Healthcare Internal Communications Video Strategy: getting the team to open and click

You have an important message to deliver to the whole company. Or… you want to praise the team or an individual. Or… you want to get employees to sign-up for a new company initiative. 

How do you do it?

You probably send an email.

Yes, another email.

Maybe people will open it, maybe they won’t. Maybe some will read it, others might give it a quick scan.

But you want to do better. You need to do better.

That’s where internal communications video comes in.

VIDEO: watch this 1-minute tip about using video to boost your internal email campaign engagement.

Your Engagement Supercharger

If you want people to engage more with your internal communications, video needs to be a part of your mix. I’m not saying everything needs to be a video, but for the big stuff, the important stuff, you should consider creating a video.

Whether it’s an email campaign, posted on the company intranet, or a private social group, video grabs people’s attention. And if you need some cold hard facts, here’s what Mailmodo has to say:

• Simply adding the word “Video” to an email subject lines produces 7% more opens.

• Adding videos to your email can increase click rates by 300%.

• Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text. 

Changing Hats

Okay, are you onboard? Let’s look a little at what you need to do to produce good videos.

Yeah, the videos need to be good. Simply opening your laptop and shooting video from the webcam of someone reading the message isn’t good enough.

Audiences are savvy. They know the difference between a good and a bad video.

The good news is if you do this right, if you create good videos that people enjoy… your engagement will likely soar.

First, you need to do something that will be easy for some and difficult for others.

You HR folks… I’m talking to you.

You need to take off your HR/internal comms hat, and you need to put on your marketing hat.

Now, many of you in healthcare comms handle both external and internal comms, so this should be easy for you. You HR folks, I know this is more difficult, but I’ll walk you though it.

Changing hats is so important because there is very little difference between producing a marketing video and an internal communications video. Typically, the only real difference is the audience.

With a marketing video, you’re audience is the general public, potential customers/patients you’re trying to sell your products/services to.

With internal comms, your audience is employees. You’re not trying to get them to buy something, but your are probably trying to get them to buy-in to something (a new company program, inspiring them, making them feel good about their job).

So guess what? You are marketing to them, so we need to think like marketers when creating these internal communications videos.

VIDEO: watch/listen to this audio book excerpt from the chapter on improving HR videos.

Start with an Internal Communications Video Strategy

Every video project needs a strategy. This is something even marketers struggle with, but I know how it happens.

Someone raises their hand at a meeting and says, “Let’s do a video!” Everyone gets excited and starts batting around creative ideas, but they’ve jumped past the first step.

Before diving into the creative process of making a video, it's crucial to lay out a strategic plan. This isn't just about having a good idea. It’s about ensuring your video achieves its intended impact. Here are the five questions you should ask before every video project:

• Who's the Audience? Understanding your audience is fundamental. Are you speaking to healthcare professionals, patients, or administrative staff? Tailoring your message to your audience ensures your video resonates and engages effectively.

• Where Will They Watch the Video? The platform where your video will be viewed can significantly influence its design and content. A video intended for Instagram will differ markedly from one designed for a professional conference presentation.

• What's Your Goal for the Video? Clearly defining what you want to achieve with your video helps guide its creation. Whether it's to inform, educate, inspire, or promote, having a clear goal in mind ensures your video is focused and impactful.

• What's Your Story? Every effective video tells a story. What narrative will you use to convey your message? A compelling story can captivate your audience, making your message more memorable.

• How Are You Planning to Promote the Video? A video can only make an impact if it's seen. Planning for promotion is as crucial as the video's content. Whether through social media, email marketing, or internal communications, having a promotion strategy in place ensures your video reaches its intended audience.

Addressing these questions from the outset not only enhances the effectiveness of your video but also aligns it with your broader communication strategy. It ensures that every video you produce is not just content but a strategic tool designed to achieve specific objectives.

VIDEO: watch this clip of Tony at Content Marketing World talking about the five questions.

Types of Videos

So, what types of videos should you produce? Honestly, it can be just about anything.

As I mentioned earlier, I’m not telling you every communication needs to be a video, but the important ones should provide a video option.

Here are some of the types of videos we have produced for health systems and companies:

• About Us Videos: These videos are great for building a collective identity within healthcare organizations. They help new and existing employees understand the mission, values, and culture, fostering a sense of belonging and purpose.

• Training and Educational Videos: Essential for the continual development of staff, these videos ensure that complex medical procedures and healthcare policies are understood clearly, improving the quality of care and ensuring patient safety.

• CEO Messages: Direct communication from the organization's leaders can significantly boost morale and trust. These messages keep staff informed about changes, achievements, and future plans, making them feel valued and part of the organization's journey.

