How-to Add Professional Polish to a DIY Video

It’s never been easier to create a good DIY video. Wait, did I just say that? As someone who makes a living producing corporate videos, maybe I should reconsider?

Nope, I stand by it. You don’t always need a professional to produce your videos. Now, should you want a pro? Absolutely. But need one? Not for every video.

If you’re gearing up to create your own, here are some insider tips to make those DIY corporate videos look more polished and professional.

Pro Tip: Camera Position Matters

When shooting an interview or even just filming yourself talking to the camera, do not position your lens too low. Too many people pop open their laptop, tilt the screen until they’re centered, and hit record.

Stop doing that! Shooting from a low angle is rarely flattering unless you’re going for a very specific, stylized look (and trust me, you probably aren’t). Instead, aim to have the camera at eye level or slightly above—like when you’re taking a selfie. Stack some books, lower your chair—do whatever you need to raise that camera. You’ll instantly look better on screen.

Still unsure? Here’s a quick trick: If you can see the corner where the wall meets the ceiling in your shot, your camera is too low.

Pro Tip: Lights, Camera, Action!

Good lighting is everything. Most people rely on whatever light is already in the room without considering how that light interacts with the camera.

Position your light source just behind or slightly above your camera lens. Think of the mobile news cameras you see on TV—those lights are mounted right on top of the camera, shining down on the person being filmed.

If you don’t have a setup like that, no worries! Place a light source just to the left or right of the camera, as close as possible to the lens.

Bonus tip: If you’re filming during the day, position yourself in front of a window. Natural light is your friend! Just make sure the light is shining on your face. Don’t put it behind you unless you want to look silhouetted like someone in a witness protection program.

One thing to avoid? Filming in a dim room where your screen’s glow is the only light source. It will make you look, well…creepy. Just don’t.

Pro Tip: Perfect Your Posture

The chair you choose can make a big difference. Cozy, fluffy chairs are great for reading, but not so much for shooting video. High-back chairs that peek into the shot? Also no good.

I personally go for the least comfortable chair in the room—something like a metal folding chair works great. Why? Because it forces you to sit up straight. Good posture helps you look more confident and engaged.

Pro Tip: Don’t Skimp on Audio

Even if your video looks great, bad audio can ruin the entire thing. First, find a quiet room with minimal background noise and echo. If you can hear your voice bouncing around, your audience will too.

Investing in a microphone can make a huge difference. Lavalier mics (the small clip-on kind) are fantastic for interviews or direct-to-camera shoots, but even a mini shotgun mic will be a game-changer.

No mic? Then shooting in a quiet room becomes even more important. Get as close to the camera as possible while still looking good in the frame.

Pro Tip: Frame Your Shots Like a Pro

Another rookie mistake: framing every shot exactly the same. Videography is an art form, but there are simple ways to improve your framing without much effort.

Try to mix it up: start with a wide shot, then move to a medium shot, and finish with a few close-ups. For example, if you’re filming someone working at a desk, get a wide shot of them in the whole room, then a medium shot of them at the desk, and finally, a close-up of their hands typing or their face concentrating.

Also, play around with positioning. Think of the frame in thirds—left, center, right. Offsetting your subject from the center can create a more interesting shot, especially for interviews. And watch the headroom! Many beginners leave too much space between the top of the frame and the subject’s head. You only want a small amount of space there—just enough.

Pro Tip: Keep It Steady

Your tripod is your best friend. Yes, pros like me can shoot handheld video with purpose and precision, but that takes practice. For now, stick with a tripod to keep your camera steady. No need to break the bank—just get something reliable.

Once you’ve mastered shooting on a tripod, you can start experimenting with handheld shots. But remember, start with the basics.

Pro Tip: Horizontal vs. Vertical Video

If you’re shooting on your phone, always turn it on its side to film in landscape mode. Yes, vertical videos have their place on social media, but unless your video is exclusively for social, stick with horizontal. It’ll look better on websites, presentations, and even emails. Vertical videos might look fine on a phone, but on a larger screen, they can seem out of place.

There you have it—some practical tips to elevate your DIY video game. While you may not need a pro to create corporate videos, a few simple adjustments can make a world of difference in the final product!

How a healthcare video saved my life.

In May of 2024, my family and I took a trip to Amsterdam.

We ate Dutch apple pie, took a canal tour, and went on a bike ride through the countryside.

It was a terrific getaway… until I had a heart attack.

PHOTO: this was taken during an 18-mile bike ride through the Dutch countryside only a few hours before my heart attack.

I’m not kidding.

I had chest pains at the VRBO where we were staying. We called emergency services right away, the operator sent paramedics, and they confirmed it was the real deal.

I’ll share the details, but as you might know, every minute is critical during a heart attack. The fact I recognized the warning signs so quickly saved my life.

And do you know what I have to thank… a video.

Seriously.

The healthcare video producer, saved by a video. I’ll explain.

In September of 2023, I once again spoke at Content Marketing World. I love the event, and I always stick around to attend the conference after my presentation.

PHOTO: Content Marketing World 2023 in Washington, DC.

CMWorld usually features a celebrity keynote, and in this case the director/actor Elizabeth Banks was there. She talked about despite directing and starring in movies, one of the projects she’s most proud of is a PSA she produced for the American Heart Association. It’s focus is providing women with the warning signs of having a heart attack.

Now, I was not the target audience for the video, but it stuck with me, especially some of the symptoms like arm pain and tightness in the jaw. That was new to me.

VIDEO: watch the video that saved my life.

Flash forward to my family vacation.

We brought lunch back to our Amsterdam VRBO one day, and all of a sudden my jaw and chest started to hurt at the same time.

My wife and I had the same reaction. It’s probably just indigestion. After all, one of the things I had for lunch that day was a Dutch specialty, raw herring, pickles, and onion.

For the record, I’d stick with the Dutch apple pie if I were you.

Joking aside, I don’t meet any of the typical risk factors for a heart attack. I’m too young, eat well, and exercise three to five times a week.

However, remembering the video, I told my wife I think we should call 911… 112 in the Netherlands, thanks Google!

Best move I have ever made.

I told the emergency operator my symptoms, and she said she was sending paramedics right away.

After a few tests and a mobile EKG, the paramedics were hauling me out of the apartment window on the fourth floor since the stairs were too narrow for a stretcher.

By the way, I was asking my wife through the whole thing to take photos and video. She snapped some pictures, but stopped short of shooting video. I can’t imagine why.

Sure, I might die, but I’m a professional public speaker (tonygnau.com) and a content marketer. I’m a VIDEO guy! I knew this was going to be a great story to share.

PHOTO: yes, the Dutch paramedics sent me out the fourth floor window.

I’m not overstating this. That video saved my life.

Had I not seen that video, I can assure you, I would not have called for an ambulance. I would have gutted it out. Give me some Tums. I’ll be fine.

If I had done that, I wouldn’t be here right now.

I got into the ER so quickly, doctors were able to clear the blockage, and I didn’t even sustain any permanent heart damage.

However, it was a wake-up call for something more serious. I have diffuse coronary artery disease. I’ll spare you the Google search, it’s not good. In my case, it’s genetic, but we’re catching it early enough that I should be okay.

Again, I learned all of this because I was at Content Marketing World and saw that video.

PHOTO: I took this picture of Elizabeth Banks moments before she showed the AHA video. Put your camera down Tony and pay attention, she’s about to save your life!

Now, I’m not suggesting every video you produce has the potential to save someone’s life. Maybe none of them do.

The point is how powerful video can be for recall. As an audience member, I saw that video eight months prior, but I was able to remembered it when minutes mattered.

I love text-based content. Clearly. It’s a huge part of my own content strategy. But do you think text-based content would have had the same affect on me in that situation?

Of course, my friend Ahava Leibtag from Aha Media Group argues that healthcare copywriting can be just as impactful. She told me so as soon as I published this blog post on LinkedIn.

I do agree that text is impactful, and we need to be sharing our stories through multiple formats. Having said that… video is special.

In this case, I remembered the jaw tightening symptom because of how Elizabeth Banks’ character in the video moved her jaw around like something felt wrong.

My own jaw pain coupled with the chest pain triggered my memory of that moment in the video.

Lucky for me, but that type of visual cue is one of the reasons video is so powerful as a communications tool.

It can work for you and your company/organization as well.

Whether it’s a PSA for something important like heart disease, something more commercial like promoting a product/service, or management delivering an important message to the team/employees.

Video is quite simply one of the best ways to get your audience to pay attention, soak in your content, and recall it later when it counts. That might be at the moment they convert to a subscriber, choose to become a customer/client, or need to call 911.

You can take my word for it.

How-to Hire a Healthcare Video Production Company: A Comprehensive Guide

You're gearing up for that next healthcare marketing video, or maybe you’re going to produce an internal communications piece for your team. The next step? Finding a healthcare video production company that gets healthcare. This guide is designed to help healthcare communications executives like you navigate the process.

Why You Should Look at Multiple Video Production Houses

Not all production companies are created equal, and that's not just a cliché—it's a reality that can significantly impact the success of your healthcare video project. 

For a few production companies, healthcare is all they do. Cough, cough… us for example, we’re the healthcare video specialists. Production companies like us understand the nuances of medical terminology, patient confidentiality, and regulatory compliance. Others may not have that specialized knowledge, which can be a critical factor depending on your project's scope and purpose.

Size also matters. Larger production houses often come with a broad range of resources, from fancy gear to a team of personnel. They may offer a one-stop-shop experience but could be overkill for smaller, more focused projects. 

Smaller companies or independent professionals might provide a more personalized touch, dedicating themselves entirely to your project. They might also be more open to your ideas and easier to work with. However, they could lack some of the high-tech bells and whistles.

Then there's the creative angle. Some production companies excel at storytelling, crafting videos that resonate with audiences on an emotional level. This skill is invaluable for patient testimonials, success stories, or any content aiming to connect on a human level. 

Others might focus more on the technical side, dazzling with high-quality graphics, animations, and special effects. These could be more suitable for projects like medical procedure explanations or product demos.

Given these variables, it's crucial to explore multiple options. Don't just settle for the first company that comes up in a Google search or the one that a colleague casually mentioned. 

Take the time to research, compare portfolios, and even meet with potential candidates. Your project is unique, and it deserves a production company that aligns perfectly with your healthcare focus and specific needs. By considering multiple options, you're more likely to find that perfect match, ensuring not just a successful project but also a smoother, more enjoyable production process.

Great, right? But how do you go about doing that?!

VIDEO: If you don’t choose your healthcare video production company wisely, you might end up with a video like this.😆

Tip #1: Watch Their Work

When it comes to selecting a video production company for your healthcare project, nothing speaks louder than its previous work. But don't just skim through; there's an art to evaluating a portfolio effectively.

First off, ignore the sizzle reels. These are often flashy compilations designed to showcase the best ten seconds of various projects. While the reel might be entertaining, it won't give you real insight into a company's capabilities. You need to see how they handle a project from start to finish, not just the highlights.

Instead, focus on their client work, particularly projects related to healthcare. This will give you a much better sense if they have experience in healthcare video. Look for nuances like how they handle medical terminology, whether they can convey complex health-related topics in an easily digestible format, and if they demonstrate a sensitivity to patient confidentiality and other ethical considerations.

Also, pay attention to storytelling. In healthcare, the human element is crucial. Whether it's patient testimonials, staff interviews, even educational content, see if the video company can tell a compelling story. This is often what separates a forgettable video from one that connects with its audience.

In addition, you should consider the production quality. While you may not be a technical expert, you can still gauge the quality of the video. Is the lighting professional? Is the audio clear? Are graphics and animations smooth and well-integrated? Just be a viewer and stay on alert to see if anything seems off.

Finally, check if the company has produced an "About Us" video. It might sound trivial, but a company that specializes in video production should use video to tell its own story. If they haven't, what the heck?! That’s weird. After all, if a company doesn't believe in the power of video enough to produce one for themselves, how can you trust them to create an impactful video for you?

By taking the time to watch and evaluate their work critically, you'll gain valuable insights into a production company's strengths and weaknesses. This will help you make an informed decision, ensuring that you choose a partner capable of bringing your healthcare video project to life effectively.

Tip #2: Vetting the Companies

Once you've watched their work and have a shortlist of potential video production companies, the next step is vetting. This phase is crucial because it's not just about what they can show you. It’s also about what they can tell you and how they engage with you as a potential customer. Here's how to dig deeper:

Client List and Testimonials

Start by examining their client list. Are there healthcare organizations similar to yours? If yes, that's a good sign they understand your industry's specific needs. Don't just stop at names, look for testimonials or case studies that detail the experience of working with the company. This can provide insights into their reliability, professionalism, and the quality of their customer service.

Pricing and Transparency

Pricing is often a sensitive topic, but it's essential for budgeting and planning. While most companies hesitate to list prices due to the custom nature of video projects, they should be willing to provide a ballpark figure or a pricing range. Ask about fixed pricing options to avoid any hidden or unexpected costs later on. Transparency in pricing is a good indicator of a company's integrity and customer-centric approach.

Communication and Responsiveness

Pay attention to how quickly and clearly the company communicates with you. Are they prompt in responding to your questions? Do they provide clear and comprehensive answers? Good communication is a strong indicator of a company's professionalism and can significantly impact the smoothness of your project.

Technical Capabilities

Ask about their technical capabilities, including equipment and software. While you may not be an expert in this area, their willingness to explain these details can show their expertise and transparency. Remember, us video folks are pretty obsessive about our gear. If they can’t give you a clear answer, they might be farming out the work to independent videographers and/or overseas editors.

Flexibility and Customization

Every healthcare video project is unique, with its own set of challenges and requirements. Ask how flexible they are in adapting to specific needs, timelines, and unexpected changes. Can they offer a customized solution tailored to your project, or do they adopt a one-size-fits-all approach?

Legal and Ethical Compliance

In healthcare, compliance with regulations such as HIPAA in the U.S. or GDPR in Europe is crucial. Make sure to ask about their experience and capabilities in producing videos that meet these legal requirements.

By thoroughly vetting potential companies, you're not just reducing risks; you're also setting the stage for a successful, collaborative relationship. This step may require time and effort, but it's an investment that can pay off significantly in the long run.

VIDEO: don’t get us started on video production company sizzle reels.😆 Check out this 1-minute tip for vetting production houses!

Tip #3: Questions to Ask

So you've watched their work and vetted the companies. You're almost there, but before you make that final decision, it's important to get on the phone or a video conference call to ask some questions. This is your opportunity to clarify any uncertainties and get a full understanding of what each company offers. Here's a breakdown of essential questions to consider:

Financial Questions

• Is there a minimum cost for a project?
  This helps you understand if they can accommodate your budget constraints.

• Do you offer fixed pricing or is it variable?
  Knowing this upfront can save you from unexpected costs later on.

• How do you charge? By the hour, by the day, or by the length of the video?
  This gives you an idea of how to budget for additional work if needed.

Project Management

• What is the typical timeline for a project like mine?
  This helps you plan your own timelines and set realistic expectations.

• Who will be my point of contact during the project?
  Knowing who to reach out to for updates or changes is crucial for smooth communication.

• How do you handle revisions? Are they included in the initial cost?
  This can be a hidden cost, so it's good to clarify this upfront.

Creative Process

• Will you assist with creative ideas and storytelling?
  Some companies are execution-only, so if you need creative input, make sure they can provide it.

• Do you have experience with healthcare-specific content?
  Given the specialized nature of healthcare, this is a must-ask question.

• Can you provide scriptwriting services, and is that included in the cost?
  If you don't have a script ready, knowing whether they can help—and at what cost—is essential.

Technical Capabilities

• What kind of equipment and software do you use?
  While you may not be a tech expert, their willingness to share this information can indicate transparency and expertise.

• Do you offer special features like 3D animations, virtual reality, or drone footage?
  Depending on your project's needs, these capabilities might be essential.

Legal and Compliance

• How do you ensure compliance with healthcare regulations like HIPAA or GDPR?
  Non-compliance can lead to legal issues, making this a critical question.

• Do you offer non-disclosure agreements (NDAs) to protect sensitive information?
  Given the confidential nature of healthcare data, an NDA can offer an extra layer of security.

By asking these questions, you're not just gathering information, you're also gauging the company's expertise, transparency, and willingness to meet your specific needs. The answers will provide a comprehensive view of what each company can bring to your project, helping you make an informed decision.

Tip #4: Get It in Writing

Congrats… you’ve done your homework! You've watched their work, vetted the companies, and asked all the right questions. Now, it's time to make it official, but before you shake hands (virtually or otherwise), make sure to get everything in writing. Here's why this step is so crucial and what you should look for in a written proposal and/or contract:

Scope of Work

The proposal should clearly outline the scope of work, detailing exactly what services will be provided. This includes pre-production activities like prepping for the shoot, production elements like shooting and equipment, and post-production tasks like editing and revisions. If something isn't listed, assume it's not included.

Pricing and Payment Terms

The proposal should break down the cost of the project. Payment terms should be clearly defined, including any upfront deposits, milestone payments, and final payments upon completion.

Timeline and Milestones

A detailed timeline is essential for project management. It should outline key milestones, such as script approval, shooting dates, and delivery of the final video. This helps you plan your own activities and sets clear expectations for both parties.

Revisions and Additional Costs

The proposal should specify how many rounds of revisions are included in the initial cost and what additional charges apply for extra revisions or changes to the scope of work. This is a common area for misunderstandings, so make sure it's clearly defined.

Legal and Compliance

Given the sensitive nature of healthcare information, the proposal should outline how the company will comply with relevant regulations like HIPAA or GDPR if they are relevant to you and your project. This may include data storage and transfer protocols, as well as any NDAs or other legal agreements to protect sensitive information.

Termination Clauses

Life happens, and sometimes projects get canceled or postponed. The proposal should include termination clauses that outline the conditions under which the contract can be terminated by either party, and what financial obligations remain in such cases.

Ownership and Usage Rights

Finally, make sure the proposal specifies who owns the final video and any associated materials like scripts, graphics, and raw footage. Usage rights can also be a point of negotiation, especially if you plan to use the video across multiple platforms or for an extended period.

Getting everything in writing not only protects you legally but also serves as a reference point for both parties throughout the project. It ensures that everyone is on the same page, reducing the risk of misunderstandings and disputes down the line. So before you jump into production, make sure you have a written agreement to make sure everyone is on the same page.

The Production Process

Understanding the production process is key to a successful video project, especially in the healthcare sector where details matter and regulations abound. Knowing what to expect at each stage can help you plan better, communicate more effectively with your production team, and ultimately, achieve a better end product. Here's a deep dive into what the production process typically involves:

Pre-Production: The Planning Phase

This is where all good videos start—with a plan. During this phase, you'll work closely with the production team to outline the project's objectives, target audience, and key messages. You'll also discuss the video's tone, style, and any creative elements that might enhance the video.

• Scriptwriting: If the production company offers scriptwriting services, this could be when the script takes shape. It's a collaborative effort, often involving multiple revisions to get it just right. Important note: some production companies (cough, cough, like T60 Health, don’t script videos in-advance. Instead, the script is created after the video shoot. More on this coming under post-production.

• Storyboarding: Some projects benefit from a visual storyboard, outlining each scene or segment. This helps everyone visualize the final product and can be particularly useful for complex or technical subjects.

• Location Scouting: If your video involves on-site shooting, you might choose for the company to do some location scouting. The production team will visit to determine lighting, sound, and visual considerations.

• Casting and Crew: Depending on your video, you may need actors, narrators, or interview subjects. The crew will also be finalized, including roles like the field producer, camera operators, and sound technicians.

VIDEO: One of the biggest problems with healthcare videos is too many facts and figures. Watch the video for the solution!

Production: Lights, Camera, Action!

This is the phase where all the planning pays off, and you start shooting your video.

• Setup: The crew will arrive on location (or you'll go to a studio) to set up equipment, including cameras, lighting, and sound.

• Shooting: Scenes are shot according to the pre-production plan. This may take several hours or even days, depending on the project's complexity.

• B-Roll: Raw video, known as b-roll, is often recorded. This can include supplementary shots, background scenes, or other visual elements to enhance the story.

