Copywriting for a healthcare provider is so much fun.
I went to a clinic, not sick, not a family member or close friend sick, instead, I went to secure the bag and get paid.
In this project, for the first time, I used a video strategy to support words.
Videos drive mad engagement on the internet and I’ve never liked the idea of being left behind.
In fact, according to a YouTube survey, 50% of millennials and Gen Z generations said they “couldn’t live” without video in their daily lives.
Watch the video to see how it turned out.
Continue reading to dive into the details of the approach.
The product: Oasis Health
The agency I work with had closed a social media deal with Oasis Health, a new healthcare provider in town with the latest medical technology at the time. Cool.
The problem: Product/service awareness
New businesses need customers more than anything.
Oasis Health needed help creating awareness for their services and getting customers flocked to their polyclinic.
Luckily for them, this was a time when I decided that I wanted to do extraordinary things in terms of delivery.
The methodology: Social media
Social media management was the job on the table. Specifically, social media management without paid ads. Pshhht!
The creative approach: 80-20
No lie, this was a low budget project and initially, photography was the only visual strategy.
I’ve always possessed applauding video production skills that had never been used to support my copywriting until this day.
I saw the need to create divergence for my words to coexist with other art forms and media formats like video.
So, I managed to talk them into pushing the budget higher to accommodate a video strategy.
I didn’t even get half of the budget I asked for but it was 2020! Who am I not to take a pay cut?
I went on to survey the clinic and drew a shot list and the next day I got my hands on a mirrorless Panasonic camera.
I edited the clips on Adobe Premiere Pro and added text to support the visuals.
Most writers are often carried away with overwriting; For this project, I tried to write minimal to attain the 80% video and 20% text goal.
I learnt from Dan Lok that ‘humans often try to avoid pain over gaining pleasure.’ I kept that in mind during the entire process.
The goal was to amplify the visuals as opposed to narrating, transcribing or subtitling which I’ve done a lot before.
The outcome
Look, I almost lost my identity in the creative process. Imagine getting caught up in between being a copywriter and a videographer.
I went out of my way to experiment with my visual approach. I went out of my way in hopes to get better results.
They drooled at the video when they received it and some people said that it somehow created a pain relief effect for them.
Do you believe them? Ha!
Well, I did and since then, I have never taken my foot off the pedal.
Final thoughts
Video strategy for healthcare is a guaranteed win if done well.
As far as this experiment was concerned, it was a learning process for me.
I hope you learnt something special about video strategy in this article about copywriting for a healthcare provider.