We’ve produced quite a few patient testimonial videos at Harlem Line Media. As a producer, I’m in charge of drafting interview questions that will allow doctors and patients to tell their unique story with emotion and necessary details.
I recently wrote an article for Ragan’s HealthCareCommunication.com website titled, “5 Dynamite Questions to Ask in an Interview.” That title wasn’t my idea – the word “dynamite” runs counter to the mood and approach that is necessary for conducting interviews on complex, and often emotional, subject matter.
Regardless, I think the article serves as a primer for anyone tasked with preparing an interview with a medical professional for a healthcare marketing video:
The sit-down interview is the foundation of any great documentary-style video. And if you want to conduct a great interview, you need to prepare a great list of questions. This can be a daunting task for an inexperienced interviewer, especially when you are interviewing multiple doctors and patients about complex procedures and treatments that you don’t quite understand.
I’ve found that the essence of any interview can be broken down to “The Five W’s”—Who, What, When, Where and Why. By viewing your interview questions through this lens, you’ll find it is easier to navigate the story development process. Most importantly, you’ll be better prepared to develop interview questions that elicit responses that will captivate audiences, while staying true to your strategic goals.
The video below is probably my favorite patient testimonial video for reasons that will become obvious when you watch it: