Medical language wasn’t designed for patients. That’s it, full stop.
It’s filled with technical terms, abbreviations, and complex explanations—all necessary for professionals but overwhelming for the people actually seeking care. Moreover, medical language actively disempowers patients instead of empowering recovery. Even the word ‘patient’ reduces someone to a statistic instead of a person with their own thoughts, feelings and passions.
People shouldn’t need a medical degree to understand their own treatment options.
Yet, too often, healthcare marketing materials read like academic papers, leaving ‘patients’ feeling lost, anxious, and unsure of what to do next.
Breaking down healthcare jargon with video: Before vs. After: A Simple Fix
Before: A dense, text-heavy medical leaflet explaining a procedure.
A patient picks it up, scans the first few sentences, and puts it down because it’s too complicated.
After: A 60-second animated video breaking down the same procedure visually.
A patient watches it, sees a clear step-by-step explanation, and feels reassured knowing exactly what to expect.
Video transforms confusion into clarity. It turns overwhelming medical details into something engaging, visual, and easy to absorb.
And when patients understand their options, they make better decisions and feel more confident in their care.
Start with empathy and help them stay afloat
Finding the right healthcare provider can feel like drowning in information.
You have a question. You search online. Instead of clear answers, you’re met with confusing medical jargon, generic marketing claims, and pages of text that don’t actually help.
You just want someone to explain things simply—to tell you what you need to know, in a way that makes sense.
That’s what video does.
Now, imagine two hospital websites:
- One is filled with long paragraphs about treatments, services, and mission statements.
- The other features a 30-second video of a doctor explaining the same information in plain English, reassuring you every step of the way.
Which one makes you feel more confident?
Video cuts through the noise and gives people what they really need—clarity, trust, and reassurance.
Trust is everything in healthcare. Video builds it.
In the UK, most people don’t shop around for healthcare providers. They go to their local GP, NHS hospital, or a referred specialist.
But that doesn’t mean trust isn’t important.
Patients still need to feel confident in their care, understand their treatment, and know what to expect. Yet, too often, they’re met with cold, impersonal websites or dense medical leaflets that do little to ease their concerns.
With the spread of misinformation about vaccines and “snake oil” remedies, it is more important than ever to bring back confidence and credibility to medical professionals as trusted and reliable sources.
Video is a tool to do that.
It’s not about marketing—it’s about clear, human communication. A short, well-crafted video can:
- Put a face to care – Seeing and hearing from a real doctor or nurse explaining a procedure feels far more reassuring than reading a generic FAQ.
- Show real experiences – A patient testimonial helps others feel less alone in their treatment journey. Particularly if they find that patient in the testimonial relatable.
- Demystify the process – A behind-the-scenes video of a hospital ward or step-by-step animation of a procedure makes the unknown feel less intimidating.
People may not choose their local hospital or GP—but they do choose how they feel about their care. Video helps ensure that feeling is one of confidence, clarity, and trust.
The right type of video for healthcare marketing campaigns
Not all healthcare videos serve the same purpose.
A hospital introducing its staff needs a different video than a clinic explaining a new procedure.
A social media campaign demands a different approach than an internal training program.
Yet, many healthcare brands default to a single type of video—often a generic corporate piece that doesn’t actually speak to the audience’s needs. Expecting a single video to achieve several goals with different audiences is a certainty of failure.
The key is choosing the right format for the right situation.
Three essential video types for healthcare marketing
- Explainer videos – Educate patients in simple terms
Best for: Breaking down complex topics like treatments, procedures, or new medical technologies.
Why it works: Uses visuals, animations, and a clear, structured flow to make information easy to understand. - Testimonial videos – Build credibility and trust
Best for: Showcasing real patient experiences, success stories, or doctor-patient relationships.
Why it works: People trust real stories more than polished marketing claims. Seeing another patient’s journey makes them feel reassured. - Social Media Clips – Engage potential patients online
Best for: Quick, attention-grabbing content on platforms like Instagram, TikTok, or LinkedIn.
Why it works: Short-form videos (10-30 seconds) deliver key messages fast, keeping healthcare brands visible and approachable.
A well-thought-out healthcare marketing campaign doesn’t rely on just one type of video—it mixes the right formats to create a patient journey that builds trust, educates, and drives action
Video isn’t just for patients. It works for B2B healthcare too.
Most healthcare marketing campaigns focus on patients.
But what about the decision-makers, investors, and industry professionals who shape the future of healthcare?
- Hospitals need to convince stakeholders to invest in new equipment.
- Medical companies need to showcase innovations to buyers.
- Training programs need to educate professionals on new procedures.
- Providers need to demonstrate thought leadership within the sector.
- These audiences don’t just want data. They need proof.
Example: A B2B case study video in action
A healthcare company launches a groundbreaking new medical device.
Option 1: They send a 20-page PDF full of statistics and technical specs.
Option 2: They create a short, engaging video showing the device in action, featuring real doctors explaining how it improves efficiency and patient outcomes.
Which one gets watched? Which one convinces a hospital board to invest?
B2B healthcare marketing needs more than sales pitches. It needs real-world impact—and video is the fastest way to demonstrate it.
The future of healthcare marketing is video
Patients expect video.
They don’t just prefer it—it’s how they consume information every day.
From researching symptoms on YouTube to watching hospital tours before booking an appointment, people want fast, clear, visual content.
Healthcare brands that aren’t using video aren’t just missing out. They’re falling behind.
Real-World Trend: Video is becoming standard in healthcare
Leading hospitals and clinics are already investing in video content—not just for marketing, but for:
- Virtual consultations – Reducing in-person visits while improving accessibility.
- Patient education – Making complex treatments easier to understand.
- Internal training – Helping medical staff stay updated with video-based learning.
This shift isn’t a prediction—it’s happening now. The question isn’t whether healthcare brands should use video. It’s whether they can afford not to.
Want to make healthcare videos that actually work? Let’s talk.
This isn’t about throwing together a corporate video and hoping for the best.
It’s about understanding your audience, choosing the right format, and creating content that builds trust and drives action.
If that sounds like something worth doing, let’s have a chat.
