Creative Direction | A Behind-the-Scenes Look at Strategic Video Marketing Episode

In this SCORRCAST Director’s Cut, Alec McChesney and Braeden Tyma of SCORR Marketing take you behind the scenes of strategic video creation. From creative decisions to messaging alignment, this episode explores how thoughtful video production can elevate life sciences branding and engagement.

Episode Transcript

(00:00):
MusicHello everyone, and welcome to a

(00:13):
really fun, a unique and aspecial episode of what we'll
still call the SCORR cast. I'mback once again with the
fantastic Braeden here at theSCORR team to talk all things
video. And we thought we woulddo something a little bit
different. And I like how we'rekind of calling this that SCORR
cast Director's Cut, where we'regoing to actually take a look at

(00:34):
video in real time, have Braedenkind of walk through the
background of it and thenprovide a little Hey, here's
what we liked. Here's what wecould have maybe done a little
bit differently, or here's howwe could have added something to
this. We've got some videos froma few years ago. We've got some
videos that are, frankly, goingto drop for our clients in the

(00:55):
next couple of weeks. And soyou're going to see a nice
variety here. This is gonna be ashorter episode, 1015, 20
minutes long. If you know us, wemight talk a little bit longer
than we plan to. But Braeden, Imean, I'm excited. This is in
real time. We're getting to do alittle director's cut here.
Where do you where do you wantto begin? And I guess, just to

(01:17):
say thanks, thanks for joiningand having some fun with
me today. Yeah. Of course, yeah.
So if you missed our previousepisode and are planning to go
back and watch that, I'mBraeden. I'm SCORR, the video
manager, and I'm involved in allthings that move all videos,
shooting, editing,storyboarding, animating. We
kind of do it all here. So, soyeah, I thought we'd take, take

(01:40):
today's episode and watch somevideos and give you a little
behind the scenes and talk abouthow they could be useful.
I love it. Let's dive in.
Alright, so I'm going to cuthere, because I hit Share and I
didn't, I don't know if it'sshared with audio. Okay, so let
me just if you can't hear it,let me know. Yep, I'll wave.

(02:05):
I'll Hawk you down, okay,and then we'll just pop back.
Okay, perfect. Alright. So thefirst series of videos we're
going to watch is a series ofmicro videos we did for illegal
health research, and one of Ellagoes demographics. Are patients.
You know, they spoke topatients, sponsors and

(02:26):
physicians, and these were sortof feel good stories. They're
based on real stories, and theythey're a way to tell stories
and not have to go spend a lotof budget on filming. People not
have to go on location. They'reshort, they're sweet, and
they're easy on the brain tounderstand. And we can just take

(02:50):
a take a second and watch thefirst one here. Yeah,
let's dive in. It'shard to describe the moment you
find it's hard to describe themoment you find out you have
cancer. It's like the bottomdrops out of your whole life.
Your mind races all the thingsthat could go wrong, the moments

(03:12):
you might miss, fear of the painof dying, anger and
helplessness. For me, at least,the helplessness was pretty bad.
I found out I had cancer when Iparticipated in a clinical trial
for an early cancer detectionmethod. Can you imagine thinking
you're doing a routine blooddraw to help out your doctor,

(03:32):
and then you suddenly havecancer? It almost made the
unfairness of it all even worse.
But then I had a thought, ifparticipating in the trial and
getting diagnosed could helpkeep other people from this
pain. Then maybe my cancerwasn't senseless. Maybe I wasn't
so helpless. After all,I got I got a couple of thoughts

(03:56):
right, right out of the gate.
Now whatI'm going to do is pop over to
this one real quick, just sowe're queued up for the next
one.
I know we've gotten the next onelined up. I think that the thing
that's so powerful about thatis, is the story, right? And I
think a lot of times when wetalk about this, that the end of

(04:16):
the day, the reason we're inthis industry, the reason,
whether you are a cdmo or yourcell therapy, gene therapy,
whether you are clinicalresearch, you know, elego or
patient recruitment, whatever itis the patient is at the
forefront of all of this, andbeing able to tell that story in
such a freaking unique way is isawesome. I love the the hand

(04:38):
drawn elements that's going tostand out right away on
LinkedIn. It's gonna stand outon a website. If you throw it on
YouTube, do it in an adcampaign, could work really
well. You know, tying that intoa trade show and having a booth
look like that. I know l go,didn't go as far in that way,
but you certainly could if youwanted to do something and stand
out in that but it all comesback to. To we have a story to

(05:01):
tell, can we find the best wayto tell it? And to me, that's
what this video is, is able tocapture is a really unique way
to tell a really importantstory. So I'm I'm already fired
up just by watching the firstone there.
That's great. And yet I rememberthe thing that that was talked
about for these is how theydon't look like anything else in

(05:24):
the industry. They don't looklike everyone else's marketing
materials. You're not going tosee anything like this from
anyone else. And it madeeveryone stop and watch it
because of that. Yeah. So ifyou're looking to get out of
that sea of sameness, somethinglike this. A little campaign
like this is, for sure,something to consider.

