Mayo Clinic’s best practices for video
Those moving, talking images are a brilliant way to tell stories and put your experts front and center. Yet in order to succeed, you must figure out your end game.
Editor’s note: This story is taken from Ragan Communications’ distance-learning portal Ragan Training. The site contains hundreds of hours of case studies, video presentations and interactive courses.
Mayo Clinic is not only a famed hospital group, but also a source of health and medical information through channels such as its websites.
Still, written information can be hard to parse “and, frankly, isn’t that engaging for just the casual viewer,” says Shea Jennings, a communications associate at Mayo Clinic.
What makes it more digestible, she says, is video. The clinic offers not only written descriptions of breast cancer, but also a series of videos of cancer survivors, doctors and other health care experts in multiple languages.
To succeed in video, you must have a strategic framework and a clear vision for what you want to do with your video comms, Jennings says in a Ragan Training joint session with Matt Silverman, director of video at The Daily Dot.
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