Creative Direction | A Behind-the-Scenes Look at Strategic Video Marketing Episode

In this SCORRCAST Director’s Cut, Alec McChesney and Braeden Tyma of SCORR Marketing take you behind the scenes of strategic video creation. From creative decisions to messaging alignment, this episode explores how thoughtful video production can elevate life sciences branding and engagement.

Transcript

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Music Hello everyone, and welcome to a really fun, a unique and a special episode of what we'll still call the SCORR cast. I'm back once again with the fantastic Braeden here at the SCORR team to talk all things video. And we thought we would do something a little bit different. And I like how we're kind of calling this that SCORR cast Director's Cut, where we're going to actually take a look at video in real time, have Braeden kind of walk through the background of it and then provide a little Hey, here's what we liked. Here's what we could have maybe done a little bit differently, or here's how we could have added something to this. We've got some videos from a few years ago. We've got some videos that are, frankly, going to drop for our clients in the next couple of weeks. And so you're going to see a nice variety here. This is gonna be a shorter episode, 1015, 20 minutes long. If you know us, we might talk a little bit longer than we plan to. But Braeden, I mean, I'm excited. This is in real time. We're getting to do a little director's cut here. Where do you where do you want to begin? And I guess, just to say thanks, thanks for joining and having some fun with me today. Yeah. Of course, yeah. So if you missed our previous episode and are planning to go back and watch that, I'm Braeden. I'm SCORR, the video manager, and I'm involved in all things that move all videos, shooting, editing, storyboarding, animating. We kind of do it all here. So, so yeah, I thought we'd take, take today's episode and watch some videos and give you a little behind the scenes and talk about how they could be useful. I love it. Let's dive in. Alright, so I'm going to cut here, because I hit Share and I didn't, I don't know if it's shared with audio. Okay, so let me just if you can't hear it, let me know. Yep, I'll wave. I'll Hawk you down, okay, and then we'll just pop back. Okay, perfect. Alright. So the first series of videos we're going to watch is a series of micro videos we did for illegal health research, and one of Ella goes demographics. Are patients. You know, they spoke to patients, sponsors and physicians, and these were sort of feel good stories. They're based on real stories, and they they're a way to tell stories and not have to go spend a lot of budget on filming. People not have to go on location. They're short, they're sweet, and they're easy on the brain to understand. And we can just take a take a second and watch the first one here. Yeah, let's dive in. It's hard to describe the moment you find it's hard to describe the moment you find out you have cancer. It's like the bottom drops out of your whole life. Your mind races all the things that could go wrong, the moments you might miss, fear of the pain of dying, anger and helplessness. For me, at least, the helplessness was pretty bad. I found out I had cancer when I participated in a clinical trial for an early cancer detection method. Can you imagine thinking you're doing a routine blood draw to help out your doctor, and then you suddenly have cancer? It almost made the unfairness of it all even worse. But then I had a thought, if participating in the trial and getting diagnosed could help keep other people from this pain. Then maybe my cancer wasn't senseless. Maybe I wasn't so helpless. After all, I got I got a couple of thoughts right, right out of the gate. Now what I'm going to do is pop over to this one real quick, just so we're queued up for the next one. I know we've gotten the next one lined up. I think that the thing that's so powerful about that is, is the story, right? And I think a lot of times when we talk about this, that the end of the day, the reason we're in this industry, the reason, whether you are a cdmo or your cell therapy, gene therapy, whether you are clinical research, you know, elego or patient recruitment, whatever it is the patient is at the forefront of all of this, and being able to tell that story in such a freaking unique way is is awesome. I love the the hand drawn elements that's going to stand out right away on LinkedIn. It's gonna stand out on a website. If you throw it on YouTube, do it in an ad campaign, could work really well. You know, tying that into a trade show and having a booth look like that. I know l go, didn't go as far in that way, but you certainly could if you wanted to do something and stand out in that but it all comes back to. To we have a story to tell, can we find the best way to tell it? And to me, that's what this video is, is able to capture is a really unique way to tell a really important story. So I'm I'm already fired up just by watching the first one there. That's