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Healthcare Video Production Tips from a 20 Year Pro

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00:00
let’s get started Matt doofy oh thank
00:04
you so much for joining us on this call
00:07
we’re excited to talk to you we’ve had
00:10
the honor of working with you for gosh
00:13
better part of a decade on various
00:16
projects but I know that only kind of
00:17
scratches the surface of the work that
00:19
you’ve done in the health care industry
00:21
and so you’re a multi addy award winning
00:26
producer director within healthcare and
00:29
just as you would just take a few
00:31
minutes and introduce yourself well
00:33
thanks that right my name is Matt Duffy
00:35
oh right now I am the director of media
00:39
production for a 300-bed hospital and
00:44
doing everything like met like you were
00:46
saying from broadcast TV all the way to
00:50
training videos and videos for online
00:53
deployment but I also keep myself busy
00:55
like you said working on the side with
00:58
other companies you guys of course you
00:59
included and starting other businesses
01:02
as well so yeah staying pretty busy but
01:05
working all different size of video
01:08
production especially in health care
01:10
absolutely well we at gravity digital
01:13
Casey and myself have been producing a
01:16
little bit of content lately talking
01:17
about pre-production specifically
01:19
revidian we’ve been taking it from a
01:22
marketing perspective and talking about
01:24
using user stories customer stories to
01:27
come up with topic ideas and things like
01:29
that and how we might develop those but
01:31
I know that you have a completely
01:32
different perspective on pre production
01:34
from your site because you have so many
01:36
more technical things you’re dealing
01:38
with so many more people that you’re
01:39
dealing with and I’d love it if you
01:42
could talk a little bit about what that
01:43
process looks like sure and and you’re
01:47
right it does sort get to get very
01:49
technical as you start getting down the
01:51
line in your free production process but
01:53
really for me where pre-production
01:55
starts is rocking with the client and
01:58
where for me the client is what
02:00
department i’m working with i’m sure
02:01
different people may only have one or a
02:03
dozen but each one is kind of their own
02:06
little subset so i find the best thing
02:09
to do when i’m starting a pre-production
02:10
process they say we want a video for XYZ
02:12
to sit down
02:14
first question I asked is who’s our
02:15
audience who are we talking to is this
02:18
for physicians is this for patients is
02:21
this for everybody doesn’t need to work
02:23
for everything because that’ll Taylor
02:25
what we’re going to say things we won’t
02:28
say things we will say so it’s who are
02:30
we talking to and then what are we
02:32
saying what are the what are the main
02:34
things we’re trying to get across to the
02:36
audience and that’s the first thing I
02:37
write down on my little sheet when I’m
02:39
writing things down and and that’s a
02:41
great way to start because it’ll set
02:43
your head in the right place as you’re
02:45
looking forward but really I use it as
02:48
as kind of the guide because I consider
02:50
myself to be in charge of the project
02:52
from there on out and it’s my job to
02:55
make sure we accomplish the things that
02:57
were just said in that meeting and so
03:00
what I’ll do is as we go down the
03:03
process and more cook start getting in
03:05
the kitchen and people are asking for
03:07
this it’s nice to go back to that and
03:09
say okay now remember we said when we
03:11
started this we were talking to these
03:13
people and we were saying this now this
03:14
maybe doesn’t necessarily fit into this
03:16
it doesn’t accomplish what you were
03:18
trying to do and I know that sounds like
03:21
something very basic to start with but
03:23
for me that when you start working with
03:25
more departments and more people you’ve
03:27
got to have that to go back to so that’s
03:29
that’s mighty starting thing for
03:31
pre-production and then really every
03:35
project project is so different going
03:36
going down the road deeper than that
03:38
it’s a it’s very very technical but for
03:40
me that is the essence of pre-production
03:42
and if I don’t get that set first item
03:45
I’m a little bit lost so pre-production
03:47
for me is really setting our goal in
03:49
figure out where we’re going that fits
03:51
right in line with what we’ve been
03:53
talking about and that is personas
03:57
creating buyer personas for for health
03:59
care and that says it’s a great fit
04:02
there and then also the idea of user
04:06
stories so knowing exactly what you’re
