Months ago I wrote about my bad habit of making physicians feel uncomfortable. My job requires that I put them in uncomfortable situations. Back in May, my team and I spent three days in Massachusetts shooting still photographs and videos of approximately 16 physicians from Signature Healthcare. The assets gathered from the shoot were to be part of a new consumer and physician marketing campaign for the health system. Finally my team and I can celebrate the fact that the campaign has launched. In fact, we’re now in phase two of production, shooting more docs and producing more videos.
I am a huge fan of using video to introduce physicians to consumers and to colleagues across town. Video is so much more powerful than a simple head shot and bio on your “find a physician” page. Through video we can humanize the physician and give the viewer some sense of who this person is. I can’t imagine a more important decision that is typically so poorly informed. When someone chooses a doctor or when a primary care physician makes a referral to a specialist, a video can help to better inform that decision-making process. It is a great tool for conveying expertise and temperament!
Below are a few of the videos from the Signature Healthcare Campaign. The first is a compilation video, followed by a number of individual physician clips. These are real people – often uncomfortable with being on video. If we’ve done our job right, they should come across as being very real – and accessible. Our goal is to make a human connection, not portray these docs as rock stars. If you’d like to visit the simple microsite that is integrated into the campaign, click here.