Read time: 3 min 10 sec
Healthcare and pharmaceutical companies have massive amounts of content to communicate these days. It's a complex and fascinating world - from millions of new medicines, to disease prevention campaigns, the communication possibilities from provider to patient are endless. It seems as if every commercial we see out there targets one type of (concerned and rational) patient, but the truth is there isn't just one type!
To imagine the diverse world of patients, we created this nifty visual (above!) to clarify things. In this booming digital age, patients take matters into their own hands and are more well-informed than ever. When they search the web, don’t you want to create the content they find? When creating content for your healthcare audience, don't take a blast approach, target intelligently.
Patients can be divided into the following 4 quadrants based on their level of concern and emotion. Ready? Let's break it down!
1. Concerned + Rational
People who fall into the concerned + rational quadrant are receptive to—yeah, you guessed it—rational communication. They take the necessary steps to get treatment once they hear facts and scientific findings. Tugging at their heart strings doesn't work as well here. The majority of health video today assumes people fit into this quadrant - but beware! - not everyone does! Go for video content that informs them of the benefits of treatment and how the treatment actually works.
2. Concerned + Emotional
In this quadrant, your patient is definitely concerned about their health, but they need to be triggered emotionally in order to take the leap and receive treatment. A great way to reach people in this quadrant is to enhance the storytelling aspect and include things like humor, pain or grief in your video content. By appealing to their emotions with video, they'll be more motivated to take action.
3. Unconcerned + Rational
If someone fits in this quadrant, it means they're not aware enough of the potential health risks in the first place. As healthcare communicators, the idea is to shed light and educate patients. (Video does this wonderfully!) Once the patient is aware of the issue, rational and scientific explanation of the disease, ailment, or illness is what will move them to action.
4. Unconcerned + Emotional
This quadrant is similar to the last! Bringing awareness to the disease is still super crucial here, because this patient may not be aware of it just yet. This person is different than the last in that they're more interested in emotional triggers to realize the importance of improving their health through prevention or treatment. Disease awareness videos like the example below fit right in this quadrant.
Doubting between using live or animation in your videos?
Well, if your content is graphic in nature (like surgeries being explained etc;), animation works best to describe complex procedures and processes.
If your aim to feature testimonial cases or emotional content? Go for live video so you don't lose the powerful effect of human emotion and connection.
So, we know communication in the healthcare industry isn't as clear-cut as physicians and companies used to think. Different patients behave differently! They deserve tailored visuals and messaging to inform, educate and inspire them to be healthy and happy. Video is a great way to reach every patient no matter the concern + emotion quadrant they fall into.
Need inspiration? Below are just some other ideas to kick start your healthcare video:
*Claiming thought leadership
*Building your brand online
*Tool for sales and branding