Medical video marketing – use your head and follow your heart

27th May 2014

“There is a wisdom of the head, and a wisdom of the heart,” so said Charles Dickens. In my experience, if you acknowledge this and combine the strengths of both, you’ll have a successful medical marketing video campaign on your hands.

The medical sector is filled with reviews and regulations, so it can be easy to forget to connect with your audience emotionally whether you’re targeting patients or medical professionals. But healthcare and medical devices are all about helping millions of people’s daily lives and there is real appeal in this if you can capture it.

How can you combine the emotional side of healthcare which illustrates the human impact, and the logical arguments – the stats, the facts – which will help to reinforce why people should choose your product over others.

Get personal

According to Pew 24% of consumers seek help and information from those with similar conditions online. Therefore case studies can really work to add an authenticity to your claims. The benefits of a new stoma device were visualised in a campaign we worked on. Patients who had been fitted with the product were interviewed about the transformative effects on their lives. We brought the impact of this to life by shooting scenes of the patients playing sports – impossible prior to this medical advancement.

Combining stats and smiles

It would be a mistake to eliminate the logical completely. The trick is to combine the arguments that appeal to the head with those aimed at the heart.

Take another case study I worked on where we were briefed to show the benefits of a new chlorine-dispensing device. We interviewed nurses in this Italian hospital. The real-life footage of these nurses, smiling and explaining how they could now spend more time with patients and meet their targets effectively brought the impact on frontline services to life.

The anecdotal accounts were not enough in themselves. We reinforced the emotional impact with statistical details on how the devices had dramatically lowered infection rates. The emotional and the logical worked effectively here to create a powerful message.

Buying cycle

The key is to use the appropriate approach at the right stage in the marketing cycle. Once people have engaged with your product emotionally, they are more likely to trust you and take time to hear more about the detail of your product.

Thirty to sixty-second films with top-level messages can work well as a first touch to engage the customer at a more human, emotional level. Longer, more statistic-heavy films are effective once people have already engaged with your story. Medical motion graphics, whether in 2D or 3D, can come into their own here to explain complex procedures which are difficult to imagine.


  • Don’t forget you are selling to people first and foremost whether you’re business or consumer-focused
  • Use case studies to reinforce the benefits of your products
  • Start with an emotional connection and back up the anecdotal with hard facts
  • Use different videos at different stages of the buying cycle

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By Jon Mowat


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