To launch a successful video brand storytelling campaign, hospitals and health systems need to incorporate an emotional pull to their overall marketing message.
At Becker's Hospital Review's 5th Annual Health IT + Revenue Cycle event in Chicago on Oct. 12, Rashel Stephenson, video producer and brand storyteller at Piedmont Healthcare, led a session on the impact that emotion can have on video brand storytelling.
During the presentation, Ms. Stephenson shared the following insights for hospitals and health systems looking to launch an effective video brand campaign:
1. The hardware, or the people and scenes the viewers see, should be visually stimulating to keep the viewer's attention and elicit an emotional response.
2. Emotion in storytelling helps the hospital or health system build breadth. The viewer should feel drawn into the story because humans want to feel emotion. By invoking a positive emotional response, the organization can generate a positive reputation and potential new patients' interest.
3. The marketing message in the video must be subtle. Rather than throwing out lots of statistics or making blanketed statements such as "our surgeons are the smartest" or "we have the best technology," the organization needs to find a subliminal way to showcase achievements. This can be done by highlighting real stories and experiences from clinicians and patients.