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GHX Fills Video Gaps and Scales In-House Production with Lumen5

Social media platforms continue to dominate when it comes to distributing information, and video is on a steady rise in capturing the attention of most audiences. For a while now, marketers have been saying: we need video, video and more video.

Scott Downing

Senior Content Marketer, GHX

ABOUT

GHX

Global Healthcare Exchange (GHX) is a healthcare business and data automation company helping organizations increase efficiency, reduce costs, and improve patient care outcomes. As a leader in the healthcare technology space, GHX’s marketing team is tasked with communicating innovation and expertise in a modern, engaging way.

For Scott Downing, Senior Content Marketer, the challenge was clear: he was responsible for leading the execution and strategy of GHX’s content, but his team struggled with video. “The thought of producing a video used to be scary,” Scott admits.

The team had minimal production capabilities, leaving them dependent on outsourcing. Videos were either “thrown together on the fly” or handed off to vendors, which required long cycles of iterations and reviews. This not only slowed them down but also made it difficult to control costs.

Yet, GHX wanted to present itself as a “modern company in a modern space.” Their channels were dominated by static text and images, and they knew they needed to embrace short, digestible videos to meet audience expectations in the evolving B2B landscape.

 

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A GROWING DEMAND MEETS RESOURCE LIMITS

Even with a strong need for video, Scott’s team faced several hurdles: lack of resources, lack of time, and lack of expertise. These constraints limited their ability to prioritize video content within their marketing strategy.

“As marketers, we knew that video was the answer to what was missing in our content,” Scott recalls. “But without a clear solution, it always felt like an uphill battle.”

This reliance on outsourcing created bottlenecks, from delays in turnaround times to budget challenges. GHX needed a way to build professional video content in-house quickly, affordably, and on-brand.

 

FINDING A SOLUTION THAT EMPOWERS THE TEAM

When a colleague introduced him to Lumen5, Scott decided to give it a try. To his surprise, he created his first video within an hour and found the process “shockingly easy.”

Over the past year, Scott and his team have scaled back the time it takes to produce videos while staying within budget. With Lumen5, video creation became not just manageable but energizing for the marketing team.

“It made the entire marketing team aware of one more, very strong type of resource that we have at our fingertips,” Scott says.

Video is a crucial part of any strong marketing strategy, which can be daunting when considering the time, effort, and sometimes cost, it takes to put one together.

Scott Downing
Senior Content Marketer, GHX

THE VALUE OF SPEED, SIMPLICITY, AND FLEXIBILITY

What stood out to Scott was Lumen5’s speed and usability:

“Its ability to edit quickly. It’s quick to play around in to revise copy, then look for images that match the copy. Even without training, being able to search the library and set a tone is one of the biggest pluses for us.”

The platform also provided the flexibility that outsourced video could not. Marketing often requires experimentation, and not every campaign resonates immediately with audiences. With Lumen5, making quick adjustments was simple:

“Everything’s trial and error in marketing. If we see something that doesn’t resonate, it’s so much easier to tweak the copy, change the language, or swap an image. That’s invaluable.”

The ability to save branded elements such as fonts, colors, and templates ensured every video stayed on-brand. The review process also became more efficient with shareable URLs and in-platform commenting. “It’s a great way to get feedback quickly,” Scott notes.


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A NEW IMPACT ON ENGAGEMENT

GHX’s marketing team now uses Lumen5 primarily for social media content, where video has filled a critical gap. Instead of relying on external vendors, the team seamlessly produces polished videos in-house that align with their brand guidelines.

The results quickly became visible: engagement on LinkedIn notably increased, particularly when paired with targeted ads. “It became like a huge arrow in our quiver,” Scott says.

Reduced Production Time
 
Lower Cost
 
Greater Agility 
 
Increased Engagement

 

KEY RESULTS

  • Reduced Production Time: What once required outsourcing and lengthy vendor processes can now be completed internally within hours.

  • Lower Costs: By eliminating dependency on external vendors, the team saves both budget and resources.

  • Greater Agility: Lumen5 enables quick iteration, ensuring content can be tested, optimized, and re-released without major delays.

  • Increased Engagement: Social media, especially LinkedIn, has seen a marked lift in interaction and visibility thanks to consistent video content.

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AN EMPOWERED TEAM MOVING FORWARD

Despite having little prior experience with video, Lumen5 empowered GHX’s team to take ownership of video production. With accessible tools, stock libraries, and branded templates, they are able to produce professional-quality short-form videos quickly and cost-effectively.


“Lumen5 makes it incredibly easy to produce very professional-looking content in-house on a very reasonable budget. It’s fast, reasonable, and easy to use. It’s great!”

Scott Downing
Senior Content Marketer, GHX

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