a medical professional working on a laptop

How to Make Health Insurance Explainer Videos

​​While comprehensive brochures and websites may offer a wealth of valuable health insurance details, let’s face it: a large segment of the Millennials and Gen Z market find browsing through dense text akin to a tedious chore. But there’s a better way to reach this audience, and it all lies in adapting to their pre-existing habits, particularly their preferred content consumption style: bite-sized explainer videos. 

These visually engaging mediums get them up to speed and convinced in the same amount of time as watching their favorite reel – effectively making health insurance education accessible and digestible to everyone and anyone. 

Scroll down to discover how to create captivating explainer videos that effectively break down complex health insurance concepts to the digitally savvy market:

Understand Your Audience

Before diving into video production, it’s crucial to narrow down your target audience because health insurance at the base level already caters to various demographics – young adults, families, and seniors. By having this understanding, you’ll be able to craft content that aligns on a deeper level. 

Consider the following criteria:

  • The Tone – Use light and engaging material for young adults, informative and reassuring for families, or clear and concise for seniors.
  • The Content –  Address common questions and concerns for each group to tailor content accordingly (e.g., young adults might require clarification, while families might be interested in comparing coverage plans).
  • The Delivery – Animated explainer videos are more engaging to younger audiences, while live-action straightforward approaches with relatable scenarios work better for families and seniors.

Remember: Aligning your video with your audience’s preferences is the key to capturing their attention.

Plan Your Health Insurance Explainer Video

Planning your video upfront ensures resource allocation and creative choices yield the best results. Here’s a step-by-step guide to get you started:

  1. Set Clear Objectives 

What do you want to achieve with your explainer video? Whether it’s to increase sign-ups, educate your audience about a new policy, or clarify common misconceptions, having clear objectives will shape the direction of your content. 

  1. Decide on the Core Message

With a plethora of information available, it’s important to distill your content down to a focused message that audiences can remember even after watching the video. 

  1. Outline Key Points to Cover

Once you have your core message, outline the key points to support it. Implementing this structure keeps your video coherent with a logical flow. 

  1. Write an Engaging Script for Your Explainer Video

Craft a compelling script that utilizes jargon-free language solely focused on addressing the viewers’ needs and problems, making it accessible to all viewers, regardless of their prior knowledge.

  1. Placement and Timing of CTAs

A clear and compelling call to action (CTA) is essential to guide viewers toward the next step, which could be anything from visiting your website, downloading the app, or signing up for a newsletter. The strategic placing and timing help maximize the impact. Generally, it’s placed at the end after establishing trust and delivering value. Others weave it throughout.

Choose the Right Format and Style

Each style has its own set of merits and should be chosen to supplement the effectiveness of the message wished to convey and the audience’s preferences.

For example:

  • Animation: Versatile and often less costly, ideal for complex concepts.
  • Live-Action: Offers a relatable personal touch, suitable for serious topics.

Visuals and Audio Considerations

Visuals are not just there to accompany your script; they play a crucial role in explaining and reinforcing your message, maintaining viewer engagement and comprehension. 

Here are key things to remember: 

  • Choose visuals that directly support, enhance, and emphasize key points (e.g., bar graph or symbol logos).
  • Opt for background music or sound effects that complement the mood without overpowering the message.
  • Choose a clear, engaging voice with a suitable tone, pace, and accent of the voice-over to ensure it complements the video style and message.

Production Process of Health Insurance Explainer Videos

Producing a video can involve scripting, storyboarding, animation/filming, and post-production. Each step requires careful planning and execution to ensure the final product meets your objects, consider the following:

  1. Budget Considerations

Explainer video cost may vary, depending on style, length, and production choices. Therefore, plan your budget in advance before making any allocation commitments, while keeping in mind the conversion rate of a high-quality production.

  1.  DIY vs. Hiring Professionals

While DIY options exist, professional production companies bring a high level of quality and expertise that might be difficult to achieve on your own, but before making that decision, it’s best to consider your budget, resources, and the video’s requirements.

Distribution on the Right Platforms

Targeting the right channels puts it directly in front of your ideal demographic, maximizing efficiency. So when choosing, remember to:

  • Select relevant platforms where your target audience is most active (e.g., Instagram, TikTok, or YouTube).
  • Optimizing your video for search engines by incorporating relevant keywords in the title, description, and tags – boosts your video’s visibility for people searching for health insurance information online.
  • Align Marketing Efforts – Consider how the video can be utilized in supporting your marketing goals, like increasing brand awareness or driving conversions.

Measure the Success of Your Explainer Video

To assess the effectiveness of your explainer videos, you can try these methods to gain insight into how well it performed and if there are any room to refine your approach.

  • Track Metrics – Views, engagement rates, click-through rates, and conversions. (e.g., you can leverage tools provided or use dedicated video analytics software).
  • Gather Feedback – Conduct feedback through Google Forms for a more detailed commentary.

These days, adapting to explainer videos as part of a market strategy opens up complex “adulting” concepts to a digitally-savvy customer base ripe for tapping into, specifically, Millennials and Gen Z. But this can only be achieved through a thorough understanding of their preferences while paying close, almost microscopic attention to every aspect of production – all to ensure your health insurance explainer is engaging, relevant, and most importantly, effective in driving them towards action.

Collaborate with NGP-IMC and let’s produce that explainer video!

Harmony Adiao-Carrillo
Harmony Adiao-Carrillo is the editorial lead of NGP-IMC.