The first place to start when contemplating a video message for your patients is the overall idea you want to convey for your viewer. If you're looking to inform patients about a specific trial, then the video message should be centered around education and include brief but important details. If the goal of the video is to instead create a feeling of comfort or trust in your research site, the visual representation of the video should reflect that. Patient testimonials, one-on-one interviews with physicians, and an overview of the facility, along with what patients can expect, are all great places to start when building out your video plan. Overall, most topics can be conveyed through video quite successfully - but it all starts with a detailed plan and storyboard.
1. What are good messages to convey through video?
This is up to you! If you're looking to inform patients about a specific trial, then the video message should be centered around education and include brief but important details. If the goal of the video is to instead create a feeling of comfort or trust in your company, the visual representation of the video should reflect that. For in depth and detailed videos I would suggest including subtitles, so that people can understand what the video is about without any initial sound.
Example from our webinar.
2. Where is the best place on the web to place ads?
There are unlimited options for online video ad placement. Some of the more common options include Google display ads, Facebook Ads, even YouTube ads. Determining the best place is situational to your target audience and purpose for the ad. For example, you might want to use Facebook for a Crohn's or osteoarthritis/ primary care study where there's wide-spread knowledge of the indication and there are established support groups to spread awareness of the trial. Facebook allows you to target by common interests and groups people are part of. If there is engagement on the ad, there is a higher chance of friends and family of the person you are trying to reach to share the post with the right person. On the other-hand, YouTube is owned by Google and therefore has the targeting capability to reach those who are searching symptoms or for trial opportunities by strategically using keywords. Therefore, if you are recruiting for a rare disease (one that doesn't have much of an online presence or online support groups), patients that are recently diagnosed and treatment naive who just got diagnosed might go home to search info about the disease. You would want to place your video ad on YouTube to patients beginning their treatment journey, etc.
3. How do you measure ROI on video?
One way to track ROI on videos is by including a call to action to visit a specific link that is unique to the video. Using a tracking code (create your own here) in the link will tell you if a potential patient saw the video and then clicked to submit their information. For phone inquires and form submissions, your pre-screener should ask where the patient heard about the study, and a submission form on a website should include a drop-down with "Video" as an option. This way, you can get an idea of how many patients saw the video and then decided to inquire about the study. Tracking platforms through YouTube and other video hosing websites also provide analytics as to views, plays, duration, time frames, and other metrics about your video audience.
4. How long should videos last and how much information should be presented? What is the optimal duration of a video in minutes?
Usually keeping them short and sweet (1-3 minutes long) is the best practice. As discussed in the webinar it is estimated that the attention span of an average human is about 8 seconds, meaning you have a short window of time to capture your viewer's attention, and make a connection. If a longer presentation is necessary, a good way to display all of your information is to break up the videos into shorter episodes or installments. This way you'll be able to display all of your content without losing the attention of your viewer.
5. Do the videos have to be shot by professional videographers?
The answer is no, not all videos need to be shot by professional videographers. That being said, there is a noticeable difference between professional vs. non-professional videos.
For small scale projects for social media posts on Facebook or Instagram, shooting video with a smartphone may be sufficient. Here is a link to an article about some tips you can implement on your own.
For larger projects that are more serious or informative in nature, we highly recommend a professional videographer. If you were to use ClinEdge video creation services, we help plan and storyboard your ideas in order to produce a high-quality end product to reach your goals.
6. What video platforms are available to make a video?
First, there are capabilities in most smartphones that allow for filming capabilities. Here is the article mentioned before outlining some tips for making cell phone videos look as professional as possible.
You can also choose to purchase a high quality DSLR camera that can shoot HD video, although they can be quite expensive. If you plan on filming a great deal for your site, it may be a valuable investment.
As far as video software, iMovie from Apple is a great option for editing. It is built in to any Mac computer and the simple interface makes it easy to add text, transitions, and audio clips to your videos. For higher-grade editing, there is Final Cut Pro X, or Adobe Premier Elements, although again they can be quite pricey for software.
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