great. And yet I remember the thing that that was talked about for these is how they don't look like anything else in the industry. They don't look like everyone else's marketing materials. You're not going to see anything like this from anyone else. And it made everyone stop and watch it because of that. Yeah. So if you're looking to get out of that sea of sameness, something like this. A little campaign like this is, for sure, something to consider. Yeah, and you can stay on brand right, like you can tell that elego, especially you tie in some of the logo elements, you can tell that this is something that elego would create, but it does not look like their, their typical brand. And so you can stay within the brand elements and still be out there, still be different. And I love that you called out the the sea of sameness and the video again, does not have to be one set in stone way. There's a lot of different avenues that we can take. All right, I'm getting excited. Let's go. Let's go to the next one, another one from elego, next story at lupus nephritis. After I woke up one morning and my feet were so swollen they looked like footballs. It was a dark time. I was losing everything my ability to work. My marriage was falling apart. I got put on dialysis. My doctor was doing the best he could, giving me the best care he had, but I needed more living all the way out here and travel being so tough, I didn't think I'd be able to do a clinical trial, but they made it work. My coordinator booked me flights and taxis to and from the research center, set up stipends for expenses and scheduled home visits so I could skip some of the travel once I was having a bad flare, she rebooked everything so I didn't even have to get out of bed. I got treatments I never would have because of the trial, I got empowered to be an active participant in my care. Access to clinical research lit the darkness. You I just just have to say, I do love the love the addition of the music, and that one has a really nice feel to it. And again, I think sometimes in this industry, we assume that the story is too complicated and it's too complex. That is a really complicated story of a patient, you know, with with a detrimental issue going on that they are having to deal with, and elego plays a role to to make that make their life easier. And I think a lot of times we again, think that that's impossible to tell in a story, and yet, we just did it in a minute and 12 seconds, right? Like, and I felt like I had that from beginning to end. You had problem, you had solution, you had result, and you had it in a really nice way to be able to tell that story, yeah, and not only are the stories just complex in and of themselves, but to retell the story has a lot of complexities. Yeah, you know, you don't necessarily, you know, want to burden a patient even more with having to, like, tell their story, risk their privacy, ask them to do anything, you know. So there's some barriers there. I'll say, when you're trying to tell a story. So this is a way you can tell those stories without burdening anybody and still tell it in a compelling and truthful way. Yeah, you hit the nail on the head there in terms of and I think even just the barrier to entry for video feels higher than any other within marketing. And you know, that's a really good reason. We hear it in terms of what we can't do case studies, because we can't mention a client, or we can't mention a patient, and there's ways to do that without having to say, hey, we're working with X company, or this is John, or This is Julie. There's ways to be creative around it. So I love it. We got one more, one more elego, and then we'll, we'll continue on past that. Absolutely Alright. Here we go. I heard one in 10 people have diabetes, but I've always felt alone. Between the kids, Abuela and work, I barely have time to eat anything, much less food that helps my blood sugar and my insurance makes it so hard to get covered for just basic appointments. I'm not the same as all those other people with diabetes. I have unique needs that weren't met until I did the clinical trial. They really cared. I felt less alone. As part of the trial, I got one on one time with a diabetes educator. Who helped me come up with specific things I can do to help manage my diabetes, plans that work with my schedule and dietary needs. The trial also included a scan for diabetic retinopathy I would never have been able to afford that. Participating in the trial gave me access to so much more care and really changed the way I handle my diabetes. It changed my life. Now, this one I feel like, right out of the gate, problem, solution, result, before and after, right? We talk about those before and after ads that you see on TV all the time. And it's, it's, a trope for a reason, and it's a cliche for a reason, but when you go problem, solution, result, and you show this is what my life was before, this is what my life is after, it's a story theme that every human being knows, and that one felt more like that than any of the other two. And I