Post-Production: Where the Magic Happens

Once shooting wraps up, the project moves into the post-production phase.

• Scriptwriting: We’re the type of video company that prefers to produce the script during post-production. In most cases, there’s no written script at all. Company’s like ours prefer to transcribe all the interviews, break them down into sound bites, then arrange the sound bites to tell the story. There’s nothing “wrong” with scripting in-advance. We just believe scripting during post results in a more authentic sounding video.

• Editing: The raw footage is edited into a cohesive video. This involves cutting scenes, integrating b-roll, and adding transitions.

• Sound and Music: Background music, voiceovers, and sound effects are added. The audio is also cleaned up to remove any noise or disruptions.

• Graphics and Effects: Any text, graphics, or special effects are added during this stage. For healthcare videos, this could include medical animations or data visualizations.

• Review and Revisions: You'll typically receive a first-cut for review. This is your chance to request changes or revisions, which are then incorporated into the final edit.

Delivery and Distribution

Once the video is finalized, it's time for delivery. You'll receive the video in the format(s) you've agreed upon, ready for distribution across your chosen platforms.

Understanding the production process from start to finish helps you become an active participant in your project, rather than a passive observer. It allows you to anticipate next steps, prepare in advance, and collaborate more effectively with your production team. The more you know, the smoother the process—and the better the end result.

Revisions and Feedback

The importance of the revisions and feedback stage can't be overstated. This is where your video transitions from a rough draft to a polished final product. It's also a stage that can either go smoothly or become a point of contention, depending on how well both parties are prepared. Here's what you need to know to navigate this crucial phase effectively:

Number of Revision Rounds

Before you even reach this stage, you should know how many rounds of revisions are included in your initial cost. This is usually specified in the contract. If you exceed this number, additional charges may apply. Knowing this upfront can help you consolidate your feedback to make the most of each revision round.

Initial Review

Once the first-cut of the video is ready, it's time for an initial review. This is your opportunity to see how well the production company has translated your vision into a visual format. Take your time to watch the video multiple times, jotting down notes on what you like and what needs improvement.

Structured Feedback

When providing feedback, be as specific as possible. General comments like "I don't like it" won't be helpful. Instead, break it down scene by scene or even frame by frame if necessary. Point out what you think works well and what doesn't, and offer suggestions for improvement. Structured feedback not only makes the revision process more efficient but also minimizes misunderstandings.

Turnaround Time

Ask about the expected turnaround time for revisions. This is especially important if you have a tight deadline for the project. The production company should provide a timeline for when the revised draft will be ready for your review.

Additional Costs

Be aware of what constitutes an 'additional cost.' For example, changes to the script after shooting has begun or adding new scenes will likely mean extra charges. Make sure you understand these potential costs before requesting significant changes.

Final Approval

Once all revisions are made, you'll have the chance for a final review. This is your last opportunity to request any minor tweaks or adjustments. After this point, any changes will likely require a new contract and additional fees.

The revisions and feedback stage is your opportunity to fine-tune the video to meet your exact needs. It's a collaborative process that requires clear communication, attention to detail, and a mutual understanding of the project's goals and limitations. By approaching it with the same level of care and preparation as the earlier stages of production, you'll ensure that the final video is not just good, but exceptional.

Bonus Tip: Consider a Retainer

If you're planning to produce multiple videos over an extended period, a retainer agreement with a video production company could be a game-changer for you. Retainers are not just beneficial for the production companies; they offer a host of advantages for healthcare organizations as well. Here's why you might want to consider this option:

Financial Predictability

One of the most significant benefits of a retainer is financial predictability. You'll know exactly what you're spending each month, making it easier to budget for your video projects. This is particularly useful for healthcare organizations that need to allocate resources carefully.

Built-in Planning and Strategy

Some retainer agreements, like T60's VIP Video Club, include regular planning sessions. These can be quarterly video chats or phone calls to discuss your video strategy for the upcoming months. This ensures you're making the most out of your investment and not just paying for a service you're not using.

Priority Access

Being on a retainer means you get priority scheduling over non-retainer clients. This is crucial when you have time-sensitive projects or need quick turnarounds. In the fast-paced healthcare industry, having a production team ready to go when you are can be invaluable.

Rollover Benefits

Life happens, and you might miss a month of video production. Look for a company that offers a rollover option for such instances. While it's unlikely you'll find a company that allows indefinite rollovers, a limited rollover option is a good compromise.

Consistent Quality and Branding

When you're working with the same production team repeatedly, they become an extension of your internal team. This leads to more consistent quality and branding across all your videos, which is crucial for healthcare organizations that need to maintain a trustworthy image.

Cost Savings

Retainers often come with a discounted rate compared to one-off projects. For example, T60's retainer customers who purchase one video a month pay less per video, leading to substantial annual savings. In a sector where every dollar counts, this can be a significant advantage.

Inter-Departmental Sharing

If you're in a large healthcare organization with multiple departments needing video content, consider sharing the retainer across departments. Marketing, PR, HR, and internal communications can all benefit from video content. It’s also handy for whichever department handles events and/or fundraising efforts. By sharing the cost across multiple departmental budgets, you make it more affordable for everyone and ensure the retainer is fully utilized.

Additional Perks

Some production companies offer additional benefits for retainer clients. For instance, T60 offers a special discount on travel for their retainer customers. Always ask what additional perks are included when considering a retainer.

Buyer Beware

While retainers offer many benefits, they're not for everyone. Make sure you understand what's included in the retainer and that you'll actually use the service to make it worthwhile. Some companies can be vague about what's included, so clarify all details before signing up.

Retainers can be a win-win situation for both the video production company and the healthcare organization. They offer financial predictability, priority service, and often, cost savings. However, it's essential to weigh the pros and cons carefully to determine if this is the right approach for your specific needs.

You've Selected Your Healthcare Video Production Company

It may seem like a lot to consider, but it's all worth it. Video has become a critical component of healthcare marketing and internal communications. By the end of this journey, you'll have a powerful tool in your marketing arsenal.

How much do healthcare video specialists cost?

It’s typically the biggest question I get from customers. How much does video cost?

It’s made even more complicated when you narrow your focus and you want to find out how much it costs to hire healthcare video specialists.

I wish I had a simple answer for you, but I don’t. A lot of video production cost comes down to the dreaded… it depends.

Nobody likes that answer, and I totally empathize. When you’re researching vendors (for anything), you want to be able to compare competitors by price.

Video production is tricky though because there are so many variables that need to be taken into account.

What I hope I can do for you is give you some perspective, share how we price our videos, and by doing so give you a better understanding of what you’re in for when you decide to look for a production company.

Why Hire Healthcare Video Specialists?

There are tons of video production companies out there. Heck, anyone with a camera and a little video experience these days might consider themselves a “video production company.”

But if you hire real pros, they’re going to bring a lot of the same things to the table:

• professional equipment

• talented staff

• solid customer service

So why hire someone who’s a specialist?

I shouldn’t have to tell you this. You work in healthcare!

If you need heart surgery, would you rather go to general surgeon or someone who specializes in cardiac care?

Duh.😆

I can’t speak for others, so I’ll put it from our perspective. As healthcare video specialists, we understand that healthcare is a unique industry. 

• Complexity: the human body is amazing. It takes complicated medical knowledge, advanced technology, and skill for quality healthcare.

• Ethics: there are often life and death situations to consider, and the “customers” are frequently making decisions in their most vulnerable state.

• Regulations: from safety to privacy, there is a lot to be aware of when you’re in a healthcare environment.

• Technology: innovation is a constant in healthcare, and technology is ever changing.

• Economic Considerations: insurance coverage, reimbursement models, healthcare financing, and the rising cost of pharmaceuticals… none of it is cheap, and the struggle to pay for it all can be a stressor for many.

• Societal Impact: healthcare is tied directly to our well-being and quality of life. Which is why so many healthcare providers look beyond their own walls to serve the community. 

How many corporate video generalists consider these things when they take on a project? Probably not many.

Again, speaking just for us, we’ve been in the ER, OR, and around the block with HIPAA. That type of experience comes in handy. So does having a good bedside manner.

What’s Your Budget?

While our customers might want to know how much video costs, what we usually want to know is what’s your budget?

Ugh. Seriously? Can you believe the never on these guys? They want me to tell them how much I can spend?! How will I get a good deal like that?

True. That can be a frustrating question when you’re shopping for a video production company, but let me explain why you should embrace it.

It’s true. If you’re trying to keep your cards close to the chest because you want to get the best deal, sharing your budget is not a good idea.

But I’m going to let you in on a secret.

There are no “deals” when it comes to professional video production. There’s no blue light special, and you won’t find a “healthcare video specialist” sale on Prime Day. 

Video production is one part valuable business communications tactic and one part art. If you want something really good, you’re going to have to pay for it.

Now, it’s not to say you can’t find low cost videos out there. You can. Just keep in mind that video is one of things where you typically get what you pay for. Especially when it comes to looking for healthcare video specialists.

Let me run down some basic budgets to put things into perspective.

Budgets can range from zero dollars (hello, DIY) to tens of thousands of dollars. Let’s break it down by budget to give you an idea of what you can expect for the dollars you spend.

• Hundreds of dollars: if you budget is hundreds of dollars, forget looking for healthcare video experts. The person you’re looking for is probably someone creating corporate videos as a side hustle. A video video pro out to make some extra cash, a college student or recent grad. It’s possible to get a good video here, but your success rate is very hit and miss.

• Thousands of dollars: again, if you’re at the low end of this ($1000-$3000), look for a video pro who has a side hustle going. ProductionHUB, Upwork… sites like these are good places to turn. If you’re in the middle of this scale, start looking into video production companies. They’ll have the skills and professionalism to do the job right.

• $10K & up: Okay, now we’re getting somewhere. A budget like this is where capabilities should match with your expectations. Anyone meeting budgets like this are likely seasoned video pros. If you’re truly looking for a healthcare video specialist, this is the budget category you should plan for.

Why You Should Share Your Budget

Here’s the part where I push back on not wanting to share your budget.

While you might be showing your hand, you can still get a good deal. But instead of it being on price, it will be on value.

Share your budget with three different production companies, then sit back and see what they offer you in terms of time and resources. You might not be getting a lower price, but you will definitely see how to get more for the dollars you spend.

What You’re Getting for Your Money

Now that you have a better sense of the marketplace, let’s discuss a little about the difference in quality between these budgets.

If you’re just spending $500-$1000 on your video, don’t expect too much. Again, you can get a decent video, but it probably isn’t going to wow anyone. You also shouldn’t expect stellar customer service. The people serving this price point probably don’t have a lot of business experience.

As you move up the cost scale, you’ll see a leap in quality. The difference between a $1000 video and a $5000 is pretty dramatic. There’s also a jump in quality between a $5000 and a $10,000+ video, but it’s not as staggering.

Basically, the bigger the production company, the more bells and whistles. They’ll probably provide a bigger team:

• multiple videographers

• field producer

• sound technician

• production assistants

• editors

You might also get access to special equipment:

• cinematic cameras

• drones

• steadicams

• sliders

• booms

• multiple lights

Is Bigger Better?

I will say this. The more you spend, the more likely you’re going to be happy with the finished product.

However, do you need all the bells and whistles?

No.

You have to consider what works best for your situation.

For example, working in healthcare, you might want to shoot in areas where real work is taking place. Bringing in a big crew with tons of equipment might not be the best fit for you.

I’ll brag on us just a bit, one of the things that makes us healthcare video specialists is understanding what a healthcare environment looks like and how it operates… figuratively and literally. When we show up to shoot a video, it’s usually a single videographer with a couple of cameras, tripods, and a small light kit. We don’t take over the place.

Having said that, there are plenty of times a big team with fancy equipment does make sense, so that’s something for you to consider as you make a plan for your project.

By the way, all of this is why we, along with other production companies, ask about your budget. What you’re willing to pay impacts the amount of resources that can be provided.

How We Price Videos

Okay, let’s move on to the part where we explain how we price video projects, and the first thing you should know is we don’t charge an hourly rate.

Instead, we charge by how many days the project will take us to complete.

For instance, our current day rate is $2500/day. So, if the video is going to take us five days to complete, the video will cost $12,500.

It’s important to note, this is how T60 Health prices things. Other video production companies might do it differently, but this is what works best for us.

Most non-video people usually want to know how much a 3-minute video costs, or a 2-minute video, et cetera. But in the video production world, pricing things that way doesn’t work well.

Here’s why. The length of the finished video isn’t always an indicator of how much time, effort, and resources it took to produce.

We have produced 3-minute videos that took four days to complete, and 1-minute videos that took two weeks. That’s a big difference in cost.

Our Video Production Process

I like to go into the production process to give people a sense of what’s involved. Many times, the only exposure communications pros have to the process is what they see first-hand during discovery and the video shoot.

There’s a lot more to it than that, so here’s what you’re getting for your money.

Discovery (1-day)

Communication is the key to any successful project.

Look who I’m talking to… you’re a communications pro. You know that!😉

It’s true for video production as well. It’s important to get on the same page, so during discovery we do our best to understand your goals for the video, who your audience is, and any thoughts you have on the story you want to tell.

I can’t stress enough the importance of this part. So many people go into a video project without a plan. That’s a recipe for disaster.

The Content Marketing Institute tells us, "85% of marketers say they get average or below-average results (from their videos). When asked what they need to get better results, the most frequently cited answer (59%) was a video strategy.”

Courtesy: Content Marketing Institute

This is why I spend so much time writing about video strategy and planning in my Amazon #1 bestselling book, Lights, Camera, Impact.

The Discovery stage is where the video plan comes together, and it usually takes anywhere from a few hours to a full day.

Activities include:

• discuss the video’s look and feel

• what needs to be in the video

• who will participate

• who needs to be brought into the loop 

Pre-production (3-hours)

This is when we start to prepare everything we need for the project. It usually just takes a few hours.

• creating a shot list

• prepping interview questions

• checking and testing equipment

• making any travel plans

Video Shoot (typically 2-days)

This is the part most people think of when it comes to video production. The video shoot is the most visible stage because we’re on-site doing our thing.

• on-camera interviews are conducted

• raw video (b-roll) is recorded

• spontaneity, stuff happens you just can’t plan for… for better or worse.😉 

I like to say the video shoot usually take a couple of days, but this is one part of the project where “it depends” impacts the final cost.

How many video shoots will we need to complete the project? Sometimes we can get in and out in a single day.

Fantastic.

However, maybe the shoot involves a few locations, someone important to the project gets called away for an emergency, one day isn’t good enough to get all the interviews and the b-roll, et cetera.

Post-production (typically 2-days)

The stuff we do in this phase and the timing is easy to predict:

• review the b-roll

• transcribe interviews

• create the script

• edit the video

• complete revisions

• send the final digital file

Post-production is where “it depends” reins supreme.

When I’m asked, how long will our video take, I often say, “That depends more on you than us.”

The reason is we can predict how long just about everything will take in-advance, except for your approval process.

Sometimes it’s quick and easy. Sometimes there are several people who have to sign-off, and they all have an opinion.

Wrapping Up

So… how much does it cost to hire healthcare video specialists?

It depends… on all of the above!

I’ll say this, plan to spend $10,000+. There might be projects here and there where $6000 will get the job done, but for budgeting purposes $10K is a safe place to start.

Want to get an even better idea? Send us a note. We’re happy to give you an estimate to get you started.

The Healthcare Video Production Strategy You Need, Stat.

Being in healthcare is no picnic. While it can be incredibly rewarding, it can also be a challenge. However, as healthcare video specialists, we have good news for those of you working in internal and/or external communications. Your industry is made for video.

When it comes to spreading a message, video is one of the best (if not THE best) way to share it. Hubspot tells us:

• 94% of marketers agree that videos have helped increase user understanding of their product or service

• 87% of video marketers reported that video gives them a positive ROI

• 86% of video marketers say video has been effective for generating leads

Whether you’re marketing to the general public, within the medical community, or internally at your own organization… video gets the job done.

As a video producer, I can attest some industries have it easier than others. It’s pretty hard to beat manufacturers when it comes to video. People and machinery churring out interesting products.

VIDEO: find out how to create a starter video strategy by answering five questions.

While that’s great, I don’t think anything beats healthcare video production. Not only is the raw video itself interesting… from inside hospitals, clinics, labs, et cetera. It’s also hard to beat the stories healthcare professionals can tell. In many cases, we’re talking life and death.

That’s compelling stuff!

Compare that to… accounting. Having produced some accounting-related videos in my time I can tell you, it’s not easy making them look interesting and the content compelling.

Which is why I love producing healthcare videos. The passion and professionalism of those in the industry never ceases to amaze me, and the stories are second to none.

Ahava Leibtag is the founder of Aha Media, a company that specializes in creating content for healthcare organizations. She says patient stories are an especially great way to reach people.

Ahava Leibtag:

“Readers think, ‘That story sounds a lot like mine. If they can conquer their health problem, so can I.’

Sharing an impactful story makes people feel something – about their health and your brand – bringing your facility and team to life.”

Healthcare communications pros like you are no stranger to video. Look around and you’ll find everyone from health systems to health clubs producing videos. And with all this video content out there, it’s important for you to produce quality videos to make sure you stand out from the crowd.

It’s not good enough to pull out your smartphone, throw a doctor on-camera and have them talk about themselves. And a patient testimonial is no good without a storyteller to help craft the story and the proper visuals to support it.

In other words, it’s never been easier to produce healthcare videos, but it’s not easy making them interesting enough to move your audience.

That’s what I’m here to help with. I want to make sure you’re producing the types of videos that will have your customers and/or employees feeling good about you and your healthcare brand.

VIDEO: when you don’t have a strategy, you end up with videos like this one.😆

Where Healthcare Video Production Can Help

Let’s start with the basics. Video can help healthcare communication pros in a few key areas:

• Attracting patients/customers

• Community relations

• Employee engagement

Let’s look at each one individually.

Attracting patients/customers: I once had a health system CEO tell me, these people might be our patients but they’re also our customers.

Enter marketing videos.

Patients have plenty of choices for where to turn for their healthcare needs. You need to make sure they know you’re the best choice.

The key here, as is with most videos, is to put yourself in their shoes. Too many times, companies/organizations end up producing videos for themselves. They get so wrapped up in what they think customers should want, they don’t focus on what their customers actually want.

For example, you might be super into a treatment process, so you produce a video detailing every step. You interview doctors, present compelling data, and demonstrate why this is the most logical approach to treatment.

Blah!

Video isn’t about facts and figures. Video is about emotion. You need to make an emotional connection with your audience.

Forget the data and logic. Focus on your patients’ feelings. They’re looking to you for reassurance. To make them feel good about choosing you. Healthcare video production isn’t about communicating data. It’s about being more human.

Thankfully, video is a medium that can deliver this!

Carl White is the founder of the healthcare marketing agency MarketVisory Group and the host of the PracticeCare Podcast. He says patients hope to choose a provider they can stay with forever.

Carl White:

“While that always takes time, a one minute video of the provider introducing themselves can be very effective. 

In that short time, the patient can get a good feel for the provider, and when they come for their first appointment, the familiarity that’s already been started will pay dividends.”

Community relations: while the individual patient is important, healthcare is about more than that. It’s about caring for an entire community.

Chances are your organization does more for the community than simply provide a place to treat sick and injured patients. You provide wellness campaigns, are constantly innovating, and providing services outside your walls to improve the health of the entire community.

Whatever it is you’re doing in these areas, you should be producing videos featuring those efforts.

The videos will provide a couple of benefits. First, by promoting those community efforts, more people will find out about them. The more people who know about them, the more will participate. The more who participate, the healthier your community will be.

Second, letting people know about all the things you’re doing in the community will endear yourself to them. Remember, video is about emotion. Showing people what you do outside your facility demonstrates that you not only care for people, you care about them.

Employee engagement: no matter what you call them… employees, team members, whatever… the people who work for your organization are the heartbeat. They are ultimately what makes everything go, and if you want a healthy workforce you need to communicate with them.

No doubt, you send company-wide emails. You also might produce a newsletter. I’m sure you have posters on walls and cards on tables. You share information in all sorts of ways.

