Using Documentary Storytelling to Tell Your Hospital’s Brand Story

// By Althea Fung //

You see them everywhere — on TV, social media, billboards, and even your doctor’s waiting room. Videos.

It’s no surprise that many organizations are turning to videos to connect to consumers. Insivia, an Ohio-based marketing agency, reports that viewers retain 95 percent of a message when they watch it in a video, compared to 10 percent recall when reading it in text. According to a 2014 survey, 40 percent of consumers said they would rather watch a brand video than read the same information. Even a brief interaction with a video can trigger this response, making a significant impact. In healthcare, the opportunities to present compelling real-life stories filled with emotion and innovation are boundless.

Denise Roberts McKee, chief story strategist, About Face Media

“Everybody loves video; it can be very, very powerful. But it has to be used correctly,” says Denise Roberts McKee, chief story strategist of About Face Media, a Wisconsin-based video agency that focuses on documentary-style film production. In addition to working with brands in healthcare and other industries, the agency has an independent film sister company in California that has produced feature-length documentaries for Netflix and Hulu.

Laying the Foundation

Before embarking on a video project, McKee says it’s crucial for organizations to determine if a video project is right for their strategic goals.

She says there are three critical questions organizations need to answer before they start doing any video:

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