• Patient Success Stories: Sharing these stories not only celebrates patient recovery but also serves as a powerful motivator for healthcare professionals. They remind staff of the real-world impact of their dedication and hard work.

• System/Company Case Studies: Your teams are doing amazing work. One of the ways you can praise and educate them at the same time is by sharing case studies. When a person or team is doing something well, a video can be a pat on the back and at the same time serve as an example the rest of the organization can learn from.

• Employee Stories: Every one of your employees has a story. Don’t be afraid to tell them. One story might be their motivation for doing their job. Another might be something more personal about how healthcare has affected them. You can even make these fun and feature their hobbies. The idea is that the more we learn about the people we work with, the better we feel about the company we work for.

• Company Programs/Initiatives: You have all sorts of programs at the company you’re trying to get people to take part in. Promote them using videos. Explain the program. Offer reasons employees should get involved. Show how the initiative is making a real impact on team members.

VIDEO: watch this example of an employee story.

These are just a few examples of the types of videos you can produce. You’re really only limited by your own imagination, so if you have an idea I didn’t cover… go for it!

What Video Is All About

You’ve already read this from me… stories, stories, stories.

Since you’re thinking like a marketer, you need to tell stories. Don’t think of your internal communications video as another vehicle for your facts, figures, and other information.

It’s more than that.

Video isn’t about facts and figures. Video is about emotion. 

We’re not going after people’s minds with our videos. We’re going after their hearts, and the shortcut to the human heart is storytelling.

Storytelling is the heart and soul of compelling video content, especially in the healthcare sector. It's the storytelling that transforms a video from a mere conveyance of information into a powerful narrative that can educate, inspire, and evoke emotion. In healthcare, where the stakes involve human health, well-being, and emotional journeys, storytelling becomes even more pivotal.

A well-crafted story can bridge the gap between technical medical jargon and the everyday experiences of patients and healthcare professionals. It can turn abstract data and policies into relatable stories that resonate on a personal level. This connection is crucial in both marketing and internal communications, where the goal is often to change behaviors, spread awareness, or foster a sense of community and belonging among staff and patients alike.

Effective storytelling in healthcare videos achieves several key objectives:

• Builds Empathy: Through stories, viewers can see the world from another's perspective, whether it's a patient navigating their health journey or a healthcare worker providing care under challenging circumstances.

• Engages Emotionally: Emotional engagement is a powerful driver of memory and action. A story that touches the heart is more likely to inspire change and be remembered than dry facts or instructions.

• Simplifies Complex Information: Stories can distill complex healthcare topics into narratives that are easier to understand and relate to, making them more accessible to a broader audience.

• Encourages Action: A compelling story can motivate viewers to take action, whether it's following new health guidelines, participating in wellness programs, or supporting healthcare initiatives.

• Strengthens Connections: Storytelling fosters a sense of community and shared purpose, crucial elements in healthcare environments where teamwork and empathy are paramount.

In essence, storytelling is not just a tool but a vital strategy in healthcare video production. It leverages the power of human narrative to connect, educate, and inspire, making it an indispensable element of effective healthcare communications.

Do DIY, or Not to DIY

Now for a big question. Should you hire a pro to produce your videos, or should you do-it-yourself?

My answer is… yes.

Look, I’m a video producer, so I’d love for you to hire someone like me (cough, cough, T60 Health). However, I know that’s unrealistic.

My advice is to do a mix.

There are all sorts of videos you can do yourself. Your team might even enjoy your attempts to create videos.

A DIY approach to video production may appeal to organizations with a limited budget or those wishing to produce content more frequently. Technology and tools like AI now make it easier for non-professionals to create decent quality videos. 

On the other hand, the more important the message, the more important the story, you should probably hire pros to produce them for you.

Hiring a professional healthcare video production company offers several advantages, including high-quality production values, storytelling expertise, and technical proficiency. These professionals can produce polished videos that capture and retain audience attention, effectively conveying complex healthcare messages in an engaging format. Their expertise in storytelling and visual communication can help distill complex healthcare information into digestible, compelling narratives, enhancing message retention and impact.

Wrapping Up

It's clear why video stands out as a great choice for communicating within healthcare organizations. It's not just about the convenience or the ability to showcase complex information visually. Video taps into something much more profound: the human connection. Through storytelling, emotional engagement, and the power to convey messages in an accessible and memorable format, video transcends traditional barriers of internal communication.

As you navigate the complexities of healthcare communication, you need to lean into the power of video. 

It’s more than just a tool. It's a pathway to deeper understanding, stronger connections, and a more engaged and informed workforce. 

In the end, video isn't just changing how we communicate, it’s enhancing the entire healthcare organization. Making it an essential element in delivering exceptional care and support to both providers and patients alike.