The 6-Step Process

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Step 1: Narration
Healthcare

Narration

Step 1. The content of your business video can be greatly improved when it is based on marketing research. Biveo has conduced marketing research surveys for each industry. Your industry's survey results link can be found under the industry headline below. Also below is a list of interview questions and script template. Modify as needed. Scripts are more concise. Interviews are more natural and require less preparation.

Interview Approach

What to Do: Choose the questions that best suit your small business.

How it Works: The videographer asks the narrator the questions as if in an interview. The spoken questions, as well as "um"s and pauses are edited out later.

Healthcare Services

Doctors, Therapists, Dentists, Optical Shops, Pharmacies, Veterinarians

Healthcare Survey Results (using dentists): 49% of patients want owner narration in the video; 39% are indifferent; 12% do not want narration in the video. Note that 58% want to hear the dentist's story; 25% indifferent; 17% do not want
Dentist Video Length Limit Average: 105 seconds (1:45)

Interview Questions

  • How would you describe your service in one sentence (maybe include when it was established, how it has grown, or what area you serve)?
  • Worth Chiropractic has been relieving back pain for the past 8 years for the residents of Perryville.
  • (Or if you are a solo provider, open with this instead:) What is your name, occupation?
  • My name is Dr. Mary Worth, and I provide chiropractic service to the residents of Perryville.
  • What services do you provide, and specialize in?
  • We specialize in back injury rehabilitation, and spinal curvature correction and are licensed in therapeutic massage.
  • What are some of the common problems you solve for your customers/patients?
  • Commonly we help patients who have experienced things like whiplash in a car accident, or injuries from a fall at work. We see a lot of neck and lower back pain from work posture issues or using smartphones.
  • What kind of relevant education or experience do you have in your field?
  • I received my doctorate in 2005 from Parker University, worked under Dr. Jason of Avelar Chiropractic from 2005 through 2008 before opening my own practice, Worth Chiropractic.
  • How do you address some of the common fears that people have about their visit?
  • We focus on being very gentle in our procedures. Most patients look forward to their visits and the relief that accompanies them.
  • What is your philosophy or key to providing effective treatment related to your area of expertise?
  • The key to delivering great service is not just having a great depth of knowledge, but also staying up on the latest techniques.
  • What do you try to achieve for your patients?
  • We strive to provide pain relief and improved posture. Most patients are surprised at how effective a series of adjustments can be.
  • What are some of the most interesting things you’ve learned while providing your service that helps you better assist your patients?
  • Over the last few years I’ve developed a more thorough line of questions that better help me understand the patient’s issue and its cause. Being able to actually visualize the patient’s situation can help me make greater realizations
  • How does the service process work for new patients?
  • We are able to schedule an appointment within a week, and sooner if it’s an emergency. From there we asses the situation and recommend treatment.
  • Share some expert advice.
  • Many of the problems I treat today are related to working at a computer desk, coupled with looking down at a smart phone. Try to take breaks, stand up straight. Try not to sleep with your neck bent.
  • Invite customers to do business with you.
  • Set up an appointment today. We look forward to working with you!

Optional Questions

  • Are there ways your service is active in your community?
  • Is your practice a member of any associations?
  • What do you love about your job?
  • Why do you do what you do?
  • Do you have any special tech or equipment that is not commonly used?
  • How is your practice different from others?
  • How do you receive most of your patients?


Copyright 2018. Permission to repost with crediting link to Biveo.com.

Things the Videographer Says to the Narrator Before the Shoot

Getting your business owner comfortable in front of the camera is one of the most important aspects of your video. Studies show that how you say it is more important than what you say. You want your subject to come across as relaxed, happy, confident, approachable, enthusiastic and eloquent. Move the camera back. Try to make the process fun for them. Shots of the subject smiling and laughing will be among your best shots. Show interest in what they are doing. Stay positive with yout feedback. Have them do an over the top take to help boost their enthusiasm if needed. Reference 10 Techniques for Getting Your Subject Comfortable in Front of the Camera.

