4Cori founder Graham Rapier says trusted video information ‘surfaced’ by AI is crucial amid rising patient use of chatbots for medical advice.
Hale House based company 4Cori ‘evolving’ its clinician-avatar patient offer, pivoting from one-off videos to fully managed, clinically governed video libraries designed to help medics tackle misinformation and extend expertise beyond the clinic room.
The move comes amid rapid growth in the use of AI chatbots for medical advice. Recent research from King’s Health Partners, Responsible AI UK and the King’s College Policy Institute London found that one in seven (15 per cent) of people in the UK have used AI chatbots for health advice instead of contacting a GP or other NHS service.
Graham Rapier, a biochemist by background with experience in pharmaceutical tech sector, said he wanted to “spend more of my energy supporting patient-facing people” and found that many doctors are not using available technology, as they are not really aware of it and find it difficult to access.
4Cori films each clinician once, in a single 45‑minute session, then uses avatar technology (via Synthesia) to generate a whole suite of multilingual, repeatable content:
“From there we can make as many different videos of you presenting any topic in any language, and it looks like you, it sounds like you, and you can use that to create a library of content to support your patients through the journey they have with you,” said Mr Rapier.
The company is accredited by the Patient Information Forum as a trusted healthcare content creator, which means that “patients can trust what reaches them, every time.,” said Mr Rapier.
He added that engagement with the firm’s content is higher than industry standard, with above average video completion across content suites built for Harley Street–linked consultants in specialties from oncology to orthopaedics.
“All those rules that you have about people only watching two-minute-long videos or 30 second videos don’t apply… when you start talking about how to look after themselves post surgery… people just watch it all,” he said.
In one 10‑month pilot using video to distribute feedback surveys, response rates rose from 30 per cent to 83 per cent, while one Harley Street Health District based Consultant Oncoplastic Breast Surgeon Giles Davies reported an eight-fold increase in Japanese patient inquiries after deploying a Japanese-language video library on their site, according to Mr Rapier.
“We know video engages an audience far better than text, but practical and cost constraints have prevented its availability to the medical community at scale. We’re using AI, with clear guardrails, to change that,” he said.
“By moving patient education messages from text to video, for example to support pre procedure preparation or treatment adherence, early evidence shows benefit to both patients, via improved preparation and engagement, and clinicians due to time saved,” he added.
The firm’s evolution centres on a new website and an interactive patient platform that integrates with AI tools like ChatGPT and Claude, allowing rich, clinician-authored transcripts to be referenced safely.
“What patients want and need is video-based content… that you find through Chat GPT and Claude… we put flags on [the videos] to make them easy to be found,” he said.
Mr Rapier argues that AI in healthcare works best when it is human-triggered, AI-accelerated and human-approved: clinicians initiate the message, technology does the heavy lifting, and the expert retains ownership of the ideas, content and final sign-off. In that model, AI is primarily an efficiency and time-saving tool, not a substitute for clinical judgement or accountability.
That approach, he adds, depends on strong guardrails, which include a credible likeness of a real, named clinician, creation against accredited standards such as PIF Tick, and ongoing review as guidance changes.
“The future of patient information is video – our job is to make sure it always carries a real clinician’s name and a real clinician’s judgement.”