Great. However, you can do ever better.

It’s not just customers who like video, so do your employees. If you have something important to share with them, video is a great way to do it. If you want to praise their efforts, video is a great way to do it. If you want to inspire them, video is a great way to do it.

In short, video is a great way to improve employee engagement.

Okay, there are a lot of you right now who are saying, Tony, hold the phone. We have seen HR and internal communications videos in the past. THEY’RE TERRIBLE! Nobody is going to watch those videos.

You’re right. HR and internal communications videos are traditionally awful. And if you produce videos in that fashion, nobody will watch. But you’re not going to produce videos like that.

I want  you to look at your HR and internal communications videos as marketing videos… because they are. Only instead of marketing your services to customers, you’re marketing your internal programs to your employees. You have simply changed audiences.

When you produce a marketing video that is intended for the general public, you make it as engaging as possible. You tap emotions and want to leave people feeling good about your organization. You should go into your internal communications videos with the same mentality.

That’s when your employees will start watching and start engaging.

Types of Videos to Produce

About Us

Okay, you’re onboard with all of this? Let’s talk about different types of videos you can produce.

If you don’t already have an About Us video, you should probably start there. Think of it as your introduction video. You’re telling people who you are, what you do, and why you do it.

I love the About Us video because it’s so versatile. You can insert it into any part of your marketing funnel or flywheel.

It’s also important because for many people, it might be their first contact with you. They have come to your website wanting to learn more about your organization, and this video will be their first impression.

So make it a good one!

Innovation

Make sure everyone knows about all the different ways you’re providing healthcare. Whether it’s the services you provide, products you offer, or how you’re innovating and improving all of the above.

You want to produce videos that demonstrate all the ways you’re making a difference to patients, the community, even healthcare in general.

Innovation Video Example

Technology is an easy thing to feature. Everyone wants to know that their healthcare providers have the latest and greatest when it comes to tech, but don’t stop there.

What are some of the programs and initiatives you offer that might be unique? If you offer all the standard stuff, what makes how you do it better than most?

Let people know.

Highlight Your Stars

One of the biggest difficulties marketers and internal communicators share with me is their struggle to find stories to tell. Sometimes I think it’s the old saying about not being able to see the forest through the trees because every business has stories to tell.

A great place to turn is to the people who work at the company. Every person there has a story worth telling. The easiest one is to simply ask them “why” they do what they do.

Highlight Your Stars Video example

The reason team member stories are so great to tell is that they show your audience that there are real people working at your business. Real people who care deeply about what they do.

This is so important because we are far more likely to do business with someone we know and trust than a total stranger. Employee videos start to break down that barrier. Getting to see and hear your employees’ stories is a good first step towards building trust.

And I don’t care what position they hold. Sure, doctor and nurse profiles are great, but my favorite hospital profile we have ever produced was on someone in “environmental services.” She was the custodian.

Everyone matters. Everyone has a story.

Community Partners

We discussed how great it is to produce community relations videos. It’s natural to focus on things you are doing in the community, like programs and initiatives you offer folks outside your walls.

Community Partners Video Example

Something else you can do is highlight your community partners. Maybe you run a wellness clinic at a homeless shelter. Maybe you go into schools to teach kids hygiene. Maybe you promote physical fitness by sponsoring the local little league. 

What I’m getting at is that you have partners out in the community doing great things, so shine the spotlight on them. The video doesn’t have to be about you at all. That feel-good the audience gets from what that partner is doing rubs off on you when they realize how you’re helping them care for the community.

Events

If your company or organization is hosting or sponsoring an event, you should produce a video about it. Event videos can do a few things that provide big benefits.

First, they are a great way to promote the event to boost attendance. A video will catch more eyeballs and help generate more interest in your event.

Second, producing a video to play at the event itself is a great way to reinvigorate the audience. It catches people’s attention and allows you to draw them into the reason for the event.

Fundraiser Event Video Example

If it’s a fundraiser, using video to help tug heartstrings is also an excellent way to encourage people to open their wallets.

Finally, a video shot during the event and shared with people afterwards is a great way to keep the event alive after it's over.

You can share it with the attendees, people who couldn’t make it, even the general public. The idea is to show people what the event was all about, and why it was important.

And when next year’s event rolls around, oh look, now you have a video you can use to promote it!

Testimonials

Last, but certainly not least, are customer testimonials. You are doing amazing things. You are literally saving and changing people’s lives. Tell their stories.

I don’t know if there is anything more powerful than a customer testimonial, and in healthcare communications you are often blessed with extremely grateful customers.

Testimonial Video Example

Sure, there will be plenty of people who might not want to share their highly personal story with the public at-large, but you know there are plenty who are willing.

Yes, this is a video that ultimately promotes your business, but it’s also an opportunity for your customers to help other people like them. Sharing their story could encourage someone else to do the same to improve their own life.

Remember, stories move people to action.

Wrapping Up

I’m really just scratching the surface here. When it comes to the types of videos you can produce, you’re only limited by your own imagination.

You work in healthcare communications. Take people behind-the-scenes. Show them the important work you’re doing. Introduce them to the people who are doing it. Make sure they know you’re a part of their community. 

Healthcare Recruiting Videos: the strategy HR directors need when everyone is hiring

Healthcare human resources and recruiting directors know the deal. Everyone is hiring these days, so it’s a challenge attracting quality candidates. If you want your organization to stand out from the crowd, you better be able to sell it better than your competitors.

Which is why recruiting videos are an essential tool.

The Significance of Recruiting Videos

Gone are the days when recruiting videos were considered a luxury reserved for large corporations. Whether you’re a huge health system or a local clinic, you need to be able to not only tell people why they should want to work at your organization…but show them as well.

A recruiting video to HR is like an About Us to marketing. It plays a vital role in introducing prospective employees to who you are, what you do, and why you do it. 

While a well-designed recruiting webpage is appealing, incorporating videos takes the experience to a whole new level. 

Engaging copy on an online recruiting platform is commendable, but a video showcasing the work environment and culture of your healthcare institution is even better. 

Social media posts and ads can be useful, but incorporating videos is likely to generate more clicks and engagement.

Consider these staggering statistics from Stories Inc.:

• Video posts on LinkedIn are shared 20 times more than other formats.

• Job postings with video icons are viewed 12% more than postings without video.

• Job ads with embedded video receive 800% more engagement.

• Job postings with video experience a 34% higher application rate.

Videos capture people's attention and, if done well, compel them to take action and apply. Recruiting videos serve as your initial step in creating a positive first impression of your healthcare organization.

Crafting a Recruiting Video Plan

Before we dive into the details, let's address a crucial point: you need a well-defined plan. This is where sooooo many healthcare organizations go wrong.

They’re struggling to hire, so the solution becomes… let’s produce a video.

Wrong.

Merely producing a video and considering the job done isn’t good enough. 

You're investing substantial time and effort into creating these videos, and the costs associated with video production can’t be overlooked. Therefore, it's imperative to approach this process with the same level of consideration as your marketing team applies to their promotional videos.

Let's go through some key steps together:

• Audience: Identifying your target audience is huge. While it may seem obvious that the videos are intended for job candidates, fine-tuning your audience will significantly enhance the effectiveness of your videos. For instance, you might create a broad video aimed at anyone applying to your healthcare institution, while another video could focus on specific job types within your organization.

• Channels: Determine where you plan to showcase your videos. Naturally, your website is a primary platform, but consider other relevant channels as well. This decision will impact the perennial question: "How long should my video be?" The answer lies in understanding the dynamics of push versus pull. If you intend to primarily use the videos on social media, keep them short (1-minute or less) since you are pushing the content onto viewers who didn’t seek it out. Conversely, if candidates visit your website or discover your organization on a job recruiting platform, it's a pull situation, and you can provide more content (1-3 minutes).

• Goal/Measurement: Establish clear goals for your videos and devise metrics to evaluate their success. This step is big. It not only informs you of the most effective video types but also provides tangible data to secure a budget for future videos. Whether you aim to increase click-through rates on ads or drive more application submissions through your recruiting platform, documenting the video's launch date enables you to compare performance against pre-video metrics. Did you achieve more clicks? Are there more completed applications? With solid data in hand, you can make informed decisions moving forward.

Watch this example of a culture/recruiting video.

Types of Recruiting Videos

Now that we have defined our audience and determined where to showcase our videos, let's explore the various types you might consider producing. You’re only limited only by your imagination. Here's a list of popular recruiting video types to inspire your creativity:

• About Us: Your marketing department may have already produced this video, which introduces your company, its mission, and its values.

• Company Culture: Similar to the About Us video, this video dives deeper into what it's like to work at your healthcare organization, emphasizing your unique culture.

• Mission/Values: Think of this as a culture spin-off video. Chances are your healthcare organization has a defined mission and specific values you expect team members to follow. Show job candidates all about the mission/values by producing a video.

• Employee Features: These videos focus on individual employees, offering glimpses into their roles and experiences within your healthcare institution. And it doesn’t have to just be providers either. You'll be amazed by the compelling stories you can uncover when you ask the right people to participate. We produced an entire series for Catholic Health Initiatives on its corporate values. Each one featured an individual and how they embodied a particular value. Awesome stuff!

• Company Initiatives: Showcase the various initiatives your healthcare organization has implemented to create an exceptional work environment.

• Product/Service Videos: While marketing might typically handle these videos, they can be repurposed to provide prospects with a better understanding of the products or services your healthcare organization offers.

Watch this example of how you can bring your company values to life.

If you wish to explore more creative options, go for it! As long as your audience connects with the content and it aligns with your goals, feel free to produce innovative videos that stand out from the crowd.

The Final Step: Promote Your Videos

While following all the above suggestions is great, it's vital not to overlook this last step. You need to promote your videos. 

Don’t take this lightly. It should be an integral part of your plan. You can produce the best recruiting video in the world, but if no one watches it, what was the point?

To ensure success, be intentional about crafting a comprehensive promotion plan. Determine where you plan to share your videos and whether they will live on specific pages or require continual posting. 

Consider leveraging the following channels for promotion:

• Social media: Capitalize on the power of social media platforms to share your videos and engage with your audience.

• Company newsletter/email campaigns: Utilize your existing communication channels to reach out to your employees and potential candidates, sharing your videos and inviting them to engage.

• Company website: Display your videos prominently on your website, particularly on your Careers page and About Us page.

• Blog: Leverage your blog to share stories and insights related to your videos, generating interest and driving traffic to the respective videos.

• Recruiting channels: Explore specialized recruiting channels where you can feature your videos to maximize exposure.

Remember, creating a promotion plan requires careful consideration of how and when you will share your videos with the world.

Your typical employee profiles are fine, but even better if you can have them tell a personal story with some real emotion. Watch the example.

Where Most Healthcare Recruiting Videos Fail

I have watched a few healthcare recruiting videos. Okay, I have watched A LOT of healthcare recruiting videos. Dozens and dozens of them. And I have noticed a common mistake.

Many of them fail to tell a story.

They’re mostly a collection of employees singing the praises of their employer. Some have team members walk people through a typical day. And there are a lot of videos featuring a voice over, videos, and graphics.

Blah.

I totally understand this. They’re trying to give job candidates information, facts and figures about the organization in hopes it will inspire them to apply.

There’s just one problem.

Video isn’t about facts and figures. Video is about emotion. And the shortcut to the heart is storytelling.

In many cases, the videos posted at Career pages are basically delivering the same message as the text on the page. What a shame! Videos can do so much more!

Let employees share their own stories. The “why” behind what they do and why they work where they work.

I’ll take one good employee story over a scripted and sanitized corporate voice over any day.

The Job Candidate’s Journey

Finally, I encourage you to consider the path your jobseeker takes all the way through until they submit an application.

You should be giving them a video to watch every step of the way. It might look something like this:

Candidate visits a jobs board.

The company’s About Us video accompanies the listing.

⬇️

Candidate then visits the Careers page at the company’s website.

Finds the culture video there.

⬇️

Candidate then clicks to learn more about the mission/values.

Sees a video detailing what the company believes in.

⬇️

Finally, the candidate clicks the link to the page with their career field (nursing, support staff, leadership, etc.).

Finds a video profile on someone in that role.

Did you see that?

Each step through their journey, they were given a video.

This is exactly the type of thought you should be putting into your healthcare video recruiting plan.

Wrapping Up

Recruiting videos have transitioned from being a luxury to a best practice in the healthcare industry. If you want to attract the most talented applicants for your organization, incorporating videos into your recruitment strategy is essential. 

Producing high-quality recruiting videos will position you for success, captivating your audience and enticing them to join your organization. 

Embrace this powerful tool, and watch as your recruitment efforts thrive in the competitive healthcare landscape.

Healthcare Event Planning: how video makes your life easier

Healthcare event planning can be quite a challenge. You strive to ensure that everything runs seamlessly, from securing the venue to hiring the right caterer and sending out invitations. While many organizers prioritize booking a photographer, there's one crucial element that often gets overlooked in the budgeting process: a healthcare event video.

In fact, I should emphasize "videos" because you have several options when it comes to incorporating them into your events. As healthcare video specialists, here are a few ways our customers are using videos at their events:

• help boost attendance

• engage and captivate attendees during the event

• ensure that the event continues to make an impact even after it concludes

And the best part is, you can produce these videos without spending a dime.

VIDEO: watch this 1-minute tip on why video is a big missed opportunity for evet planners and sponsors alike.

Pre-event

If you want to generate interest in your healthcare event and drive ticket sales, a pre-event video is an absolute must. This video serves as a promotional tool, a teaser that showcases the value attendees will gain by participating in your event.

Consider conducting interviews with keynote speakers or the event organizer prior to the event. Have them discuss the topics they will be covering or provide insights into what attendees can expect.

This allows you to give people a compelling reason to attend. Utilizing video to visually demonstrate what makes your event exceptional is an effective way to capture attention and motivate individuals to buy a ticket.

During the Event

There's no denying the power of video when it comes to grabbing and maintaining attendees' attention during a meeting or event. I'm sure you've witnessed it yourself—the moment when a video starts playing, and suddenly, everyone in the room becomes more engaged. Slouched postures are replaced with alert attentiveness. People lean in.

Videos during your event can work wonders in re-energizing the entire atmosphere.

To maximize their impact, tap into the emotional aspect of video production. Remember, video isn’t about facts and figures. Video is about emotion.

Make your audience laugh, tear-up, or inspire them to think deeply. By harnessing the emotional power of video, you can create a memorable experience that elevates the event.

When it comes to the type of video you choose, the possibilities are endless. For instance:

• The Advocate Aurora Health Foundation uses videos to help raise money for important programs. 

• Catholic Health Initiatives (now CommonSpirit Health) employs case study videos at internal events and meetings to promote the innovative ways their markets are building healthier communities. Inspiring other markets to follow their lead.

Read the story behind this event video. Click on “Our Work” and then “Case Study Videos.”

One last thing…remember to strategically time when you play your videos. Show them at moments when you want to re-engage the audience or when you want them to pay particular attention. 

Additionally, if your event spans multiple days, consider producing videos each day to promote the activities and highlights of that day, as well as build anticipation for what’s to come. This tactic works exceptionally well for healthcare companies participating in trade shows, as it serves as a tool to attract people to your space.

Post-event

Our healthcare event video trifecta concludes with the one that every healthcare industry event should adopt—the post-event video. This video holds tremendous value because it enables your event to live on long after it has ended.

Think about it: You invest an enormous amount of time, effort, and money into organizing a one-time event. It goes exceedingly well, but once it's over...it's over.

But not if you capture raw video and interviews during the event and transform them into a post-event video. This video serves as a recap, highlighting remarkable moments and key takeaways. It leaves attendees on a high note and provides a tangible reminder of the event's success.

Share this video through email campaigns and leverage social media platforms to disseminate it widely. Encourage attendees to share it with their friends and colleagues, thereby extending the reach of your event. 

Moreover, the post-event video offers added benefits, such as allowing those who couldn't attend to get a glimpse of what they missed. And if your event is an annual affair, the post-event video can also serve as promotional content for the next year's event.

Watch a post-event video produced by Catholic Health Initiatives.

Sponsors and Vendors

Here's an idea: You don't have to be the primary event organizer to leverage the power of video. If you're a sponsor or vendor participating in an important healthcare meeting, conference, or convention, consider producing your own video content.

Use this opportunity to share your message with attendees. Collect their business cards or email addresses and follow up with something truly remarkable—an engaging video that highlights your participation in the event. This approach goes beyond a simple follow-up email; it's a chance to say, "Check out our video!"

You can also share the video with your existing customers and prospects, showcasing how you contributed to a major industry event. 

As a sponsor or vendor, you're already investing significant resources to be part of these events, so adding the cost of a video is a worthwhile investment, considering the overall benefits. Just like event organizers, you can leverage a post-event video to ensure that the event's impact continues long after it concludes.

How-to Pay for Your Event Video

I understand that budget constraints may arise when considering the addition of an event video. However, it's crucial to shift your mindset and view videos as a necessity rather than an additional expense. Once you're committed to integrating video into your event, it becomes one of the essential items on your existing budget.

Contrary to popular belief, producing a high-quality video doesn't have to cost a fortune. You can achieve great results, many times at half the perceived cost. 

But what if I told you that you could produce a video for free? 

How about this? Approach other businesses and seek sponsorship for your videos. Create sponsored content that aligns with companies already supporting your events. 

These businesses are constantly searching for opportunities to reach your attendees, and videos offer an effective means of doing so. 

Identify the videos you want to produce, and then secure sponsorships to cover the costs.

Video is a Healthcare Event Planning Necessity

I can't stress this enough—video should be viewed as an absolute necessity for any healthcare industry event. 

Video has the power to attract attendees, maintain their interest throughout the event, and extend the event's lifespan long after its conclusion. 

Embrace the potential of event videos and unlock their remarkable capabilities.

Healthcare About Us Videos: setting yourself apart from the crowd

Here’s the thing. I’m a big believer in the About Us video for any business. It’s the one video I think every company should create, but the healthcare About Us video is even more important.

Which is why I’m consistently amazed that so many healthcare organizations fail to produce one.

It’s true.

We’re healthcare video specialists. When we’re asked by healthcare organizations to help them create a video strategy, it almost always begins with the About Us video.

Do you know what we hear? “We already have one.”

Then they show it to us. It’s their 30-second television spot.

Ugh.

That’s not an About Us video. It’s a commercial.

What is an About Us Video?

The About Us video tells people who you are, what you do, and in many cases, why you do it.

A compelling About Us video has the potential to distinguish your company and elevate its standing.

It’s more than a 30-second spot with flashy visuals and polished copy.

Depending on what type of healthcare organization you work for, your patients, customers, or whatever you consider them are entrusting you with their health.

Trust is crucial to every business, but in healthcare…it takes on a very personal meaning.

For many patients or customers, your About Us video will be their initial encounter with your organization. That's why I like to refer to it as your "first impression video" – a critical moment that can make or break the connection. 

While it probably needs to be longer than 30-seconds, the video doesn't need to be overly complicated or exhaustive, listing every product or service you offer. 

Video isn’t about facts and figures. Video is about emotion. We want to harness the potential of the About Us video to tap into people's emotions and establish their trust.

Emotion Comes In Many Forms

When people think of "video" and "emotion," the knee-jerk response is often assuming that their video has to make viewers either laugh or cry. 

Not true.

Laughter or tears are great. Yes, I actually work in a profession where making people cry results in a fist pump. However, laughing and crying are by no means the only emotions you can target.

Consider this: How do you want your audience to feel about your company? That's the emotional response we aim to provoke with the About Us video. 

Here are a few ideas:

• Perhaps you want viewers to feel a sense of confidence in your healthcare organization. 

• Maybe you simply want viewers to feel good about you. Put a smile on their faces. 

• You might want them to feel impressed by the scale and stature of your organization.

There are tons of emotions to choose from, and the key lies in selecting an emotion that aligns with your business objectives and ensuring that your video brings it out.

Tricks of the Trade

So, how do we achieve this emotional response? The choice of music plays a pivotal role in setting the mood, and selecting the right sound bites can enhance the overall impact. 

