When patients say they want to spend more time with their care providers, it’s not necessarily because they want to discuss the exciting twists and turns of the human lymphatic system. What they really want is to figure out how their care provider operates as a fellow human being traveling with them on the same planet:
- Are they friendly?
- Do they have a sense of humor?
- Were they driven to work in health care because of a great family tragedy or a greater sense of duty to the human race?
Unfortunately, the average amount of time a new provider gets to spend with a patient is only 8 minutes. Patients demand more than that. Which is why 44% of them go online to research their care providers. Of course, they’re not looking for professional resumes. They’re looking for faces. Our brains are hard-wired to make judgments about people based on their faces.
That’s why we love yearbooks. And trashy magazines. And, of course, Facebook. By staring at somebody’s face, our brains gather the information we need to assess trust and believability. And if that face is featured in a video? People are three times more likely to engage with it.
Anyone who’s watched that YouTube video of a porcupine squealing with delight as it devours a pumpkin knows that when we watch a video, we can become immersed in its world, creating an instant empathetic connection with the events unfolding on-screen. Video can tug at all of our emotions, sometimes simultaneously, making us feel empathy, comfort, passion, hope, joy and understanding.
At this point, you’re probably wondering to yourself, “Why am I reading so many words about videos? Can I please just see some?” Sorry about that. Here are some provider profile videos we shot for one of our favorite clients:
The beauty of these videos is that they don’t have to live only on your website under each care provider’s profile. They can be repurposed across all of your social media for some major eyeball action. By posting videos of their birth center nurses talking about their jobs, HSHS St. Joseph’s Hospital in Chippewa Falls, Wisconsin saw the following impressive results:
- 262,537 video views
- 72,143 unique views
- 37,543 minutes viewed
The miracle of video!
It engages patients, amplifies your communications, empowers front-line hospital employees to speak from the heart and creates lasting human connections.
You can request a colorful and educational infographic with all this information (and much more) right here.
Now, enjoy this porcupine eating a pumpkin.