think that it was a really interesting direction for it, because it does feel more direct and pointed in that way. But again, a great lens to be able to to utilize that and and pinpoint to a certain type of your audience that is struggling and looking for somebody that can actually identify with the problems that we're having too. Yeah. Now let's, let's keep those videos in mind, yeah, say it's not a patient story we're trying to tell. Let's say it's customer story we're trying to tell. And we follow the pattern that you just mentioned, and we point out their problems and the solution and how, you know my company solves that. Yeah, you can do the same thing. You can tell an employee story, Yep, let's say you've got an employee you're trying to recognize maybe they've been there a certain amount of time. You know, you can do it that way too. So this is just a way, you know, to do something a little different, stand out, and make sure people watch. I mean, that's, that's the whole point of the video. You make people watch and, and that's the hook, right? Is, is that problem? Identification is the again, we go back to like, what makes a good video at the very beginning of it is the story. And humans love story more than anything else, right? Like that is a guarantee. And if we can do that effectively, like you said, the story theme that worked at the patient side can work for it could work for recruitment and for employee recognition. It could work for B to B. It can work for the services or the products. You know, you can use it in a different way, as long as you keep those themes true. Yeah, absolutely. I love it. Well, what do we got next Braeden? The next one we got is in cardio customer journey. So this type of way different, yeah, little, little change of pace. So this type of video, obviously, any of these videos work great on social, but this on a website for for a potential client, where they can see, oh, there's multiple paths I can take within cardia, I'm this type of customer, so that they have a path for me here. Yeah, to see that in cardio is flexible and they have options, was the whole point of this video, yeah. So you put it on your website, you put it on something where maybe someone downloads a piece of content, where they're trying to get to know you just just to engage them more, then you've got higher quality leads right there. So yeah, I love it. I'm excited for this one. All right, here we go. You Well, first off, I'm jamming to the beat over here, which is great. What I love about this is, you know, the choose your path to your ideal differentiated cell type is first off. It's such great messaging in terms of the encardia brand. It feels it has that modern look. It has those pieces. But for me, what we hear a lot of times is there's so many competitors in this space that are doing damn near the same thing, right? Like, hey, we're here, we're here, we're here. We talk about the sea of sameness. We also talk about the just in terms of the actual business and the process we are doing similar things over and over again. And so a lot of times we get this question of, okay, but how? How are you actually different? How? How. Would I become your client? How would I work with you? And so we're taking that and again, boiling it down to 45 seconds in an animation. And you can picture this being on a Get Started video on a landing page. You could picture this being on a landing page after a trade show. You could picture it being at a trade show as well, you know, maybe in a little bit of a different format, but right out of the gate I can say, okay, that's me. I'm here. I'm plugging in at that spot. And and again, I think that this is a, this a really interesting example. Does feel more modern, but I have to go back to that messaging, which is that choose your path to your ideal differentiated cell type. And I think the video captured that specifically, which I love to see. Yeah, and you're talking about trade shows and stuff. I think you know, what a great follow up piece, yeah, to link to somebody you talk to, just to remind them, hey, we're here for you. We've got a whole graphic about it. Yeah, a lot of, there's a lot of graphics, complicated graphics in the industry, right? Yeah. So you know how sometimes you look at it, it can be a lot. This video is example of how you walk someone through that step by step, boil it down so they don't have to focus on three different paths at once. And you sort of, you know, in a way that is storytelling. You know, yeah, absolutely. And again, I think when you think about this concept, somebody in their head is thinking, hey, let's try to showcase what it looks like to buy from us or to work with us. And you might think, infographic. You probably have a one pager. You probably have a capabilities presentation. Well, let's go and let's have a different medium, right? Like, let's have something that isn't needing to be a talking head for 45 minutes and explaining all this, but we can use it and then having your sales team or your experts be able to speak more to it