Producing a profile video for every physician on staff sounds like a daunting task, but it doesn’t have to be. When we were hired to produce 500 profile videos we started the same way as we start any other project—by planning. This time we just needed to do more of it.
Whether you’re working with a consultant or producing content in-house, here are ten tips to help you get started.
- Use Questions, not scripts. If you put a teleprompter in front of your physician they going to look like they’re reading a script, if you ask a question you’ll get a more natural response that reflects their personality.
- Know the response you want before you write your questions. We wanted to emphasize our physician’s expertise and humanity, and we used these themes to guide us in developing our questions. One question that elicited some of the best responses was when we asked each physician to share a personal experience or anecdote that reinvigorated or renewed their passion for medicine.
- Create a Consistent Uniform Look. Just like your physician headshots should look consistent, you want your profile videos to do the same. Do you want to use a backdrop or an environmental location? What should the physician wear? Should they look directly into the camera or talk to an off-screen interviewer?
- Give Yourself Enough Time for Each Interview. You need to allot time to make subtle adjustments to your lighting, sound and camera angles and also apply any powder or makeup to your subject. Additionally most subjects will need time to warm up and get comfortable in front of the camera. You won’t get your best responses until they do.
- Don’t Hesitate to Ask the Same Question Twice. Doctors are not television news anchors. Each response won’t be perfect on the first take. Don’t hesitate to ask them to repeat an answer in a different wording or in a more concise manner.
- Don’t try to film every physician in a single run. Depending on the number of physicians at your organization this could be a giant project. Break it up into manageable bite sized pieces. This will also give you the opportunity to make adjustments and changes in subsequent production runs based on what you’ve learned.
- Reserve a Large Room You Can Use Throughout Production. Having a dedicated set gives you a consistent location you can manipulate to fit your needs. Plus, you won’t need to break down your equipment at the beginning and end of each day, leaving you with more time to shoot.
- Use Two Cameras for a More Produced and Professional Look. You’re going to need to cut between the physician’s various responses during the editing process. You’re cuts will appear more seamless if you use two distinct camera angles and cut between them.
- Use multiple languages. Since a number of different languages are spoken in our client’s patient population, we asked multilingual physicians to conduct additional interviews in any secondary languages they spoke. We then used an english transcription of the interview marked with time-code to edit the video.
- Setup a Review System. Once you begin the editing process, decide who in the organization needs to review the draft profile videos. We like to assign a single point person to collect all of the edits from the various individuals who need to sign off. Once all of the edits have been collected our editor can make the changes all at once and deliver a polished draft that can be sent for final review and publication.
An example of a completed profile video:
Andrew Poag is the owner of Narrative Media LLC, a video production company located in the Philadelphia Metro area. The original version of the post was published on NarrativeMediaLLC.com