Our friends at RadioMD recently invited us to be guests on their health marketing podcast series called Marketing Mouths. We talked about how to use video in healthcare marketing, telling physician stories and keeping the attention of your audience. And we had a little fun during their infamous “Wheel of Questions” at the end.
Imagine you are driving in your car and the radio suddenly goes silent. How long does it take before you change the station? 10 seconds? 30 seconds?
The concept of time can be hard to quantify. In the initial planning stages of some of our healthcare projects, many clients will say they think a video should be 3 or 4 minutes long. It usually takes a little explanation to see why shorter is better.
One minute is our target length for most of the videos we produce, especially physician profile videos and patient testimonial videos.
Years of experience in television news taught us that you can pack a lot of information into one minute of video. There is a reason that most of the stories you see on the evening news are 60-90 seconds long. Many studies of audience viewing habits have found that time frame is the sweet spot for keeping viewers engaged.
It comes down to the goal of the video. What action do you want the person watching to take? If it is to connect to a physician or relate to a patient, then try one minute.
Here’s an example of a recent testimonial we produced with a patient who had joint replacement surgery.
Real stories from real customers. Simply put, that is the standard definition of a testimonial. In healthcare, getting real stories from real patients on video can be a powerful marketing tool. A great way to share your hospital’s message is with stories featuring positive outcomes from patients of your physicians.
We have produced many patient testimonial videos in the last few years. Through trial and error, we’ve found 3 keys to making effective patient testimonial videos:
1. Pre-interview. Talking to the patient before the on camera interview is very important. Not only does the producer get to hear the patient’s unique story in advance, but this is an opportunity to help make the patient more comfortable with the process. Patients are not professional actors. Calming their fears before the cameras are rolling makes for a better interview.
2. B-roll. Background footage of the patient doing everyday activities provides a strong visual to support the story. It helps to answer a question physicians often get from patients before a medical procedure: “Will I be able to go back to doing the things I love to do?”
3. Think short. We try to keep patient testimonials to roughly 1 minute in length. Why 1 minute? In today’s social media world, keeping the attention of your audience for very long is a challenge. A 1 minute video is also easy to share and watch on your own social media channels.
Here is an example of a patient testimonial we produced on a new cardiac procedure. We interviewed the patient at her church, where there weren’t any good b-roll options. We incorporated animation of the procedure as b-roll.
Some of our most successful healthcare video projects were promoted on social media before a single frame of video was ever edited. Just knowing a video is coming can be a powerful tool. Sharing with your followers that you are shooting a video on a unique service or a particular physician can be an effective way to build excitement.
And it’s more than reaching potential patients. Including a behind the scenes photo from your video shoot on Facebook, Twitter or Instagram lets the hospital staff know about your marketing efforts. It allows them to serve as brand ambassadors by sharing the news.
For some sensitive subjects, it might be best to wait for the final edit and video approval. But those cases are rare. Take advantage of social media and get the word out about your video as you shoot it.
As we bring 2016 to a close, it’s a good time to say thanks to all of our partners and clients. We enjoy the privilege of producing videos that tell the amazing stories of healthcare.
To the physicians and medical professionals who share their stories, thank you.
To the hospital marketing teams who trust us to develop those unique stories, thank you.
To the Point Across Media family of videographers across the country who capture those stories with their cameras, thank you.
We end the year on a high note. We’re proud to share an award winning video we produced with CHI Franciscan Health and the Seattle Mariners. Our fun video “Mariner Moose Visits Doctor” won a 2016 MarCom Award in the medical video category.
It’s time for the annual Society for Healthcare Strategy and Market Development (SHSMD) conference. This year’s conference is in Chicago. To get ready for SHSMD, we’ve been sorting through our best work to display in our booth. We’re looking forward to showing examples of physician profile videos, patient testimonials and service line videos to marketing professionals from hospitals and clinics all across the country. We’ll be at booth 1031 on the exhibit floor.
Next week we’ll be in Chicago for the Healthcare Marketing and Physician Strategies Summit. This conference is a great opportunity for us to share the benefits of using video in healthcare marketing. We’ll be featuring success stories from our client hospitals with physician profile videos, service line videos and patient testimonials. We look forward to meeting healthcare marketers from all across the country. We’re in booth 63 in the exhibit hall.
One of the best things about producing healthcare video is the opportunity to tell stories that matter. Sometimes you stumble upon stories, sometimes they open the door and shake your hand. That’s what happened when we met George Hausauer.
George was a 91 year old man with a failing heart. His diagnosis was severe aortic stenosis, basically a choke up of the aortic valve. George needed surgery, but because of his age and health, traditional open heart surgery was not an option.
His cardiologist suggested George see cardiac surgeon Dr. John Luber at St. Joseph Medical Center in Tacoma, part of CHI Franciscan Health. Dr. Luber is on a highly specialized team performing TAVR, which stands for Transcatheter Aortic Valve Replacement. TAVR is a unique heart procedure where an interventional cardiologist and a cardiac surgeon work together to repair a damaged aortic valve without opening a patient’s chest. Dr. Luber determined George was a great candidate for TAVR and his procedure was very successful.
Our goal was to tell a story about TAVR. But it wasn’t hearing from the specialists or seeing the surgery that made this story effective. It was George. This is his story. I dare you not to like him.
This tweet from our longtime client CHI Franciscan Health showed up in our Twitter feed today:
I was thinking back to the morning we interviewed Dr. Blau in her clinic. She’s a medical oncologist who specializes in treating patients with breast cancer. One of her patients who was going through chemotherapy made a special trip just to be in Dr. Blau’s video. The video shoot became secondary to Dr. Blau. She was more concerned with her patient and how she was doing. We saw the same type of passion when we talked with her about being part of a team fighting breast cancer.
There is change for change’s sake. And there is change for the better. At Point Across Media, we’ve opted for the latter. We’ve decided to give our website an updated look and feel.
We use video to tell powerful healthcare stories. Our goal in redesigning our website was to improve the way we tell our own story. Specifically, we wanted healthcare marketing professionals to know how we can help them reach their target audience with video. That’s why our video story is front and center on the all new pointacrossmedia.com.
We would like to thank the team at Concept Marketing in Park City, Utah for their great work in designing our new website. We hope you like it as much as we do!