How AdventHealth Uses Explainer Videos To Save Lives
AdventHealth is a highly sought group of hospitals in the Orlando, Tampa, and Daytona Beach, FL providing the latest treatments and technology. Their primary marketing goal is to create understanding with their patients -- their content needs to make both current and potential patients feel safe, particularly when it comes to life-changing medical procedures.
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,” said Marcellino. “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.
To help AdventHealth spread the word of the importance of lung cancer screenings, Digital Brew created an infographic-style video. The video relies heavily on text, creatively and dynamically illustrating the statistics while keeping the serious topic in mind.
“A motion graphic that delivers the education in more of a cartoon way — something that’s easily digestible — makes a patient feel safe,” said Marcellino. “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.”
AdventHealth shared the video on their Facebook page throughout the month of November, which is Lung Cancer Awareness Month. In total, the video was shared 21 times across the network, generating over 18,000 impressions.
Most importantly, the video led 558 people to click the link directly, which led them to a signup for a lung cancer screening with AdventHealth. Countless others may have been affected by the message of the video.
We are so proud to have worked with this incredible team on such a noble project!
[Michael] has a lot of great insights. He gives a lot of great examples for people to react to. I think that he gets the overall message and he makes sure that he doesn’t leave the room without a complete understanding of what it is he’s trying to do, even if those concepts are foreign or highly detailed and medical in nature.