In an increasingly digital world, video has become a frontline tool for engagement, education and trust-building. For healthcare marketers, especially those working with hospitals, health systems and digital health platforms, the opportunity to use video to meaningfully connect with patients is pressing.
Short-form, emotionally resonant and mobile-first video content is helping providers bridge knowledge gaps, reduce friction in the care journey, and guide patients with clarity and compassion. And unlike static print pieces or long-form documents, video meets patients where they are: in their feeds, inboxes and appointment portals.
Let’s explore six high-impact ways healthcare marketers can use video to support patients, clarify complex topics and differentiate their organizations in a competitive landscape.
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Facility tours and first-time visit walkthroughs
Few things increase patient anxiety like the unknown. Videos that demystify what to expect: where to park, how to check in and what an exam room looks like can make a powerful first impression.
- Recommended format: Try a warm, narrated walkthrough or POV-style video of the patient’s journey.
- Bonus: Create variations for specific departments like pediatrics, radiology or urgent care.
- Strategic impact: May help to reduce no-shows, especially for first-time patients. Helps families and caregivers feel prepared and welcome.
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Pre-op and procedure preparation videos
Pre-surgical or diagnostic procedure instructions are often buried in handouts or portal messages. A visual format can significantly improve understanding and retention.
- Recommended format: Explore step-by-step visual guides with voiceover, FAQs and pre/post-procedure checklists. Include accessibility features like captions and multilingual options.
- Strategic impact: Reduces call center burden and last-minute cancellations. Patients arrive informed, confident, fully prepared and compliant with prep guidelines.
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Patient portal and app onboarding
As digital front doors become standard, many patients still struggle with logging in, scheduling appointments or messaging their care team. Onboarding videos can close this gap.
- Recommended format: Go for short screen recordings with guided narration explaining how to navigate the portal or app features.
- Strategic impact: Drives adoption of self-service tools. Supports population health strategies by encouraging engagement in care outside of the exam room.
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Treatment pathway explainers
Chronic or serious conditions often involve a long, complex journey which includes specialist visits, imaging, labs and follow-up sessions. Video can make this more digestible and less daunting.
- Recommended format: Think motion graphics or animations that visually walk through the steps of care for cancer treatment, orthopedic recovery or cardiac rehab.
- Strategic impact: Improves patient retention and adherence by setting clear expectations. Reduces confusion and follow-up questions that strain care teams.
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Health literacy micro-videos
Only 12% of U.S. adults are proficient in health literacy, according to the U.S. Department of Health and Human Services. That means nearly 9 in 10 adults struggle to understand and use basic health information needed to make everyday decisions about their care. This gap has real consequences: lower adherence to treatment plans, increased emergency visits and poorer health outcomes—especially among underserved populations.
Short, focused videos can help close this gap by translating medical terminology into accessible, actionable language.
- Recommended format: Build bite-sized (30–60 second) videos that explain common but often misunderstood topics like “What is a deductible?”, “How to interpret your lab report” or “Steps to refill a prescription.” These can be tailored by language, cultural relevance or reading level and distributed through portals, email campaigns or social channels.
- Strategic impact: Improves patient confidence and self-advocacy. Reduces avoidable calls or visits. Reinforces your organization’s role as a trusted source of understandable, equitable care.
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Thought leader videos addressing health equity and access
Patients often feel disconnected from the institutions that serve them. When clinical or community leaders speak directly about barriers to care—transportation, language, stigma—it can humanize the system and foster trust.
- Recommended format: Create short, authentic videos featuring physicians, nurses or administrators explaining efforts to address social determinants of health, expand access or support underserved groups.
- Strategic impact: Strengthens community relations. Signals transparency and commitment to equity. Reinforces brand values in a highly personal way.
Distribution strategy: meeting patients where they are
To maximize the value of your video investments, distribute across the full spectrum of touchpoints. Embed videos in appointment confirmations, portal dashboards or discharge emails. Use QR codes on signage to offer in-clinic viewing options. And don’t overlook social platforms—especially Instagram and YouTube—for broader awareness and engagement of your video content.
Measuring the success of video: what to track and why it matters
Effective video content does more than generate views. Look for indicators like watch time, drop-off rates, patient satisfaction scores and reduced call center volume. Qualitative feedback from care teams and patients can offer additional insights into what’s resonating and what needs more refinement.
Importantly, video is not just a marketing tactic; it’s a service touchpoint. When done well, it supports operational goals, improves patient outcomes and builds long-term loyalty.
Final takeaway
For healthcare marketers, video is a bridge to clarity, confidence, connection and care. By investing in patient-facing video content that is empathetic, accessible and strategic, hospitals and health systems can move from informing patients to empowering them. And that’s an investment worth making.
