You’ve got your patient. You’ve got your videographer. You’re on the way to a great patient testimonial.
As a healthcare marketer, you’ve probably been there: Face-to-face with a willing patient trying to capture the delicate balance of facts and emotions that makes their story unique. It’s often harder than it looks (no thanks, of course, to the hospital C-suite that may also be watching). But don’t despair. Personify Health offers these tips for a tip-top patient testimonial no matter what your circumstance.
- Get the Right Story: When people are sick, ill or injured, we tend to conjure narratives or stories based on our preconceptions of their condition – it’s 100% human. We assign emotions that may or may not be true. We often ask questions that get us answers we already know, instead of the often-more-interesting ones we don’t. Before asking any questions at all, remember you’re trying to capture the story of a person, not an illness. Remember to get the human story before the healthcare story.
- Rule of Two: If possible, always use two cameras when shooting. This relieves patients of feeling like they have to deliver their testimonial in one fell swoop. In addition, having two camera angles (one wide, one tight) keeps viewers engaged because of the change in perspective.
- Variety is the Spice of Life: Even for short patient testimonials, b-roll – or supplemental, cutaway footage –can be a nice change-up and differentiate you from competitors. Consider shots of patients’ hand gestures and facial expressions (laughter, for example). You’ll also thank yourself in the editing booth if and when you need to cover up edit points.
Here’s how we applied these three tips to a Personify Health client testimonial: