With the rise in popularity of video-centric social platforms such as TikTok, Instagram Reels, Twitch, BeReal and, of course, YouTube, there’s a growing expectation for internal marketing teams to create more videos in house. In healthcare marketing, this usually means involving doctors, nurses and medical staff, whose valuable time is already limited.
Short interviews with team members, patient testimonials and live videos are all effective ways to share your message in an engaging way. The good news is you do not need a big budget, sophisticated equipment or a large film crew to produce great video content. Use these simple tips to help your team shoot like the pros while making the process as smooth as possible for your staff!
Video Best Practices
Do film in a clean, quiet, well-lit environment. Keep the background simple and uncluttered.
Don’t show anything that would look too busy or distracting. Don’t film in crowded or visually cluttered locations. Don’t have personal or sensitive information visible in the background.
Do film in a well-lit room. When available, natural lighting is best, and you can enhance your lighting with an inexpensive LED ring light placed in front of you—this will improve the overall quality of the footage.
Don’t shoot using a window as a direct backdrop behind your subject, which will make them appear dark. Instead, consider turning off harsh overhead lighting and having the subject stand near a window to use natural lighting to your advantage.
Do invest in a good-quality camera for professional-looking videos. Smart phones with high-resolution cameras can be effective if used correctly. Place your phone on a stable surface or invest in a simple phone tripod to ensure your footage is not shaky.
Don’t use older model camcorders just because they look more like traditional cameras. Don’t use a low-resolution camera that may result in grainy footage. Avoid shaky footage.
Do invest in a quality microphone for clear audio. Minimize background noise during recording; turn off or move things like a computer or A/C humming. Record in a quiet space and test your audio ahead of time. Record some test lines and play them back to determine if your audio sounds clear and without echoes. You can use the internal microphone on your device or opt for an inexpensive external microphone.
Don’t underestimate the importance of your audio. The most gorgeous shot in the world can be ruined by poor audio quality, echoes and noisy backgrounds.
Do prepare the on-camera subjects with an understanding of the topic and overall goal of the video. Choose individuals who are articulate and comfortable on camera. Encourage natural gestures and expressions. Be sure to have the subject repeat the question at the start of their answer while being interviewed—it allows the segment to stand on its own without the interviewer’s voice.
Don’t have the subject read off a script—if they need notes, provide short highlights so they won’t be tempted to read. Eye movements when reading can be obvious and distracting on camera. Don’t force a script; encourage a conversational tone that is comfortable for the person on camera.
Do include a wardrobe with solid colors, which work best on camera. Do avoid busy and distracting patterns and choose colors that complement the subject’s skin tone.
Don’t consider wardrobe options with logos or busy graphics that could divert viewers’ attention. Avoid clothing that blends into the background.
By choosing the right location; using quality (not necessarily expensive) lighting, video and audio equipment; and ensuring on-camera subjects are well-prepared, your healthcare organization can deliver impactful and professional video content. Remember, a clean and visually pleasing video presentation enhances the credibility and relatability of your healthcare message.