Information overload in healthcare
Healthcare is in the midst of profound change. Digital services such as electronic patient records (ePA), ePrescriptions and health apps aim to simplify processes and improve care. But with every new application, the amount of information patients need to understand also grows. Brochures, leaflets and PDF instructions are well-intentioned, but often end up unread in a drawer.
Why traditional brochures are no longer enough
Paper is static. It explains processes linearly, often with jargon and small print details. For many, this remains abstract and difficult to access. Older patients, in particular, often feel overwhelmed rather than supported by information material. And even digitally-savvy users quickly reach their limits when they have to work through endless text sections. The result: uncertainty, rejection and missed opportunities in using digital services.
Explainer videos as an answer to the information overload
Explainer videos combine images, sound and storytelling into an easy-to-understand message. In just two minutes, they can explain how to register for ePA, what benefits telemedicine offers, or how to redeem an ePrescription. While brochures need to be read, videos tell stories that are intuitively grasped. The brain processes visual information faster and stores it longer.
Practical examples: videos increase acceptance and relieve support
Studies show that the recall rate for video content is up to 95 per cent – compared to about 10 per cent for text-only information. Health insurance companies report that hotline enquiries decrease by over 30 per cent when short explainer videos are integrated into apps and websites. At the same time, activation rates for digital services measurably increase. Especially for patients over 65, visual step-by-step instructions make a decisive difference: they create self-efficacy and trust.
Scalability and flexibility of digital formats
Another advantage: videos are not static. They can be adapted, updated and played in different formats – whether in the waiting room, on social media or in an app. While brochures quickly become outdated after printing, digital content can be flexibly expanded. This makes explainer videos not only more effective, but also more sustainable.
Conclusion: healthcare communication needs moving images
Digital transformation brings new opportunities – but also complex explanation needs. Those who want to reach patients should not rely on pages of text, but need visual communication. Explainer videos do not replace brochures, they surpass them. They create understanding, break down barriers and provide security.
Two minutes of video can achieve more than twenty pages of brochure – and make the difference between scepticism and acceptance.