04:09
going to say and a lot of times we focus
04:11
on one thing what is the one thing that
04:13
we want to come across in this video not
04:15
trying to do too much now moving on from
04:18
there that’s great on the technical side
04:20
of things but you’ve mentioned that you
04:23
know use I sit down and I do this how
04:25
many
04:26
how many people met do you need to
04:29
produce a video yeah well I can say from
04:33
long experience you need one thank you
04:35
you’ve got to have one because that’s
04:38
how I did a lot of my work for the
04:39
longest time it was I was one man
04:41
banning it even working about in a full
04:43
hospital environment for me it was just
04:45
me for a while and that’s thing you know
04:48
especially as people whether you’re in a
04:50
in a small environment or a large
04:52
environment you’ve got to start
04:54
somewhere and a lot of times when people
04:56
are getting started they start well how
04:58
many people do we need we need to pull a
04:59
bunch of people in and really you just
05:02
need one person who’s willing to learn
05:04
and willing to find things out and
05:07
getting more people along is very nice
05:10
but especially today as as democratized
05:14
as the film industry is getting or I say
05:16
film industry just a democratizes some
05:18
co-productions is getting a single
05:22
person can do a lot more than they used
05:24
to be able to do so it’s nice if you
05:27
have a team and it even so that one
05:29
person can always find volunteers you
05:31
can always find a couple of people to
05:32
come along and help out but really you
05:35
just need one person it’s a lot easier
05:37
than people might actually think to do
05:41
well to do a lot of production that’s
05:44
great I’ve seen you work and I’ve seen
05:46
you kind of be that one man band and one
05:48
of the thing that impresses me about you
05:51
when you work in this industry a lot of
05:54
times we’re not hiring professional
05:55
actors or people who are real
05:57
comfortable in front of a camera and you
05:59
have a great way of working with people
06:03
who aren’t used to a non-professional
06:04
talent and you have a way of drawing out
06:07
their expertise making them feel
06:09
comfortable and really just producing a
06:12
great product that I don’t feel that
06:14
everyone would be able to achieve so if
06:16
you if you could find some ways to
06:18
verbalize how you do that I think it
06:20
would help some people out well and this
06:22
is a this is this is what I really
06:25
consider my bread and butter because
06:27
working with non-professional talent
06:30
just everyday normal people like us that
06:34
you’re going to put on camera is really
06:35
what I’ve been doing for the longest
06:36
amount of time I’ve workers professional
06:38
Talent
06:39
but I really like working with
06:40
non-professional talent because it’s the
06:43
first thing you have to recognize is the
06:44
challenge of it the challenge is really
06:49
that these are people obviously who have
06:52
either never been on camera or maybe
06:54
they even don’t want to be in there just
06:56
having two or at the most they’ve done
07:00
it everyone civil I or they don’t maybe
07:02
one or two times something like that
07:04
it’s definitely not something they do a
07:05
lot but when you have to be on the hub
07:08
side of that is the opportunity for this
07:09
because if you are doing a narrative
07:11
piece if there’s a reason you are
07:13
putting a non professional speaker on
07:15
camera there’s a reason and it’s usually
07:17
because they’re an expert in whatever
07:19
you’re talking to them about whether
07:21
it’s it’s a patient who it’s their story
07:23
their an expert in that story or if it’s
07:25
a doctor or a nurse who’s talking about
07:28
an experience or a process or a piece of
07:31
equipment whatever it is they have the
07:33
knowledge and that’s the opportunity
07:34
there because they are really experts
07:36
enough are not pretending they really
07:38
are the experts and that’s the
07:41
opportunity to mine there and so the way
07:43
I go about it is number one is I try to
07:47
put them at evening that’s the first
07:49
thing I try to do and I sit them down we
07:51
don’t sit in the lights yet we sit next
07:53
to them and they can see them over here
07:54
and depending on how different people
07:56
shoot it changes but Morse it most of
07:58
the time I shoot from a documentary
08:00
standpoint which means people aren’t
08:02
talking to the camera like this they’re
08:03
talking like this so which typically
08:07
means i can tell them don’t worry you’re
08:09
not going to have to look at this
08:10
ridiculous camera you’re going to talk
08:12
to me and they immediately say okay and
08:14
