Providence Regional Cancer Partnership is a collaboration between four leading medical groups sharing territory in the Puget Sound. Together, they realized they could provide top of the line, across the board cancer treatment in a single, convenient location. They just needed to get the word out.
We were honored when they chose Bakerbuilt to handle the video that would be many people’s first introduction to this amazing facility.
When they came to us, they were looking to make an introductory video plus a handful of doctor profile videos to run on their website. Their goal was for the website to be the point of conversion for people who have recently been diagnosed with cancer. The challenge was the center’s relative newness, and their proximity to some well known centers in Seattle. Their location in Everett, WA was expected to be a huge benefit to people living north of Seattle, but it also meant overcoming local prejudice in favor of Seattle, and against Everett’s blue-collar roots. Would people believe it was possible to get world class care, at quite likely the scariest time of their life, in Everett?
Right away, we set about researching the best cancer centers in the US, including Seattle’s Cancer Care Alliance. The videos we watched took a few different tacks, and we began noting the most effective parts of them as we considered what we wanted to say with our short video.
We quickly realized that while PRCP had come to us for a series of videos, the introductory video would be a centerpiece of their web presence (doctor profiles in general showed few views on other sites), and so we put the profiles aside for a while and focused all our creative muscle on the heavy lifting.
The video had to accomplish a few goals:
- Make an emotional connection with the audience.
- Highlight the quality of medical care, including state-of-the-art equipment.
- Highlight the support services that really set PRCP apart and above their peers.
- Ensure that the partnering departments shared the spotlight more or less equally.
We decided to use a host, of sorts, to introduce the PRCP and engage a viewer from a patient’s point of view, contrasting the many doctors we would interview. We find that informational videos are more successful and more watchable if they anchor information in a story. We set out a casting call for cancer survivors, listened to their stories, and let our clients choose a face and a voice they loved. Our video would begin and end with her, loosely touching upon her journey through cancer to serve as a story anchor for a viewer watching the video. Our script envisioned opening with our survivor in a traditional Sound setting.
Location is an important benefit of the PRCP, so we wanted to drive that home from the start. What could be more perfectly local and gorgeous than kayaking to Jetty Island? It might have been helpful if our actress had a little more experience in a boat! That day was an adventure, to say the least. The footage, though, was lovely.
In the months to come, fighting scheduling complications and unfriendly weather, we managed to pull together enough b-roll to illustrate the beauty and functionality of the new facility, the capabilities of the doctors there, and to touch upon the breadth of available support services.
Then, over two days of keeping a very tight schedule, we were able to interview a series of very time-crunched doctors between rounds of saving lives, and sneak in some additional footage of volunteers pretending to be patients.
Then it was time to piece it together.
Working with interview footage is always a challenge. These are not actors. These are, in all likelihood, people who never even considered a life in the theater. So at this point, that script so painstakingly drafted and reviewed and rewritten and re-reviewed well-nigh to death, becomes nothing more than an outline – a rough sketch of ideas, as you work with the material at hand.
When all was said and done, I think we pulled together a video that accomplishes all of our video goals and more. Only time will tell if it helps people to choose Everett when they’re deciding where to go for treatment, but you can be sure we’ll be tracking the stats on it. We’re proud to present the Providence Regional Cancer Partnership video.