Beyond “nice to have”: How video and animation can measurably improve patients’ health.

Senior clinicians and NHS service leads are rightly skeptical of some 'creative digital tools' that promise transformation but deliver only novelty value and vanity metrics. However, we don't believe well thought through video and animation projects belong in that category. We believe they can actually make a tangible difference to patient care and clinical outcome. And in this article we'll explain why!...

Over the past decade, and especially in the last few years, high-quality trials and systematic reviews have shown that well-designed video content do more than “engage.” They improve patient's knowledge and recall, sharpen decisions, reduce anxiety, and in multiple pathways, lift hard clinical outcomes such as bowel-prep quality, inhaler technique, disease control and reduce patient stress. In mental health, short targeted videos have also reduced symptoms and barriers to care.

This article distils the most compelling evidence we have found, pulls out some practical design rules, and highlights real-world case studies you can adapt in your service. We hope you find it useful as you consider how you might use video and animated content in your clinical practice. Watch our quick Healthcare Communications video below to see the wide variety of video content styles and formats that can be used. 👇🏻

The latest evidence base at a glance...

Animations boost comprehension and recall (especially short-term). 

A 2024 systematic review in JMIR (Journal of Medical Internet Research) found that animation and videos significantly improve short-term recall of health information compared with usual care across diverse settings. Over 2,400 patients were involved in this trial with over 74% showing improved signs of understanding and information recollection . JMIR+2PubMed+2

Decision quality improves when video is embedded in decision aids. 

The January 2024 Cochrane update, synthesising >200 studies concluded that patient decision aids (many of which are video-based) increase knowledge, improve accuracy of risk perception, reduce decisional conflict and support choices aligned with patient values, with no evidence of harm. Health systems are now acting on this: Brazil is integrating decision aids nationally following the update. PubMed+2Cochrane+2

Advance care planning benefits from video.  Meta-analyses of video decision aids in ACP report meaningful effects: lower preferences for non-beneficial, life-prolonging interventions; greater willingness to have goals-of-care conversations; and higher ACP knowledge. PubMed+2PubMed+2

Where video and animation change physical health outcomes

1) Colonoscopy: better bowel prep → better detection.

Multiple randomised trials show that short educational videos improve the adequacy of bowel preparation compared with standard leaflets alone. Improvements are clinically relevant: higher rates of “excellent” prep and lower rates of “inadequate” prep translate into better cecal intubation and higher adenoma/polyp detection, which reduces repeat procedures and missed pathology. Lippincott Journals+3BioMed Central+3PubMed+3

2) Asthma/COPD: inhaler technique → disease control.

Video-based “teach-to-goal” interventions produce sustained gains in inhaler technique and, downstream, better disease control, adherence and quality of life—effects that text instructions or one-off demonstrations struggle to maintain. Animated or child-friendly videos also improve technique and self-management in paediatric cohorts. PLOS+2PubMed+2

3) Pre-operative care: lower anxiety, higher preparedness.

Pre-op videos, sometimes as simple as a narrated walkthrough of the patient journey, can reduce preoperative anxiety and improve knowledge and satisfaction in orthopaedic surgery and beyond. The consistent win is psychological readiness and informed consent quality. PMC+2BioMed Central+2

An example of this sort of video can be seen below from our work with the East Midlands Cancer Alliance.

4) Radiotherapy: knowledge up, fear down.

Oncology services that deploy short, locally produced patient-journey videos report improved knowledge and satisfaction and reductions in fear and anxiety before consults. These gains are pragmatic and reproducible, even with straightforward production values (using an iPhone and Capcut!). redjournal.org+2onlinelibrary.wiley.com+2

Where video and animation change mental health outcomes

Targeted micro-interventions reduce barriers and symptoms.

Brief video-based “micro-interventions” have improved attitudes toward treatment and help-seeking in adults, while a randomised study in adolescents found that a short video program reduced depressive symptoms. Complementary scoping reviews show digital video (including animation and digital storytelling) improves mental health literacy and reduces stigma among young people—key precursors to earlier access and treatment. JMIR+2PMC+2

See a similar healthcare video case study for young people we created here. Or watch the summary video below. 👇🏻

Video-delivered first-line courses are feasible in primary care.

A pragmatic cohort within primary care demonstrated that a trans-diagnostic, video-delivered course can function as a first-line intervention while patients await psychosocial assessment. This provides an operationally attractive model for services under pressure. BioMed Central

Also, the ease at which links to these sorts of videos can be shared through a platform like Accurx is making video content for specific patients' conditions even easier.

Case studies to learn from...

The NHS Health and Care Video Library (Torbay & South Devon).

