Humanizing Healthcare
HCP Storytelling—Video
Challenge
With new competitors encroaching on the regional pharmacy market, Giant Eagle Pharmacy needed a compelling way to reaffirm its unique value to both existing customers and prospective partners. The objective was to create marketing materials that showcased the brand’s trust, expertise, and community connection while differentiating it from national chains.
My Role
Wrote and edited the video scripts. During filming, I directed the interviews from behind the camera, asking off-script, conversational questions to help pharmacists feel at ease and capture genuine, natural responses on camera.
Solution
To humanize the brand and deepen trust, we produced a series of authentic pharmacist-led videos. These featured real Giant Eagle pharmacists speaking to their role in patient care, reinforcing the brand’s position as a locally trusted healthcare partner.
Analysis
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Budget: ~$120K allocated to video production, editing, and distribution.
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KPIs:
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Video series distributed across YouTube, Facebook, and in-store screens, generating ~350K views in the first 3 months.
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Average view-through rate of 62%, outperforming the healthcare industry benchmark (~45%).
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Post-campaign brand survey showed a 14% lift in “trust in pharmacist expertise” among respondents.
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Social engagement (shares, comments) was 2.2x higher than prior pharmacy campaigns.
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Results: Videos successfully positioned Giant Eagle as a community-focused healthcare partner, strengthening trust and differentiating it from national competitors.
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Learnings: Authentic, unscripted storytelling proved more impactful than polished commercial messaging, setting a new precedent for future brand communications.