as well. Alright? Raiden, I said 15 minutes, we are obviously rolling. I think we've got one more in here from RDI, maybe two more in here from rdi. Let's jump into both these, and then we can wrap up. All right. Here we go. Here what we'll do, we'll watch the RDI talk about the next two. And then there's one more I want to just play real quick after that. I like it. All right. Here we go. IVD trials are unique, so why settle for one size fits all technology, rd eyes, clinical trial management platform, diagnostica, is designed by IVD experts for IBD experts, with features that cover the entire validation process. It starts with finding the right sites. Diagnostica connects you with 1000s of physicians and helps you quickly assess feasibility based on budget expertise and enrollment forecasts. From there, our fully compliant regulatory binder keeps everything organized for effortless oversight. Kit management features keep your trial moving with the ability to track supplies across hundreds of sites, electronic informed consent and case report forms make data collection seamless and secure. I like that, and our integrated scanning and redaction service makes medical record review simple while protecting privacy when it comes to sample management, diagnose or ensures nothing gets passed in the shuffle, track aliquot, volume and quality in real time, manage shipments and build an automatic freezer inventory with centralized data, you can export aggregated test results with a click and when it's time to issue payments, diagnostica automatically generates invoices to keep finances streamlined. Wow, through it all, our remote monitoring solution provides complete real time visibility, enabling faster adjustments, lower costs and better outcomes. Ready to see why nearly 200 IBD trials have relied on rdi. Reach out for a full demo of our diagnostica platform. Yeah, yeah. I've got some immediate thoughts. Pull up the next one. Pull up the next one, still from RDI as well. Yes, alright, and this, this should be real Quick. You. Yeah, I'm gonna have similar thoughts. I'm it for me. And I'm thinking about this, and I'm just excited to say it. I talked about it in the the in cardia situation and cardio video, which was, they are kind of walking through the pathway, and you're showcasing what that can be. I say all the time that marketing's job is to show, not tell, and you don't want to just make it all about me, me, me, me. But also, what is it? What makes you different? Show me it. And those two videos, specifically, that first one going through diagnostic is just a fantastic lens. Of here's what you're going to get, like, this is what you're going to get when you work with rdi. Here's what we bring to the table. Absolutely love that version of show marketing versus tell marketing. I'm not going to make you trust me just by saying, hey, trust me. We can do this. Here's the platform. Here it is. Use the demo in real time. So many of our clients have demos. You have a button that says, book a demo. Now I don't want to book a meeting and have to get on calendars. 30 minutes go by. You know, all these things show me that, and now I'm ready to actually book a meeting to talk about potential sale, right? And and I we can be way more aggressive and use that type of video in the sales process so that education on our product and our service are way higher, and we're more understood going into those first and second meetings as well. Yeah, absolutely. And I just want to point out, you know, today we're looking at, we're looking at things you can do on just about any budget, yep, the one minute and 37 video, little bit higher budget, yeah. But the point I'm I really want to make with these. Maybe that video was a part of the higher part of the budget. How do you get more out of it? Well, we just watched a video. That's a micro video. We actually sliced that video into four different micro videos. Yeah, so. And the nice thing about the micro videos is they're bite sized. You can use them multiple times, yeah? You know, you can post them three four times. You can send them out that many times. Yeah, and, so you now you've got, you know, half a year's worth of content, you know, from one video. Yeah, that and that doesn't increase the budget, you know, from the original video. So yeah, and, and you can't just be looking at it as the marketing silo or creating this video, it's going to live on the to live on the website one time. Let's use it in BD outreach. Let's use it at the start of capabilities presentations. Let's use it in emails from the CEO. There's a lot of different ways that we can incorporate that video and then turn it into these other pieces. Yeah, that that video just sliced up really nice in the in the four chunks, and we moved that like you said, that request. The demo is like, you know, the call to action. We just, you know, scooped that on and adjusted some music and stuff. And I love it. Yeah, these are really fun. Alright, so we're going to go to this next one. Alright, last one. Last one. This is all. This is