Over several pathways (physiotherapy, cardiology, podiatry, maternity and gastroenterology), the team reported 6,598 fewer appointments across one year. This is equivalent to 4,497 clinician hours after embedding short information videos. In cardiology, a single angiogram video cut nurse pre-admission time from ~6 hours per week to ~1 hour. A wider deployment achieved a 22% reduction in outpatient appointments by offering patients a “video or visit” choice. These are operational wins driven by patient-facing video, not tele-consultations. Health Innovation South West+2healthandcarevideos.com+2

Pre-procedure video in GI.

Digestive endoscopy units that standardised a simple prep video saw better bowel-prep scores and higher adenoma detection, reducing the need for early repeat procedures—good for patients and capacity. The video for this case study was pretty primitive but even this made a significant impact. BioMed Central+1

Orthopaedics “virtual hospital” playlist.

A randomized trial using a YouTube playlist to simulate the peri-operative experience for hip and knee replacement reduced pre-op anxiety—an approach that is low-cost, scalable and easy to localise. PMC

Oncology journey explainers.

Radiotherapy departments deploying short “what to expect” videos reported improved knowledge, satisfaction and lower fear. This kind of video can even be created using iPhones on-site with clinicians. redjournal.org

Cancer pathway animations to support clinical care

At Turbine Creative we worked with NUH NHS Trust (Nottingham Colorectal Service) to create a suite of animations that accompanied their colorectal cancer patient treatment pathway. This case study won multiple awards and the surveys and data collected proved its objective success in informing and reassuring patients and their families. See Case study here.  👇🏻

Why video and animation work (and how to design them to work better!)

They reduce cognitive load. 

Combining audio narration with meaningful visuals (especially clear, informative animation) aligns with multimedia learning principles. Patients retain the gist and the steps, not just facts. The JMIR animation review underscores the recall advantage, especially shortly after viewing, which you can extend with reinforcement (follow-up texts, print summaries). JMIR

They standardise high-stakes explanations. 

Every patient gets the same core message about prep, technique or red flags. Which is crucial for tasks where small deviations drive outcomes (bowel prep, inhalers). The result is fewer errors and less variability, freeing clinicians to personalise. BioMed Central+1

They support values-congruent choices. 

When wrapped inside a decision-aid structure, options, benefits/harms, probabilities, values clarification, videos translate complex trade-offs into clear, testable understanding. Which this study from Cochrane finds reliably improves decision quality. PubMed

They lower pre-procedural anxiety. 

Seeing the environment, hearing the sounds, watching the steps. All of these features demystify care, whilst consistently lowering pre-op anxiety across formats. JAMA Network. This departmental tour video below from Royal Papworth Hospital NHS Foundation Trust has had over 11,000 views!  👇🏻

Practical implementation playbook

1) Start with one pathway where “technique fidelity” matters.

• Colonoscopy prep, inhalers, anticoagulation bridging for example. Choose a step where better patient performance predicts outcomes.

  
  

2) Keep videos short, purposeful, and chaptered.

Aim for 60–180 seconds per task; longer pieces should be chunked with clear titles (“Step 1: Diet,” “Step 2: Laxative dosing”). Short animated sequences help with abstract concepts; live-action helps with environment familiarisation. The recall advantage is strongest shortly after viewing, so design an SMS/email cadence to re-surface key clips pre-procedure. JMIR

3) Script to actions, not just information.

• Use plain language, active verbs, and show-and-tell (“Tilt the inhaler, exhale fully, lip seal, press and breathe slow”).

• On risk discussions, use absolute numbers and icon arrays on screen; pause for reflection questions (values clarification) in decision-aid contexts. PubMed

  
  

4) Co-design with patients who have low health literacy.

Animations and narration are particularly effective for low-literacy audiences. Test rough cuts with patients who have no prior exposure to your service; iterate until they can teach back the steps. However, in these co-production environments be aware of contributor bias and always rely on expert video producers advice first and foremost. They are the experts and can filter the insightful patient contributions versus those with an axe to grind! Frontiers

5) Embed in your workflow, don’t “add video on.”

• Before: send links by SMS, patient portal or QR on appointment letters; record whether the video was watched.

• During: play key clips during consent; pause to check understanding.

• After: send recap chapters for at-home steps (prep dosing, wound care).This is how Torbay achieved fewer appointments—making video a choice of clinic touchpoint, not a parallel resource. This simple digital intervention achieved a 22% reduction in outpatient appointments. For those that still opted to come in for an appointment, the cardiac centre at Torbay Hospital replaced one-to-ones with group clinics and played the video followed by Q&A. This resulted in an 85% reduction in nurse time each week. This is a cost saving of £20,676 in one year alone from just one video! htn.co.uk

6) Measure what matters. Track pathway-specific outcomes (prep scores, inhaler technique checklists, detection rates, cancellations), patient-reported anxiety (e.g., STAI-6), decisional conflict, and utilisation (repeat procedures, appointment substitution). Publish your QI runs. There’s appetite for real-world implementation papers.

Common pitfalls (and how to avoid them)

• Over-long, under-specific videos.  If a patient can’t list the three things to do tonight at the end, you’ve made a film, not a tool. Chapter ruthlessly. JMIR

  
  

• “Decorative” animation. Use representational sequences that explain mechanisms or steps; avoid distracting flourishes. Frontiers

  
  

• No reinforcement. 

  Effects on recall are strongest soon after viewing. Add booster messages and handouts that mirror the video’s visuals. JMIR

  
  

• Decision aids without decisions.

  If there are genuine options, structure your content as a formal decision aid to harvest the Cochrane-demonstrated benefits. PubMed

  
  
  
  

What good looks like (example templates you can adapt)

Inhaler technique (per device, 90–120 seconds).

Live-action hands + overlaid animated cues for breath timing; end with a 10-second “common errors” montage. Audit technique checklists and ACT/ACQ scores at 4–12 weeks. PLOS

Orthopaedic pre-operative journey (a YouTube playlist).

Short, reassuring clips filmed in your actual ward: admission, anaesthesia options, physio on day 0, discharge planning. Add a 60-second anxiety-management piece (paced breathing for example). PMC

Radiotherapy “what to expect.”

Clinic tour, mask fitting (if applicable), session sounds, side-effect overview with simple probability visuals. Use 3–4 minutes total; measure pre-consult STAI and knowledge checks. redjournal.org

Mental health micro-interventions.

Two to three 60–90 second clips that (a) normalise help-seeking, (b) teach one actionable skill (e.g., a 2-minute breathing drill), and (c) explain what first-line care looks like. Deploy in waiting rooms and portals; measure attitudes and initial uptake. JMIR

Lived experiences from patients providing real life reassurance

Film short stories of patients who have been through similar experiences so patients can engage with peer-to-peer learning and assurance. We created this YouTube Playlist of videos for Lincolnshire Partnership NHS Foundation Trust here. You can see a summary of the case study here. An example of these videos is below. 👇🏻

Implementation FAQ (from clinical leaders to clinical leaders)

“Will this increase workload?”

Not if you design for substitution and standardisation. Torbay’s experience shows reductions in appointments and staff time when video becomes an alternative to some pre-admission visits—not an addition. GI and respiratory examples show fewer repeats and better first-time quality. In addition, if you use a professional production company, like Turbine Creative, they will take a huge amount of the workload off your hands. htn.co.uk+1

“What about equity?”

Video can improve equity when scripted in plain language, narrated, captioned, and designed for low literacy. SMS delivery (link + one-click) extends reach beyond online portals. Consider co-designing with underserved groups to enhance this. Frontiers

“Do we really need animation?”

Use animation when you must explain mechanisms, microscopic processes, or invisible steps; use live-action for environment and behavioural modelling. Many of the strongest studies combine both. JMIR

“How do we reassure governance?”

Cite Cochrane’s review on decision aids for consent and shared decision-making quality; run a short PDSA with clear outcomes; and store your scripts/video as controlled documents with versioning. PubMed

Final Summary

When video and animation are designed as clinical tools, not marketing assets, they consistently deliver on outcomes that matter to clinicians and patients:

• Physical health: 

  Better bowel prep and adenoma detection; improved inhaler technique and disease control; higher peri-op preparedness. PMC+3BioMed Central+3PubMed+3

  
  

• Mental health: 

  Reduced anxiety before procedures and measurable improvements in help-seeking attitudes and (in some cohorts) depressive symptoms. JAMA Network+2JMIR+2

  
  

• System efficiency: 

  Fewer appointments where appropriate, shorter pre-admission time, and better first-time quality. htn.co.uk

  
  

If you’re considering a pilot project, pick one pathway with a traceable metric, co-design a tiny set of tightly scripted clips, and build the distribution into your workflow. Measure and publish. You’ll strengthen informed consent, reduce anxiety, and—crucially—improve the clinical outcomes your teams are accountable for.

Turbine Creative are highly experienced in running these sorts of projects across multiple pathways for a wide range of NHS Trusts and private healthcare organisations. We'd be happy to chat through any areas where you feel that video and animation could improve your clinical department. We’re happy to review a pathway and sketch a pilot you can stand up in weeks, not months!

Drop us a line on hello@turbinecreative.co.uk or fill in an enquiry form here