Fresh out of university, and catapulted into working life, I found myself in France with agency colleagues, filming a physician.

In my naivety, I had initially thought the only reason we were doing this was to capture the thoughts of a leading physician on film, to support a data announcement that was due to be distributed the following day, via a multimedia news release (MNR). This was not necessarily wrong to assume, however, on further consideration, it was clear that this short filming exercise had a lot more to give than just a few sound bites.

So why invest in physician interviews? As I see it, there are five key reasons:

1.       Physician filming can have multiple uses:

Uses of a short film can go way beyond distribution alongside an MNR. For example, films can be used alongside media briefings or webinars or to introduce a medical meeting, symposia or advisory board. They can be used as part of an internal or external training session or as the basis of an e-teaser. The list could go on…

2.       Time is precious:

A short filming session is a perfect opportunity to capture influential thoughts and opinions from specialist physicians

3.       Time is money:

A short filming session can be done with minimal spend and provides significant return on investment. Knowing how you want to use it also ensures the right areas are captured, and editing can be carried out efficiently.

4.       Credibility is priceless:

Independent expert opinion lends trust and credibility to your story, no matter how you want to tell it.

5.       An opportunity to increase social networking presence:

Housing physician films on social networking sites provides an interactive forum and an opportunity to increase social networking presence online. Two popular sites, YouTube and Vimeo offer this function – both of which also offer password protection. Another channel to consider is Pinterest’s new ‘video pinning’ function, which may offer an innovative opportunity for grouping interesting and related physician films in the future.

Of course a critical part of the planning is to ensure that you know how the video might be used, ensure you have permissions for these uses from the Opinion Leader. They may be comfortable with some uses, but not others. Up-front agreement is essential.

That’s it from me, but just to leave you with something to ponder, why is it that physicians would get involved in filming? Stay tuned for my next blog…

Carolyn Armstrong