  1. Speaking on camera is easy. If you have experience speaking face to face at work, it will a breeze to look good on camera. And for any reason you don’t like the way you look, we can just use the audio.
  2. There is no reason to be nervous. Most of what we are shooting will only be used for the audio as shots of your business will be shown while you speak in the background.
  3. This should only take about 20 minutes, but there's no hurry. We can redo it until we get you looking your best.
  4. Look at the camera person, not the camera lens. Imagine you’re having a conversation. Or if your marketing calls for a script that is geared toward speaking directly to your customer, and warrants looking directly into the camera, look past the lens. Visualize your audience.
  5. Answer interview questions off the top of your head. (If you are reciting a prewritten answer, or using the modified script approach, try to recite the lines to sound as if you are answering the questions off the top of your head.)
  6. Your first take is often your best take because it is the most natural. So if you make a mistake, or "um" or pause, just keep going as these can be edited out.
  7. While answering, if you think of a side point, talk about it even though it wasn't asked. It is good to go off on a tangent.
  8. Include the question in the answer. For example, if asked, "How long have you been in business?", instead of answering "6 years”, answer "Smith Roofing has been in business for 6 years."

After the interview is complete, watch parts of it back, and show the client how they are coming across. This will help them do it again with more confidence and enthusiasm.

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Step 1: Narration
Healthcare

Modified Script Approach

For tighter control, and more thorough analysis of your business's strengths while still sounding conversational, use this modified script approach.

What to do: Use the following script as a starting point to develop a custom Insert your company's information and philosophy into the following script template. Keep what works, remove what doesn't. There is about 2 minutes of script below, most videos only need to be about 1:15.

How it works: The narrator recites the script one sentence at a time as if speaking to an interviewer, repeating each sentence until it sounds natural.

Script Template

Healthcare Survey Results (using dentists): 49% of patients want owner narration in the video; 39% are indifferent; 12% do not want narration in the video. Note that 58% want to hear the dentist's story; 25% indifferent; 17% do not want
Dentist Video Length Limit Average: 105 seconds (1:45)


[Who You Are/Your Expertise]
[Worth Chiropractic] has been relieving back pain for the past [X] years for the residents of [Perryville]. (Or My name is [Dr. First Lastname] and I’ve been a practicing [chiropractor] for [X years]). We provide [care for all ages including rebuilding cervical curves, rehabilitative exercise programs, and therapeutic massage]. Often times people will lose their cervical curves from motor vehicle accidents, whiplash, chronic posture issues from having you head bent from work, or pillow. We can often improve the spine over time. We have been recognized by [X] for our work in [X], and participate in the American Chiropractic Association].

[A Key Philosophy You Live By:] The key to providing great treatment is staying current on all the new developments in our field. Over the past [x years] we have implemented several new advancements including:

  • The use of spinal decompression therapy to improve the effectiveness of current treatments
  • Laser therapy to treat chronic pain and arthritis
  • The use of new instruments in place of manual adjustments to improve effectiveness

[Talk About Benefits If Appropriate:]
Chiropractic care has varying clinical success rates for pain reduction, tension and migraine headaches, colic and ear infections, blood pressure, athletic performance and many more.

[Your Unique Technique]
What makes us different from other chiropractors is our modern spinal adjustment equipment, and our philosophy for always putting the customer first.

[Service Process]
We can usually have you set up for an appointment within a week. 

[Share Some Expert Advice] Some of the best things you can do to maintain a healthy back are to start your day with a stretch, stop doing sit-ups and replace with the yoga plank pose, and stop staring at your smartphone.

May name is [Dr. First Lastname], and I look forward to solving the health issues related to your spine.

Top 6 Script Content Tips

  1. Focus on the honest facts. Instead of saying "We are the best", try to give specifics such as, "We were recognized for providing great customer service by...", or "We performed serviced over 400 customers in 2015", or "Our staff is trained and certified by...".
  2. Good customer service is the most important thing to most customers. Demonstrate your level of customer service in your video. (Responsive, Accommodating, Knowledgeable, Flexible)
  3. Focus on the facts that show how you are different from other services. What is your niche?
  4. Demonstrate Candor. Do not try to portray your company any differently than how it truly is, and don't hide what your company truly offers. Use negatives to your advantage. For example, older equipment has the advantage of showing lower overhead and lower cost to the customer. What you think may be a negative can actually be a positive. Just be honest.
  5. Understand your niche and target your market accordingly. A portion of customers shop for the lowest price, a portion shop for the highest quality service. Charge fairly for the level of service you offer. Do not try to charge large corporation rates if you are a small local business. Do not drop your price to bargain hunters. Accept that you cannot win every customer that contacts you.
  6. If you are set on presenting your business by telling a story, be careful not to be self-congratulatory. Instead, focus on how your story benefits the customer.


Copyright 2018. Permission to repost with crediting link to Biveo.com

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Step 1: Narration
Healthcare

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