When it comes to hospital marketing, video has become one of the most powerful tools for connection. But not all hospital videos are created equal. The ones that truly resonate with patients don’t just share information—they build trust, reduce anxiety, and create a sense of familiarity before someone ever walks through your doors.
So how do you create a hospital video that connects on that level? One word: empathy.
Here’s how to build videos that speak directly to your patients’ needs, concerns, and questions—while also boosting visibility and conversion on your Find-a-Doc pages and beyond.
1. Start with the Patient’s Perspective
Patients are often overwhelmed, anxious, or uncertain when they begin their healthcare journey. Your video should acknowledge that. Instead of jumping into technical details or institutional accolades, start by addressing what the patient might be feeling or fearing.
Try this opening prompt in provider bio videos:
“I know it can be stressful to choose the right doctor. My goal is to make you feel comfortable and heard every step of the way.”
This instantly makes your video feel personal, relatable, and safe.
2. Put Provider Bios Front and Center
Your Find-a-Doc page is often the first real interaction a patient has with your hospital—and provider videos are a crucial part of making that interaction count.
A good provider bio video isn’t just a résumé read-aloud. It’s a window into the physician’s personality, care philosophy, and communication style. Patients want to know:
- Why did this doctor choose their specialty?
What’s their approach to care? - How do they make patients feel at ease?
Bonus Tip: Keep videos under 90 seconds, use captions, and make sure they’re mobile-friendly. Embed them directly next to the provider’s bio and contact info for maximum impact.
3. Show, Don’t Just Tell
Video gives you the opportunity to visually convey warmth, safety, and quality. Use B-roll footage of providers engaging with patients, walking through clean, welcoming facilities, or participating in community events.
You’re not just telling people what your hospital does—you’re showing them what it feels like to be there.
4. Highlight What Makes Your Team Human
Credentials matter—but personality builds trust. Encourage your providers and care teams to share something personal: a hobby, a life experience, or what drew them to medicine.
For example:
“Outside of work, I love hiking with my kids and experimenting with new recipes. I think that helps me relate to my patients as real people, not just symptoms.”
This builds emotional connection and makes your staff more approachable.
5. Prioritize Authenticity Over Perfection
Patients aren’t looking for a Hollywood production—they’re looking for sincerity. Avoid stiff scripts or overly polished language. Instead, aim for a conversational tone and genuine delivery.
Pro tip: A guided interview is often more effective than a written script. A trusted producer can ask the right questions to bring out natural, compelling responses.
6. Include a Clear Next Step
Every great hospital video should guide the patient toward action. Whether that’s booking an appointment, learning more about a service, or watching another video, the call-to-action should be obvious and easy to follow.
On Find-a-Doc pages, this means pairing videos with “Schedule Now” buttons, contact forms, or even chatbot integrations to keep the momentum going.
7. Make It Easy to Find and Share
Even the best video won’t resonate if no one sees it. Promote your provider videos across:
- Searchable Find-a-Doc directories
Service line pages (e.g., cardiology, orthopedics)
Social media channels - Email campaigns
Patient portal introductions
Don’t forget YouTube SEO—use relevant keywords, transcripts, and thumbnails that invite clicks.
Final Thought: Your Providers Are Your Brand
At the end of the day, patients don’t connect with buildings or logos. They connect with people. That’s why provider video bios are one of the most valuable marketing assets a hospital can invest in.
When done right, they make your hospital feel smaller, more personal, and more accessible—and that’s exactly what patients are looking for.