And people…include your own people.

Interview them on-camera. Let them talk about their jobs and what they do for patients/customers in their own words.

We need the About Us video to be as genuine and authentic as possible. It’s hard for audiences to “trust” a scripted message.

This is where the expertise of a professional video producer and storyteller comes into play. 

Find the right one for your healthcare organization. Engage them in conversation prior to production. Tell them about the specific emotions you want to evoke from your audience, and they will create a story that bring them out.

Avoid This Common Pitfall

Okay, while emotions play a big roll. Let’s not lose sight of something else. We still need need to tell patients and customers about us.

We need to give them some basic information. But when I say, basic, I mean basic. Here’s a storytelling structure to work from:

• Make a bold statement. Something you as an organization believe in regarding your industry, what you do, et cetera.

• Who are you? What does your healthcare company do? 

• What sets you apart from your competitors? This might be the “why” you do what you do.

• How do you solve your patients’/customers’ problems? What results do you want them to achieve after having receiving your products/services?

Surprisingly, one of the biggest mistakes made by healthcare leaders when producing any video is creating something for themselves rather than their audience. These videos are packed with elements that the leaders find impressive but fail to connect with viewers.

When you review a script or an initial cut of your video, make a real effort to step into the audience's shoes. 

Ask yourself: What matters to them? If any aspect of the video fails to speak to their needs, eliminate it. 

Remember, your About Us video might be centered around your organization, but it’s not really about you. It’s about your audience. 

Every decision you make regarding the content and tone of the video should be laser-focused on your viewers. 

This video is for them.

DIY vs. Pro: Weighing the Options

You may be tempted to take matters into your own hands and shoot your About Us video on your own. After all, these days we all carry HD video cameras in our pockets or purses. 

But hold the phone, it's important to recognize not everyone possesses the skills required to produce a high-quality marketing video, despite technological advances.

That being said, there are situations where I wholeheartedly endorse the production of DIY marketing videos:

• The company is a startup or lacks a marketing budget. We’re talking zero dollars.

• The company prides itself on a quirky corporate culture, and customers appreciate that about them.

• The videos are bound for TikTok, Instagram, Reels, or Shorts.

If your project doesn’t meet this criteria, I implore you, hire a video pro. Especially when it comes to bringing your About Us video to life. 

If you have a generous budget, fantastic. If not, save up and do it right when you can.

Why is this such a big deal? Because your reputation is at stake. 

An amateur About Us video reflects poorly on your company. It makes you look like, well, amateurs.

This is certainly not the first impression you want to make on patients and customers. Nobody is going to entrust their health to amateurs.

Last But Not Least

One of the things I love about the About Us video is its versatility. You can use it in many ways.

It should certainly go on your website, either the home page or About Us page, but don’t stop there.

Trying to attract job candidates, post your About Us video to the job listing.

Just hired someone? Make the video part of your onboarding process.

Hosting an event? Show the About Us video as part of the programming.

There are so many possibilities.

Wrapping Up

The About Us should be an important part of any healthcare organization’s communications strategy. It tells people who you are, what you do, and why you do it.

Do it right, and you’re on your way to earning their trust.

Healthcare Internal Communications Video Strategy: getting the team to open and click

You have an important message to deliver to the whole company. Or… you want to praise the team or an individual. Or… you want to get employees to sign-up for a new company initiative. 

How do you do it?

You probably send an email.

Yes, another email.

Maybe people will open it, maybe they won’t. Maybe some will read it, others might give it a quick scan.

But you want to do better. You need to do better.

That’s where internal communications video comes in.

VIDEO: watch this 1-minute tip about using video to boost your internal email campaign engagement.

Your Engagement Supercharger

If you want people to engage more with your internal communications, video needs to be a part of your mix. I’m not saying everything needs to be a video, but for the big stuff, the important stuff, you should consider creating a video.

Whether it’s an email campaign, posted on the company intranet, or a private social group, video grabs people’s attention. And if you need some cold hard facts, here’s what Mailmodo has to say:

• Simply adding the word “Video” to an email subject lines produces 7% more opens.

• Adding videos to your email can increase click rates by 300%.

• Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text. 

Changing Hats

Okay, are you onboard? Let’s look a little at what you need to do to produce good videos.

Yeah, the videos need to be good. Simply opening your laptop and shooting video from the webcam of someone reading the message isn’t good enough.

Audiences are savvy. They know the difference between a good and a bad video.

The good news is if you do this right, if you create good videos that people enjoy… your engagement will likely soar.

First, you need to do something that will be easy for some and difficult for others.

You HR folks… I’m talking to you.

You need to take off your HR/internal comms hat, and you need to put on your marketing hat.

Now, many of you in healthcare comms handle both external and internal comms, so this should be easy for you. You HR folks, I know this is more difficult, but I’ll walk you though it.

Changing hats is so important because there is very little difference between producing a marketing video and an internal communications video. Typically, the only real difference is the audience.

With a marketing video, you’re audience is the general public, potential customers/patients you’re trying to sell your products/services to.

With internal comms, your audience is employees. You’re not trying to get them to buy something, but your are probably trying to get them to buy-in to something (a new company program, inspiring them, making them feel good about their job).

So guess what? You are marketing to them, so we need to think like marketers when creating these internal communications videos.

VIDEO: watch/listen to this audio book excerpt from the chapter on improving HR videos.

Start with an Internal Communications Video Strategy

Every video project needs a strategy. This is something even marketers struggle with, but I know how it happens.

Someone raises their hand at a meeting and says, “Let’s do a video!” Everyone gets excited and starts batting around creative ideas, but they’ve jumped past the first step.

Before diving into the creative process of making a video, it's crucial to lay out a strategic plan. This isn't just about having a good idea. It’s about ensuring your video achieves its intended impact. Here are the five questions you should ask before every video project:

• Who's the Audience? Understanding your audience is fundamental. Are you speaking to healthcare professionals, patients, or administrative staff? Tailoring your message to your audience ensures your video resonates and engages effectively.

• Where Will They Watch the Video? The platform where your video will be viewed can significantly influence its design and content. A video intended for Instagram will differ markedly from one designed for a professional conference presentation.

• What's Your Goal for the Video? Clearly defining what you want to achieve with your video helps guide its creation. Whether it's to inform, educate, inspire, or promote, having a clear goal in mind ensures your video is focused and impactful.

• What's Your Story? Every effective video tells a story. What narrative will you use to convey your message? A compelling story can captivate your audience, making your message more memorable.

• How Are You Planning to Promote the Video? A video can only make an impact if it's seen. Planning for promotion is as crucial as the video's content. Whether through social media, email marketing, or internal communications, having a promotion strategy in place ensures your video reaches its intended audience.

Addressing these questions from the outset not only enhances the effectiveness of your video but also aligns it with your broader communication strategy. It ensures that every video you produce is not just content but a strategic tool designed to achieve specific objectives.

VIDEO: watch this clip of Tony at Content Marketing World talking about the five questions.

Types of Videos

So, what types of videos should you produce? Honestly, it can be just about anything.

As I mentioned earlier, I’m not telling you every communication needs to be a video, but the important ones should provide a video option.

Here are some of the types of videos we have produced for health systems and companies:

• About Us Videos: These videos are great for building a collective identity within healthcare organizations. They help new and existing employees understand the mission, values, and culture, fostering a sense of belonging and purpose.

• Training and Educational Videos: Essential for the continual development of staff, these videos ensure that complex medical procedures and healthcare policies are understood clearly, improving the quality of care and ensuring patient safety.

• CEO Messages: Direct communication from the organization's leaders can significantly boost morale and trust. These messages keep staff informed about changes, achievements, and future plans, making them feel valued and part of the organization's journey.

• Patient Success Stories: Sharing these stories not only celebrates patient recovery but also serves as a powerful motivator for healthcare professionals. They remind staff of the real-world impact of their dedication and hard work.

• System/Company Case Studies: Your teams are doing amazing work. One of the ways you can praise and educate them at the same time is by sharing case studies. When a person or team is doing something well, a video can be a pat on the back and at the same time serve as an example the rest of the organization can learn from.

• Employee Stories: Every one of your employees has a story. Don’t be afraid to tell them. One story might be their motivation for doing their job. Another might be something more personal about how healthcare has affected them. You can even make these fun and feature their hobbies. The idea is that the more we learn about the people we work with, the better we feel about the company we work for.

• Company Programs/Initiatives: You have all sorts of programs at the company you’re trying to get people to take part in. Promote them using videos. Explain the program. Offer reasons employees should get involved. Show how the initiative is making a real impact on team members.

VIDEO: watch this example of an employee story.

These are just a few examples of the types of videos you can produce. You’re really only limited by your own imagination, so if you have an idea I didn’t cover… go for it!

What Video Is All About

You’ve already read this from me… stories, stories, stories.

Since you’re thinking like a marketer, you need to tell stories. Don’t think of your internal communications video as another vehicle for your facts, figures, and other information.

It’s more than that.

Video isn’t about facts and figures. Video is about emotion. 

We’re not going after people’s minds with our videos. We’re going after their hearts, and the shortcut to the human heart is storytelling.

Storytelling is the heart and soul of compelling video content, especially in the healthcare sector. It's the storytelling that transforms a video from a mere conveyance of information into a powerful narrative that can educate, inspire, and evoke emotion. In healthcare, where the stakes involve human health, well-being, and emotional journeys, storytelling becomes even more pivotal.

A well-crafted story can bridge the gap between technical medical jargon and the everyday experiences of patients and healthcare professionals. It can turn abstract data and policies into relatable stories that resonate on a personal level. This connection is crucial in both marketing and internal communications, where the goal is often to change behaviors, spread awareness, or foster a sense of community and belonging among staff and patients alike.

Effective storytelling in healthcare videos achieves several key objectives:

• Builds Empathy: Through stories, viewers can see the world from another's perspective, whether it's a patient navigating their health journey or a healthcare worker providing care under challenging circumstances.

• Engages Emotionally: Emotional engagement is a powerful driver of memory and action. A story that touches the heart is more likely to inspire change and be remembered than dry facts or instructions.

• Simplifies Complex Information: Stories can distill complex healthcare topics into narratives that are easier to understand and relate to, making them more accessible to a broader audience.

• Encourages Action: A compelling story can motivate viewers to take action, whether it's following new health guidelines, participating in wellness programs, or supporting healthcare initiatives.

• Strengthens Connections: Storytelling fosters a sense of community and shared purpose, crucial elements in healthcare environments where teamwork and empathy are paramount.

In essence, storytelling is not just a tool but a vital strategy in healthcare video production. It leverages the power of human narrative to connect, educate, and inspire, making it an indispensable element of effective healthcare communications.

Do DIY, or Not to DIY

Now for a big question. Should you hire a pro to produce your videos, or should you do-it-yourself?

My answer is… yes.

Look, I’m a video producer, so I’d love for you to hire someone like me (cough, cough, T60 Health). However, I know that’s unrealistic.

My advice is to do a mix.

There are all sorts of videos you can do yourself. Your team might even enjoy your attempts to create videos.

A DIY approach to video production may appeal to organizations with a limited budget or those wishing to produce content more frequently. Technology and tools like AI now make it easier for non-professionals to create decent quality videos. 

On the other hand, the more important the message, the more important the story, you should probably hire pros to produce them for you.

Hiring a professional healthcare video production company offers several advantages, including high-quality production values, storytelling expertise, and technical proficiency. These professionals can produce polished videos that capture and retain audience attention, effectively conveying complex healthcare messages in an engaging format. Their expertise in storytelling and visual communication can help distill complex healthcare information into digestible, compelling narratives, enhancing message retention and impact.

Wrapping Up

It's clear why video stands out as a great choice for communicating within healthcare organizations. It's not just about the convenience or the ability to showcase complex information visually. Video taps into something much more profound: the human connection. Through storytelling, emotional engagement, and the power to convey messages in an accessible and memorable format, video transcends traditional barriers of internal communication.

As you navigate the complexities of healthcare communication, you need to lean into the power of video. 

It’s more than just a tool. It's a pathway to deeper understanding, stronger connections, and a more engaged and informed workforce. 

In the end, video isn't just changing how we communicate, it’s enhancing the entire healthcare organization. Making it an essential element in delivering exceptional care and support to both providers and patients alike.

2024 Healthcare Video Marketing Report: insights to help improve your results

Another year, another amazing research report from the Content Marketing Institute.

The folks at CMI have issued the results of their annual video and visual storytelling survey. They looked into how marketers used video in 2023, and the information is crazy good.

It’s the type of stuff that, when analyzed, can help you do your job better in 2024.

As a video guy and marketer, I have combed through it and the following is my take on the data, and what you need to know. Let’s start with why you should care, then go into some analysis, and we’ll finish with actionable steps for you to take.

Why Healthcare Marketers Should Care About the Report

• Understanding Market Trends

• Staying ahead of the curve is key in healthcare video marketing.

• Aligning with these trends means better engagement and staying relevant.

• Addressing Production Challenges

• Overcoming common challenges can streamline your process.

• It's about efficiency without sacrificing quality.

• Embracing AI and Technology

• AI can be a big help in video production, but probably in a way you’re not considering.

• It's about balancing tech with the human element of storytelling.

• Tailoring Content to Audience Journey

• Crafting content that resonates at each stage of the journey.

• It's not just about making videos. It’s about making videos that matter.

VIDEO: Which of the CMI results is like a knife to my heart?! Watch the video to find out.😆

Increasing Importance of Video

Okay, nothing new here. Video’s importance to marketing continues to rise. What’s astonishing is the number of marketers who aren’t happy with their videos.

• 67% of marketers report that video has become more crucial in the past year.

• Only 14% say they’re getting excellent results from their videos.

• And only 7% feel they're using video to its full potential.

• 60% of marketers say they need a better video strategy.

This is probably my biggest takeaway. These four stats.

What do they mean? 

There's a massive opportunity here. We're recognizing the power of video, but there's still a gap in fully leveraging it. It's like having a sports car and not knowing how to shift out of second gear.

Think about it. You've got this incredible machine, sleek and powerful, capable of incredible speed and performance. That's your video content in the world of marketing. 

It's dynamic, engaging, and has the potential to take your healthcare organization's message to new heights. But here's the catch – if you're not using it to its full potential, it's as if you're cruising in a high-performance vehicle but hesitant to push it beyond a comfortable, slow pace.

This gap – between recognizing video's potential and fully exploiting it – is where the real magic happens. It's about shifting gears, pushing the boundaries of what your video content can achieve. 

It's not just about producing videos. It's about crafting stories that resonate, messages that stick, and content that engages and converts.

So, how do you shift gears? It starts with understanding the tools at your disposal – the nuances of video storytelling, the platforms where your audience engages, and the metrics that matter. It's about strategic planning, creative execution, and continual optimization.

When you start to push your healthcare video production strategy beyond the basics, exploring new formats, experimenting with storytelling techniques, and aligning your content with your audience's journey, that's when you begin to see the full potential of your 'sports car.' You'll move from cruising comfortably to racing ahead, leaving competitors in your rearview mirror.

In essence, the opportunity lies in not just owning the sports car but in learning to drive it like a pro. It's about harnessing the full power of video in your healthcare marketing strategy, accelerating your brand's impact, and driving tangible results.

Biggest Challenges in Producing Videos

I have to admit, this one surprised me. If you would have had me list what I thought was the biggest video hurdle for marketers, I absolutely would have put “budget” at the top.

Boy, was I wrong.

• #1 challenge: 69% say it’s finding the time to produce videos.

• Consistency (56%) and producing enough video (52%) are the next biggest issues.

• Only 40% say video cost is their biggest challenge. That’s fifth on the list!

These stats highlight common hurdles. Time, consistency, and volume are the biggies, but they're not insurmountable. It's about finding that sweet spot in your production process. 

As someone who owns a healthcare video production company, here’s what I find interesting.

• Most marketers (69%) produce videos in-house.

• 21% mainly outsource their video production.

Now put those statistics together with the challenges. 

The top three challenges are time to produce, consistency, and amount, and only 21% say they’re mainly outsourcing video production.

I know this is totally self-serving, but it seems to me outsourcing to a production company would completely eliminate marketers’ biggest pain points.

Time is often the biggest enemy of video production. Crafting compelling content takes not just creativity but also hours of planning, shooting, and editing. It's a meticulous process where every second of video can take several minutes, if not hours, to perfect. This is where the challenge of consistency comes in. Producing high-quality content on a regular basis is tough, especially when you're juggling other responsibilities.

Then there's the issue of volume. In today's content-hungry world, the demand for fresh, engaging video content is relentless. Keeping up with this demand can feel like running on a treadmill that's constantly speeding up.

So, how do we tackle these challenges?

First, if you are producing things in-house, it’s about streamlining your DIY production process. This means setting clear goals, establishing efficient workflows, and leveraging the right tools and technology. It's about building a team that's not just talented, but also understands the nuances of efficient video production.

But here's a crucial point: don't be afraid to look outside your organization.

Outsourcing can be a game-changer.

It's not just about offloading work. It’s about bringing in fresh perspectives, specialized skills, and additional resources. With 21% of marketers already outsourcing mainly, it's clear that this path offers valuable benefits.

Outsourcing can help you overcome time constraints by bringing in a team that's solely focused on video production.

Event better when you’re outsourcing to healthcare video specialists, like us.😉

VIDEO: Hear from a healthcare executive as to why it made sense for his company to outsource their video production.

It can aid in maintaining consistency, as these teams are professionals in producing quality content regularly. And when it comes to volume, an external team can significantly ramp up your production capabilities without overburdening your in-house staff.

Remember, outsourcing doesn't mean losing control. It's about partnering with experts who can complement and enhance your in-house efforts. It's a collaboration where you steer the vision and message, and they bring it to life with their expertise.

In summary, while in-house production offers control and familiarity, embracing outsourcing can provide the additional bandwidth and specialized skills needed to overcome the challenges of time, consistency, and volume in video production. It's about finding the right balance that works for your organization, ensuring that your video content is not just consistent and voluminous, but also impactful and engaging.

The Role of AI in Video Production

I know. Everything in marketing these days comes back to AI, and that includes video.

But while you might assume that means having AI create your videos for you (there are a growing number of companies working on this), there are other ways you can use AI to help as well.

• Currently, 18% of marketers use AI in video creation.

• 33% of those not using AI plan to incorporate it within a year.

IMAGE: Created by DALL•E

AI in video production is like having a highly skilled assistant who can anticipate your needs and enhance your capabilities. It's not just about simplifying tasks. It’s about elevating the entire production process to a new level.

Imagine having a tool that can not only assist with the mundane and repetitive aspects of video production but also bring a level of efficiency and creativity that's hard to achieve manually. 

This is where AI steps in. It's like having an extra set of hands, eyes, and even a brain that works tirelessly to help you create better content.

For instance, during pre-production, AI can help with ideas for videos based on customer personas. It can help with story outlines and scriptwriting based on your input. This can significantly speed up the pre-production phase, allowing you to focus more on the creative aspects. 

In post-production, AI can transcribe hours of interviews. This not only speeds up the process but also ensures a level of precision that's hard to match manually.

Moreover, AI can enhance the visual quality of your videos. From color correction to adding special effects, AI tools are becoming increasingly sophisticated, enabling you to achieve a high production value without necessarily having the budget for a big production team.

But perhaps the most significant advantage of AI in video production is its ability to learn and adapt. Over time, AI tools can understand your style and preferences, making suggestions and edits that align closely with your vision. It's like having a collaborator who knows exactly what you want and helps you achieve it more efficiently.

However, it's important to remember that AI is a tool, not a replacement for human creativity. It's there to enhance your skills, not take over the creative process. The key is to use AI to handle the technical and time-consuming aspects of video production, freeing you up to focus on storytelling, creativity, and connecting with your audience.

In conclusion, integrating AI into video production is about enhancing your capabilities and elevating the quality of your content. It's a partnership where AI handles the heavy lifting, allowing you to soar higher in your creative endeavors.

Audience Journey

This one was not a surprise for me. Most videos marketers are creating these days align with the top of the funnel or start of the flywheel.

• Videos are mostly created for the brand awareness stage (48%).