so so you’re going to be talking to me
08:17
so don’t worry about the camera I’ll
08:18
also say the way I shoot this is I shoot
08:21
a lot of footage on top of this and so
08:23
you’re going to be covered up a lot
08:24
you’re not you don’t have to carry this
08:26
whole video actually oh well that makes
08:27
me feel better so number one that I
08:29
could be on there but not going to have
08:30
to stare at a camera another I could be
08:32
on camera the entire time and then the
08:35
last thing I’ll tell them is that part
08:37
of my job is taking what they say and
08:39
cutting it up into little pieces and I
08:41
even tell them we’re going to just do
08:42
this a little bit at this time and I’m
08:44
just going to talk about this I’m not
08:45
going to pepper you a question I’m gonna
08:47
just generally ask you about this
08:48
subject when you run out of something to
08:50
talk about I’ll talk about something
08:51
else
08:52
and by the time we’ve had that
08:54
conversation people are pretty
08:56
comfortable but then I do one more thing
08:58
on top of that I made them comfortable
09:01
let them know what they don’t have to be
09:02
scared about but then the last thing I
09:04
do is I really try to get them as
09:06
excited as I can about what we’re going
09:08
to do I look how to give them a sense of
09:10
ownership with it and by that is this is
09:13
the reason we’re talking to them about
09:15
this you know we’re talking about this
09:16
piece of equipment because we’re going
09:18
to do you know we’re going to make this
09:19
video that’s going to go out on social
09:21
media and it’s really going to educate
09:22
people who you know have it haven’t seen
09:25
it before and I’ll give them a sense of
09:27
who’s going to be watching I’ll say this
09:29
is you could be really generic because
09:30
this is for just your average Joe who
09:32
doesn’t know who this is they oh okay
09:34
you know give them a sense of focus of
09:36
who they’re talking to and what this is
09:38
about and really bring them in and let
09:40
them know what this is going to do about
09:42
the time you get done having that
09:43
conversation that person is at least
09:45
relatively relaxed they know what to
09:47
expect and now they feel like they’re a
09:49
part of this production a little bit and
09:50
that if you start from there you’re
09:53
going to get the best performance from
09:56
someone like that so that’s that’s my
09:59
general process of picking somebody from
10:01
beginning to end as far as a
10:04
non-professional balances that’s good
10:07
good insight met so one thing I picked
10:09
up on a few times there you talked about
10:12
looking at the camera and I’ve realized
10:15
we have an address gear at this point so
10:20
Before we jump into that let me say I’m
10:23
sure someone has been doing this for a
10:26
while and is may be working somewhere
10:27
where there’s a department too devoted
10:29
to doing this kind of thing you might
10:31
have you no budget for gear and they
10:35
already have gear things like that but
10:37
let’s talk about maybe what’s necessary
10:39
to produce of a good high quality video
10:42
and also maybe understanding to that a
10:46
lot of folks are now walking around with
10:48
these in their pockets and how does that
10:50
come into play so if you would talk a
10:52
little bit about about the gear that’s
10:54
may be necessary and then also that that
10:57
would give you some advantages as far as
10:59
making that video high quality and
11:01
something that’ll really work well right
11:03
that’s exactly what I was about to do i
11:05
was about to hold my phone up
11:06
and say there you go right there now it
11:09
is true you can do a lot more with this
11:14
than you used to be able to and in
11:18
general because we could we could talk
11:20
about here and we could go very deep
11:22
down that radical but what I would say
11:24
in general is that you you don’t need as
11:28
much as you think but there are some key
11:30
things to make your video sound better
11:33
or so sound better just to make your
11:35
video more for more professional the
11:37
first thing is not so much the gear it’s
11:42
just a pick something a lot of people
11:45
sit there and they they worry so much
11:47
about what kind of cameras are going to
11:50
get what I would say is try to try to
11:53
use something whether it’s your phone or
11:55
a camera that you have that you can
11:59
borrow from a department or something
12:00
like digital is what we want to stick
12:02
with if the days of us using tape and
12:05
that type of thing or that’s that’s dead
12:07
and gone so don’t even if somebody
12:09
brings you something with with a tape
12:11
any kind of tape in it you move on to
12:14
the next time use your phone so digital
12:16
