What goes into creating engaging patient education content that builds trust
An eye doctor wants to show how myopia changes the shape of the eye and affects children’s vision, sending the message to parents that this is important yet treatable. A patient is anxious about cataract surgery. Is it painful? Is it worth it? A caregiver who was not able to attend their loved one’s appointment wants to understand the treatment protocol the doctor recommended. Do they use the eye drops once a day or twice a day?
What do all of these scenarios have in common? These are all situations that can be addressed with Rendia videos. We employ four skilled in-house artists whose job is to render the high-quality animations that doctors use to educate and engage their patients — before, during and after their appointments. Here’s a behind-the-scenes glimpse at what goes into creating our videos, plus a look at some of our newest content.
Different styles for different audiences
Rendia’s content library contains hundreds of videos on topics ranging from allergies to vocal cord polyps. These include narrated animations in which a voice-over describes a specific condition or treatment, vignettes with no sound, just images and words on a screen, as well as anatomy simulations and point-of-view simulations for our Exam Mode and Outcome Simulator tools.
Rendia’s artists consider the audience for each piece of content. A video for pediatric patients will have a brighter, more fun style to get kids’ attention.
Rendia’s artists think through where a video might be used and who is viewing it. An explainer video for older patients may be slower paced and use larger lettering. A video for pediatric patients will have a brighter, faster, more fun style intended to get kids’ attention, and might be voiced by a child to build trust.
“We try to think about who these patients are and put ourselves in their shoes,” said Spencer Demetrick, an artist who’s been with Rendia for 10 years.
Non-branded content establishing trust
Rendia customers often express appreciation for having a visual patient education solution that does not scare patients, like graphic videos they might find on YouTube, or erode their trust in a provider, like marketing materials from drug companies can. Patients are savvier and more skeptical than ever, and may be wary that sponsored content from pharmaceutical companies or medical device manufacturers is trying to sell them something rather than educate them.
Unlike content from drug companies, Rendia’s content is only branded with your practice’s name, establishing you as a trusted provider of unbiased patient education.
Rendia’s content, on the other hand, can be branded with your practice’s name, establishing you as a trusted provider of high-quality, unbiased patient education. “Rendia is entirely patient-focused and information-focused. It’s always about the patient and about educating them,” said Fay Reed, an artist who’s been with Rendia for three years. “Throughout the work we do, regardless of what type of content it is, there is very much a tone of reassurance and kindness and prioritizing patient comfort throughout the patient education.”
Continuous updates and new releases
Rendia’s artists are always producing new content and updating older content. At the top of the Rendia library, customers will find a New Releases section that highlights our newest content. Sometimes new videos are created in response to customers’ requests. For instance, some of our doctors asked for animations that reflect newer understanding of how myopia develops to patients that better illustrated how the eye becomes elongated. We responded by creating two new videos for pediatric patients, The Childhood Myopia Epidemic and Myopia Management, as well as a third video for adult myopes.
We also create new videos to keep up with advancements in the field, changes in treatment options and new technologies. For example, this overview of Light Adjustable Lenses can help patients make an informed decision about which choice is right for them. Dry Eye Tears and Testing explains what dry eye disease is and how it is diagnosed.
“We all have family members who fit these audiences and age ranges, and are affected by some of these conditions and treatments. I think that helps us make our videos more relatable,” said Matthias Egger, an artist who’s been with Rendia for 16 years.
Keeping accuracy, diversity and inclusion front-of-mind
Rendia also updates content regularly to reflect a more modern style and keep up with changing patient demographics. Generation Z — young adults who were born in 1996 or after — are more racially and ethnically diverse than any previous generation. According to marketing consulting firm Deloitte, “As the consumer population diversifies—by race and ethnicity, sexual orientation, or differences in ability, for example—it’s imperative for brands to authentically reflect a range of backgrounds and experiences within their messaging if they expect to effectively connect with future customers.”
Rendia’s artists make sure to show a variety of people, including different ages, races and genders, to be diverse and inclusive and connect with as many patients as possible.
“Whether it is age, gender, race or socioeconomic background, we try to show as much diversity as the topic allows. This way, we can connect with as many patients as possible,” Demetrick said.
Rendia makes an effort to show a variety of people in our videos, showing different races, genders and personal styles — even tattoos! — such as in this video: SMILE: Overview. Rendia’s artists consult with subject matter experts and customers to make sure that our content is hitting the mark. “The combination of doing our own research and then also talking to all our practices and doctors who are experts in their fields allows us to feel pretty confident when we put out this content that we are getting it as right as we can based on today’s best knowledge. And then when things change, we change and keep things up to date,” said Carl Gehrman, an artist who’s been with Rendia for 16 years.
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