• Only 15% of marketers use them in the buying stage.

OMG… video should be used at EVERY stage of the buyer’s journey.

Understanding your audience's journey is a pivotal aspect of effective video marketing. It's not merely about producing videos.  It's about crafting the right kind of content that resonates with your audience at each stage of their journey. This approach ensures that your videos are not just seen but are impactful and drive the desired action.

Each stage requires a different type of video content to effectively communicate with the audience.

• Awareness Stage: At this point, your audience is just getting to know your brand or product. Here, the goal is to capture attention and spark interest. Videos at this stage should be engaging and informative, designed to introduce your brand and set the tone for what viewers can expect. Think of short, attention-grabbing videos that highlight the problems your brand solves or the value it offers.

• Consideration Stage: Now, your audience is evaluating their options. They are interested but not yet convinced. This is where more detailed, explanatory content comes in. How-to videos, product demonstrations, or explainer videos work well here. They should provide enough information to help the viewer understand why your product or service is a viable solution to their needs.

• Decision Stage: At this juncture, your audience is close to making a purchase decision. Videos that instill trust and credibility are key. Customer testimonials, case studies, and detailed product overviews can provide the assurance and validation needed to nudge the viewer towards a purchase.

• Post-Purchase Stage: After the purchase, the focus shifts to retention and loyalty. Here, videos should aim to educate the customer about the product or service they've purchased, offer support, and continue to engage them. Instructional videos, tips and tricks, and community-building content can be effective.

VIDEO: Once you have a client/customer, what videos should you produce to get them to keep coming back? Watch the video to find out.

By aligning your video content with these stages, you ensure that your videos are not just part of the noise but are strategic tools that guide your audience through their journey with your brand. This approach leads to a more cohesive and effective video marketing strategy, where each piece of content has a clear purpose and contributes to the overall goal of converting viewers into loyal customers.

In summary, understanding and catering to your audience's journey with tailored video content at each stage is not just a best practice; it's a necessity for creating impactful and successful video marketing campaigns.

Actionable Steps

Developing a Healthcare Video Marketing Strategy

A clear and well-defined video strategy is the backbone of successful video marketing. It's about aligning your videos with your business goals and ensuring they contribute to your overall objectives. Here's how to do it:

• Identify Your Goals: Are you aiming to increase brand awareness, generate leads, or educate your audience? Your goals will dictate the type of content you produce.

• Understand Your Audience: Tailor your content to the needs, preferences, and journey of your target audience. This ensures your videos resonate and engage effectively.

• Plan Your Content: Map out what types of videos you'll create, considering the various stages of the customer journey. This could range from introductory brand videos to detailed product/service demos.

• Distribution Strategy: Decide where and how you'll share your videos. Each platform has its own nuances and audience preferences.

Budgeting and Resource Allocation

Smart budgeting is crucial for producing effective video content. It's about making the most of your resources and justifying your investment to secure the necessary funding. Here's how to approach it:

• Assess Your Needs: Determine what resources you need in terms of equipment, talent, and production costs.

• Allocate Wisely: Prioritize spending on areas that will have the most impact. This might mean DIY-ing awareness stage videos and investing more in high-quality production for key videos moving towards conversion.

• Justify Your Budget: Use data and insights to demonstrate the ROI of video content. Show how videos have contributed to achieving business goals in the past.

Measuring Video Effectiveness

Analytics are indeed your best friend in video marketing. They help you understand what's working and what isn't, allowing you to refine and improve your content over time. Here's what to focus on:

• Engagement Metrics: Look at views, likes, shares, and comments to gauge how your audience is interacting with your videos.

• Conversion Metrics: Track how your videos are contributing to your business goals, whether that's generating leads, sales, or other desired actions.

• Audience Insights: Analyze who is watching your videos and how they're engaging with them. This can inform future content creation and targeting.

• Feedback and Surveys: Don't underestimate the value of direct feedback from your audience. Surveys and comments can provide qualitative insights.

By focusing on these actionable steps, you can create a more strategic, effective, and measurable video marketing approach. This not only enhances the quality of your content but also ensures it aligns with your business objectives and delivers tangible results.

What Falls Under Video Production?

Video production is a multifaceted process that involves much more than just pointing a camera and hitting the record button. It can sometimes be complex, almost always collaborative, requires careful planning, creative vision, and technical expertise at every stage. From the initial idea to the final edit, each step in the process plays an important role in shaping the outcome of the video.

Whether you're producing a corporate video to showcase your company’s values, a commercial aimed at driving consumer action, or a short social media clip designed to engage audiences in a few seconds, understanding what falls under video production is key to managing a successful project. This understanding allows you to not only create a video that meets your objectives but also to navigate the logistical and creative challenges that inevitably arise.

What Falls Under Video Production?

A lot of people ask what falls under video production? What they often fail to understand is that video production is much more than just shooting video. It’s about telling a story, evoking emotions, and delivering a message in a way that resonates with your audience. Each element, from preproduction planning to postproduction polish, must work together to create a video that not only looks professional but also achieves its intended goal. Whether you're working with a team of professionals or tackling a DIY project, knowing the intricacies of video production will empower you to make informed decisions, allocate resources effectively, and ultimately produce a video that stands out in a crowded digital landscape.

Video is a powerful tool for communication, marketing, and brand-building. As a decision-maker in healthcare communications or any industry, being well-versed in the video production process will enable you to leverage this tool effectively, ensuring that your videos not only reach but also resonate with your target audience.

Preproduction: Laying the Groundwork

In the preproduction phase, the groundwork is laid, and the vision is set. This stage is crucial for defining the project’s direction, ensuring that the creative and logistical elements are aligned before the cameras start rolling. Skipping or rushing through preproduction can lead to costly mistakes or a disjointed final product. Once the planning is complete, the production phase brings the vision to life, where every detail, from lighting to sound, contributes to the overall quality of the video. Here, the expertise of your team, or your own skills if you’re working on a DIY project, becomes paramount in capturing the right moments and ensuring the visual and auditory elements are top-notch.

• Concept Development:

• The concept is the foundation of your video. It’s the central idea or message you want to convey. During concept development, you brainstorm ideas that align with your goals, whether it’s promoting a product, telling a brand story, or educating your audience. This stage often involves collaboration between different stakeholders to ensure the concept is clear and resonates with the target audience.

• Scriptwriting:

• The script can be a blueprint for your video. It includes dialogue, action descriptions, and sometimes even camera directions. A well-written script not only guides the production but also helps convey the story or message in a structured and engaging manner. Scriptwriting often involves multiple drafts, with feedback and revisions, to ensure clarity and effectiveness.

• A side note, scriptwriting can take place in pre or post-production depending on the style of your video project.

• Storyboarding:

• Storyboarding is the process of translating the script into visual frames. Each frame represents a key scene or shot in the video, helping to visualize the flow of the narrative. This step can help the team on the visual direction and identifying any potential challenges before filming begins. A storyboard might be as simple as sketches or as detailed as digital mockups.

• A side note, not every production will use storyboarding. Some video producers prefer a more organic approach to shooting their videos.

• Location Scouting:

• The setting of your video plays a significant role in conveying the right mood and message. Location scouting involves visiting potential filming sites to assess their suitability. Factors considered include lighting, sound, accessibility, and how well the location aligns with the video’s theme. For instance, an outdoor location might be perfect for a lifestyle video but unsuitable for a controlled interview.

• Casting:

• Casting is the process of selecting the right talent to bring your production to life. This can include professional actors, on-screen talent, or even employees and customers, depending on the video’s purpose. Casting sometimes involves auditions and callbacks to ensure the chosen talent fits the role and can deliver the performance needed to connect with the audience.

• Scheduling:

• A detailed production schedule is essential for keeping the project on track. Scheduling involves coordinating the availability of the cast, crew, and locations, as well as planning the shooting days. It’s important to consider factors like weather, travel time between locations, and time needed for setup and breakdown to avoid delays.

• Budgeting:

• Budgeting involves estimating the costs associated with each stage of production. This includes paying for talent, equipment rentals, location fees, and postproduction services. A well-planned budget helps ensure that the project stays within financial constraints while still achieving the desired quality. Budgeting also involves setting aside contingency funds for unexpected expenses.

• A side note, talk with your production team in advance about the budget. Make sure you understand what you’re paying for and it there could be additional charges down the road.

Production: Bringing the Vision to Life

Postproduction is where the video truly takes shape. Editing, sound design, color grading, and the addition of special effects are the finishing touches that refine the raw footage into a polished final product. This stage requires a keen eye for detail and a deep understanding of how to manipulate the visual and auditory elements to evoke the desired emotions and convey the intended message. Even the most beautifully shot footage can fall flat without the right postproduction treatment.

• Video shoot:

• The video shoot is where all the preproduction work comes together. Crew members work to capture the scenes as planned. This stage requires careful attention to detail, including camera angles, lighting, and sound, to ensure that each shot meets the creative vision. Shooting video can be a fast-paced process, often requiring quick decisions and problem-solving on set.

• Directing:

• You might have a director overseeing the creative aspects of the production, ensuring that the cast’s performances and the overall visual style align with the script and storyboard. The director’s role is to bring the concept to life, guiding the talent and crew through the filming process. This involves making creative decisions on the spot, managing the pacing of the shoot, and ensuring that the project stays on schedule.

• Lighting and Sound:

• Proper lighting and sound are critical to the quality of your video. Lighting involves positioning lights to enhance the visual appeal of the scene, create mood, and ensure that subjects are well-lit. Sound includes capturing clear dialogue, ambient sounds, and any necessary sound effects. Poor lighting or sound can detract from the professionalism of the video, making this a key focus during production.

• Camera Work:

• Camera work involves more than just operating the camera. It includes framing shots, managing camera movements (such as pans, tilts, and tracking shots), and adjusting focus and exposure. The videographer or camera operator plays a crucial role in translating the project’s vision into visual reality, ensuring each shot contributes to the overall story.

Postproduction: Polishing the Final Product

• Video Editing:

• Video editing is the process of selecting and assembling the best shots into a cohesive story. This involves cutting and arranging raw video, adding transitions, and ensuring the pacing of the video aligns with the story. Editors also work closely with the director to make sure the final cut matches the original vision. Editing can be time-consuming, requiring attention to detail to ensure that each scene flows smoothly into the next.

• Sound Design:

• Sound design enhances the auditory experience of the video. This includes adding background music, sound effects, and voiceovers to complement the visual elements. Sound design helps set the tone and mood of the video, guiding the audience’s emotional response. It also involves mixing and mastering audio to ensure clarity and balance between dialogue, music, and effects.

• Color Grading:

• Color grading is the process of adjusting the colors in the video to achieve a specific look or feel. This can involve correcting color imbalances and enhancing the visual style to match the mood of the video. For instance, a corporate video might use a cooler color palette to convey professionalism, while a lifestyle video might use warmer tones to create a welcoming atmosphere.

• Special Effects (VFX):

• Special effects, or visual effects (VFX), are added to enhance or alter the video’s imagery. This can range from simple effects like adding text or logos to more complex tasks like creating animations or compositing different elements into a single shot. VFX are used to create visuals that would be impossible or impractical to film in real life, adding a layer of creativity to the production.

• Final Cut and Review:

• Once all the elements are in place, the video undergoes a final review. This involves watching the video multiple times to ensure there are no errors or inconsistencies and that it meets the project’s objectives. The final cut is often reviewed by key stakeholders to ensure it aligns with the brand and the original vision. Any last-minute changes are made before the video is rendered and exported in the desired format.

Distribution: Sharing Your Video with the World

Finally, distribution is the step that ensures your video reaches its intended audience. Whether through online platforms, broadcast channels, or internal communications, how and where you share your video can significantly impact its success. Understanding your audience and the best channels to reach them is just as important as the video production itself.

• Online Platforms:

• Online platforms like YouTube, Vimeo, and social media channels are popular choices for video distribution. These platforms allow you to reach a broad audience and provide analytics to track the video’s performance. Depending on the platform, you may need to optimize your video for search engines (SEO) by using appropriate titles, descriptions, and tags.

• Broadcast:

• For videos intended for a wider audience, such as commercials or documentaries, broadcast distribution involves airing the video on television or streaming services. This requires ensuring the video meets the technical standards of the broadcaster and may involve purchasing airtime or negotiating distribution deals with networks or streaming platforms.

• Internal Communications:

• For corporate videos, internal distribution might involve sharing the video through company intranets, emails, or during meetings and events. The goal here is to ensure the video reaches the intended internal audience, whether it’s for training, announcements, or morale-building purposes. Internal videos are often tailored to specific departments or company-wide initiatives.

Wrapping Up

Video production can be a complex process with multiple stages, each requiring careful attention and expertise. It’s not just about capturing footage. It’s about crafting a narrative that aligns with your goals, engages your audience, and delivers your message with impact. Every stage, from preproduction planning to the final cut and distribution, is interconnected, with each step building upon the previous one to create a cohesive and compelling video.

Whether you’re collaborating with a professional production team or taking on the challenge of creating a video on your own, understanding these components is essential. It enables you to make informed decisions at every stage, anticipate challenges, and produce a video that not only meets but exceeds your expectations. By paying careful attention to each step in the video production process, you can ensure that your efforts result in a powerful, engaging video that effectively communicates your message and resonates deeply with your audience.

What Are the Examples of Video Production?

Video production is a versatile field that encompasses a wide range of content types, each serving different purposes and audiences. Whether for marketing, education, entertainment, or internal communication, video production plays a crucial role in conveying messages effectively. So what are the examples of video production? And what are their uses:

What Are the Examples of Video Production?

1. Corporate Videos

Corporate videos are created for internal or external company communication. They include:

Training Videos

Training videos are essential tools for educating employees on various aspects of their roles within the company. They can be used in different stages of an employee's career, from onboarding to continuous professional development.

• Onboarding New Hires

• Skill Development

• Safety and Compliance

• Ongoing Professional Development

Internal Communications

Internal communication videos are designed to keep employees informed and engaged with the latest company news, updates, and events. They play a vital role in maintaining a cohesive and motivated workforce.

• Company Updates

• Policy Announcements

• Event Announcements

• Employee Spotlights

Executive Messages

Executive messages are direct communications from the company’s leadership team, aimed at employees, stakeholders, or customers. These videos help build trust and transparency within the organization.

• Employee Communications

• Stakeholder Updates

• Customer Engagement

• Crisis Management

Promotional Videos

Promotional videos are designed to showcase a company’s products, services, or brand values to potential customers or clients. These videos are powerful marketing tools that can drive engagement and sales.

• Product Demos: Demonstrating how a product works and highlighting its features and benefits can help potential customers understand its value. Product demo videos can include step-by-step instructions, usage scenarios, and testimonials from satisfied users.

• Service Overviews: For service-based businesses, promotional videos can explain the services offered, how they benefit customers, and what sets them apart from competitors. These videos often include case studies, customer success stories, and expert insights.

• Brand Storytelling: Telling the story behind the brand helps build an emotional connection with the audience. These videos can share the company’s history, mission, and values, showcasing what makes the brand unique and trustworthy.

• Campaigns and Promotions: Videos are an effective way to promote special campaigns, sales, or events. These promotional videos can create excitement and urgency, encouraging viewers to take action.

• Customer Testimonials: Featuring real customers sharing their positive experiences with the company’s products or services can build credibility and trust. Testimonial videos provide social proof and help potential customers relate to the brand.

2. Commercials

Commercials are short, persuasive videos aimed at promoting a product, service, or brand. They can be broadcast on television, streamed online, or shared on social media. Effective commercials are attention-grabbing, memorable, and convey a clear message within a brief timeframe.

3. Social Media Videos

Social media videos are designed for sharing on platforms like Instagram, Facebook, LinkedIn, and TikTok. These videos are usually short, engaging, and optimized for mobile viewing. They can include:

Promotional Clips

Promotional clips are short, impactful advertisements designed to quickly grab attention and convey key messages about a product or service. These videos are crafted to be engaging and concise, making them perfect for social media platforms where viewers' attention spans are short.

• Highlighting Key Features

• Creating Urgency

• Visual Appeal

• Call to Action

Behind-the-Scenes Footage

Behind-the-scenes (BTS) footage provides audiences with a unique and authentic glimpse into the inner workings of a company. These videos help humanize the brand and build a deeper connection with the audience by showcasing the people, processes, and stories behind the products or services.

• Company Culture

• Product Development

• Event Preparations

• Interviews and Testimonials

User-Generated Content

User-generated content (UGC) consists of videos created by customers or fans that promote the brand. This type of content is highly valuable because it provides authentic, peer-to-peer endorsements that resonate with other consumers.

• Customer Reviews and Testimonials: Videos where customers share their experiences and satisfaction with a product or service can be highly persuasive. These testimonials provide social proof and build credibility.

• Unboxing Videos: Unboxing videos are popular UGC where customers film themselves unpacking and reacting to a new product. These videos highlight the excitement and joy of receiving a new purchase, often influencing others to buy.

• Creative Uses: Customers often find unique and creative ways to use a product. Showcasing these inventive uses not only highlights the product's versatility but also encourages other users to think outside the box.

• Contests and Challenges: Brands can encourage UGC by hosting contests or challenges. Inviting customers to submit videos showing how they use a product or participate in a branded challenge can generate a lot of engaging content and increase brand visibility.

• Social Proof: Featuring UGC on a brand’s social media channels provides social proof and builds a sense of community. It shows that real people love and endorse the product, which can be more convincing than traditional advertising.

4. Educational Videos

Educational videos aim to inform or teach viewers about a particular topic. They can be used in various contexts, such as:

• Online Courses

• Tutorials

• Documentaries

5. Event Coverage

Event coverage videos capture the highlights of live events, such as conferences, trade shows, or corporate gatherings. These videos can be used for promotional purposes, shared with attendees, or archived for future reference. Event coverage typically includes:

• Keynote Speeches

• Panel Discussions

• Promotional Tools: Attendee interviews are a great way to capture the experiences and feedback of event participants. These interviews can serve multiple promotional purposes:

• Testimonials: Sharing positive feedback from attendees can build credibility and showcase the value of your events. These testimonials can be used on your website, social media, and promotional materials to attract future participants.

• Event Highlights: Including attendee interviews in your event highlight videos can provide a personal touch. Hearing from real participants about what they enjoyed and learned can make your event more relatable and appealing to potential attendees.

• Marketing Content: Attendee interviews can be repurposed into various marketing content. Quotes and soundbites from interviews can be used in email campaigns, social media posts, and promotional videos to enhance your messaging.

• Improving Future Events: Feedback from attendees offers valuable insights into what worked well and what could be improved. This information can be used to refine and enhance future events, making them even more successful.

6. Product Videos

Product videos demonstrate the features and benefits of a product. They are used to:

Showcase New Products

Showcasing new products through video is a powerful way to generate excitement and interest among potential customers. These videos highlight the unique features and benefits of your latest offerings, helping to create a buzz and drive sales.

• Highlighting Unique Features

• Visual Appeal

• Storytelling

• Calls to Action

How-To Videos

How-to videos are instructional videos that guide viewers through the process of using a product effectively. They are invaluable for enhancing customer experience and ensuring users get the most out of your product.

• Step-by-Step Instructions

• Visual Demonstrations

• Expert Tips and Tricks

• Customer Support

Customer Testimonials

Customer testimonial videos are a powerful form of social proof, featuring satisfied customers sharing their positive experiences with your product. These videos build credibility and trust, helping to influence potential buyers.

7. Animated Videos

Animated videos use digital graphics and animation to tell a story or explain a concept. They are particularly effective for:

• Explainer Videos

• Brand Videos

• Product Demos

8. Promotional Campaigns

Promotional campaign videos are part of larger marketing strategies designed to boost brand awareness and drive sales. These can include:

• Teasers and Trailers

• Influencer Collaborations

• Seasonal Campaigns

9. Testimonial and Case Study Videos

These videos build credibility by showcasing real-life examples of how a product or service has benefited customers. They include:

• Customer Testimonials: Featuring customers sharing their positive experiences and results.

• Case Studies: In-depth stories of how a particular product or service solved a problem for a client.

