As video becomes cheaper to produce and easier for consumers to access, some best practices for using video in a campaign include:
Respect your audience “If we're going to interrupt people, which ads generally do, we have to be worth their while, respect their time, and provide a message that's useful in the most motivating and engaged way,” Winegar said. The three-spot campaign SPM created for the University of Maryland St. Joseph Medical Center in 2013 called “Be Part of Something Greater” incorporated a varied pace, commanding music, dramatic visuals and, at times, silence to create anticipation and intrigue. St. Joseph Medical Center saw a 60% spike in cardiac surgery volume and a 14% rise in orthopedics volume from fiscal 2013 to 2014.
Tell simple, compelling stories. Just as smart engagement sets ads apart, so does simplicity. Simple messages can even work to promote specialized, complicated healthcare procedures, Laughlin said. The agency recently created for client Cadence Health in suburban Chicago a spot called “Life Changing Care” that showed, almost in real time, how Central DuPage Hospital's deep brain stimulation used electrodes to treat a Parkinson's disease patient and counteract his tremors. “There was this incredibly complex procedure, but we were able to show what it did in a simplified way,” Laughlin said. “There's no other way to bring it to life. Words on a page aren't going to give it justice. You really need to see it. Couple that with the words, the titles on the screen, the music, then you really have an emotional journey in 30 seconds.” Traffic to the neurosciences section of Cadence Health's website rose 19% during the campaign and increased 10% year over year.