Healthcare About Us Videos: setting yourself apart from the crowd

Here’s the thing. I’m a big believer in the About Us video for any business. It’s the one video I think every company should create, but the healthcare About Us video is even more important.

Which is why I’m consistently amazed that so many healthcare organizations fail to produce one.

It’s true.

We’re healthcare video specialists. When we’re asked by healthcare organizations to help them create a video strategy, it almost always begins with the About Us video.

Do you know what we hear? “We already have one.”

Then they show it to us. It’s their 30-second television spot.

Ugh.

That’s not an About Us video. It’s a commercial.

What is an About Us Video?

The About Us video tells people who you are, what you do, and in many cases, why you do it.

A compelling About Us video has the potential to distinguish your company and elevate its standing.

It’s more than a 30-second spot with flashy visuals and polished copy.

Depending on what type of healthcare organization you work for, your patients, customers, or whatever you consider them are entrusting you with their health.

Trust is crucial to every business, but in healthcare…it takes on a very personal meaning.

For many patients or customers, your About Us video will be their initial encounter with your organization. That's why I like to refer to it as your "first impression video" – a critical moment that can make or break the connection. 

While it probably needs to be longer than 30-seconds, the video doesn't need to be overly complicated or exhaustive, listing every product or service you offer. 

Video isn’t about facts and figures. Video is about emotion. We want to harness the potential of the About Us video to tap into people's emotions and establish their trust.

Emotion Comes In Many Forms

When people think of "video" and "emotion," the knee-jerk response is often assuming that their video has to make viewers either laugh or cry. 

Not true.

Laughter or tears are great. Yes, I actually work in a profession where making people cry results in a fist pump. However, laughing and crying are by no means the only emotions you can target.

Consider this: How do you want your audience to feel about your company? That's the emotional response we aim to provoke with the About Us video. 

Here are a few ideas:

• Perhaps you want viewers to feel a sense of confidence in your healthcare organization. 

• Maybe you simply want viewers to feel good about you. Put a smile on their faces. 

• You might want them to feel impressed by the scale and stature of your organization.

There are tons of emotions to choose from, and the key lies in selecting an emotion that aligns with your business objectives and ensuring that your video brings it out.

Tricks of the Trade

So, how do we achieve this emotional response? The choice of music plays a pivotal role in setting the mood, and selecting the right sound bites can enhance the overall impact. 

And people…include your own people.

Interview them on-camera. Let them talk about their jobs and what they do for patients/customers in their own words.

We need the About Us video to be as genuine and authentic as possible. It’s hard for audiences to “trust” a scripted message.

This is where the expertise of a professional video producer and storyteller comes into play. 

Find the right one for your healthcare organization. Engage them in conversation prior to production. Tell them about the specific emotions you want to evoke from your audience, and they will create a story that bring them out.

Avoid This Common Pitfall

Okay, while emotions play a big roll. Let’s not lose sight of something else. We still need need to tell patients and customers about us.

We need to give them some basic information. But when I say, basic, I mean basic. Here’s a storytelling structure to work from:

• Make a bold statement. Something you as an organization believe in regarding your industry, what you do, et cetera.

• Who are you? What does your healthcare company do? 

• What sets you apart from your competitors? This might be the “why” you do what you do.

• How do you solve your patients’/customers’ problems? What results do you want them to achieve after having receiving your products/services?

Surprisingly, one of the biggest mistakes made by healthcare leaders when producing any video is creating something for themselves rather than their audience. These videos are packed with elements that the leaders find impressive but fail to connect with viewers.

When you review a script or an initial cut of your video, make a real effort to step into the audience's shoes. 

Ask yourself: What matters to them? If any aspect of the video fails to speak to their needs, eliminate it. 

Remember, your About Us video might be centered around your organization, but it’s not really about you. It’s about your audience. 

Every decision you make regarding the content and tone of the video should be laser-focused on your viewers. 

This video is for them.

DIY vs. Pro: Weighing the Options

You may be tempted to take matters into your own hands and shoot your About Us video on your own. After all, these days we all carry HD video cameras in our pockets or purses. 

But hold the phone, it's important to recognize not everyone possesses the skills required to produce a high-quality marketing video, despite technological advances.

That being said, there are situations where I wholeheartedly endorse the production of DIY marketing videos:

• The company is a startup or lacks a marketing budget. We’re talking zero dollars.

• The company prides itself on a quirky corporate culture, and customers appreciate that about them.

• The videos are bound for TikTok, Instagram, Reels, or Shorts.

If your project doesn’t meet this criteria, I implore you, hire a video pro. Especially when it comes to bringing your About Us video to life. 

If you have a generous budget, fantastic. If not, save up and do it right when you can.

Why is this such a big deal? Because your reputation is at stake. 

An amateur About Us video reflects poorly on your company. It makes you look like, well, amateurs.

This is certainly not the first impression you want to make on patients and customers. Nobody is going to entrust their health to amateurs.

Last But Not Least

One of the things I love about the About Us video is its versatility. You can use it in many ways.

It should certainly go on your website, either the home page or About Us page, but don’t stop there.

Trying to attract job candidates, post your About Us video to the job listing.

Just hired someone? Make the video part of your onboarding process.

Hosting an event? Show the About Us video as part of the programming.

There are so many possibilities.

Wrapping Up

The About Us should be an important part of any healthcare organization’s communications strategy. It tells people who you are, what you do, and why you do it.

Do it right, and you’re on your way to earning their trust.