Health care marketing videos are everywhere. From corporate presentations to YouTube videos featured on the Home Page of YouTube.com, people are seeking to learn more about the industry.

The challenge for those serious about marketing health care is how to stand out among the masses. What makes your video or channel special? What makes your brand or product special? How do you plan to use this information to benefit your patients?

If you answered yes to any of these questions, then you’ve come to the right place. In this article, we will discuss how to produce a marketing video that is going to be effective and how to position yourself as a thought leader in your industry. We’ll cover everything from script to video editing and finishing. So, stay tuned and get ready to become an expert in business and marketing with a heart for healthcare.

Key Takeaways

1. Know Your Audience: Who is your audience and what are they looking for? What does your product or service offer them that no other company or brand can?

2. Craft A Narrative: A narrative is a story with a beginning, middle, and end. It can be a simple story or a detailed story, but it needs to have a beginning, middle, and end. Your video shouldn’t just be a series of random shots with no sense of connection or theme. Use your narrative to guide you and your editor in the right direction. Think of the main points you want to make in your video and make sure you include them in your narrative. You can also add sub-points and topics you feel is important to include but don’t necessarily fit into your narrative.

The Anatomy of a Great Video

So, you’ve decided to make a video. Congratulations! Now, it’s time to figure out what kind of video you should make. Those new to video production might be wondering how much detail to include and whether they should cut between scenes or show everything in clips. The answer depends on you and what you’re trying to achieve. Let’s take a look at the anatomy of a great video and how to put one together. (And, no, it doesn’t include a cutaway joke at the end.)

1. Script

The first step in creating a video is to write a script. A script is a detailed plan of what you’ll say and the order you’ll say it in. You’re not going to shoot just anything and then hope for the best. You’re going to plan out each line and each scene. It’s amazing what you can do with a little planning and research. You can’t write a great script on the fly. It has to be well thought out and crafted with proper grammar and punctuation. (For those writing for television, it is recommended you get a professional to help you write the script. Otherwise, you’ll just be forcing the issue. And, no, “writer’s block” does not exist. You just need to sit down and write. In fact, it’s recommended you write several drafts before you start cutting things together. This way, you’ll be able to remove any awkward or choppy phrases before you show it to anyone else.)

2. Research

After you’ve written the script, it’s time to do some research. This includes gathering as much information as possible about the subject matter and finding any relevant video or editorial pieces that can help you make the video as effective as possible. In addition, you can contact the editorial team at a publication that covers your niche or area of expertise to see if they’ve done any videos on the subject matter.

3. Plan

Once you’ve gathered all the necessary research, it’s time to put everything into a plan. This includes making a list of all the topics you’ll cover in the video, the order you’ll cover them in, and the illustrations or photos you’ll use to support your content. Make sure you leave plenty of time to edit and polish the script before you shoot the video. This will help you avoid any rushes caused by unexpected delays. (For instance, if you’re filming a music video and there’s an unexpected delay at the end of the song, you’ll have to start over again from the beginning. So, it’s essential you have enough time to spare.)

4. Cast And Crew

So, you’ve got your script. Great! Now, it’s time to cast and crew. You’re going to need help with this part. Luckily, there are plenty of knowledgeable experts available online. Just do a quick survey of your Facebook friends or ask on Twitter. You can also try asking around at your local library or looking up local universities for possible students or interns. Make sure you interview people with varied opinions and experiences. This will make your video interesting and engaging.

5. Incorporate Themes & Colors

The next step is to incorporate themes and colors into the design of your video. There are many ways you can do this. You can make subtle references to existing products or brands. You can also choose a specific tone and vary your accents and language throughout the video to match. Finally, you can add title sequences and other visual devices like infographics to pull audiences into your content.

6. Edit

Now, it’s time to cut. After you’ve laid out the script, conducted the necessary research, and put everything into plan, it’s time to cut. This is where you go back to your script and remove all the awkward or boring bits. Sometimes you’ll have to cut a word or add an additional line here and there. Once everything is laid out, it’s time to cut. You can also add music to make it more memorable. And, don’t worry, you don’t have to edit perfectly. There will always be some room for improvement, but it’s not what’s expected of you. The goal is to make the video as good as possible and the best you can.

7. Final Touches

Now, it’s time for the last touches. It’s amazing what one little photo can do. You can add one last graphic element like a logo or graphic design to make everything complete. And, don’t forget to add the dreaded cutaway joke at the end. It doesn’t have to be a funny joke. But, it helps. It makes the video seem more genuine. (Or, at least, it can make you smile. If nothing else works, it’ll still get the audience to crack a smile.)

If you followed these instructions, you’ve now created a video script. If you took the time to do this effectively, you’ll have a much better idea of what you’re working with and what needs to be changed before the final cut. Plus, you’ll be able to present your thoughts on a narrative structure and how to put one together effectively. (Remember: no one is an expert in every area, so don’t be afraid to ask for help when you need it. Just take your time and do it right.) Good luck out there.