Empowering patients through video: London Pregnancy Clinic’s insights

Video content is revolutionising healthcare, offering clinicians a unique opportunity to educate and connect with patients online. In 2022, health-related videos attracted 3 billion views on YouTube in the UK and a staggering 110 billion views globally, highlighting the increasing demand for reliable healthcare information that is easily accessible on social media platforms.

London Pregnancy Clinic (LPC) stands at the forefront of this transformation, excelling with over 20,000 subscribers and more than 11 million views on YouTube. Leveraging their extensive medical knowledge and expertise in ultrasound and fetal development, LPC aims to break traditional barriers and effectively inform, educate, and comfort expectant parents by simplifying the complexities of prenatal care.

In our interview with Tom Ushakov, Creative and Strategy Director at London Pregnancy Clinic, we uncover the secrets behind their success. Tom shares valuable tips for healthcare providers looking to create engaging content, reflecting on lessons learned and offering insights into structuring effective video content for different platforms.

Doctify: Tom, we’ve been fascinated by your approach to using video content to build patient trust, especially seeing London Pregnancy Clinic thriving with nearly 12 million views on YouTube. Can you share more about how this journey started and how it’s evolved? Specifically, how have you used video content to engage patients at London Pregnancy Clinic, and which types of videos have resonated the most with expectant parents?

Tom Ushakov:  Initially, we focused on specialised explainer videos for medical professionals. These videos highlighted specific ultrasound imaging techniques for identifying abnormalities and the visual patterns doctors should look for during scans. Recently, our most successful videos have been those explaining fetal development in the womb. This is a series called “Pregnancy Week-by-Week”, where we highlight key changes in the womb that can be seen on ultrasound in one-minute bitesize segments. These cater to expectant parents, allowing them to visualise this incredible journey. Most mothers in the UK only get two scans with the NHS and don’t know what the baby might look like at any given stage. So, we wanted to educate them and show them how their baby develops.

Doctify: That’s such a great idea! I can imagine future parents find it helpful and reassuring. How do you decide which topics are best suited for video content versus other forms of content? 

Tom Ushakov: Deciding which topics become videos hinges on two key factors: audience needs and content complexity. Our website is a fantastic resource for in-depth medical information, but we recognise it can be dense for expecting parents. Our videos come in handy here. They allow us to break down complex topics into easily digestible segments, answer frequently asked questions (FAQs), and use visuals (motion graphics) to enhance understanding.

We usually gather a lot of questions directly from patients during phone calls when they enquire about our services and during their clinic visits. This real-time feedback helps us pinpoint topics that might be confusing or require further explanation. Most of the time, these questions end up being similar, so it helps us zero in on these topics.

Doctify: That’s really insightful. It sounds like you have a very patient-centric approach. Can you walk us through your process for planning, shooting, and editing videos specifically for social media? How do you decide on the topics and formats that work best across different platforms?

Tom Ushakov: Our social media video process thrives on collaboration! We plan video themes in advance, scheduling a dedicated “media day” with our incredible medical team. Reception and medical staff contribute by collecting frequently asked questions (FAQs) and providing bullet-point answers. This information becomes the foundation for my scripts and goes through a back-and-forth process between the medical team and me on scripting. This ensures every detail is medically accurate and written in an accessible way before finalising it. During the media day, we work with a skilled videographer to capture the video content. Since I also handle editing, having an in-house team proves invaluable. It fosters seamless communication and allows everyone to work towards the same goal: creating informative and engaging social media videos.

Doctify: Teamwork makes the dream work! Have you faced any challenges along the way? How have you managed to overcome them?

Tom Ushakov: The biggest hurdle for us has been striking the perfect balance between accessibility, engagement, and medical correctness. Long-form videos can get repetitive and lose viewers’ attention quickly. We try to focus on conciseness, visual storytelling, and targeted content. We tailor the content length to the specific topic. Some complex topics might benefit from a slightly longer video, but we always strive for the most concise and engaging format possible.

Doctify: It sounds like you’ve really fine-tuned your approach. What has been your most successful video in terms of engagement, and what do you think contributed to its success?

Tom Ushakov: Our most engaging video series follows a winning formula: short, visually captivating, consistent, and focused on bite-sized topics. Each video tackles a single concept, ensuring viewers can grasp the information within a minute. This focus and brevity keep viewers coming back for more, turning it into a successful series.

We believe the key to this video’s success is the perfect marriage of accessibility and intrigue. It breaks down complex medical information into easily digestible pieces while keeping viewers visually engaged. The episodic format of “Pregnancy Week-by-Week” further builds anticipation and encourages viewers to follow along for the next instalment. Keeping viewers informed and engaged requires a strategic approach. First, our scripts prioritise clear medical facts, but we weave them into a narrative to make learning interesting. Animations, ultrasound footage, and props further enhance understanding. This combination creates videos that are both informative and captivating.

Long-form videos can get repetitive and lose viewers’ attention quickly. We try to focus on conciseness, visual storytelling, and targeted content… Our most engaging video series follows a winning formula: short, visually captivating, consistent, and focused on bite-sized topics. Each video tackles a single concept, ensuring viewers can grasp the information within a minute.

