How personalised health videos work
Communication via personalised health videos offers health and care organisations a valuable tool for improving conversion and retention rates for preventative programmes, and for supporting, patient-led self-management of chronic conditions.
At the same time, it can contribute towards meeting both the Digital Health and Personalised Health goals of the NHS Long-Term Plan.
What are personalised health videos?
Personalised health videos use algorithms to generate video content that combines personal data with clinically assured health information and relevant stories or examples. The script, content and style of each video can be personalised and customised according to relevant personal, demographic or other data. It is the combination of this personal content combined with voice-overs and where appropriate live action footage that creates a human touch.
A link to the auto-generated video is sent out via text or email and no app or additional software is required to view the video.
How and why do personalised health videos increase engagement and improve patient outcomes?
We often get asked why generic health videos aren’t as good as personalised health videos. There are a number of other reasons the two aren’t really comparable.
Relevance and human connection
From demographic data to clinical results or personal motivations, personalised health videos can use any available data fields to customise their content.
Besides providing relevant, clinically assured health information, the data can be used to personalise the script, the accent or gender of the voice-over, the imagery, the music, the examples, and the tone of the video. This all makes it more relevant and engaging for the viewer.
Having a person “talking you through it”, also creates a sense of human connection, especially if you feel you can relate to that person in some way.
Behaviour-changing nudges
When used to support preventative and self-management programmes, personalised health videos use the principles of behavioural science (‘nudge theory’) in their design. The personalisation facilitates enhanced emotional connection – by delivering video content relevant to ME and MY life and MY everyday experiences. This has a positive impact on engagement for everyone, increasing equality of access.
Time to process information
Health information can be intimidating and overwhelming. All the information in the videos is simple and clear. The benefit of it being in a video on the viewer’s smartphone is that it’s delivered to them personally, and they can play it as many times as they like, giving them the chance to process it at their own pace.
The information is both visual and audible, which appeals to different types of people. It’s also easy to share with someone else if they have a question about it. This all helps to make it less intimidating, easier to understand and act upon.
A convenient call to action
Personalised videos can also give people an easy way to act. For example, by clicking a link in a video, the viewer can book an appointment, connect to other services or download an app. Either way, they are encouraged to make a commitment with very little effort required. Immediately, a barrier to taking the next step is removed.
“The video was encouraging to stick with the programme. It showed that the programme really works by making small changes.”
“Making the video personalised was great as it is tailored to you.”
“I feel like because I’m in the same situation as the people in the video it related directly to me.”
“It gives you the comfort of knowing you are important to the programme and people are there to help.”
“I appreciated being kept in touch and really feel part of a team.”
“It’s the motivation to do help myself which was lacking and thus video gave me motivation.”
“It’s good to have a reminder that you’re doing something positive for yourself and for your loved ones. It’s handy also to have a reminder of the next session and it’s just nice that there is some contact in between sessions.”
“The testimony of the ladies, not only they looked like me but also had weight to lose and managed to change their lifestyle.”
How do Citizen design and implement personalised health videos?
We start by mapping the patient journey and current communications they receive on that journey. Then we look at the numbers – for example, how many referred patients are signing up for the weight loss programme? How many are showing up at the first session? How many are completing the programme?
We then conduct user research to better understand the barriers people are facing at different points in their journey and how they are feeling at those key moments of choice.
Using all of this information, we identify where personal health videos could be the most beneficial for the patient and/or reduce time demands on clinicians or admin staff within existing clinical pathways.
Timely personal intervention across an individual journey
Based on our findings, we develop scripts and storyboards to support the specific goal of each video communication, whether that is getting people to attend a preventative health programme, or giving them test information to digest ahead of a care planning consultation.
These scripts are refined and developed, and once agreed we integrate the relevant data and create the algorithms necessary to personalise each video.
The videos are then ready to test and deploy.
Supporting Channel Switching
A personalised video communication for vulnerable people under the care of NHS South West London increased website traffic by 90%.
How can personalised health videos be used in primary care?
In the management of health conditions, personalised health videos can support patient-led care and maintain the link between a patient and their GP.
For example, by providing information ahead of annual reviews, they give patients the time to consider the questions they may have and be a more active participant in appointments with their health and care professionals.
In disease prevention and wellbeing support, they can connect people to relevant resources, and sustain people’s motivation to make lifestyle changes and take advantage of the NHS-commissioned programmes or support and resources available to them in their local community.
- Prepare patients for their annual care planning review by providing them with information and prompting them to think about key issues before they meet with their GP or health care professional. This can increase their engagement with care planning and goal setting.
- Communicate and explain the relevance of clinical test results, providing comparisons with previous test results to show progress and areas of potential concern and focus.
- Provide personalised goal-specific information to motivate people to stick to their treatment plans and make those critical lifestyle changes.
- Improve the uptake and completion of prevention and self-management programmes by providing timely communications at known drop-off points.
- Check in with patients throughout the year to maintain the connection between them and their GP, reminding them of any ‘red flags’ that may indicate they need to contact their surgery.
- Connect people to NHS-commissioned resources, local support groups and activities in the community.
- Reassure patients there’s someone there if they need them.
- Prompt check-ins or reviews if necessary.
- Encourage people to switch to using digital channels.
“It was successful in being a morale booster and reminding about the next meeting.”
“Informative and nice to know there is somebody there for you.”
“I was feeling a little confused and it’s put me at ease.”
“I got more information from the video than I have had over the last few years.”
“It gives you the comfort of knowing you are important to the programme and people are there to help.”
“I felt that the video reinforced my motivation.”
What about the technology and GDPR?
The process of generating and sending videos can be fully automated.
The personalised video technology we use to provide our services is fully interoperable with all data systems. It relies on an open-source API-driven platform to make integration quick and easy. And it is accredited to ISO 27001: the International Organization for Standardization (ISO) for Information Security Management Systems
The technology and processes comply fully with GDPR and have governance and consent management built in.
Working with us
Citizen Communications are pioneers in personalised health video communication. We’re specialists in communicating health information in a way that creates emotional connection, promotes action and encourages lifestyle changes.
We’ll work with you to develop and integrate personalised video to support your populations, enabling you to shift to digital communications without losing the human touch.
