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.