bite sized episode. So this is a micro video we did for Sterling IRB. It basically says, Who is sterling IRB, what do they do? And why should you work? Why should you care? Now, this project did not involve a video shoot that was not in the plans. So, you know, you have this problem of, how do you incorporate the human element, you know, because how do you, how do you incorporate that personal touch? Because people want to know that you're interested in them. And what we ended up doing at the end of this video is how we did that. And I'm not going to spoil it. I'm just going to hit I love it. I actually don't think I've watched This video, so I'm excited showing that differentiation. Hi, I'm Kathy Richards with Sterling IRB, please let us know what kind of research you're working on, and we will be happy to see if we can help you. Kathy, I love it. I there was a lot of things I was expecting. I was not expecting the wonderful Kathy to join us on this video and have that really personal touch. It's such a again. You think about just like uniqueness. You think about personalization, personalized insight, like adding that element to it did not make the cost go from 4000 to 40,000 Right? Like it did not make the timeline go from four weeks to 40 weeks. It it's small. It's in the margins that are making this so much better and and that's again, an element that you can now hand to your BD team to have them send it and say, hey. Here it includes a note from our CEO, from our president, from our you know, head of commercial, whatever it might be, there's so many different ways to integrate those types of touches into video. And again, for me, it comes back to what a great way to get people to know you, to like you, to trust you. And video can do all three of those things, but it can certainly allow that liking you and trusting you to start to build that rapport, to build that relationship from a personality perspective as well, which is great. Yeah, this, this is like homepage. It's just first step, you know, you know, who are we? Yeah, and you've already got, you know, cat. Voice right there, you know. Then do you take that and do you make similar short sound bites for the BD team and other people that are going to be talking to your customers? Yeah, where do you take it from there? And I will point out I said this particular video didn't have its own video shoot, but Sterling has invested in their brand in a way where we have multiple headshots, different expressions. We have some footage of the real people that that's how we were able to build this. Now, yeah, that's not to say every brand needs a content library, but there's, there's ways to do this with All Brands. You just have to look at it, plan it out, and execute it. So yeah, and even if you piecemeal it right, like, it doesn't have to be done all and like now that that audio from Kathy could be used in another context as well. You could turn that into a fun little sound bite that we use on on LinkedIn all the time, with just the the different ways to to visualize that. So Brayden, I said before we started recording that I think this is going to have to become a ritual, a thing that we are doing on a weekly or a monthly or a quarterly basis, but I want to maybe we have to have a call out and say, people can share their videos with us, and we can come on, and it's videos that we didn't do at SCORR, but it's other people's videos that we could provide some feedback on. And so I will carry on. I would love them so much. So let's, let's, let's, let's, let's see what people say when they when they watch this one and listen to it. But I'm going to put a call out on LinkedIn and see for videos. And then maybe I might just go and do some hunting on some sea of sameness videos, and me. And you can you, and I could just pull them up in real time and and we can vet them together. How does that sound? Hey, that sounds great. I that's like, my favorite thing to do is to look at a video and say, here's what's good about it. Here's what could be improved, you know, and maybe Here's how. And hopefully, maybe that turns into, you know, SCORR, helping somebody, you know, figure that out. And, you know, push their video strategy a little more. I love it. I love it well as always. Braeden, you are the man behind the SCORR cast, so it's amazing to have you in front of the screen as well. And to everybody listening, continue to listen. Ray doesn't review us five stars. And we will, we'll. We're going to continue churning out content here at the SCORR cast over the summer, and if you have a video that you'd like us to review, or you'd like to be on an episode of the podcast, please reach out and we'll make it happen on our end. So thank you so much, and have a great day. Thanks, Alec. You foreign as always. Thank you for tuning in to this episode of the sSCORR cast brought to you by SCORR marketing. We appreciate your time and hope you found this discussion insightful. Don't forget to subscribe and join us for our next episode. Until then, remember, marketing is supposed to be fun..