(05:45):
Yeah, and you can stay on brandright, like you can tell that
elego, especially you tie insome of the logo elements, you
can tell that this is somethingthat elego would create, but it
does not look like their, theirtypical brand. And so you can
stay within the brand elementsand still be out there, still be
different. And I love that youcalled out the the sea of
sameness and the video again,does not have to be one set in

(06:08):
stone way. There's a lot ofdifferent avenues that we can
take. All right, I'm gettingexcited. Let's go. Let's go to
the next one, another one fromelego, next story
at lupus nephritis. After I wokeup one morning and my feet were
so swollen they looked likefootballs. It was a dark time. I
was losing everything my abilityto work. My marriage was falling

(06:31):
apart. I got put on dialysis. Mydoctor was doing the best he
could, giving me the best carehe had, but I needed more living
all the way out here and travelbeing so tough, I didn't think
I'd be able to do a clinicaltrial, but they made it work. My
coordinator booked me flightsand taxis to and from the

(06:53):
research center, set up stipendsfor expenses and scheduled home
visits so I could skip some ofthe travel once I was having a
bad flare, she rebookedeverything so I didn't even have
to get out of bed. I gottreatments I never would have
because of the trial, I gotempowered to be an active
participant in my care. Accessto clinical research lit the

(07:16):
darkness. You Ijust just have to say, I do love
the love the addition of themusic, and that one has a really
nice feel to it. And again, Ithink sometimes in this
industry, we assume that thestory is too complicated and

(07:38):
it's too complex. That is areally complicated story of a
patient, you know, with with adetrimental issue going on that
they are having to deal with,and elego plays a role to to
make that make their lifeeasier. And I think a lot of
times we again, think thatthat's impossible to tell in a
story, and yet, we just did itin a minute and 12 seconds,

(08:02):
right? Like, and I felt like Ihad that from beginning to end.
You had problem, you hadsolution, you had result, and
you had it in a really nice wayto be able to tell that story,
yeah, and not only are thestories just complex in and of
themselves, but to retell thestory has a lot of complexities.

(08:23):
Yeah, you know, you don'tnecessarily, you know, want to
burden a patient even more withhaving to, like, tell their
story, risk their privacy, askthem to do anything, you know.
So there's some barriers there.
I'll say, when you're trying totell a story. So this is a way
you can tell those storieswithout burdening anybody and

(08:47):
still tell it in a compellingand truthful way.
Yeah, you hit the nail on thehead there in terms of and I
think even just the barrier toentry for video feels higher
than any other within marketing.
And you know, that's a reallygood reason. We hear it in terms
of what we can't do casestudies, because we can't

(09:08):
mention a client, or we can'tmention a patient, and there's
ways to do that without havingto say, hey, we're working with
X company, or this is John, orThis is Julie. There's ways to
be creative around it. So I loveit. We got one more, one more
elego, and then we'll, we'llcontinue on past that.
Absolutely Alright. Here we go.
I heard one in 10 people havediabetes, but I've always felt

(09:31):
alone. Between the kids, Abuelaand work, I barely have time to
eat anything, much less foodthat helps my blood sugar and my
insurance makes it so hard toget covered for just basic
appointments. I'm not the sameas all those other people with
diabetes. I have unique needsthat weren't met until I did the
clinical trial. They reallycared. I felt less alone. As

(09:55):
part of the trial, I got one onone time with a diabetes
educator. Who helped me come upwith specific things I can do to
help manage my diabetes, plansthat work with my schedule and
dietary needs. The trial alsoincluded a scan for diabetic
retinopathy I would never havebeen able to afford that.
Participating in the trial gaveme access to so much more care

(10:18):
and really changed the way Ihandle my diabetes. It changed
my life.
Now, this one I feel like, rightout of the gate, problem,
solution, result, before andafter, right? We talk about
those before and after ads thatyou see on TV all the time. And

(10:39):
it's, it's, a trope for areason, and it's a cliche for a
reason, but when you go problem,solution, result, and you show
this is what my life was before,this is what my life is after,
it's a story theme that everyhuman being knows, and that one
felt more like that than any ofthe other two. And I think that
it was a really interestingdirection for it, because it

