In a time where health information is searched before it’s spoken about, video has become a vital tool — not just for education, but for trust-building.
If you’re part of a hospital, clinic, or wellness brand, there’s one platform gaining ground fast: Xiaohongshu (RedNote). What started as a beauty and lifestyle app has evolved into a search-first platform where users actively seek health tips, clinic reviews, and honest recommendations.
For the healthcare industry, it offers more than visibility — it offers connection. But to get it right, you’ll need to know what kind of content works best and what to avoid.
Why Should Healthcare Brands Be on Xiaohongshu?
Xiaohongshu isn’t just another social media app, it’s a lifestyle search engine. It attracts users who are already looking for solutions to real-life problems like:
And when your video answers one of those questions — in a clear, caring way — it’s not just content. It’s connection. For providers (Hospital, clinics, wellness centres, etc.), this presents three key advantages:
What Kinds of Videos Work Best?
Healthcare content doesn’t need to be dry or overly corporate. The most effective videos feel real, clear, and human.
Popular formats include:
Tip: Keep it short and engaging. Around 60 seconds is ideal.
Why Professional Video Production Helps
While some Xiaohongshu creators film with phones, healthcare brands benefit from higher production quality, especially when communicating sensitive or complex information.
Professional teams can help with:
Working with a team also helps reduce internal load — your doctors can focus on expertise, while producers handle the rest.
What To Do (and What Not To Do)
Let’s make things simple. Here’s a quick breakdown of the do’s and don’ts.
DO:
DON’T:
Need help scripting or producing your first Xiaohongshu video?
Healthcare is built on trust. In the digital age, trust begins long before a patient walks through your door — it starts with a search, a scroll, and a split-second impression. With the right content, the right tone, and the right tools — Xiaohongshu can help you build trust, educate the public, and attract the kind of patients you want to serve.
Let’s create something that truly reflects your expertise and personality. Reach out to us today.
