Fast-evolving technology has become a part of every aspect of our lives.
This might sound like an inspirational cliche; we understand. Still, it is true. No matter how we live or where we work, our lives are consumed by the fast flow of information backed by technology. This is also true for the healthcare professionals who we (Doctrina) support.
We provide educational videos about medicines, medical devices, new research and guidelines to help physicians, pharmacists, pharmacy technicians and nurses keep their professional knowledge up to date. Our approach is focused on providing microlearning videos.These are short (about 8 minutes long), goal focused and aimed to help healthcare professionals tackle everyday challenges.
To save you time when learning how to produce an engaging video and reach healthcare professionals, we have prepared guidelines to help you understand how to develop such an engaging video. We’ve carried out an analysis of the best videos published on Doctrina in 2018.
Video courses from Slovenia, Poland, Romania and Croatia were included.
Here’s what we’ve learned:
Make sure to promote knowledge and to be careful with the use of commercial language, so your video doesn’t come across like an advertisement. Our audience are professional experts who expect to gain value.
2. Design and production
Well-performing videos use visual elements thoughtfully. Their role is to support the narrator with animations and images which communicate the main point of a certain topic. Typically videos with high engagement levels also combine different approaches. For example, the video can be part animated presentation and part interview, where a KOL is shown. This gives the video more personal value, and we’ve learned that a mixed approach is much valued when it comes to engagement. Last but not least, the production of the courses should look and feel professional.
3. It’s all about structure!
First, choose an objective for the course and do not stray from it (ever!). Then move forward and form the talking points in a script or on a storyboard to make sure you maintain your thread from the beginning to the end of the course. Most importantly — keep it focused and plan the talking points.
4. Provide additional resources
The point of the microlearning format is to provide content in a short format, often not leaving much time to share additional materials. Still, it is always a good idea to include sources or some complementary reading as an attachment — this will not affect the flow of the course, but will still give your audience a chance to explore the topic in more detail if they feel the need.
5. Cover photos, descriptions and titles
The rule here is: keep it simple, informative and specific.
Well-performing courses are equipped with cover photos where not too much is happening, but they are still relevant to the course. For the title, we recommend using phrases likely to be used when searching for information on the presented topic. The description should be concise and articulate the main goals and presented points clearly.