NHS

Hopegill Media Case Study: NHS Info-film Production for the "Waiting Well" Programme

 

Client Overview:

The client, NHS NORTH EAST AND NORTH CUMBRIA, approached our production company to create an engaging and informative video for pre-operation patients meeting specific criteria. The goal was to promote their "Waiting Well" programme, which aimed to provide support to patients, helping them become fit and healthy before surgery. The client emphasised the need for a 2-3 minute video that combined elements of an explainer video and an infomercial, targeting a broad audience in a non-specialist and accessible manner.

 

Client's Needs:

1. Develop a video targeting pre-operation patients to promote the "Waiting Well" support programme.

2. Create a 2-minute video that is lively, entertaining, and informative.

3. Ensure the video is accessible to a non-specialist audience, alleviating concerns and encouraging participation.

4. Include interviews with NHS Doctors, Nurses, support workers, and patients who have experienced the process.

5. Capture a patient going through the process to demonstrate what to expect.

 

Production Process:

 

1. Initial Consultation:

Our team engaged in extensive consultations with the client to understand their objectives, target audience, and key messaging. We discussed the tone, style, and key elements necessary to make the video engaging and accessible.

 

2. Concept Development:

We proposed a concept that combined elements of an explainer video and an infomercial, using a storytelling approach to humanise the process. The focus was on creating a video that was not only informative but also emotionally resonant, addressing the concerns of pre-operation patients.

 

3. Scriptwriting:

Our scriptwriters collaborated with healthcare professionals to ensure accurate and clear communication of the "Waiting Well" programme. The script was designed to be concise, engaging, and easy to understand, while also incorporating the personal stories of patients who had gone through the process.

 

4. Filming:

We conducted interviews with NHS Doctors, Nurses, and support workers, capturing their insights and experiences. Patient testimonials were filmed to provide a relatable perspective. Additionally, we documented a patient going through the "Waiting Well" process, ensuring an authentic portrayal of what participants can expect.

 

5. Editing and Post-Production:

Our post-production team seamlessly integrated interviews, testimonials, and process footage. Animated graphics and visuals were added to enhance understanding, maintaining the lively and entertaining tone requested by the client. We paid special attention to pacing, ensuring a dynamic 3-minute video.

 

6. Feedback and Revisions:

The client was actively involved throughout the process, providing feedback at key stages. We incorporated their input to refine the video, ensuring it aligned with their vision and effectively communicated the desired message.

 

Results:

The final NHS Info-film successfully met the client's needs, providing an engaging and informative overview of the "Waiting Well" programme. The video, shared directly with prospective patients, received positive feedback for its approachability and effectiveness in encouraging patient participation.

 

Key Takeaways:

1. Collaborative approach with client for professional and accurate content.

2. Balancing informative content with emotional storytelling for relatability.

3. Client involvement at every stage for alignment with vision and objectives.

4. Utilising a mix of interviews, testimonials, and process footage for a comprehensive narrative.

 

The case study demonstrates our production company's ability to meet the unique requirements of healthcare communication, combining creativity, accuracy, and empathy to deliver a compelling video for the NHS.