(11:00):
does feel more direct andpointed in that way. But again,
a great lens to be able to toutilize that and and pinpoint to
a certain type of your audiencethat is struggling and looking
for somebody that can actuallyidentify with the problems that
we're having too. Yeah.
Now let's, let's keep thosevideos in mind, yeah, say it's

(11:21):
not a patient story we're tryingto tell. Let's say it's customer
story we're trying to tell. Andwe follow the pattern that you
just mentioned, and we point outtheir problems and the solution
and how, you know my companysolves that. Yeah, you can do
the same thing. You can tell anemployee story, Yep, let's say

(11:43):
you've got an employee you'retrying to recognize maybe
they've been there a certainamount of time. You know, you
can do it that way too. So thisis just a way, you know, to do
something a little different,stand out, and make sure people
watch. I mean, that's, that'sthe whole point of the video.
You make people watch and,and that's the hook, right? Is,
is that problem? Identificationis the again, we go back to

(12:07):
like, what makes a good video atthe very beginning of it is the
story. And humans love storymore than anything else, right?
Like that is a guarantee. And ifwe can do that effectively, like
you said, the story theme thatworked at the patient side can
work for it could work forrecruitment and for employee
recognition. It could work for Bto B. It can work for the

(12:28):
services or the products. Youknow, you can use it in a
different way, as long as youkeep those themes true.
Yeah, absolutely. I love it.
Well, what do we got nextBraeden? The next one we got is
in cardio customer journey. Sothis type of way different,
yeah, little, little change ofpace. So this type of video,
obviously, any of these videoswork great on social, but this

(12:52):
on a website for for a potentialclient, where they can see, oh,
there's multiple paths I cantake within cardia, I'm this
type of customer, so that theyhave a path for me here. Yeah,
to see that in cardio isflexible and they have options,
was the whole point of thisvideo, yeah. So you put it on

(13:12):
your website, you put it onsomething where maybe someone
downloads a piece of content,where they're trying to get to
know you just just to engagethem more, then you've got
higher qualityleads right there. So yeah, I
love it. I'm excited for thisone. All right, here we go. You

(14:15):
Well, first off, I'm jamming tothe beat over here, which is
great. What I love about thisis, you know, the choose your
path to your idealdifferentiated cell type is
first off. It's such greatmessaging in terms of the
encardia brand. It feels it hasthat modern look. It has those

(14:36):
pieces. But for me, what we heara lot of times is there's so
many competitors in this spacethat are doing damn near the
same thing, right? Like, hey,we're here, we're here, we're
here. We talk about the sea ofsameness. We also talk about the
just in terms of the actualbusiness and the process we are
doing similar things over andover again. And so a lot of
times we get this question of,okay, but how? How are you

(14:58):
actually different? How? How.
Would I become your client? Howwould I work with you? And so
we're taking that and again,boiling it down to 45 seconds in
an animation. And you canpicture this being on a Get
Started video on a landing page.
You could picture this being ona landing page after a trade
show. You could picture it beingat a trade show as well, you

(15:19):
know, maybe in a little bit of adifferent format, but right out
of the gate I can say, okay,that's me. I'm here. I'm
plugging in at that spot. Andand again, I think that this is
a, this a really interestingexample. Does feel more modern,
but I have to go back to thatmessaging, which is that choose
your path to your idealdifferentiated cell type. And I
think the video captured thatspecifically, which I love to

(15:43):
see.
Yeah, and you're talking abouttrade shows and stuff. I think
you know, what a great follow uppiece, yeah, to link to somebody
you talk to, just to remindthem, hey, we're here for you.
We've got a whole graphic aboutit. Yeah, a lot of, there's a
lot of graphics, complicatedgraphics in the industry, right?

(16:05):
Yeah. So you know how sometimesyou look at it, it can be a lot.
This video is example of how youwalk someone through that step
by step, boil it down so theydon't have to focus on three
different paths at once. And yousort of, you know, in a way that
is storytelling. You know, yeah,absolutely. And again, I think

(16:26):
when you think about thisconcept, somebody in their head
is thinking, hey, let's try toshowcase what it looks like to
buy from us or to work with us.
And you might think,infographic. You probably have a
one pager. You probably have acapabilities presentation. Well,
let's go and let's have adifferent medium, right? Like,
let's have something that isn'tneeding to be a talking head for

(16:48):
45 minutes and explaining allthis, but we can use it and then
having your sales team or yourexperts be able to speak more to
it as well. Alright? Raiden, Isaid 15 minutes, we are
obviously rolling. I think we'vegot one more in here from RDI,
maybe two more in here from rdi.
Let's jump into both these, andthen we can wrap up.

