Case Study: The Power of the Patient Story
In healthcare, nothing is more powerful than the voice of the patient. Patients tell it like it is because they are personally impacted. If their experience is not good, their feedback will be forthright. At the same time, if they have a great experience, their gratitude will be unmistakable. In both cases, patients tend to be very willing to share their experience (good or bad) because they are affected personally. As a result, one of the best sources for patient education is the patient.
For organizations that prioritize patient education, there is an enormous opportunity to spread awareness about treatment options through firsthand patient experiences. A patient story video series provides an opportunity to capture content for a large quantity of video deliverables that can be used across virtually every possible distribution channel.
This case study demonstrates one example of the output potential from one patient story. Prior to the production of this series, we outlined multiple video deliverables at different links and formats for different distribution channels. We also outlined the potential for dozens of short form videos to be utilized on social media and as paid ads. All of the outlined deliverables were designed to be captured in just 2 days of production.
3-minute Patient Story Video
The primary deliverable was a 3-minute Patient Story Video designed to live online (YouTube, Social Media, etc). Deana was an actual patient who had undergone a treatment that had a profound impact on her life. In the 3-minute video we get to know Deana as a person and to hear about her treatment experience. Several of the shorter deliverables were designed to send traffic to the website to view the 'full patient story.'
60-second Patient Story Commercial
A 60-second version of Deana's story was designed for broadcast. The 60-second is an abbreviated version of Deana's story, but still provides details of her treatment experience and highlights from her story.
30-second Patient Story Commercial
The 30-second version is a reduced version of the 60-second version and allowed for broader distribution in specific channels.
Social Short Series
The production plan was designed to include interviews with Deana's dermatologist team and her radiation therapist. This allowed the opportunity to outline dozens of short-form videos across a wide range of topics and key messages related to the treatment and the organization behind it. The short-form videos were designed for social media distribution with custom branded subtitles.
Harnessing the power of a patient story requires careful planning up front, but the potential output is great in both quantity and quality. Patients want to tell their story. If they have a great experience with a treatment, it can often be life-changing. There is no greater source for awareness in healthcare than the patient voice.