10. Live Streaming

Live streaming allows real-time broadcasting of events, announcements, or interactions with audiences. It's popular for:

• Webinars

• Live Q&A Sessions

• Product Launches

These examples illustrate the diverse applications of video production across various industries and purposes. By leveraging the power of video, organizations can effectively engage their audiences, convey complex information, and build strong connections with their viewers.

What Does a Video Production Company Do?

Companies and organizations are creating a ton of content. If you want your message to get out, finding a medium that will attract the biggest audience possible is a must. One of the best way to do this is by producing high-quality videos to capture attention, convey messages, and drive action. 

But what does a video production company do? Creating compelling video content isn't as simple as pressing the record button on a camera. It involves a process that requires creativity, technical expertise, and strategic planning. This is where video production companies come in. 

What Does a Video Production Company Do?

Video production companies offer a full suite of services that take a video project from initial concept to final delivery, ensuring each step is executed flawlessly to produce professional and impactful videos. Let’s dive into the services and processes involved in video production to understand what a video production company truly does.

Pre-Production

Pre-production is the foundation of any successful video project. It involves all the planning and preparation necessary before the cameras start rolling.

Concept Development

• Idea Generation: Brainstorming creative concepts that align with the client's goals and target audience.

• Scriptwriting: Video pros that that focus on cinematic productions will craft a detailed script that outlines the dialogue, actions, and visual elements of the video in advance of shooting.

• Storyboarding: Creating visual representations of each scene to plan the shots and ensure a coherent story.

Planning and Logistics

• Casting: Selecting the right talent to bring the script to life, whether they are professional actors, employees, or customers.

• Location Scouting: Identifying and securing locations that fit the production and enhance the visual appeal of the video.

• Scheduling: Developing a detailed timeline for the shoot, including dates for filming, rehearsals (if needed), and post-production tasks.

• Budgeting: Estimating costs for all aspects of the production and ensuring the project stays within financial constraints.

Production

The production phase is where the planning comes to life. It's the actual filming of the video, capturing all the necessary footage.

The Shoot

• Camera Work: Using professional cameras and equipment to capture high-quality footage. This includes setting up shots, framing scenes, and ensuring optimal lighting.

• Lighting: Setting up lighting equipment to create the desired mood and atmosphere for each scene. Proper lighting enhances the visual quality and ensures subjects are clearly visible.

• Sound Recording: Capturing clear audio for dialogue and sound effects. This involves using various microphones and audio recording equipment to ensure high-quality sound.

• Direction: Guiding the talent and crew to execute the cinematic vision as planned. The director ensures that each scene is shot according to the storyboard and script.

• Field Production: Documentary-style productions might have someone to make sure the shoot runs smoothly, instead of having a director.

Shooting Specific Elements

• Interviews: Conducting and filming interviews with key individuals to add depth and personal perspectives to the video.

• B-Roll Footage: Capturing supplementary footage that provides context and enhances the main footage. B-roll can include shots of the workplace, product close-ups, or relevant activities.

Post-Production

Post-production is where the magic happens. This phase involves editing and refining the footage to create the final video.

Script Creation

• Production companies that use a documentary-style production method will  create their scripts once all of the shooting is complete.

Editing

• Footage Review: Reviewing all the captured footage and selecting the best takes.

• Sequence Assembly: Cutting and arranging the clips into a coherent and engaging narrative.

• Adding Effects: Incorporating visual effects, transitions, and graphics to enhance the video.

Sound Design

• Audio Editing: Cleaning up the audio, removing any background noise, and ensuring clear dialogue.

• Sound Effects: Adding sound effects and background music to enhance the viewer's experience.

• Voiceovers: Recording and integrating voiceovers to provide additional information or narration.

Color Correction and Grading

• Color Correction: Adjusting the colors in the footage to ensure consistency and correct any imbalances.

• Color Grading: Adding stylistic color tones to create a specific mood or look.

Final Touches

• Review and Revisions: Reviewing the final cut with the client and making any necessary revisions.

• Rendering and Exporting: Rendering the final video and exporting it in the desired format for distribution.

Additional Services

Beyond the core production stages, many video production companies offer additional services to meet various client needs.

Live Streaming

• Broadcasting Events: Providing live streaming services for events, conferences, or meetings to reach a wider audience in real-time.

Animation and Motion Graphics

• Creating Animations: Designing and animating graphics to explain complex concepts or add visual interest.

Video SEO and Distribution

• Optimizing Videos: Ensuring videos are optimized for search engines to increase visibility online.

• Content Distribution: Helping clients distribute their videos across various platforms, including social media, websites, and email campaigns.

Wrap Up

A video production company handles everything from initial concept development to final delivery. They bring expertise, creativity, and technical skills to produce high-quality videos that achieve the client's goals. Whether you're looking to create a promotional video, an educational tutorial, or a compelling brand story, a professional video production company can turn your vision into reality.

Top 8 Things to Look for in Healthcare Video Production Services

You know how important video is to healthcare communications. Whether it’s internal or external, if you want to get your message across, video is the way to go.

Sure, you can do-it-yourself for small projects like vertical videos, but if you need something more… something really good… you’re probably going to turn to professionals. The big question? How do you find the healthcare video production services that are best for you and your project?

A well-chosen partner will not only capture your organization's values but also translate complex information into engaging stories that resonate with your audiences, from patients and healthcare professionals to policymakers. 

By choosing wisely, your healthcare organization will get impactful, results-driven video content that informs, educates, and inspires your audience.

A lot of what follows is focused on marketing messages, but almost all of it applies to internal communications videos as well.

Remember, internal comms videos are marketing videos. Only the audience is made up of team members, and you’re not looking to get them to buy something… we want them to buy-in something.

What to Consider While Searching for Healthcare Video Production Services

Expertise in Healthcare Content: When choosing a video production service, one of the first things you should look at is the production companies experience in healthcare.

The healthcare sector has specific challenges that require specialized knowledge, making this expertise invaluable. Here's why:

• HIPAA Compliance: Understanding patient privacy and ensuring the video adheres to HIPAA guidelines is critical. Production teams need to know how to film and edit videos without revealing private patient information. This expertise ensures that your organization remains compliant and protects patients' sensitive data.

• Medical Accuracy: Healthcare content should accurately represent medical procedures, terminologies, and protocols. A knowledgeable production team can identify potential inaccuracies that could lead to misunderstandings or misinformation. They can help distill complex medical information into clear and concise messaging suitable for your target audience.

• Sensitive Topics: Healthcare videos often touch on sensitive subjects like illness, mental health, and medical treatments. A team experienced in healthcare will approach these topics with empathy and tact, ensuring content is both informative and respectful.

• Audience Understanding: Healthcare audiences are diverse, including patients, medical staff, and administrators. The production team must understand each group's unique concerns and interests, tailoring messages that resonate across demographics.

• Advocacy and Awareness: Video production teams knowledgeable in healthcare can support advocacy efforts and raise awareness around specific health issues or campaigns. Their experience helps them craft messages that effectively drive action, whether it's promoting preventive care or supporting fundraising efforts.

Choosing a team with deep expertise in healthcare ensures that your video content is accurate, compliant, and crafted with an understanding of the sector's unique requirements. The more experience the production team has in healthcare, the more likely you’ll get a good story.

Storytelling Ability: Did someone just say, “story?” Video isn’t about facts and figures. Video is about emotion, and the quickest way to tap emotion is through storytelling.

Here’s what makes storytelling so important in healthcare communication:

• Emotional Connection: Effective storytelling resonates emotionally with viewers. In healthcare, stories about recovery, hope, and perseverance can inspire patients and families while building trust in your organization. A skilled production team can tell emotional stories that highlight the human side of healthcare, making complex subjects relatable.

• People-Centered Narratives: Patients and team members often seek information that relates to their personal experiences. By focusing on people stories, a production team can convey empathy and show how your message, treatments, and/or products make a tangible difference in their lives. These stories can encourage your audience to buy or but into what you’re communicating.

• Clear Messaging: Healthcare concepts can be intricate and technical. A good storyteller breaks things down into easily digestible messages without oversimplifying. They understand why plain language is so important to the industry. They can craft stories that clarify your organization’s goals, highlight the benefits of medical advancements, or explain treatment processes in a way that resonates with a non-medical audience.

• Diverse Perspectives: Healthcare audiences vary significantly, from employees to patients to policymakers. A versatile storytelling team ensures that stories are adaptable to different audiences. They can create patient education videos, internal training videos, or awareness campaigns that align with the audience’s needs.

• Solution-Oriented: Great storytelling presents your healthcare organization as a solution provider. Instead of focusing solely on problems, strong stories emphasize how your organization innovates and solves challenges, whether through groundbreaking treatments, exceptional patient care, or community outreach.

• Structured Storytelling: Every story needs a clear beginning, middle, and end to maintain viewer engagement. Healthcare stories often begin with a challenge or medical issue and progress toward a hopeful resolution, such as recovery or improved health outcomes. Storytelling structure ensures that your video has a logical flow that keeps viewers invested until the end.

A video production service with strong storytelling skills will ensure your healthcare content is not just informative but also captivating. By focusing on the emotional and human aspects of healthcare, they can create videos that resonate deeply with your target audience and convey your organization’s message effectively.

Portfolio Quality: Assessing a video production service's portfolio is crucial because it reveals their creative style, technical proficiency, and ability to convey messages that resonate. Here's what to look for when evaluating a healthcare video production team’s portfolio quality:

• Variety of Work: A strong portfolio showcases a diverse range of projects. This diversity can include patient testimonials, educational content, explainer videos, fundraising campaigns, and more. A team that has tackled varied formats and storytelling styles will likely have the versatility to meet your specific needs.

• Technical Excellence: High-quality visuals, clear audio, and seamless editing are non-negotiable. A good rule of thumb here? If you casually watch the videos and nothing technically bad jumps out, that’s a good start. Then, make sue the videos have sharp, well-composed images and smooth transitions. Clear audio ensures that your messages are easily understood, while post-production effects like color grading and graphics enhance the overall quality.

• Creativity and Originality: A portfolio should reflect creativity that stands out from typical healthcare videos. Look for inventive storytelling techniques that make content unique and memorable. Maybe it’s how their stories include an element of surprise, or a videography technique that grabs your attention.

• Alignment with Healthcare Goals: Videos should reflect key healthcare communication goals. Do they simplify complex medical information effectively? Are patient stories presented with empathy and accuracy? Does the video motivate viewers to take action, like seeking treatment or supporting a health initiative? These factors indicate how well the production team can achieve healthcare-specific objectives.

• Brand Consistency: The portfolio should demonstrate an ability to integrate a healthcare organization’s brand identity seamlessly into video content. Pay attention to how logos, color schemes, messaging, and overall tone align with your brand.

• Audience Engagement: Analyze the storytelling techniques used to engage viewers emotionally and intellectually. A good portfolio will show how the team maintains viewer interest throughout the video, whether through compelling patient stories, expert insights, or including people with engaging personalities.

• Success Stories: Look for projects that achieved meaningful results, whether it’s increased patient engagement, fundraising growth, or improved awareness. If the production service provides case studies, check how they solved specific challenges with their storytelling strategies.

A portfolio review offers a comprehensive glimpse into a team’s capabilities, demonstrating whether they can translate your healthcare messaging into compelling video content. Choose a team whose previous work inspires confidence in their ability to deliver high-quality, effective results for your organization.

Customization and Flexibility: Customization and flexibility are key attributes when selecting a video production service for your healthcare organization because every organization has unique messaging needs. Here’s why customization and flexibility are essential:

• Tailored Messaging: Healthcare organizations serve a wide variety of audiences, each with distinct informational needs. Some videos must be patient-centric, providing clarity and empathy, while others may focus on industry stakeholders or internal staff. A flexible production team will adapt their messaging approach based on your specific audience, ensuring that content resonates with its intended viewers.

• Varied Video Styles: Whether you need explainer videos to demystify a medical procedure, heartfelt patient testimonials, or videos to motivate your team, a production service should be adept in multiple styles. The ability to switch between approaches ensures that your organization can diversify its video content to align with different campaign goals.

• Adapting to Brand Guidelines: Your organization likely has specific brand guidelines, from color schemes and logos to the overall tone of messaging. A customizable video production service will ensure every project aligns seamlessly with these guidelines, maintaining consistent brand representation across all videos.

• Collaborative Storytelling: Customization requires a collaborative approach to storytelling. The production team should be open to your input, incorporating your organization’s key messages and feedback into the script while offering their creative expertise to refine the story.

• Adjusting for Different Budgets: Healthcare organizations vary in size, budget, and scope of work. A flexible video production team can offer scalable solutions to fit within your budget constraints. They might suggest a leaner, more efficient shooting schedule or propose alternatives that deliver quality without overspending.

• On-Location or Remote Production: Flexibility means adapting to your location needs, whether it’s on-site in your facilities or remotely for events or conferences. Some organizations might require a hybrid approach, and an adaptable production service will accommodate these logistics.

• Timeline Management: The production process can sometimes involve unexpected challenges or tight deadlines. A flexible team will have contingency plans to meet timelines, adjusting the scope of work without compromising quality.

• Content Repurposing: An effective video production service will plan with repurposing in mind, creating modular content that can be easily adapted for different platforms or campaigns. This flexibility maximizes your investment by creating reusable material for future marketing or educational efforts.

A production service that offers customization and flexibility will be able to deliver high-quality, tailored videos that align with your brand, engage your audience, and meet your specific objectives.

Production Process Transparency: Transparency in the video production process is essential for fostering trust and ensuring the final product aligns with your expectations. Here’s why a transparent production process matters and how it can enhance your collaboration:

• Clear Budgeting: A transparent production service provides a detailed breakdown of costs, allowing you to understand where your budget is going. This breakdown includes pre-production planning, filming costs, post-production editing, and additional expenses like travel or equipment rentals. Knowing these details upfront helps you allocate resources efficiently and avoid unexpected costs.

• Defined Timelines: Production timelines can be complex, with multiple stages like scripting, shooting, and editing. A transparent team will outline clear milestones for each stage, providing a timeline that helps you track progress and anticipate key review periods. This also enables you to coordinate the video's launch with other marketing or communication efforts.

• Collaborative Planning: Transparency means involving you in pre-production planning. From the initial creative brainstorming to finalizing the storyboard and script, the production team should encourage your input. This ensures the project reflects your vision and that expectations are set early.

• Shooting Schedules and Logistics: The production team should provide a detailed shooting schedule, informing you of when and where filming will occur. This minimizes disruptions in healthcare facilities and ensures availability for interviews. Transparency about logistics helps your team prepare the necessary locations and participants.

• Post-Production Workflow: Editing is a significant part of video production. A transparent team will keep you informed during this stage, sharing progress updates and rough cuts so you can provide timely feedback. They should clarify how many revisions are included, what additional edits might cost, and the final delivery format.

• Review and Approval Process: Ensure there’s a clear review and approval process, specifying when and how you will review drafts. A production team should incorporate your feedback into the video while providing expert guidance on editing and finalizing the content.

• Contingency Plans: Production can be unpredictable, especially with tight deadlines or logistical challenges. The team should have contingency plans for potential disruptions, like weather changes or sudden unavailability of locations. This planning minimizes delays and ensures the project stays on track.

• Post-Delivery Support: Even after the video is delivered, you may require assistance with distribution, subtitling, or repurposing for different platforms. A transparent team will clearly explain the scope of post-delivery support and provide ongoing assistance if needed.

Transparent production processes establish a collaborative working relationship, ensuring you’re informed, prepared, and aligned throughout the project. This clarity results in a smoother production journey and a final video that meets your healthcare organization’s goals.

Post-Production Services: Post-production services are essential for transforming raw footage into polished, high-quality healthcare videos that captivate your audience. These services encompass a range of technical and creative processes that enhance storytelling and ensure your message is conveyed clearly. Here's an overview of key post-production services and their impact:

• Video Editing: Editing is the foundation of post-production, where the best takes are selected and arranged to form a cohesive narrative. Skilled editors trim unnecessary footage, maintain pacing, and blend visuals to keep viewers engaged. They ensure that your video flows logically and aligns with your messaging goals.

• Sound Design and Mixing: High-quality audio is crucial for a healthcare video. Sound design involves adding or enhancing sound effects, background music, and ambient sounds to create a more immersive experience. Sound mixing balances dialogue, music, and effects, ensuring clear communication without overwhelming the viewer.

• Color Correction and Grading: Raw footage often requires adjustments to ensure a consistent look. Color correction fixes exposure issues and balances colors, while grading adds artistic touches to create a specific mood. For instance, bright, warm colors evoke optimism, while cooler tones convey calmness or professionalism.

• Motion Graphics and Animation: Motion graphics can visually represent complex healthcare data, making it easier for viewers to understand. Animated infographics, logos, and titles can clarify intricate processes, while 2D or 3D animations create visual interest and enhance storytelling.

• Subtitles and Accessibility: Adding subtitles and closed captions makes your video accessible to a wider audience, including those with hearing impairments or non-native English speakers. Accessibility also improves engagement on social media, where videos often autoplay without sound.

• Special Effects (VFX): Special effects, or VFX, can add creative flair to your video. Techniques like green screen compositing or CGI can create unique visual environments or illustrate healthcare innovations that may be hard to capture on camera.

• Review and Revisions: The review process ensures that the final video meets your expectations. Production teams often provide rough cuts for feedback and refine them based on your input. Clarify how many revision rounds are included and set deadlines for each review stage.

• Final Delivery: Once the video is complete, it's rendered in formats optimized for different platforms, whether it's your website, social media, or internal networks. The team should provide multiple file formats and resolutions, ensuring the video looks great wherever it's shown.

• Archiving and Asset Management: Post-production services may also include archiving raw footage and project files for future use. Having an organized archive allows you to repurpose footage for new videos, saving time and production costs.

Investing in comprehensive post-production services is essential for delivering a professional, impactful healthcare video. These services enhance the storytelling, improve viewer engagement, and ensure your organization's message is communicated effectively.

Client Testimonials: Client testimonials are powerful tools in healthcare video marketing, offering authentic endorsements that build trust and credibility. These videos serve as social proof, influencing potential clients by showcasing the positive experiences of others. Here's why testimonials matter and how to leverage them effectively:

• Authenticity and Trust: Testimonials provide an authentic voice, allowing satisfied clients to speak directly to potential clients. This peer-to-peer endorsement is perceived as more credible than brand messaging alone, reducing skepticism and building trust in your organization.

• Emotional Impact: Patient stories or client experiences often involve strong emotions, such as relief, gratitude, or hope. Capturing these emotions on video creates a powerful, relatable narrative that resonates deeply with viewers. When clients describe how your organization improved their lives, it leaves a lasting impression.

• Highlighting Benefits: Testimonials emphasize the real-world benefits your organization provides, such as improved health outcomes, exceptional patient care, or innovative solutions. They can highlight specific services or treatments that are more persuasive coming from a client than from your marketing materials.

• Addressing Common Concerns: Clients often share concerns or challenges they faced before choosing your healthcare service. Their testimonials can address common objections and demonstrate how your organization provides effective solutions, helping potential clients overcome hesitation.

• Diverse Perspectives: Healthcare serves a wide range of demographics. Including testimonials from clients of different backgrounds, ages, and needs allows viewers to see themselves in the stories. This diversity helps establish that your organization can cater to various needs.

• Structured Storytelling: Create a structure for testimonial videos that guides clients through a coherent story. Begin by establishing their initial challenges, followed by the solution your organization provided, and conclude with their improved outcomes. This storytelling structure keeps viewers engaged and provides a clear narrative.

• Professional Production: While authenticity is crucial, production quality should not be overlooked. High-quality visuals, clear audio, and thoughtful editing make testimonials more professional and easier to watch. This professional approach also reflects positively on your organization's brand.

• Strategic Placement: Integrate testimonials into various touchpoints, such as your website's homepage, service pages, email newsletters, and social media channels. Tailor each testimonial to align with the relevant platform and audience for maximum impact.

• Legal and Ethical Considerations: In healthcare, ensure testimonials comply with patient privacy regulations like HIPAA. Obtain proper consent, anonymize sensitive information if needed, and avoid making misleading claims.

