The healthcare industry is undergoing a digital revolution, and video content is at its core. In the UK alone, health-related videos on YouTube garnered over 4.5 billion views in 2023 – a 35% increase from the previous year (source: YouTube internal data). This surge underscores a growing appetite for reliable, evidence-based health information.
Unfortunately, much of the available content is marred by misinformation and poor-quality advice, leaving patients vulnerable and misinformed. This presents a unique opportunity for healthcare professionals to step in. By embracing the digital sphere, clinicians can establish themselves as trusted voices, delivering credible, high-quality content that empowers patients and combats the flood of misinformation.
Half of adults in the UK can’t find reliable health advice
The demand for trustworthy health information has never been greater, especially for Millennials and Gen Z. These digital natives (aged 13-44) turn to tech for everything, including how they learn about their health. Video content meets them where they already are – on platforms like YouTube, Instagram, and TikTok – making health education more accessible than ever.
As Dr Vishaal Virani, Head of Health, Kids & Learning at YouTube UK & Ireland, revealed at our recent event:
- 93% of clinicians believe video is an effective tool for patient education.
- 94% of the UK adult population use YouTube every month, making it the second-largest search engine – second only to Google, which is accessed by 86% of UK adults each month.
- The number of people seeking online health resources has grown 3.5x since the pandemic.
Yet, the digital health space has its pitfalls. 73% of health-related TikToks are inaccurate or misleading, and misinformation isn’t just an annoyance – it’s harming lives. 1 in 10 UK adults has been affected by it, rising to 1 in 5 for ethnic minorities.
You can easily create health videos online that get hundreds of views, and if that impacts one person, then it’s worth it. But here’s the thing: misinformation videos get millions of views.
Dr Oscar Ferguson, NHS Doctor and Clinician Content Creator
The upside? The opportunity for healthcare professionals is massive. According to the Patient Information Forum, 8 in 10 UK adults believe that access to trusted health information would empower them to take charge of their health. This is your opportunity to step up, bridge the gap, and turn trust into impact.
Empowering change, one video at a time
The digital revolution in healthcare tells a familiar story: change often meets resistance. Just as misinformation dominates today’s digital platforms, past scepticism surrounded practices like antiseptics and minimally invasive surgeries. Clinicians like Dr Aziza Sesay are proving that consistent efforts can create meaningful progress.
Through short-form videos, she demystifies sensitive topics like cervical screenings, turning intimidating conversations into accessible and relatable discussions. Her impact is tangible – one viewer shared that her videos motivated them to finally attend a long-overdue cervical screening. The result? Abnormal cells were detected in time, potentially saving their life.
This is the power of clinician-led digital content: challenging old mindsets, breaking down barriers, and showing that small changes can have profound impacts. By addressing taboos, normalising essential conversations, and fostering trust, healthcare professionals have the opportunity to lead a new kind of transformation – one centred on connection and credibility.
Find out more about why clinician voices matter in the digital space.
Overcoming challenges in content creation
Creating health video content is rewarding, but it comes with its challenges. From time constraints to content restrictions, clinicians face several hurdles when stepping into the digital space.
Dr Aziza Sesay highlights that producing a 30-second video might seem quick, but it requires hours of careful research and preparation to ensure the information is accurate and accessible. On top of that, social media platforms often restrict how sensitive health topics, like gynaecological care, can be discussed. To navigate these limitations, Dr Sesay uses creative solutions, such as props, to communicate her message while staying within platform guidelines.
Even Mr Vik Veer, an ENT Surgeon who runs a YouTube channel with over 165K subscribers, found that the journey into video creation has its learning curve. “Sitting in front of the camera was painfully awkward”, he admits. But this didn’t stop him from launching a channel aimed at helping people with snoring, sleep apnoea, and ear problems. He recognised the widespread misinformation surrounding these conditions and the struggle many face in finding reliable advice.
Mr Veer adopted a simple and consistent approach, focusing on delivering clear and accessible content without excessive editing. By dedicating just half an hour a day to creating videos, he has been able to reach and support thousands of people worldwide – an experience he says “has completely changed [his] life”.
So, while the path to creating content can be challenging, the rewards – both for clinicians and the audiences they reach – make the effort worthwhile. As Dr Sesay reflects, “What a privilege it is to change and save lives, not just in person, but across the world.
3 fundamentals for clinician creators
As mentioned above, the digital health space is growing rapidly, offering clinicians a unique opportunity to share knowledge and connect with patients. But what’s the secret to creating content that truly resonates?
Dr Oscar Ferguson, an NHS doctor and experienced content creator, shares three core strategies to help clinicians create content that informs, engages, and builds trust:
Hook your audience from the start
Whether it’s a detailed explainer or a quick tip, how you present your content matters. Dr Ferguson emphasises the importance of strong “packaging”:
- Long-form videos: Focus on an engaging thumbnail and a clear, compelling title. Clickbait is fine, as long as you deliver on your promise and provide the value viewers expect.
- Short-form videos: Hook viewers within the first two seconds by combining:
- Audio hooks: Start with a statement that sparks curiosity or delivers immediate value, giving viewers a reason to want more.
- Visual hooks: Use text, eye-catching visuals, or dynamic animations to stand out in a crowded feed and entice clicks.
Don’t waste time with lengthy intros. If it takes longer than two seconds to understand your video’s value, you’ve already lost your audience.
Dr Oscar Ferguson, NHS Doctor and Clinician Content Creator.
Create a content recipe
A clear content strategy not only helps avoid “ghost subscribers” but also keeps content creation enjoyable and sustainable. Dr Ferguson explains that a “content recipe” involves three key elements:
- Mission: define your purpose, such as improving health literacy or tackling misinformation.
- Target audience: identify your core viewers, e.g., adults aged 18–35 with an interest in health topics.
- Ingredients: choose elements that align with your strengths and appeal to your audience, such as humour, storytelling, or visual aids.
Consistency builds trust
Consistency is the foundation of a successful content channel. It strengthens your relationship with viewers and ensures they keep coming back for more.
- Stay true to your mission and target audience.
- Avoid creating unrelated content that confuses your audience and reduces engagement.
- Stick to a regular posting schedule to build momentum.
Learn more tips for clinicians to create engaging healthcare videos.
The future of healthcare content is here. Are you in?
The digital revolution is no longer on the horizon – it’s here, offering an incredible opportunity to use your expertise to make a real impact. Every video you create has the potential to inform, empower, and even save lives.
Start small, experiment, and let your voice be the trusted source patients need. Whether it’s a 30-second introduction or an in-depth explainer, your content can build trust, break barriers, and empower patients to make informed decisions.
Clinicians now have the tools to go beyond education and truly connect with patients. By integrating video content into the Doctify Media Centre, you can create a profile that combines your expertise, approach, and personality – offering patients a full picture of who you are before they step through your door. As Dr Aziza Sesay puts it: ‘It’s such a great opportunity for patients to preview their doctor’s personality before their visit.’
The impact of multimedia content is undeniable. On Doctify, providers can receive six times more enquiries when patients view their short introduction video. This highlights the power of personalised video content in building trust and fostering stronger patient-provider relationships.
Ready to enhance your Doctify profile and build patient trust through videos?
