A well-produced patient testimonial video can transform one successful patient outcome into a social media marketing asset. Here are five tips for creating dynamic patient testimonial videos:
Identify your audience.
Before we begin preproduction story planning, we need to identify the audience. In most cases, we are trying to create videos that speak to two vastly different audiences: referring physicians and prospective patients. In order to accomplish this, we need to define exactly what each audience needs to see and hear. A referring physician may be concerned with the details of a procedure or collaboration between specialists. On the other hand, a prospective patient (or family member) will usually respond more to the story arc of the patient illness, diagnosis, treatment, as well the overall patient experience (caring staff, wait times, etc.).
Interview the patient in their home.
A traditional testimonial video for a consumer product would show a satisfied customer using a product. In the case of health care marketing videos, the “customer” is the patient and the “product” is the successful patient outcome. And what could be more positive than showing the patient back at home, discussing their successful outcome?
Bonus tip: While you’re at the patient’s home to film the interview, schedule some extra time to film B-roll of the patient with friends and family. Find out beforehand if the patient leads an active lifestyle or has hobbies that might make for good video.
Focus the patient interview on emotion.
Instead of asking a patient to speak like a medical professional, focus on the emotional heart of the story. Ask the patient to tell you how they were feeling before their diagnosis. Were they nervous? Scared? Ask them to describe how happy they are now that they are back at home and feeling better.
Focus the physician interview on medical specifics.
A doctor can provide a more thorough explanation of the diagnosis and treatment than a patient can provide. Be sure to get them to talk you through the treatment a few different times focus on both clinical and layman explanations. You may wind up patching together a few different takes in order to tell the story in a way that is easily understood by the viewing audience.
Interview a spouse or family member.
A third perspective can really help tie up the loose ends of a patient’s story. A family member may be able to give valuable insight into the severity of the patient’s condition, and in many cases, you might find a family member is more willing to open up themselves up emotionally than the patient. Lastly, a family member may have the ability to explain the details of a procedure better than the physician or the patient.
John Fitzgerald is a video producer and digital marketing consultant