Tom Ushakov

Doctify: How do you adapt your content for YouTube compared to Instagram Reels and TikTok, considering the differences in audience and platform algorithms?

Tom Ushakov: We tailor our content to each platform’s strengths and audience preferences.

YouTube: This platform thrives on longer-form content, allowing us to delve deeper into topics and provide a comprehensive picture. It’s where we focus our educational efforts. In my opinion, ultrasound images are best viewed and studied in a horizontal format.

Instagram Reels & TikTok: These platforms prioritise short, engaging videos. Here, we lean into a lighter, more informal style. We might answer FAQs in a fun, meme-like format. However, showing ultrasound images can be a challenge due to the vertical format reducing resolution.

In essence, YouTube becomes our educational hub, while Instagram and TikTok allow us to connect with viewers more casually. This strategic approach ensures we’re delivering the right content to the right audience on the right platform.

Doctify: Can you share any success stories or testimonials from patients who have watched your educational videos, illustrating the impact and effectiveness of your content? 

Tom Ushakov: The positive impact of our videos is incredibly rewarding! We constantly receive heart-warming comments from patients expressing how our educational content has helped them throughout their pregnancy journey. Whether it’s obtaining information about an upcoming decision, understanding what non-invasive prenatal testing (NIPT) is, or knowing what to expect during an ultrasound scan.

Some viewers have particularly enjoyed our ‘Pregnancy Week-by-Week’ videos on fetal development, finding them highly educational. Others have appreciated the longer videos that introduce our specialists, as they found them reassuring. It created a sense of familiarity, and our team’s friendly personalities helped alleviate any anxieties surrounding ultrasound procedures.

Looking ahead, our vision at LPC is to take this a step further! In the future, we aim to incorporate patient stories directly into our videos. These stories will showcase the real-life impact of ultrasound technology through authentic experiences. We believe sharing these stories will resonate deeply with viewers who may find themselves in similar situations during their pregnancy journey.

YouTube becomes our educational hub, while Instagram and TikTok allow us to connect with viewers more casually. This strategic approach ensures we’re delivering the right content to the right audience on the right platform.

Tom Ushakov

Doctify: Let’s say you needed to start your social media presence from scratch. What would you do differently? What are the top three pieces of advice you’d give to other healthcare practices aiming to create engaging content? Are there any lessons learned or regrets from your early video content creation efforts?

Tom Ushakov: We should have incorporated our amazing specialists into video content right from the beginning. This would not only have personalised the content but also helped establish their online presence, fostering a stronger connection with our audience. One mistake we made was producing videos without any human presence or sound, which greatly limited their discoverability and impact.

Building a content backlog upfront would also have been beneficial. This approach ensures consistent posting and allows us to refine our strategy based on audience feedback.

Expensive equipment isn’t crucial; a strategic investment in basic video tools can significantly enhance production quality from the outset. Today, anyone can use an iPhone to create videos, as we do in the clinic, coupled with a decent microphone to avoid jarring audio issues.

You’re absolutely right that building brand awareness and trust in the medical field can be challenging. People are naturally cautious, often assuming healthcare content carries a sales pitch. That’s why we adopted an educational content-first approach, particularly on YouTube. We prioritise creating informative videos that address real patient concerns, aiming to empower viewers with knowledge.

This commitment to transparency and education has driven organic growth in our viewership. We believe our audience values the genuine information we provide, which in turn builds trust and strengthens our brand. It’s a testament to the power of authentic content creation in the medical field.

Now, we leverage the wealth of knowledge within the walls of our clinic to create high-quality, informative videos that answer real patient questions.

Tom Ushakov

Doctify: For healthcare providers who are just getting started, what tips do you have for structuring video content? Specifically, how should they think about formats, length, and storytelling techniques to make their content engaging and effective?

Tom Ushakov: Consider the platform you’re targeting for your content. YouTube allows for detailed explanations, whereas Instagram and TikTok favour short, impactful snippets. Experiment with explainer videos, interviews, demonstrations, or patient testimonials to keep your content fresh and engaging. There’s no one-size-fits-all approach, but creativity and accessibility are key.

On social media, especially, aim for shorter videos that capture attention quickly. For YouTube, break down complex topics into digestible segments that can also be repurposed into shorter vertical videos for other platforms. Focus on delivering the core message within a concise timeframe to keep viewers engaged and wanting more.

When creating content, speak clearly and minimise medical jargon unless necessary. Explaining technical terms and abbreviations helps ensure your audience understands. Visual aids such as animations, ultrasound footage, and props are effective tools for bringing complex concepts to life and enhancing viewer engagement.

For example, Dr Fred Ushakov, our Medical Director, uses older obstetrics equipment to showcase advancements in technology. By comparing it with modern ultrasound scans, he vividly demonstrates the size of a fetus at different stages. This approach not only bridges knowledge gaps but also makes learning about pregnancy captivating and accessible.

💡 Do you want to find out more practical tips for clinicians to create engaging healthcare videos? Check out our recent blog post where we share insights from Dr Vishaal Virani, Head of Health Partnerships, YouTube UK & Ireland, and a panel of clinician content creators: Dr James O’Donovan, Dr Karan Rajan, Dr Liz O’Riordan, and Dr Aziza Sesay.