Patient Empowerment in Video Storytelling

Trends / Technology
Justin Paget
Sandra Michalska
Feb 15, 2022
Imagine that your next medical prescription involves downloading a wellness app. We are now witnessing the rise of the new health economy in which consumers are increasingly expecting brands to focus on self‑care technology that will enable them to live fuller lives. Our Visual GPS insights around technology and healthcare showed that half of Europeans consider technology as a tool which helps them track goals they have for themselves. What's more, 7 in 10 are excited by the impact of tech innovations on wellness. However, the analysis of our most downloaded videos by European Pharma and Healthcare customers reveals that brands will have to pick up the pace of this accelerated shift towards patient empowerment through technology.

With the increasing number of health applications, and the rise of telemedicine and smart devices, healthcare services are at consumers' fingertips. According to Royal Philips research, nearly two‑thirds of healthcare providers across 14 global markets are investing heavily in digital health, and those investments will drive both brand innovations and consumer adoption. Considering that health is the most important value for over 6 in 10 Europeans, and the fact that Covid‑19 has redefined our relationship with wellness, the changes for healthcare brands are coming.
Video storytelling around eHealth
Our research about videos downloaded by our European customers unveils a shift from medical expertise to patient empowerment enabled by technology. Five years ago, our top‑selling videos around healthcare innovations told a story of expertise which was mostly depicted by showing teams of medical professionals gathered around a simple or very complex piece of technology. Today, we are seeing more home‑usage stories around technology which allows patients to self‑serve and track their health in everyday life. However, these download patterns often rely on abstract representations of futuristic technology, such as computer‑generated technology prototypes, which are not real and lack authenticity—and are therefore are less likely to resonate with consumers.

Our Visual GPS research tells us that European consumers want to see innovations that are purposeful in their everyday lives: 6 in 10 say there is no point in adding technology if it does not add value to their experience. We also observed some differences across generations regarding their relation to health technology. Interestingly, European Millennials are ready to pay more for self‑service capabilities such as online prescriptions or digital therapeutics, whereas Baby Boomers are more attentive to personal data protection. To that end, brands will have to rethink their video communications and show more realistic and relatable scenarios of the positive impact of digital health in consumers' daily life across different age groups. 
Actionable Tips

Both consumer demands and visual language change as quickly as technology itself, but what really matters is that technology that supports consumer health is benefitting both patients and health providers. We have put together some actionable insights to embrace this opportunity and create accessible, caring visual storytelling:
  • Humanise innovations
    Brands must move into the future of digital health with care and a human touch by moving away from futuristic video concepts that might seem alienating. As eHealth continues to grow, there’s a growing need for brands to ‘humanize’ technology in order to appear not only innovative but authentic and relatable too.  

  • Show real, positive impacts
    Show the emotional rewards of eHealth adoption in real people’s lives. Portraying eHealth by emphasizing the positive benefits of innovation will resonate with consumers that are already on board with technology while still inspiring trust among those who need more reassurance. Think about portraying how technology can help patients monitor different conditions at home, such as high blood pressure or non‑compliant diabetes.

  • Be inclusive 
    Your customers are paying attention to who is represented in your eHealth visuals. Always remember to truly reflect your customer base across many intersecting identity factors, as Visual GPS revealed that the top visual preference of European consumers' decisions is 'seeing people like me and my life.''
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