS department's training ecosystem, offering a more interactive and engaging form of training, reinforcing best practices and facilitating enhanced patient care.

Producing healthcare videos is a multi-step process, starting with initial consultations to understand the client's needs and the message they want to convey. This is followed by script development, filming, post-production, and revisions to ensure the video meets the desired objectives and standards of quality. It is relatively common within The NHS and Healthcare Professional Organisations to have a committee-led approach to developing healthcare videos, with stakeholders and partner organisations also sharing their input, so that there is a true sense of ownership and support for the final product, when editing is complete.

Research from Forrester suggests that a minute of video is worth 1.8 million words, highlighting the power of visual communication in healthcare. Ensuring factual accuracy is crucial, and this is achieved through a rigorous yet flexible production process that includes consultations with medical experts at various stages.

Thinktank is well-versed in the team approach to making healthcare films and productions for the NHS. Our production process is meticulous, ensuring that all stakeholders are involved and informed, to ensure that there is a healthy level of collaboration during the development and post production stages. We develop storyboards, scripts and plan every stage of the process in meticulous detail, right through to the final cut.

Healthcare videos are often produced with versatility in mind and designed to be readily repurposed across various communication channels. For example, social media snippets, reels, longform YouTube video content, or even video podcast series. It's important to build in any plans for repurposing content early on in the production process to avoid challenges later on or following the final edit being approved.

A science direct study highlighted the growing importance of multi-platform content, especially in healthcare where information dissemination is crucial. Repurposing content not only extends the reach of the message but also maximises the investment made in producing the original video.

Thinktank's approach to repurposing content is by creating versatile or modular videos which can be naturally used for multi-platform consumption. By early planning for repurposing content, we help healthcare organisations extend the reach of their message, optimising production budgets, plus we can help support the significant gains to be made in educating and engaging the audience across different platforms.

The timeline for producing a healthcare video varies based on the complexity of the project and the number of team members or stakeholders involved in the decision making process. However, an agile approach ensures optimal turnaround times, typically ranging from a few weeks to a couple of months for more intricate productions. It is possible to create and release content same-day or within 24-hours, for carefully planned projects where there is little editing involved or when there's a time-sensitive need to release content.

Based on Thinktank's experience the average production time for a professional video ranges from 2 to 8 weeks, with an average of 6-weeks from initial discussions to completed edit produced. However, healthcare videos may also require additional time due to the necessity of ensuring factual accuracy and compliance with healthcare communication standards and sign off of the final production.

At Thinktank, the process is streamlined to ensure timely delivery without compromising on quality. From initial consultations to the final cut, each stage is meticulously planned and executed to meet the project's timeline while ensuring the final product meets the high standards of quality and accuracy essential in healthcare communication.

Quality and relevance in healthcare films can be achieved through choosing a video production partner with a sound understanding of the clinical insight, healthcare knowledge, any plus any treatment or regulatory guidelines and best practices. Having a good all-round understanding of these principles, guides the production process, ensuring quality, accuracy of facts and relevance of the finished production with the target audience is achieved.

A study published on jmir emphasised the importance of quality and relevance in healthcare communication, stating that it significantly affects the audience's trust and engagement. By ensuring that healthcare films are not only accurate but also relevant to the audience's needs and concerns, the effectiveness of the communication is significantly enhanced.

At Thinktank, our commitment to quality and relevance is unsurpassed. With a patient-centric communication approach, fused with a strong understanding of the healthcare environment, we ensure that healthcare films are quality assured, relevant to the intended audience and in the process, we make complex medical topics accessible and relatable.

The NHS makes Training Videos because they provide a dynamic educational platform for staff development, minimising the level of time and cost that Training would otherwise consume, if relying on legacy methods alone. NHS Training films cover a range of topics from new directives, new procedures and detailed topics such as governance, compliance and upcoming legislative changes; ensuring that staff are well-equipped to provide excellent patient care, within the legislative frameworks within the UK.

A report from skills for health noted that using digital learning solutions like training films can enhance the learning experience and improve retention of information. Furthermore, a study by healthcare digital highlights the efficiency of video training in improving the skills and knowledge of healthcare professionals, thereby directly impacting patient care quality.