• Continuous Updates: Refresh testimonial content regularly to reflect new client experiences and services. Keeping testimonials up-to-date ensures they remain relevant and resonate with potential clients seeking the latest solutions.

Client testimonials are highly persuasive, leveraging real-world experiences to build credibility and trust. By strategically using testimonials, your healthcare organization can create powerful narratives that reassure and influence potential clients.

Because It’s Not About You

At the end of the day, the video you’re producing isn’t for you. It’s not for managers. It’s not for the company per se. The video is for your audience.

Every decision you make regarding the video, from the content to the look and feel, needs to take your audience into account. Here are some guiding questions to keep you on track:

• What does the audience really need or want to know?

• How would they like to receive the information?

• What should the tone be? Loose? Buttoned up?

And brace yourself because the answers to some of those questions might not align with your wants and desires. You might have to set your ego aside or worse, have to tell someone higher up that they need to set their ego aside.

But that's okay. Remember, the ultimate goal is to create video content that resonates with your audience, whether they are patients, healthcare professionals, or internal team members. By focusing on what they need and how they prefer to consume information, you will produce videos that are not only watched but also remembered and acted upon.

Producing high-quality healthcare videos requires more than just technical skills. It demands an understanding of your audience, a knack for storytelling, and the ability to translate complex information into engaging content. By choosing a video production service that excels in these areas, you ensure that your videos will not only meet but exceed your communication goals.

Whether you're creating an About Us video, product/service video, testimonial, or HR video, the principles of effective video production remain the same. Keep your audience at the forefront of your planning, and don't be afraid to infuse your content with emotion and creativity. The result will be videos that truly make an impact, driving awareness, engagement, and action.

What is a Video Production Company?

Video has become an essential tool for communication, marketing, education, and internal comms. Whether you’re a healthcare organization looking to promote a new service, a corporation aiming to enhance internal communications, or a brand wanting to connect with a wider audience, video can help you achieve your goals. But creating high-quality, impactful videos often requires more than just a camera and some basic editing software. This is where a video production company comes into play. You might be asking, what is a video production company? What exactly do they do? Well, we have you covered.

What is a Video Production Company?

Let’s Define It

A video production company is a specialized business entity that offers a comprehensive range of services to create professional video content from start to finish. Unlike freelance videographers or amateur video makers, video production companies typically comprise a team of skilled professionals who bring together various aspects of video creation, including planning, shooting, editing, and post-production.

These companies handle projects of varying scopes and complexities, from short promotional clips to full-length documentaries, training videos, commercials, and even digital content tailored for platforms like YouTube, TikTok, and Instagram. The goal of a video production company is to produce high-quality videos that align with a client’s objectives, whether that’s to educate, inform, entertain, or promote.

The Key Stages of Video Production

Video production companies manage the entire video creation process, which is generally divided into three main stages:

1. Pre-Production: This is the planning phase, where the groundwork for the project is laid. The production company works closely with the client to understand the project’s goals, target audience, and messaging. This stage involves scriptwriting, storyboarding, location scouting, casting, and planning the production schedule. The pre-production phase is crucial because it sets the foundation for a successful video shoot.

2. Production: During this stage, the actual video is shot. The production company coordinates all the logistical aspects of the shoot, including directing talent, managing the crew, setting up lighting and sound, and capturing the footage. Depending on the project’s complexity, this could range from a small crew filming a single interview to a large-scale production involving multiple cameras, actors, and locations. The production phase is where the vision crafted in pre-production begins to come to life.

3. Post-Production: After the raw video is captured, the post-production phase begins. This stage involves editing the video, adding graphics and special effects, sound design, color correction, and incorporating music or voiceovers. The production company refines the raw footage into a polished final product that meets the client’s specifications. Post-production is where the video’s story is fully realized, ensuring that it not only looks and sounds professional but also effectively communicates the intended message.

The Value of a Video Production Company

The primary value of working with a video production company lies in the expertise and resources they bring to a project. These companies have the experience and technical knowledge to ensure that every aspect of the video production process is handled professionally. This includes not only the creative and technical elements but also the practical considerations like staying within budget, meeting deadlines, and ensuring compliance with any industry regulations, such as HIPAA in healthcare videos.

For businesses and organizations, partnering with a video production company can save time and reduce stress. The production company handles all the details, allowing the client to focus on their core business activities while being confident that the video content will be of the highest quality. Additionally, because these companies often have long-standing relationships with industry professionals like voiceover artists, actors, and animators, they can bring additional value to the project that might be difficult to achieve independently.

Types of Videos Produced

Video production companies are versatile and can produce a wide range of video types. Some common examples include:

• Corporate Videos: These videos are used for internal communications, training, or promotional purposes within a company. They might highlight company culture, explain new policies, or showcase products and services.

• Marketing and Promotional Videos: Created to engage customers and promote products or services, these videos are often used in advertising campaigns, on websites, or on social media platforms.

• Educational and Training Videos: Often used by businesses, educational institutions, or healthcare organizations, these videos provide valuable information or training to specific audiences.

• Event Coverage: Production companies can also capture live events, conferences, seminars, and webinars, creating videos that can be shared with a broader audience or used for future marketing efforts.

Why Choose a Professional Video Production Company?

Choosing a professional video production company is an investment in quality and impact. These companies are equipped to handle all the intricacies of video production, from the initial concept to the final cut, ensuring that your video achieves its intended purpose. Whether you need a single video or an entire series, a production company can help you create content that resonates with your audience, enhances your brand, and drives results.

A video production company is a critical partner for any organization looking to harness the power of video. With their expertise, creativity, and resources, they can turn your vision into reality, producing videos that not only meet but exceed your expectations.

Is Videography the Same as Video Production?

If you’re new to creating videos, the terms "videography" and "video production" are often used interchangeably. However, for healthcare communications professionals and those involved in corporate video projects, understanding the distinction between these two roles is crucial. If you’re asking yourself, is videography the same as video production, you need to understand something. While they share similarities, the scope, responsibilities, and skills required for videography and video production are notably different.

Is Videography the Same as Video Production?

Defining Videography

At its core, videography refers to the actual process of capturing video footage. A videographer is typically responsible for recording the video content, ensuring that the technical aspects of shooting are well executed. This includes managing the camera, lighting, and sound, as well as framing and composition of shots. In a healthcare setting, a videographer might be asked to shoot interviews with healthcare professionals, capturing video of events, or documenting patient testimonials.

Videographers often work alone or as part of a small team, focusing primarily on the technical execution of the shoot. Their role is critical in ensuring that the raw footage is of high quality, but they may not be involved in the broader aspects of the project, such as planning, scripting, or editing.

Understanding Video Production

Video production, on the other hand, encompasses the entire process of creating a video, from the initial concept to the final product. This involves three main stages: pre-production, production, and post-production.

1. Pre-Production: This stage involves planning and conceptualizing the video. It includes tasks such as developing the script, storyboarding, scouting locations, and organizing the shoot. In healthcare communication, this might involve collaborating with medical experts to ensure accuracy in the content or planning how to present complex medical information in an engaging way.

2. Production: This is where videography comes into play. The video production team coordinates with the videographer to ensure that the footage aligns with the planned vision. This stage is more than just shooting video. It includes directing the shoot, managing the set, and ensuring that all elements—from lighting to makeup—are perfectly executed.

3. Post-Production: After the footage is captured, the post-production process begins. This involves editing the video, adding graphics, effects, music, and voiceovers, and refining the final product. Post-production is where the story truly comes to life, and in healthcare communication, it's crucial for ensuring the message is clear, accurate, and engaging.

The Key Differences

While a videographer focuses on the technical side of shooting video, a video production professional oversees the entire project. In many cases, video production involves a team of people, including directors, producers, editors, and graphic designers, each playing a role in bringing the project to fruition. A videographer might be a part of this team, but their role is just one component of the broader production process.

For healthcare communications executives, understanding the distinction between videography and video production is crucial when planning and executing video projects. The decision between hiring a videographer versus a full video production team depends largely on the scope and objectives of your project.

If your goal is to capture a straightforward recording—such as an event, an interview with a healthcare professional, or a testimonial from a patient—a skilled videographer is often sufficient. Videographers are adept at ensuring high-quality footage with proper lighting, sound, and composition. This is ideal for scenarios where the primary need is to document an event or create content that is relatively simple in nature, requiring minimal post-production work.

However, if your project is more complex, such as launching a new healthcare service, creating an educational series, or developing a comprehensive video campaign that spans multiple platforms, the expertise of a full video production team becomes invaluable. A video production team brings a broader range of skills and resources to the table. This includes pre-production planning, such as developing a strategic narrative that aligns with your organization's goals, scripting content that effectively communicates complex healthcare concepts, and designing storyboards that guide the visual direction of the project.

Moreover, during the production phase, a full team ensures that all aspects of the shoot are meticulously coordinated, from directing talent to managing multiple cameras and capturing diverse angles that enhance the storytelling. Post-production is where the project truly takes shape, with professional editing, sound design, motion graphics, and color correction that elevate the final product.

In healthcare communication, where accuracy, clarity, and engagement are paramount, the added value of a full production team can make a significant difference. This approach not only helps to effectively convey intricate medical information to your audience but also ensures that the final video is polished, professional, and aligned with your brand’s message and tone. Engaging a full video production team allows for a more cohesive and impactful result, particularly for projects that aim to educate, inform, or inspire a broader audience.

The Value of Specialization

When selecting a videographer or video production team, choosing professionals who specialize in healthcare can significantly enhance the quality and effectiveness of your video content. Healthcare is a complex and highly regulated field, and it demands a deep understanding of the industry’s unique challenges, terminologies, and audience expectations. A videographer or production team with healthcare expertise will bring invaluable insights to the table, ensuring that your content is not only visually compelling but also accurate, compliant, and sensitive to the needs of your target audience.

Specialized healthcare video professionals are well-versed in the nuances of medical communication. They understand how to translate complex medical information into clear, accessible, and engaging content that resonates with both healthcare professionals and the general public. This is particularly important when dealing with sensitive topics such as patient care, medical procedures, or public health messaging. These specialists are also familiar with the ethical considerations and privacy regulations, such as HIPAA, that govern healthcare communications, ensuring that your videos adhere to industry standards while maintaining the trust and confidence of your audience.

Moreover, a healthcare-focused production team can offer tailored creative solutions that align with the specific goals of your organization. Whether you are looking to produce patient education videos, staff training modules, promotional content for new medical technologies, or internal communications, a team with healthcare experience can anticipate potential challenges and offer innovative ideas that enhance the impact of your video. Their expertise allows them to navigate the intricacies of healthcare storytelling, using a compassionate and informed approach that not only informs but also engages and inspires. In the competitive and highly scrutinized healthcare sector, partnering with a specialized videographer or production team can be the difference between creating content that simply conveys information and content that truly connects with your audience on a deeper, more meaningful level.

Wrapping Up

Videography and video production are closely related, but they serve different functions in the video creation process. By recognizing the unique contributions of each, healthcare communication professionals can better manage their video projects, ensuring that they choose the right expertise for the job. Whether you're documenting a medical conference or producing an educational video, understanding these roles will help you make informed decisions that enhance the impact of your content.

What Are Video Production Services?

With so much information vying for their attention, your audience is constantly bombarded with emails, reports, and social media posts.

Standing out in this noise requires something extra, like video. But what are video production services?

Taking a closer look at video production services.

Video has the unique ability to capture attention and convey messages more powerfully than text or images alone.

It's not just about catching the eye. It’s about keeping your audience engaged and making a lasting impact.

Video production services are essential for creating high-quality, impactful videos that can elevate your corporate communications.

From concept development to final delivery, these services cover every step of the video-making process, ensuring your message is clear, compelling, and professional.

Here's a closer look at what video production services entail and why they matter.

What Are Video Production Services?

1. Pre-Production

Pre-production is the critical planning phase of video production. It sets the foundation for a successful video by outlining every detail before the cameras start rolling. Here's what it involves:

Concept Development

Every great video starts with a solid concept. This involves brainstorming ideas that align with your goals and audience. The concept is the big picture idea that will guide the rest of the production process. It's about finding a unique angle or story that will engage and resonate with your viewers.

Scriptwriting and Storyboarding

Every video production company has there own process, and for some it involves scripting and storyboarding the video in advance of shooting.

The script can be a blueprint for your video, detailing what will be said, who will say it, and how it will be delivered. A well-crafted script gives you complete control over your message, making sure it is clear, concise, and compelling. It includes dialogue, narration, and any specific instructions for actions or expressions.

Storyboarding involves creating a visual plan of your video. This is done through a series of sketches or digital images that represent each scene. Storyboards can help visualize the flow of the video, determine the best angles and shots, and ensure that everyone involved has a clear understanding of the visual direction.

Casting

If your video requires on-screen talent, casting is a crucial step. This involves selecting the right people to bring your script to life. Whether you're using professional actors, employees, or customers, the casting process ensures that the talent matches the tone and message of your video.

Location Scouting

Choosing the right location can make or break your video. Location scouting involves finding and securing locations that fit the script and enhance the visual appeal of the video. This could be anything from a corporate office to an outdoor setting. The goal is to find a backdrop that complements the story and meets logistical requirements like lighting and sound conditions.

Scheduling

A detailed production schedule is essential to keep the project on track. This includes setting dates for shooting, arranging for equipment and crew, and ensuring that all participants are available. A well-planned schedule helps prevent delays and ensures that every aspect of the production is coordinated.

Budgeting

Finally, budgeting is a critical part of pre-production. This involves estimating costs for all aspects of the production, including talent, equipment, locations, and post-production. A clear budget helps manage resources effectively and ensures that the project stays within financial constraints.

By planning each of these elements, the pre-production phase ensures that the actual filming process runs smoothly and efficiently. It lays the groundwork for creating a high-quality, professional video that meets your goals and resonates with your audience.

2. Production

The production phase is where all the planning from pre-production comes to life. This is the stage where the actual video shooting takes place, and it's important for capturing the raw video that will form the basis of your final product. Here’s what it involves:

Shooting

This is the core activity of the production phase. Using professional cameras and equipment, the production team captures the planned shots and scenes. The quality of the video depends on the skills of the camera operators, the type of cameras used, and the overall execution of the shot list developed during pre-production.

Lighting

Proper lighting is essential for creating the right mood and atmosphere. Lighting technicians set up and adjust lights to ensure that each scene is well-lit, with the right balance of shadows and highlights. Good lighting enhances the visual appeal of the video and ensures that the subjects are clearly visible. Different lighting setups may be used to achieve various effects, such as soft lighting for a warm, inviting feel or harsh lighting for a dramatic look.

Sound Recording

Clear, high-quality audio is just as important as visual quality. Sound technicians are responsible for capturing all the audio elements of the production, including dialogue, ambient sounds, and any on-set sound effects. They use various types of microphones and audio recording equipment to ensure that the sound is crisp and free from background noise. Proper sound recording is crucial for maintaining the professionalism and clarity of the final video.

Shooting Interviews

Interviews are a common element in many corporate videos. Shooting interviews involves setting up a controlled environment where the subject can comfortably speak on camera. This includes arranging the lighting to highlight the subject, setting up microphones to capture clear audio, and positioning the camera to get the best angle. Interviewers work with the subjects to help them feel at ease and to elicit natural, engaging responses.

Shooting B-Roll

B-roll refers to supplementary footage that enhances the main footage, adding context and visual interest. This might include shots of the workplace, product close-ups, or scenes that support the video’s story. B-roll is essential for covering edits, illustrating points made during interviews, and keeping the video visually engaging. It provides the visual variety needed to maintain viewer interest and to add depth to the story.

On-Set Adjustments

Despite all the planning in pre-production, adjustments often need to be made on set. This can include changing the lighting setup, adjusting the camera angles, or modifying the script slightly. Flexibility and problem-solving skills are essential to address any unexpected issues that arise during filming.

3. Post-Production

Post-production is where the raw footage captured during production is transformed into a polished, final product. This phase involves a series of technical and creative processes to enhance the video’s quality and ensure it effectively conveys your message. Here’s a detailed look at what post-production entails:

Scriptwriting

Some production companies prefer creating the script once all of the raw video has been shot.

Companies like this typically prefer a more documentary-style production, basing the story on what has been collected during the shoot.

During post-production, they watch everything, and then create a script based on what they have.

Editing

Editing is the backbone of post-production. Editors review all the raw video, selecting the best takes and assembling them in a coherent sequence. This process involves cutting and splicing clips, arranging them in a logical order, and ensuring smooth transitions between scenes. Editing also includes adding elements like title cards, lower thirds, and any necessary visual effects. The goal is to create a seamless and engaging narrative that aligns with the video's purpose.

Color Correction and Grading

Color correction and grading enhance the visual appeal of the video. Color correction involves adjusting the colors in the footage to ensure consistency and correct any imbalances. This includes tweaking brightness, contrast, saturation, and white balance. Color grading goes a step further, adding stylistic color tones to create a specific mood or look. These processes ensure the video looks professional and visually cohesive.

Sound Design and Mixing

High-quality sound is crucial for a professional video. Sound design involves adding, editing, and mixing audio elements like dialogue, sound effects, and background music. Editors work to ensure that the audio levels are balanced, the dialogue is clear, and any additional sounds enhance the viewing experience. This may also include creating or sourcing sound effects that match the actions on screen and layering them appropriately.

Adding Music and Voiceovers

Music and voiceovers are powerful tools to enhance the emotional impact of your video. Music can set the tone, pace, and mood, while voiceovers can provide clarity and additional information. Choosing the right music involves selecting tracks that complement the video's theme and don't overshadow the main audio. Voiceovers should be recorded in a clear, professional manner and synced correctly with the visuals.

Graphics and/or Animation

Graphics and animation can make your video more engaging and informative. This includes adding elements like charts, graphs, text overlays, and animated sequences that help illustrate key points. Motion graphics can explain complex concepts in an easy-to-understand visual format. These elements should be designed to match the overall style and branding of the video, ensuring a cohesive look and feel.

Final Review and Revisions

Before the video is finalized, it undergoes a thorough review process. This involves screening the video to ensure it meets all the project's objectives and quality standards. Any necessary revisions are made based on feedback from stakeholders. This step is crucial for catching any errors or inconsistencies and ensuring that the video aligns perfectly with the intended message and vision.

Rendering and Exporting

Once all edits and adjustments are complete, the video is rendered and exported. Rendering involves processing all the video and audio elements into a final, unified file. The video is then exported in the desired format, depending on how it will be distributed (e.g., online, broadcast, internal use). This ensures the video is in the best possible quality for its intended platform.

Final Delivery

The final step in post-production is delivering the completed video to the customer or stakeholders. This can involve uploading the video to a specific platform, delivering physical copies, or providing files for download. The delivery format should be tailored to the client's needs, ensuring the video is ready for its intended use.

By executing each of these steps, the post-production phase transforms raw footage into a polished, professional video that effectively communicates your message and engages your audience.

4. Additional Services

In addition to the core stages of video production, many production companies offer a range of additional services to meet diverse customer needs. These services can enhance the production process and ensure your video reaches its full potential. Here’s a closer look at some of these additional services:

Live Streaming

Live streaming is an increasingly popular way to engage with audiences in real-time. This service involves broadcasting events, presentations, or meetings live over the internet. Professional live streaming services ensure high-quality video and audio, smooth streaming without interruptions, and the ability to reach a global audience. It's an ideal solution for virtual conferences, product launches, webinars, and company announcements.

Drone Videography

Drone videography provides stunning aerial footage that can add a unique perspective to your videos. This service is ideal for showcasing large properties, capturing expansive landscapes, or adding dynamic movement to your video. Professional drone operators ensure safe and legal operation, delivering high-resolution footage that enhances the visual appeal of your production.

Animation and Motion Graphics

Animation and motion graphics are powerful tools for explaining complex concepts or adding visual interest. Production companies offer services to create custom animations, infographics, and kinetic typography. These elements can make your video more engaging and easier to understand. Animation is particularly useful for instructional videos, product demonstrations, and branding elements.

