Create health care marketing videos patients love
The full content of this page is available to members only.
When a couple named Nicole and Trey learned that their in-utero baby had a severe heart defect, they wept for days.
They vowed they would do everything they could to fight for the baby, whom they nicknamed The Tin Man because he needed a healthy heart.
Arnold Palmer Hospital for Children told the story of the infant’s birth and surgery in an inspiring video called “The Tin Man,” drawing 58,000 views on YouTube. It proves the power of video, particularly in a hospital setting, where doctors and nurses heal people and cheat death every day.
The medium draws new patients, wins the confidence of worried parents, and pays financial returns, says Michael Schmidt, director of digital media and philanthropy for Arnold Palmer Medical Center in Orlando, Fla.
In this session you'll learn:
- Tips for revamping your approach to videos
- Six story types every organization should use
- How to document what patients want to see in videos
- How to use a content strategy in creating videos
“The Tin Man” was the hospital’s first video that followed a patient’s story as it played it out, Schmidt says. The camera even peered at the beating heart of the baby during surgery.
Return on investment? How’s this: “We had used ‘The Tin Man’ at a handful of events,” Schmidt says, “and we can attribute at least $100,000 of fundraising to this video.”
Rethink what you’re doing. Arnold Palmer had tons of videos of doctors sitting in front of bookcases and talking. But staffers decided to go back to the drawing board and come up with new goals—and a better style of video.
They decided to tell success stories in a dynamic ways, creating a positive brand experience for the general public. Foremost of all, the hospital decided to celebrate the patients it serves, not itself.
Learn to establish trust with your leaders. Find out how Schmidt got access to patients and even the operating room.
An initially reluctant surgeon saw the video, and he said, “We need to do more of these.”
Ask your advocates what they want. Find out what longtime patients or believers in your cause think. Learn how to use videos to give them hope.
Hear why emotion trumps reason in storytelling. Don’t clog your videos with data and pie charts. Dump the dry logic. Tell a great story. Empathy will win over your audience if they can focus on one person.
“You can’t walk in half a million pairs of shoes at once,” Schmidt says.
Learn more here.
Michael Schmidt is director of digital media and philanthropy for Arnold Palmer Medical Center in Orlando, Fla., which comprises Arnold Palmer Hospital for Children and Winnie Palmer Hospital for Women & Babies. He directs digital communications strategy for both hospitals as well as the digital fundraising strategy for the Arnold Palmer Medical Center Foundation. He specializes in managing brand identity, digital marketing strategy, building engaged online communities and using digital media for philanthropy. Schmidt has an MBA from the University of Florida.