At Thinktank, we create NHS Training Films that are both instructive, informative and engaging. We're adept at making reconstruction scenario films that highlight best practice within upcoming legislations, providing a fervent way of promoting discussion, essential for changes to be adopted by The NHS, Europe's largest employer. Our films become an important part of the training ecosystem within NHS departments, reinforcing best practices, and facilitating better patient care by ensuring that the staff are well-trained and updated on the latest healthcare standards and procedures.

Clinical Trial Recruitment Videos (CTRVs) play an important role in closing the awareness gap around clinical trials. A 2020 study revealed that 41% of US adults were not aware of clinical trials, with only 8.9% having been invited to participate, and less than half of those invited chose to enrol (withpower). CTRVs tackle this challenge by clearly outlining the trial's objectives, protocols, and potential benefits, thereby fostering understanding and trust. This is particularly vital in a domain where nearly 80% of clinical trials are delayed or closed due to recruitment issues (antidote). Through visual explanations, CTRVs demystify the clinical trial processes and expectations, encouraging more individuals to participate.

Moreover, in a competitive clinical study landscape, advertising and marketing are crucial, and CTRVs stand out as a significant tool in this regard (pmlive). They provide a human touch to the otherwise intimidating process of clinical trials, making the concept more approachable to potential participants. By featuring testimonials from past participants or explanations from the medical staff, these videos can alleviate concerns and answer common questions, hence improving recruitment and retention rates.

Thinktank's approach to CTRVs is thorough and adaptable, involving extensive consultation to ensure the message is accurate and is on-message for the intended target audience. By portraying a transparent, encouraging messages about the clinical trial, Thinktank helps meet recruitment goals and this goes a long way in retaining enrolled participants throughout the trial duration.

Social media video content has become a cornerstone in healthcare communication and Social Media Content significantly impacts patient engagement. Around 28% of health conversations on Facebook support a health-related cause, and 16% share health-related videos or images. More than half of physicians report changing their perception of a treatment after viewing content on social media (advisory). Furthermore, 41% of people said social media would affect their choice of a specific doctor, hospital, or medical facility (emedcert.com). Social media videos, with their visual and interactive nature, enable healthcare providers to disseminate information, engage with the audience, and build trust.

In an age where 83% of patients book a doctor’s visit through hospital websites, and more than 80% of patients seek provider or practice reviews on social media outlets after being referred (blog.medicalgps.com), having a robust social media video content strategy is indispensable. It serves as a platform for healthcare providers to showcase their expertise, share patient testimonials, and explain complex medical procedures in an easily digestible format, thus fostering a better understanding and engagement between the healthcare providers and patients.

Thinktank excels in creating high-impact social media video content that connects with patients. By employing a patient-centric approach, Thinktank's social videos attract, engage, inform and inspire a call to action. Social is a great way to promote multi-way, interactive conversations about healthcare matters. Furthermore, Thinktank's social media video content significantly enhances patient engagement and satisfaction, establishing an effective and online presence for healthcare providers.

Doctor Profile Videos (DPVs) are instrumental in assisting patients in making informed decisions when choosing a healthcare provider or private clinic. Patients often seek information from multiple sources before making an informed choice, with clinic's online biographies and patient rating websites being two of the most popular sources (jmir). When faced with negative reviews, a study found that 43% of participants would still choose to make an appointment with the provider if a short video introduction was available, indicating that DPVs have a buffering effect on negative reviews (jmir).

The visual and personal touch that DPVs provide helps in humanising the healthcare experience. By offering an insight into the physician's personality, expertise, and approach to patient care, DPVs alleviate concerns, build trust, and help start to build the all-important doctor-patient relationship. They also enable healthcare providers to communicate their ethos, values, qualifications, and highlight their special approch to patient care. For these reasons, Doctor Profile Videos positively influence patient choice and initial satisfaction ratings.

Thinktank has extensive experience working across The NHS, Hospital Trusts, Private Clinics and within the healthcare industry sector throughout the world. Get in touch and find out how we can help you make sure that your DPVs provide the positive results you're looking for.