Tuesday, October 24, 2006

Healthcare Videos

New videos for St. Michael’s Center for Special Surgery are in the can and appearing in doctors’ and patients’ hands throughout Houston. I was “above the line” – the copywriter for Locke Bryan Productions on these projects.

The establishing shot for each video (the night shot of the façade of the Center) is the tone-setter. Dr. Michael Brown has created an outstanding facility for specialized day surgery.

St. Michael’s is quite a combination: a surgical center than feels more like a luxury retreat than a hospital, advanced medical and surgical equipment, and one of the most dedicated group of healthcare professionals I’ve every worked with. In fact, both videos rely heavily on interviews with the nurses, OR technicians and support staffers. Even though you’re looking at two “facility” stills from the videos (above), about half of each video is filled with interviews with the St. Michael’s team.

Without prompting, every one of the staffers we interviewed for the videos emphasized that the patient always comes first. Edgar Duran, one of St. Michael’s surgical scrub technicians, said, “The patient is number one here…is of paramount importance. We want to make sure that the patient’s stay here is pleasant.”

Working with Stryker surgical lighting systems and C-arm fluoroscopy was worthwhile; working with the St. Michael’s people was better…and it shows in Locke’s close-ups. These are the money shots.

(I’m sprinkling movie-writing terms throughout – it’s an affectation, true, but fun! The St. Michael’s videos have strategies and objectives, just like other marketing communication projects: we left the character arcs and plot reversals for Hollywood.)

More than 15 years ago, Health Industry Today forecast that interest in freestanding surgical centers was expected to keep going up during the “next decade” because the number of both centers and specialized procedures was continue to grow. Now it’s 2006. The pace has accelerated, Have you seen the new specialty hospital or clinic that’s going up in your neighborhood?

Surgical centers offer additional ways for doctors to deliver healthcare to their patients, not stealing market share from major hospitals but supplementing the healthcare system with extra efficiencies and amenities – especially when a center like St. Michael’s raises the bar in terms of quality patient care and optimized efficiencies.

And when today’s healthcare system problems are genuinely offset by the people who deliver the healthcare, then making video’s for St. Michael’s has been an exercise in beneficial communications.

Thanks to Dr. Brown, Crystal Rideau and the staff of St. Michael’s, and to Locke Bryan and his team, too. I enjoyed adding two more examples to my healthcare portfolio.

“Music up. Fade to black.”

Coming soon: “Creating New Healthcare Marketing Opportunities by Leveraging Technology Innovations,” the upcoming AMA Healthcare SIG seminar. Opening Thursday, November 16th. Sign up at
www.regonline.com/110834 today.

1 comment:

Richard Laurence Baron said...

Informing my healthcare marketing colleagues about this post, I suffered a minor mental outage: I sent out an e-mail about posting the latest healthcare project to my blog and neglected to complete the url. Twice! It should have been www.signalwriter.blogspot.com and I left out the “com.” What a wiener.

I mentioned this attention-deficit malfunction to Susan Kirkland. She responded, “Research has shown these outages are caused by distractions. Your brain has something much more interesting to attend to while you are attempting to access it; so it lets you go off on your own, brainless, as they say.

“You know, it must deal with the subliminal as well as the accessible. Think of it as another body part off doing its own thing, irrespective of what the resident user wants.”

It’s good to have friends to ‘splain it to me. Obviously, today is Brainless Tuesday.