Whether we’re interviewing a patient/consumer, carer, health professional or medical researcher, the same approach applies. Why? Because each of these individuals has an equally important story to share, and it’s our responsibility to ensure they feel comfortable, are understood, and their message is being communicated effectively.
Six essential ingredients for creating an engaging health/medical case study:
EMPATHY: Taking time to prepare and research is vital in order to fully understand the person about to be interviewed. This pre-shoot preparation informs the tone of the interview – the way the interviewer speaks, the language used, the way they engage (e.g.body language, eye contact), the questions asked and the respect shown throughout the interview.
INTERVIEWING EXPERTISE: Interview subjects, particularly first timers, need to feel comfortable and relaxed before their interview starts. This helps to keep their story conversational and authentic. The interviewer needs to ask questions that bring out the interviewee’s passion, while ensuring the project’s key messages are captured and communicated successfully, including breaking down medical jargon into layman’s terms.
EDITING EXPERTISE: Find the 1-2-minute story arc within 20-40 minutes of interview footage. Identify a strong statement to hook the viewer in at the beginning, develop the core aspects of the story in a way that is compelling and doesn’t labour on the same points, and find an ending that triggers thought and inspiration.
VISUAL STORYTELLING: Using cutaway footage not just as visual filler, but to help the audience get to know the person better. Look for shots that describe a person, their mannerisms, their movement and facial expressions, allowing viewers to form a greater connection to the subject and their story.
CALL TO ACTION: Linking the story to a desired action from the viewer is crucial. This might involve visiting a website for more information, registering for a program, or attending a health event.
SOCIAL MEDIA CUT DOWNS: Once you have your case study video which may range from 1-4 minutes depending on its use, we recommend that you have shorter social media videos (15-30 seconds) that are optimised for different platforms. For example you may want to post square videos on Facebook and Instagram as these videos take up more ‘real estate’ on people’s phones. (Over 80% of video is consumed on smart phones).