After almost a year of clinician-led videos going live across multiple specialties, several patterns are coming through.
What patients seem to value most
1. Preparation before treatment or procedures
The videos that explain what is about to happen consistently get watched to completion. What to expect at a first appointment, what happens before surgery, how to prepare for a scan. Diagnosis-stage and procedure-preparation content has the highest median completion rate on the platform, and this matches a well-established evidence base on pre-procedure video reducing patient anxiety. What our data adds is that patients self-select toward this kind of content.
2. A trusted place to return to in their own time
A meaningful share of plays happen outside clinic hours, with patients watching early in the morning before work, in the evenings and occasionally late at night. Sometimes the same patient returns to the same video days apart, or they watch one video, leave and come back later for a related one. Patients are not consuming this content the way they would a YouTube video — they are using it the way they might use a leaflet from the clinic, except a leaflet does not explain itself out loud in the clinician's own voice, in the patient's own language, at the moment they need it.
3. Information in their own language
The number of patients watching in a language other than the one their clinician speaks is striking. We are seeing plays in Japanese, Arabic, French, German, Mandarin and Russian among others, often without any deliberate international marketing on the clinician's part. These are largely patients living in the UK, who speak English well enough to navigate a clinic, but who would rather receive information about their own care in their own language. The NHS alone serves communities speaking more than 300 languages, and most clinics can only realistically offer information in two or three. Multilingual video addresses that gap directly, with the clinician's own voice and face attached.
What clinicians are getting from it
The libraries are doing real work inside how the clinic runs day to day.
1. Patients arriving prepared
The consultation traditionally finishes when the door closes, but with a library the explanation continues with the patient for as long as they need it. They arrive at the next appointment having understood the previous one, they remember more of what was discussed, and they are more likely to take the right next step in their pathway.
2. Time saved on repetition
The same questions come up again and again, the same explanations are given multiple times a day, and even an experienced consultant repeats themselves more than they would like to. Recording the explanation once, properly, in a form the patient can keep, reclaims that time across an entire week of clinics.
3. PROMs capture and engagement data
Across the libraries running PROMs through video, response rates are substantially higher than text-based collection. This is turning out to be one of the clearest operational gains, because clinics get structured outcome data they would otherwise struggle to collect, alongside visibility on which videos patients are actually watching, where they drop off and which questions come up most often. The engagement data is starting to inform what gets filmed next, which is exactly the feedback loop we hoped to see.
What the data is telling us about how to build a library
Mobile beats desktop by a wide margin, with median completion on mobile more than double the desktop figure. Patients on a phone in their own time are watching to the end; patients on a desktop during work hours are sampling.
Two to four minutes is the sweet spot for most content, with longer videos seeing completion drop. The exception is introductory and welcome videos, where shorter is better. Patients arriving in a library already know what they want — they are not looking for an introduction to the clinic. Treatment and preparation content earns the filming time, because welcome and introduction videos see plenty of clicks but the lowest completion rates of any content type.
Distribution timing matters, with most plays happening on weekdays. Mid-week morning gets the best response to a new release, and weekends barely register.
A closing thought
The avatar-based AI side of what we do tends to get most of the attention. The technology is interesting, the capability is genuinely new and it is the part that makes the rest of this possible at the speed and cost it now is. But it is not where we are seeing the real impact.
What is coming through is something quieter and arguably more important. Trusted medicine, delivered with high clinical integrity, in a format patients can actually use, matters more than any of the technology underneath it. The ability to keep that content current as guidance evolves, and to learn from the data about what is genuinely working, is where the value compounds. The libraries are getting bigger, more specialties are coming on and the picture sharpens every week. There is more to come.