Virtual Reality (VR) and Augmented Reality (AR)

For cutting-edge projects, some production companies offer VR and AR services. VR videos provide immersive experiences that can transport viewers to a different environment, ideal for training, virtual tours, and interactive marketing. AR videos overlay digital elements onto the real world, enhancing the viewer's experience with additional information or interactive features. These technologies can create memorable and engaging content that stands out.

Script and Concept Consultation

For customers who have an idea but need help refining it, script and concept consultation services are invaluable. Professional writers and producers can help develop your initial ideas into a full-fledged script and production plan. This ensures your video has a strong foundation and a clear direction before moving into production.

Transcription and Subtitling

To make your videos accessible to a broader audience, transcription and subtitling services are essential. This involves creating accurate text versions of your video's audio, which can be used for subtitles or closed captions. Subtitles make your video accessible to hearing-impaired viewers and non-native speakers, while also improving SEO and user engagement.

By offering these additional services, video production companies provide comprehensive solutions to meet all your video needs. Whether you’re looking to enhance your corporate communications, engage with a wider audience, or create cutting-edge content, these services ensure your video project is successful and impactful.

Wrapping Up

Video production services encompass everything from concept development to final delivery.

By leveraging these services, you can create impactful videos that resonate with your audience and achieve your communication goals.

Ready to take your corporate communications to the next level?

Consider investing in professional video production services.

What is the Difference Between a Videographer and a Video Production Company?

Whether you're creating an engaging internal message, launching a new product, or connecting with your audience through social media, the power of video can't be overstated. But when it comes to bringing your vision to life, the decision of whom to hire—a videographer or a video production company—can make all the difference in the quality and impact of your content. You need to ask yourself, what is the difference between a videographer and a video production company?

Understanding the difference between a videographer and a video production company is important for making an informed choice that aligns with your goals, budget, and desired outcome.

What is the Difference Between a Videographer and a Video Production Company?

The Videographer: A One-Person Show

A videographer is often a one-person operation, someone who specializes in capturing video footage. Think of them as the camera operator, sound technician, and sometimes even the editor rolled into one. Videographers are ideal for smaller projects where the scope is limited—perhaps you need coverage of an event, a simple testimonial video, or quick content for social media. They bring agility and flexibility to the table, often able to adapt to different environments and needs quickly.

Advantages of Hiring a Videographer

Cost-Effective

When it comes to your budget, hiring a videographer is often the most economical choice. A videographer typically operates as a solo practitioner, meaning you don’t have to pay for the services of multiple professionals such as directors, producers, editors, or sound engineers. This reduction in personnel equates to significant cost savings. Additionally, videographers often use their own equipment, which eliminates the need for costly rentals or equipment fees. For healthcare organizations or professionals who need to produce content on a regular basis but must adhere to strict budgetary constraints, this cost-effective approach allows for the creation of quality content without breaking the bank. It’s an ideal solution for producing internal communications, social media content, or educational videos where super high production values are not necessarily the primary focus.

Quick Turnaround

One of the standout benefits of hiring a videographer is the ability to achieve a quick turnaround on your projects. Because a videographer handles multiple roles—such as filming, sound, and editing—there are fewer logistical delays, and the workflow is much more streamlined. This is particularly advantageous in scenarios where time is of the essence. For instance, if you’re in healthcare communications and need to release an urgent message, update protocols, or respond to a crisis, a videographer can help you produce a polished video swiftly. Their agility and efficiency mean that you can have a completed project in days rather than weeks, allowing you to maintain momentum in your communication efforts and stay ahead of fast-moving developments.

Personalized Service

Working with a videographer often results in a highly personalized service. Because you are dealing with a single individual, communication is direct and straightforward, minimizing the chances of misunderstandings or misaligned expectations. A videographer gets to know your vision intimately, often from the initial concept through to the final edit. This involvement ensures that the video reflects your specific needs and branding. The close collaboration allows for real-time adjustments during shooting and editing, making it easier to incorporate feedback and fine-tune the project to your satisfaction. This personalized touch is particularly valuable in healthcare communications, where the tone and messaging need to be precise and aligned with your organization’s values and goals.

Flexibility and Adaptability

Videographers are often more flexible and adaptable than larger production teams. They can easily adjust to changes in the shooting schedule, location, or even the concept itself. This adaptability is crucial for healthcare environments, which can be unpredictable and fast-paced. Whether you need to change the location last minute, capture additional footage on the fly, or adjust the storyline based on new developments, a videographer is typically well-equipped to handle these shifts without significant delays or added costs. This flexibility ensures that your project stays on track, even when unforeseen challenges arise.

Creative Control

When you hire a videographer, you often have more creative control over the project. Without the layers of approval that can come with larger production teams, you can make decisions more quickly and ensure that the final product aligns closely with your vision. This direct involvement in the creative process allows you to experiment with different ideas and approaches, often resulting in a more authentic and tailored video. In healthcare communications, where conveying the right message with the right tone is crucial, having this level of creative input ensures that the final video effectively resonates with your audience.

Efficiency in Smaller Projects

For smaller-scale projects, a videographer is often the most efficient choice. There’s no need for the extensive planning, coordination, or post-production that a larger team might require. Whether you’re capturing a single event, producing a brief instructional video, or creating content for a specific campaign, a videographer can efficiently handle all aspects of production, ensuring that your project is completed on time and within budget. This efficiency is particularly useful in healthcare settings, where quick, clear, and effective communication can be vital to the success of a campaign or initiative.

When to Choose a Videographer

• You have a limited budget.

• The project is straightforward and doesn’t require extensive pre-production or post-production work.

• You need a quick turnaround for your video content.

The Video Production Company: A Full-Service Approach

On the other hand, a video production company is a team of professionals who handle every aspect of video creation, from concept development to post-production. This can include writers, directors, producers, editors, and sometimes even marketers who ensure your video achieves its strategic objectives. Video production companies are equipped to manage more complex projects that require significant planning, multiple locations, and high production values.

Advantages of Hiring a Video Production Company

Expertise and Resources

When you hire a video production company, you're not just hiring a team of professionals, you're gaining access to a wealth of expertise and resources that are often beyond the reach of an individual videographer. A production company typically includes a variety of specialists—producers, directors, scriptwriters, camera operators, sound engineers, editors, and graphic designers—each bringing a unique set of skills to the project. This collective expertise ensures that every aspect of your video is handled with a high level of proficiency and attention to detail. Additionally, production companies often have access to advanced equipment, including high-end cameras, lighting setups, and post-production software, which contribute to the overall quality of your video. For healthcare communications, where clarity, precision, and professionalism are paramount, the comprehensive expertise and resources provided by a production company can make a significant difference in the effectiveness and impact of your video content.

Comprehensive Services

A video production company offers a full suite of services that cover every stage of the video production process. From the initial concept and pre-production planning to filming, editing, and distribution, a production company handles all the details. This comprehensive approach ensures that your project is cohesive, well-organized, and aligned with your strategic goals. For instance, in the pre-production phase, a production company can assist with developing a creative concept, writing a script, casting actors, and scouting locations. During production, they manage the logistics of the shoot, ensuring that everything runs smoothly and on schedule. In post-production, they handle editing, sound design, color correction, and the integration of graphics or animations. This end-to-end service is particularly valuable in complex projects where multiple elements need to come together seamlessly to create a polished final product. In healthcare, where messaging and branding must be consistent across all channels, the comprehensive services provided by a production company ensure that your video content is cohesive, effective, and professional.

High-Quality Output

One of the most compelling reasons to hire a video production company is the superior quality of the final product. With a team of specialists working on every aspect of the project, the resulting video is typically of a much higher standard than what an individual videographer could produce. Production companies have the expertise to handle complex projects, from narrative-driven content to high-end commercials, ensuring that the final product meets professional standards of quality in every respect—visuals, sound, editing, and overall production value. This high-quality output is crucial for healthcare organizations that need to project a professional image, whether they’re producing patient testimonials, educational content, or corporate communications. A professionally produced video can significantly enhance your brand’s credibility, engage your audience more effectively, and ensure that your message is communicated clearly and compellingly.

Creative Input and Innovation

Video production companies often bring a high level of creative input and innovation to a project. With a team of creative professionals, they can offer fresh ideas, new perspectives, and innovative solutions that you might not have considered. This creative collaboration can lead to a video that is not only visually stunning but also deeply engaging and memorable. For example, a production company might suggest unique storytelling techniques, creative visual effects, or innovative ways to incorporate your brand’s message into the video. This creative expertise is particularly valuable in healthcare communications, where conveying complex information in an engaging and accessible way can be challenging. A production company’s creative input can help you find the most effective way to tell your story, whether you’re educating patients about a new treatment, promoting a healthcare initiative, or communicating with stakeholders.

Project Management and Coordination

One of the significant benefits of hiring a video production company is the project management and coordination they provide. Video production involves many moving parts—scheduling shoots, coordinating talent, managing locations, handling equipment, and more. A production company has the experience and resources to manage these logistics efficiently, ensuring that the project stays on track and within budget. They take care of all the details, so you don’t have to, freeing you up to focus on the broader strategic aspects of the project. This level of project management is particularly beneficial for large or complex healthcare projects that require coordination across multiple departments, locations, or stakeholders. A production company’s ability to handle these logistics smoothly ensures that the project is completed on time, on budget, and to your satisfaction.

Scalability and Flexibility

A video production company can scale their services to meet the needs of your project, whether it’s a small internal video or a large-scale national campaign. They have the flexibility to adapt their approach based on your specific requirements, budget, and goals. This scalability is particularly useful in healthcare, where the scope of projects can vary widely—from a short training video for staff to a comprehensive multimedia campaign promoting a new health initiative. A production company can adjust their resources, team size, and production techniques to suit the scale of your project, ensuring that you get the best value for your investment. Whether you need a simple, straightforward video or a complex, multi-part series, a production company can provide the right level of service to meet your needs.

Strategic Alignment and Brand Consistency

A video production company brings strategic alignment to your project, ensuring that the video not only meets your immediate needs but also aligns with your broader marketing and communication goals. They take the time to understand your brand, your audience, and your objectives, ensuring that the final video is consistent with your overall brand messaging and strategy. This strategic approach is particularly important in healthcare, where brand consistency and messaging are critical to building trust and credibility with patients, stakeholders, and the public. A production company’s ability to align the video with your strategic goals ensures that the final product reinforces your brand, supports your communication objectives, and resonates with your target audience.

These expanded points highlight the comprehensive advantages of hiring a video production company, particularly for healthcare organizations looking to produce high-quality, strategically aligned video content that effectively communicates their message and enhances their brand.

When to Choose a Video Production Company:

• The project is large-scale, complex, or involves multiple stages.

• You need a high level of creative input and professional polish.

• The video is intended for a wide audience and needs to align with your brand’s strategic goals.

Making the Right Choice for Your Project

The decision between hiring a videographer or a video production company boils down to the specific needs of your project. If you’re looking for something quick, simple, and cost-effective, a skilled videographer may be the perfect fit. However, if your project demands a high level of expertise, creativity, and technical prowess, investing in a video production company can be the key to achieving the impact you desire.

Understanding these differences will empower you to make a choice that not only meets your needs but also elevates your healthcare communications, ensuring your message is delivered with the clarity and professionalism it deserves.

How Much Does a Video Production Cost?

Video content has become a big part of marketing and communication strategies. But one of the biggest questions decision-makers face is: How much does video production actually cost? The answer varies widely depending on the complexity of your project, the resources you need, and the quality of the final product. Here’s a breakdown of what influences video production costs and what you can expect when budgeting for your next project.

How Much Does a Video Production Cost?

1. Understanding the Cost Structure

Video production isn’t just about shooting a few scenes It’s a multi-phase process that involves concept planning, pre-production, the video shoot, and post-production. Each phase has its own set of costs, which can range from a few hundred dollars to tens of thousands, depending on your project’s scope.

Many professional video production companies charge based on a day rate rather than the length of the final video. For example, at T60 Health, the day rate is around $21,000. A typical video might take four to five days to produce, resulting in a total cost ranging from $8,000 to $10,000. However, this is just a starting point, and costs can vary depending on your needs .

2. What’s Included in Video Production Costs?

When you pay for a video production, you’re not just paying for the final video. Your investment covers a wide range of services and expertise, all of which contribute to a successful project. Here’s what’s typically included:

• Concept Planning and Strategy: This initial phase involves consultation and creative development, ensuring your video aligns with your brand’s goals and message.

• Pre-production: This phase covers scheduling, casting, set design, and equipment preparation. Everything needs to be organized and ready to go before filming begins.

• Video Shoot: The actual shoot can take anywhere from a few hours to several days. The cost here includes the crew, equipment, and any necessary talent.

• Post-production: Editing, sound design, color correction, and the addition of graphics or effects are all part of this phase. The goal is to polish your footage into a professional, high-quality video.

Understanding what’s included in your video production package helps ensure there are no surprises along the way.

3. What Influences the Cost?

Several factors can influence the overall cost of a video production. Here are some of the most significant ones:

• Length and Complexity of the Video: A simple one-minute video will generally cost less than a complex, multi-location production. The more elements involved (e.g., actors, special effects, multiple cameras), the higher the cost.

• Expertise of the Production Team: Experienced professionals come at a premium, but they also bring higher quality and efficiency to the table. Investing in a skilled team can result in a video that delivers better results and enhances your brand.

• Equipment and Technology: Basic packages usually include standard cameras, lighting, and sound. However, specialized equipment like drones, Steadicams, or high-end cinematic cameras can add to your costs. These tools are often necessary for achieving certain visual effects and production values .

4. Additional Costs to Consider

Beyond the standard production costs, there are often additional expenses that can arise during the course of your project. Here are a few examples:

• Extra Shooting Days: If unforeseen circumstances require additional filming days, this will increase your costs. Reshoots or extended production timelines can add significant expenses to your budget .

• Specialized Equipment: If your video requires drone footage, Steadicams, or other specialized equipment, be prepared for the additional costs associated with these tools .

• Travel and Location Fees: Filming in multiple locations or traveling to distant sites can result in added costs for transportation, lodging, and location fees .

• Pos-tproduction Add-Ons: Advanced editing, custom graphics, animation, and sound design all come with additional costs. Many production companies include basic editing, but anything beyond that might require extra budget .

5. Budget Ranges for Video Production

To give you a clearer picture of what you might expect to spend, here’s a rough idea of different budget ranges:

• Low Budget (Under $1,000): At this level, you’re likely working with a freelancer or someone just starting out in video production. Expect a basic, no-frills video.

• Mid-Range Budget ($4,000 to $9,000): This is the sweet spot for many businesses. You’ll get a professionally produced video with solid quality and a good return on investment.

• High Budget ($10,000 and up): If you’re looking for a top-tier production with extensive resources, high-end equipment, and a full team, your budget will start at $10,000 and can go much higher depending on your needs.

6. DIY vs. Professional Production

While professional video production can be a significant investment, it’s not always necessary for every project. For simple videos—such as short clips for social media—DIY production can be a cost-effective alternative. However, if you need a polished, professional look for a brand video, testimonial, or promotional content, hiring an experienced production team is worth the cost. Keep in mind that higher budgets often result in higher-quality videos, which can drive stronger results and better ROI for your business .

Wrapping Up

The cost of video production varies widely, and it’s important to consider all the factors that influence your final budget. Whether you’re investing in a high-end production or opting for a more modest approach, understanding what’s included and what additional costs might arise will help you plan effectively. By aligning your video with your overall communications strategy and ensuring it meets your business goals, you can create content that delivers a powerful impact.

What is Considered Video Production?

Video production is a term that often conjures images of cameras rolling and directors calling out "Action!" But in reality, video production encompasses much more than that. It is a comprehensive process that involves a series of steps, each contributing to the creation of a finished video that effectively communicates a message, tells a story, or promotes a product or service. Whether you're working on a corporate video, a commercial, or a short social media clip,  what is considered video production is an important question to answer. Understanding the answer can help ensure the success of your project.

What is Considered Video Production?

The Components of Video Production

Video production can be divided into three main stages: preproduction, production, and postproduction. Each of these stages is essential and involves a range of activities that collectively shape the final product.

1. Preproduction: Planning and Preparation

Preproduction is the foundation of any successful video project. This stage involves all the planning and preparation needed before the actual filming begins. Key activities in preproduction may include:

• Concept Development: This is where the idea for the video is born. It involves brainstorming and refining the concept, ensuring it aligns with the project’s goals and resonates with the target audience.

• Scriptwriting: A well-crafted script can guide the production. It includes the dialogue, scene descriptions, and other elements that outline the video’s story.

• Storyboarding: Storyboarding is the process of visually mapping out each shot in the video. It may serves as a blueprint for the production, helping to visualize the flow and pacing of the video.

• Casting: If your video requires actors or on-screen talent, casting is the process of selecting the right individuals to bring the production to life.

• Location Scouting: Finding the right location is important for setting the tone and atmosphere of the video. This involves visiting potential sites to assess their suitability for the shoot.

• Budgeting: Planning the budget involves estimating the costs associated with each aspect of the production, from hiring talent to renting equipment.

2. Production: Bringing the Vision to Life

The production phase is where all the planning comes together. This is the stage where the actual video shoot takes place, and the video starts to take shape. Key activities during production include:

• The Video Shoot: This is the core of the production process, where the scenes are shot according to the plan, script, and/or storyboard. It involves careful attention to camera angles, lighting, and sound to ensure high-quality footage.

• Directing: A director can oversee the creative aspects of the production, guiding the talent and crew to ensure the video meets the intended vision.

• Lighting and Sound: Proper lighting and sound are critical to the video’s quality. This involves setting up lights and microphones to ensure clear visuals and audio.

• Camera Operation: Operating the camera involves more than just pressing record. It includes framing shots, adjusting focus, and managing camera movements to capture the desired footage.

3. Postproduction: Refining the Final Product

Once the filming is complete, the raw footage enters the postproduction stage, where it is edited and polished into the final video. Key activities in postproduction include:

• Video Editing: Editing is the process of selecting the best shots and assembling them into a cohesive narrative. It involves cutting, arranging, and adding transitions to create a smooth flow.

• Sound Design: Sound design enhances the audio experience of the video. This includes adding background music, sound effects, and voiceovers to complement the visual elements.

• Color Grading: Color grading involves adjusting the colors in the video to achieve a specific look or mood. This can include correcting color imbalances and enhancing the overall aesthetic.

• Special Effects (VFX): Special effects are added during postproduction to create visual elements that cannot be captured during filming. This can range from simple text overlays to complex animations.

• Final Review and Distribution: The final step is reviewing the video to ensure it meets all requirements and is ready for distribution. This might involve sharing the video online, broadcasting it, or using it for internal purposes.

Beyond the Basics: Additional Aspects of Video Production

While the three main stages cover the core activities, video production can also involve other specialized tasks, depending on the scope of the project. These can include:

• Live Streaming: For events or real-time broadcasts, video production may involve setting up and managing live streaming.

• Multi-Camera Shoots: Larger productions may require multiple cameras to capture different angles simultaneously, which adds complexity to both the filming and editing processes.

• Virtual Reality (VR) and Augmented Reality (AR): Advanced video productions might involve creating immersive experiences through VR or AR, requiring specialized equipment and expertise.

The Importance of Understanding Video Production

Understanding what is considered video production is crucial for anyone involved in creating video content. Whether you’re a business looking to promote your products, a marketer aiming to engage your audience, or a content creator working on your next project, knowing the intricacies of video production will help you manage the process more effectively.

It enables you to make informed decisions at every stage, from selecting the right talent and locations to choosing the best editing techniques. It also helps you set realistic expectations, manage your budget efficiently, and ultimately produce a video that not only looks professional but also achieves its intended goals.

Wrapping Up

As you can see, video production is a comprehensive process that involves much more than just shooting video. It requires careful planning, creative direction, technical expertise, and meticulous attention to detail at every stage. By understanding what is considered video production, you can better navigate the complexities of creating video content and ensure that your efforts result in a high-quality, impactful video that resonates with your audience. Whether you’re working with a professional production team or taking on the challenge yourself, mastering the elements of video production is key to success in corporate communications.