AdventHealth’s Director of Video Content Strategy, Enrico Marcellino, has found one major element that effectively build understanding and trust with patients: storytelling.
“Storytelling is the overarching goal — it’s the most important thing. It’s what drives all of our content and should be what all of our marketing is based on. There’s a difference between sharing something with someone and talking at someone.”
Throughout the years, Digital Brew has produced numerous campaigns for AdventHealth, including the Trust Your Gut series. The videos are always driven by motion graphics, which Enrico says do the best job at relaying complicated messages in a safe and positive way.
“A motion graphic that delivers the education in more of a cartoon way — something that’s easily digestible — makes a patient feel safe. Once they understand the concept, they’re no longer stressing or worried about the procedure and they’re more likely to take advantage of it, which is ultimately for their own good.”