In today’s market, video marketing is an essential—and nothing works like a riveting patient story.
But not all patient video stories are created equally. Some feel flat, boring, too promotional or too predictable, while others depict a relatable experience and compel the viewer to feel connected to the organization.
Here are 8 ways to make sure your patient testimonial videos are getting watched and remembered.
1. Find a story that fits your strategy.
A story that doesn’t advance your brand is money wasted, so start by linking your story to a brand message. For example, if you want to position your organization as clinically superior, find a story of a difficult patient case that was solved successfully. Then, let the story reveal and let the viewer form his/her own conclusions.
2. Be authentic.
Viewers crave real stories—and are quick to spot things that have become too polished or corporate. Stay away from re-enactments and stock footage, tell the story as it actually happened, avoid overly promotional talk and most importantly, be sure to include the struggle.
3. Take time to truly understand the whole story before the interview.
Talk with the interviewee before the recording session so you can understand his or her story and think about how to draw it out during the on-camera interview. Ask for and review any articles, other videos, web content or press coverage that give you insights into the story. Then create your list of questions based on what you’ve learned.
4. Prep the interviewee.
Before the interview, let the subject know what to expect, like:
- What the video is for.
- Where it will be used.
- Why you are interviewing them.
- It’s normal to have multiple takes.
- The interview will happen like a conversation, where we ask questions and you answer.
- They shouldn’t plan to read or memorize anything beforehand.
- What kinds of questions we’ll be asking.
- Answer the question with a full sentence, and link to the question. So if we ask “What’s your favorite color?” You’ll reply “My favorite color is blue.”
On the day of the interview, give the subject time to get comfortable in front of the camera before diving in. Engage in some conversation that isn’t part of the interview to help release the tension. Set a tone of warmth and curiosity before you even begin the interview.
5. Build trust.
Telling someone’s story begins with trust—and that begins with attentive listening by an interviewer that is truly interested in the subject. Be awake to small insights or elements of the story that could be fleshed out with more questions, and don’t be afraid to dig deeper. The best elements of a story are rarely the first answers.
6. Hook your audience at the very beginning.
Begin your story with something that draws the viewer in within the first 30 seconds, so the viewer is compelled to stay with you—like this video.
7. Build a character.
Great stories aren’t driven by a chronological listing of events, but by developing a character. Humans have an insatiable appetite to look into the lives of other humans, so look for visual and verbal details that may not even be part of the story but reveal something about the person. Go beyond the story details themselves and ask what’s important to your interviewee, what his/her dreams and motivations are, and how this experience impacted him/her.
8. Capture b-roll and location shots that flesh out the story.
Shoot b-roll that supports the story line, and select the interview location with care. Whether it’s a professor in her classroom or a senior in the home they’ve always lived in, locations can help tell the story. Even if the viewers don’t realize the full impact of the location, your subject will and this could produce a better interview.
Wherever you shoot, make sure it’s quiet, has good lighting options, and is available before and after the shoot for set up and take down, as well as for the actual interview.