Gareth & Stephen set up the clinic out of dissatisfaction with the status quo. They felt that patients need not be in pain for an extended period and that the key was neurological techniques. They include multiple disciplines to get patients out of pain and back to doing the things they love. They contacted us as they wanted to get this message across to the residents of Cardiff.
What Did We Do?
We started by really understanding what makes the team at Cardiff Pain & Performance different. As with all our briefs, we are trying to understand what the end goal is. Speaking with Gareth and Stephen, they wanted to show how different they were, letting people know about the technologies that they offer such as Righteye, Force Plate, and Red Light Therapy. They wanted to give potential clients an understanding of what a neurological technique is and how that will benefit them even if they haven’t been cured before. The team wanted to let everyone know their philosophy of finding out why someone is in pain and how they will help them. With a big emphasis on improving not only their website but also social media, we needed to be smart with the way we filmed the content.
How did we do it?
Our first step was to conduct all of the face-to-camera shots; this would give us our foundations for the content and inform the shots we would later capture. As a creative team, we know a lot about physio and chiropractic, but not nearly as much as the clinicians we work with. This may sound like a drawback until you consider we need to make the content easy to understand for a lay person. Your potential clients do not have a PhD in the human body; therefore, when we interview clinic owners, especially one as different as this, we tend to find we are always asking why? Or I don’t understand that, can you rephrase that? This forces the clinician to really think about how to break down these complex ideas and relate them to their potential customers; we are trying to attract new customers, not other clinicians. Once the interviews were out of the way, we started to capture all of the content that would supplement the videos. Our aim is that we have a shot to explain everything the person on screen is talking about so when the interviewee mentions Laser Therapy, we want to see that on the screen. While we may not use every clip, it is essential to have to use in the videos; it could be to cover a pause, blend two takes together, or just support what they are saying. This is the key to what appears to be a seamless one-take video; in reality, it was multiple takes and mistakes, even with confident presenters like Gareth and Stephen. With the plan to deliver three separate aspect ratios, we needed to be smart with how we framed the subjects, using markers on our camera monitors to ensure that no matter the platform, the content would work.
What Were The Results?
With one day’s filming and 5 edit days, we were able to produce:
10 Social Media FAQ Videos: We took a commonly asked question and answered it; Stephen and Gareth each took turns to answer the questions and gain the potential patient’s trust.
3 Staff Introductions: We interviewed the staff members to find out their background, their specialisms, and their motivations to give great care.
3 Service Explainers: For each of their key technologies, they explained what it was, who it was for, and how it benefits the end-user.
Banner Video: We really wanted to give the website the wow factor, so a banner video front and centre really improved their homepage.
All delivered in three aspect ratios: 16:9, 9:16 & 1×1
213 Photos of the staff, clinic, technologies, and the happy patients being treated.
What Cardiff Pain & Performance Said:
Rob has done an incredible job for our Clinic Photo & Video needs. Professional, Quality work, and the end results are superb. Rob really took the time to not only do his job but took a genuine interest in what we do, and so was able to offer astute recommendations about what would work well for our future plans using the media he produced. Don’t hesitate to get in touch!