(17:09):
All right. Here we go. Here whatwe'll do, we'll watch the RDI
talk about the next two. Andthen there's one more I want to
just play real quick after that.
I like it. All right. Here wego.
IVD trials are unique, so whysettle for one size fits all
technology, rd eyes, clinicaltrial management platform,
diagnostica, is designed by IVDexperts for IBD experts, with

(17:33):
features that cover the entirevalidation process. It starts
with finding the right sites.
Diagnostica connects you with1000s of physicians and helps
you quickly assess feasibilitybased on budget expertise and
enrollment forecasts. Fromthere, our fully compliant
regulatory binder keepseverything organized for
effortless oversight. Kitmanagement features keep your

(17:55):
trial moving with the ability totrack supplies across hundreds
of sites, electronic informedconsent and case report forms
make data collection seamlessand secure. I like that, and our
integrated scanning andredaction service makes medical
record review simple whileprotecting privacy when it comes
to sample management, diagnoseor ensures nothing gets passed
in the shuffle, track aliquot,volume and quality in real time,

(18:18):
manage shipments and build anautomatic freezer inventory with
centralized data, you can exportaggregated test results with a
click and when it's time toissue payments, diagnostica
automatically generates invoicesto keep finances streamlined.
Wow, through it all, our remotemonitoring solution provides
complete real time visibility,enabling faster adjustments,

(18:41):
lower costs and better outcomes.
Ready to see why nearly 200 IBDtrials have relied on rdi. Reach
out for a full demo of ourdiagnostica platform.
Yeah, yeah. I've got someimmediate thoughts. Pull up the
next one. Pull up the next one,still from RDI as well. Yes,
alright, and this, this shouldbe real Quick. You.

(19:03):
Yeah, I'm gonna have similarthoughts.
I'm it for me. And I'm thinkingabout this, and I'm just excited

(19:31):
to say it. I talked about it inthe the in cardia situation and
cardio video, which was, theyare kind of walking through the
pathway, and you're showcasingwhat that can be. I say all the
time that marketing's job is toshow, not tell, and you don't
want to just make it all aboutme, me, me, me. But also, what
is it? What makes you different?

(19:52):
Show me it. And those twovideos, specifically, that first
one going through diagnostic isjust a fantastic lens. Of here's
what you're going to get, like,this is what you're going to get
when you work with rdi. Here'swhat we bring to the table.
Absolutely love that version ofshow marketing versus tell
marketing. I'm not going to makeyou trust me just by saying,

(20:13):
hey, trust me. We can do this.
Here's the platform. Here it is.
Use the demo in real time. Somany of our clients have demos.
You have a button that says,book a demo. Now I don't want to
book a meeting and have to geton calendars. 30 minutes go by.
You know, all these things showme that, and now I'm ready to
actually book a meeting to talkabout potential sale, right? And
and I we can be way moreaggressive and use that type of

(20:36):
video in the sales process sothat education on our product
and our service are way higher,and we're more understood going
into those first and secondmeetings as well.
Yeah, absolutely. And I justwant to point out, you know,
today we're looking at, we'relooking at things you can do on
just about any budget, yep, theone minute and 37 video, little

(20:57):
bit higher budget, yeah. But thepoint I'm I really want to make
with these. Maybe that video wasa part of the higher part of the
budget. How do you get more outof it? Well, we just watched a
video. That's a micro video. Weactually sliced that video into
four different micro videos.
Yeah, so. And the nice thingabout the micro videos is
they're bite sized. You can usethem multiple times, yeah? You

(21:20):
know, you can post them threefour times. You can send them
out that many times. Yeah, and,so you now you've got, you know,
half a year's worth of content,you know, from one video. Yeah,
that and that doesn't increasethe budget, you know, from the
original video. Soyeah, and, and you can't just be
looking at it as the marketingsilo or creating this video,

(21:41):
it's going to live on the tolive on the website one time.
Let's use it in BD outreach.
Let's use it at the start ofcapabilities presentations.
Let's use it in emails from theCEO. There's a lot of different
ways that we can incorporatethat video and then turn it into
these other pieces.
Yeah, that that video justsliced up really nice in the in
the four chunks, and we movedthat like you said, that

(22:01):
request. The demo is like, youknow, the call to action. We
just, you know, scooped that onand adjusted some music and
stuff. And I love it. Yeah,these are really fun. Alright,
so we're going to go to thisnext one. Alright, last one.
Last one. This is all. This isbite sized episode. So this is a