is what i would say camera wise the next
12:19
thing to move to is is visual and that’s
12:22
lighting now we could go really deep
12:26
down this rabbit hole as well but in
12:29
general we’re looking for ambient
12:32
general and soft lighting and what I
12:35
would say to that is oftentimes often to
12:38
environments can provide a decent amount
12:40
of that I do a lot of shooting in
12:42
corporate environment just be wary of
12:45
where you’re standing don’t put someone
12:48
directly under that fluorescent light
12:51
that gives them that horror show you
12:53
know down lighting with a big nose
12:54
shadow and the big eye shadows and
12:56
everything move them back and away from
12:58
it so it’s off that way and gives full
13:00
lighting to their face a little bit you
13:02
don’t have to go buy a bunch of lighting
13:04
just be mindful of where you are find a
13:07
got a lot of natural light and put it
13:10
you know off to the side with big
13:11
curtains in front of it i’ll give you
13:12
great life the last thing though the
13:16
kicker is audio bad audio will ruin
13:20
a good video audio makes up about the
13:23
last study i read was seventy-five or
13:25
eighty percent of our viewing experience
13:27
you have a good video good looking video
13:30
with bad audio you’d much rather have a
13:32
bad-looking video with good audio and
13:35
there are lots of ways to tackle that
13:36
you can buy very small recorders you
13:40
could set a phone to record and place it
13:44
very near them the idea is that it just
13:48
you have to get something whether it’s a
13:49
lapel mic that soaked up to a little
13:51
mini recorder you can buy for a tea or a
13:53
hundred dollars or a big microphone
13:56
setup that hangs in however you do it
13:58
there’s so many ways to record it and
14:00
that would be a whole other talk but
14:02
record good audio and then you can
14:03
always in post-production put those
14:06
together in that again a couple of
14:08
tutorial videos and you’re off to the
14:10
races so digital camera
14:15
for good lighting and audio are the Holy
14:18
Trinity there i guess that’s awesome
14:21
thanks Matt well if somebody wants to
14:24
kind of dive into this and give it a
14:25
shot are there any resources you can
14:28
recommend to kind of help educate
14:30
themselves and and again you know we’re
14:33
talking about a lot of rabbit holes here
14:35
that’s definitely another one but a
14:38
couple of resources that I found really
14:40
useful over the years consistently there
14:42
are different ones I’ve bounced off of
14:44
but there’s a and again i’m not giving
14:46
these are free plugs but there’s a site
14:49
called Linda calm ly nba.com they have
14:53
training for I’ve only used it for
14:57
production post production and motion
15:00
graphic training but they have a slew of
15:02
other things as well but its twenty five
15:04
dollars a month and it’s full access to
15:06
every bit of training they have and I’ve
15:07
gone yearly to post-production
15:09
conferences week-long post-production
15:11
conferences and the people teaching
15:13
those are teaching Linda ones i’ve gone
15:15
to lend a courses and after those is
15:17
that three hour course i took at that
15:19
conference and they’re great great
15:22
courses and you can get in there and
15:23
search it they have annotations and
15:25
transcripts you can follow along i mean
15:26
it’s really really high-class stuff and
15:29
not very expensive at all so that’s for
15:32
training because and then you can go
15:34
online youtube go on youtube and type
15:36
what you’re looking for you know video
15:38
production wise and you’ll find a ton of
15:40
stuff out there but when you are ready
15:42
to start getting some gear everybody’s
15:44
going to get to the point where they
15:45
need to buy something i spent years
15:48
going and bidding and looking and
15:49
searching out different places bhph
15:52
photo video com out of New York I’ve
15:55
never been able to beat their prices and
15:57
I just stopped I spent a couple years
15:58
looking and then stop trying hey which
16:01
is pointless I save myself money they
16:02
link up really nicely with corporate
16:04
environments you can do POS like that
16:06
and they work great so yeah lynda.com
16:09
for training and B&H; Photo for getting
16:13
gear that done be my two main resources
16:15
to start looking at
16:17
well hey Matt I guess we’ll wrap it up
16:19
there we really appreciate you joining
16:21
us and that was a gold mine of
16:25
information there that I hope people
16:28
appreciate the I don’t know 15 20 years
16:31
of knowledge you’ve just imparted to
16:34
them so man we really appreciate it and
16:36
thanks a lot for for joining us yeah
16:40
thank ledger guys really great
16:49
you