The Power of Patient Journey Videos, Part 3: The Necessity of Nuance


Thanks for coming back for our final segment on unlocking the power of patient journey videos. Previously, we explored the importance of choosing the right focus (i.e. the patient as a person), and creating a final piece that is readily shareable with the widest possible audience. Today we’re going to examine how demonstrating a nuanced understanding of the challenges your subject faces helps you connect with viewers and drive home your message.

One of the basic, immutable laws of storytelling is that drama arises from conflict. A story’s power derives from the obstacles placed in the hero’s path, so take some time to consider all the roadblocks the disease in question poses for the patient (your hero). These can range from big and obvious—pain or motor control issues—to more subtle and pernicious symptoms, like fatigue or social stigmas.

All of these issues impact your patient’s quality of life, and warrant a thorough and frank examination. While the larger, more visible issues may appear as tempting, low-hanging fruit, you may find more value in considering the less flashy—but equally intrusive and devastating—side effects that accompany a particular disease.

Consider this video we shot for Culinary Care. Note how David comments on an important, yet easily overlooked, element of Culinary Care’s mission: allowing chemotherapy patients to truly enjoy food, rather than simply meeting their caloric and nutritional requirements.

Addressing issues like these shows insight into the patient’s condition, while establishing empathy with your viewers. Your audience will see their own daily struggles reflected in your patient’s story, creating an emotional connection you might not otherwise get. Demonstrating your understanding of the subtleties of life with a chronic condition will forge a valuable bond of trust between you and your viewers.