Start with Story
From patient success stories to expert advice that can save and improve a patient’s quality of life, hospitals have their own treasure trove of dynamic stories and authentic branding opportunities. Whether you are trying to promote a service or new technology, build awareness or encourage a lifestyle change, true stories, and real people sell. Every video is a marketing opportunity, and the less your content feels like an advertisement – the better.
Keep your eyes open for powerhouse patients and staff members. Identify potential testimonials as early on as possible. It’s important to build relationships and trust with your patients, their families and the hospital staff so they feel comfortable telling their stories on camera.
Align Your Video Strategy with Bigger Initiatives
Now that you have some potential stories to pursue, start to think BIG PICTURE. When creating a video content strategy, plan as far into the year as possible. It sounds like a simple idea, but video is too often an afterthought.
Start brainstorming by aligning your campaign ideas with major initiatives that your hospital plans to promote throughout the year (i.e: Breast Cancer Awareness Month, a website re-launch, the announcement of a new doctor or wing). This will help you focus on potential creative concepts, determine in house capabilities, outside resources needed, access to willing patients, staff and other talent required to execute each concept. It may also make it easier to show value and get video budgets approved.
Create a Content Schedule to Save Time & Money
Once marketing goals and budgets are aligned, it’s important to create a video content schedule. In addition to getting organized, mapping out your schedule for the year (or quarter) will put you in a stronger position to negotiate better deals with creative partners, vendors and crew.
Last minute productions are always more expensive, more time consuming and more stressful. Save on production, equipment and editing costs by scheduling several shoots at once. Save time and resources on launching campaigns by sticking to your schedule.
By Brandi Savitt | November 8, 2016
SHSMD Digital Engagement Task Force Member
Managing Director & Creative Producer
The Storywell & Senza Pictures
brandi.savitt@thestorywellinc.com