(22:23):
micro video we did for SterlingIRB. It basically says, Who is
sterling IRB, what do they do?
And why should you work? Whyshould you care? Now, this
project did not involve a videoshoot that was not in the plans.
So, you know, you have thisproblem of, how do you

(22:45):
incorporate the human element,you know, because how do you,
how do you incorporate thatpersonal touch? Because people
want to know that you'reinterested in them. And what we
ended up doing at the end ofthis video is how we did that.
And I'm not going to spoil it.
I'm just going to hit I loveit. I actually don't think I've
watched This video, so I'mexcited

(23:22):
showing that differentiation.
Hi,I'm Kathy Richards with Sterling
IRB, please let us know whatkind of research you're working
on, and we will be happy to seeif we can help you.

(23:42):
Kathy, I love it. I there was alot of things I was expecting. I
was not expecting the wonderfulKathy to join us on this video
and have that really personaltouch. It's such a again. You
think about just likeuniqueness. You think about
personalization, personalizedinsight, like adding that

(24:02):
element to it did not make thecost go from 4000 to 40,000
Right? Like it did not make thetimeline go from four weeks to
40 weeks. It it's small. It's inthe margins that are making this
so much better and and that'sagain, an element that you can
now hand to your BD team to havethem send it and say, hey. Here

(24:24):
it includes a note from our CEO,from our president, from our you
know, head of commercial,whatever it might be, there's so
many different ways to integratethose types of touches into
video. And again, for me, itcomes back to what a great way
to get people to know you, tolike you, to trust you. And
video can do all three of thosethings, but it can certainly
allow that liking you andtrusting you to start to build

(24:46):
that rapport, to build thatrelationship from a personality
perspective as well, which isgreat.
Yeah, this, this is likehomepage. It's just first step,
you know, you know, who are we?
Yeah, and you've already got,you know, cat. Voice right
there, you know. Then do youtake that and do you make
similar short sound bites forthe BD team and other people

(25:08):
that are going to be talking toyour customers? Yeah, where do
you take it from there? And Iwill point out I said this
particular video didn't have itsown video shoot, but Sterling
has invested in their brand in away where we have multiple
headshots, differentexpressions. We have some
footage of the real people thatthat's how we were able to build
this. Now, yeah, that's not tosay every brand needs a content

(25:30):
library, but there's, there'sways to do this with All Brands.
You just have to look at it,plan it out, and execute it.
So yeah, and even if youpiecemeal it right, like, it
doesn't have to be done all andlike now that that audio from
Kathy could be used in anothercontext as well. You could turn
that into a fun little soundbite that we use on on LinkedIn

(25:50):
all the time, with just the thedifferent ways to to visualize
that. So Brayden, I said beforewe started recording that I
think this is going to have tobecome a ritual, a thing that we
are doing on a weekly or amonthly or a quarterly basis,
but I want to maybe we have tohave a call out and say, people

(26:11):
can share their videos with us,and we can come on, and it's
videos that we didn't do atSCORR, but it's other people's
videos that we could providesome feedback on. And
so I will carry on. I would lovethem so much. So
let's, let's, let's, let's,let's see what people say when
they when they watch this oneand listen to it. But I'm going

(26:31):
to put a call out on LinkedInand see for videos. And then
maybe I might just go and dosome hunting on some sea of
sameness videos, and me. And youcan you, and I could just pull
them up in real time and and wecan vet them together. How does
that sound? Hey,that sounds great. I that's
like, my favorite thing to do isto look at a video and say,
here's what's good about it.

(26:52):
Here's what could be improved,you know, and maybe Here's how.
And hopefully, maybe that turnsinto, you know, SCORR, helping
somebody, you know, figure thatout. And, you know, push their
video strategy a little more.
I love it. I love it well asalways. Braeden, you are the man
behind the SCORR cast, so it'samazing to have you in front of
the screen as well. And toeverybody listening, continue to

(27:14):
listen. Ray doesn't review usfive stars. And we will, we'll.
We're going to continue churningout content here at the SCORR
cast over the summer, and if youhave a video that you'd like us
to review, or you'd like to beon an episode of the podcast,
please reach out and we'll makeit happen on our end. So thank
you so much, and have a greatday. Thanks, Alec. You

(27:40):
foreign as always. Thank you fortuning in to this episode of the
sSCORR cast brought to you bySCORR marketing. We appreciate
your time and hope you foundthis discussion insightful.
Don't forget to subscribe andjoin us for our next episode.
Until then, remember, marketingis supposed to be fun.

(28:03):
.