GHX Fills Video Gaps and Scales In-House Production with Lumen5
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.
"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
THE CHALLENGE
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.
"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 SOLUTION
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.
“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
The Value of Speed, Simplicity, and Flexibility
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.
“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.”
Scott Downing, Senior Content Marketer, GHX
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.
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.
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.
“With the traditional agency, the time is usually about one week. But with Lumen5, it’s cut down from weeks to hours.”
Visual content director at Siemens AG
“Lumen5 is especially helpful for business people who don't have the technical experience to make their own videos.”
Media relations and content manager
“Thanks to Lumen5, we have been able to cut down on the time and costs related to video making.”
Global advertising and sponsorships
“We’re able to create a video quickly with a turnaround of five minutes versus trying to coordinate with an agency and see if they have time to fit you in. With Lumen5, you could just get it right then and there.”
Social & digital content manager
“The best part about Lumen5 is that it's not time-consuming. It's really easy and you only need a couple of minutes to create a video because everything is included.”
Senior online marketing manager
“We have scaled Lumen5's use across our marketing organization, realizing benefits across many team layers. As company communicators, this agile tool enhances each customer's experience and engagement.”
Director of global integrated marketing, Emerson
“We saw increasing demand within Communications for an intuitive self-service video production tool and Lumen5 filled the gap.”
Creative & digital assets manager, Corporate Voice, Swiss Re
GHX needed a way to produce modern, engaging video content without relying on outsourced vendors. Their team lacked the time, resources, and technical skills required for traditional video production, which slowed down campaigns and increased costs. Lumen5 offered a simple, fast, and budget friendly way to create professional videos in house, giving GHX the ability to keep pace with audience expectations.
Before Lumen5, producing a single video meant long vendor timelines, multiple review cycles, and higher production expenses. With Lumen5, GHX creates polished videos internally within hours. This significantly reduces outsourcing needs, cuts costs, and gives the team full control over revisions and updates.
Video is a key signal of a contemporary, innovative company. Lumen5 helps GHX transform static content into short, digestible videos for social media, allowing the brand to communicate expertise in a more dynamic and compelling way. Branded templates ensure every asset aligns with GHX’s visual identity while keeping production fast and consistent.
Lumen5 provides an intuitive drag and drop experience, AI assisted copy and visual pairing, a searchable stock media library, and the ability to save fonts, colors, and templates. Even team members with no formal video training can create professional content. GHX also benefits from quick sharing and instant feedback through link based review.
GHX can now experiment, iterate, and optimize video content in real time. When a campaign needs a quick adjustment, the team can revise text, swap footage, or refresh visuals immediately. This agility allows GHX to stay aligned with audience behavior and performance data, producing better content faster.
GHX has increased its social media engagement, especially on LinkedIn, by consistently publishing short form video content. The marketing team now produces more videos at higher quality and lower cost, filling a major gap in their content strategy. Lumen5 has become a dependable tool that empowers the team to deliver impactful, on brand videos with confidence.
