This is no easy task and considering the magnitude of this title I bet you are asking yourself “Who the hell does this guy think he is?” That is a fair enough question and I am also the glass is half full, optimist and change can come if you will it, kind of guy. Why do I need to worry myself about this large goal when I have three kids to feed and bills to pay? The answer is pretty down to earth… If I don’t who will? I have talked with diplomats who are representing EMS and healthcare at the presidential level, I have conversed with entrepreneurs about amazing medical device and wearable bio-sensing products coming to market as well as progressive healthcare and medical transports companies, but nothing helps take those amazing discoveries, business models and visionary healthcare solutions to the global market better than edutainment. Nothing connects the human heart with the idea of change better than telling a story and provoking an emotional connection with your audience.
If I don’t do it… who will?
Storytelling and provoking feelings of change is nothing new, as a matter of fact it is probably the oldest form of campaigning for change we know. Edutainment is just a fancy word for combining what we already know works for keeping people’s attention “Entertainment” and infuse it with “Education and Cause” through an emotional journey that an audience member can connect with. After spending the last 22 year in healthcare and traveling the world learning how healthcare is delivered I am actually surprised no one has thought to do this sooner. Sure that are movies out there like “Sicko” or documentaries of dispair and grief, but as a healthcare provider our stories don’t require the sensationalist trauma drama that is portrayed in so many movies. What we know is our own stories are compelling, have substance and if you apply basic storytelling principles along with amazing cinematography and camera motion you begin to capture people’s attention.
If I am to change how we deliver healthcare on a global scale it will take more than my vision for storytelling and understanding healthcare delivery around the world, it will take like minded marketing, healthcare and medical professionals, business savvy investors and companies that see the bigger picture. It can happen and it will, given the right team that see this potential as I do… what are you waiting for?
~Thaddeus Setla 510.859.3456
I think the majority of people when they first start thinking about doing a video they think short. Perhaps it is cost, perhaps it is pretty engrained that today’s attention span is short and they want the most of of the attention they will get. The question to ask yourself is do you want 8 out of 10 targeted viewers that you know understand your business or product and will see the value or do you want 50 of 100 random viewers that may have no desire to ever purchase your product, but saw the video? Views doesn’t necessarily equate to ROI, but now lets get back to length.
Length of video depends on just how much message you can pack into a visual. Are we needing to share with the world why you are in business? Or are we on a simple mission to demonstrate the use of a product? While usually shorter is better, shorter is also harder. Shorter seems riskier because you necessarily have to leave things out and narrow down your message to a very few key ideas. That’s tough to do. As online attention spans continue to shrink, ‘shorter’ should definitely be the target. ‘Shorter’ is a guideline not a rule, however. If you are creating a product demo, a training video or something else for someone much further along the sales cycle – then these audiences may want more information, they may want more detail. The length of your video then really depends on the motivation of your viewer. A good rule of thumb for promotional videos (targeting the ‘awareness’ or’ interest’ phases of the sales cycle) is between one an two minutes in length. Your video needs to be succinct, it needs to include targeted, relevant information and it better be interesting. Answer this question: How long do you need to get to the point of your video?
When I first starting thinking about this post I remembered about 10 different conversations with people from marketing departments from all over the world. When I mean around the world I mean just that from Germany to San Francisco, from Australia to New York. Each of the conversations began with their desire to use video more in their marketing efforts, realizing how impactful video is and seeing the importance of story telling in their efforts to connect with their audience. I was extremely relieved that I didn’t have to go through the education process of helping them realize this importance. The conversation went from ideas on subjects to cover to content architecture and how it all fits together. From using social media and branding to a complete long term messaging platform our synergies were amazing and we appeared to be on the same page until we started talking budget.
Every time budget talks come to the table it is clear that all the other important and relevant information we just discussed almost becomes a fleeting thought. I began to explain that when it comes to content creation and architecture there are a couple of important key factors that companies should consider. When you hire a film crew to cover your event, create a video or two or have long term content goals that crew becomes part of your organization, or at least they should. For many corporate shoots I have been on there are multiple interviews, a lot of b-roll shot and the direction of that content could go anywhere. If that video crew knows you, knows your company’s soul and is able to bring out the sincerity and authenticity in those interviews, see opportunities with content that may not have been in the scope of the work you initially slated. The right video crew knows this and are much more than a hired camera man for your shoot. They become content partners, the architects of your content and help you understand how to use the content more effectively and efficiently to meet your needs. What does this have to do with money? When you use different video crews all the time they won’t be looking out for additional content opportunities for you and will absolutely not look beyond the scope of work you hired them for.
In the end the benefit of establishing a good relationship with video content creators is seen both in the content itself and the savings of getting more out of your corporate shoots that originally planned. The question I ask myself is this… If the company plans on using me for multiple projects and I can see opportunity to create additional content why wouldn’t I grab it? I want my clients to know I am looking out for them at every corner. It’s about being a great media partner and creating value add in everything I do!