How video helps you share your hospital’s stories

UNC Health Care shows why and how to convey your facility’s human element

What’s the key to producing a great hospital video? Think like a reporter.

That’s the message Stephanie Crayton, the University of North Carolina’s Health Care media relations and broadcast manager, delivered during Ragan’s first healthcare webinar about creating hospital videos.

She should know. Before she joined UNC Health Care in 2001, Crayton was a medical reporter at TV stations in Raleigh and Winston-Salem, N.C. She also worked in Washington, D.C., and with CNN in Atlanta. Her presentation showed healthcare communicators how to get inside a reporter’s head.

UNC Health Care started its video program back in 2008, when its communicators realized videos were a more effective way to get stories out to reporters.

“Videos shouldn’t be just entertaining, but informative,” Crayton says. “You have a unique opportunity to craft your message and to get it out there to possibly millions of people, some of whom may not know of your organization or its message.”

She shared the formula for creating a hospital video: Interesting topic + human interest + engaging expert = excellent video