ResMed, a San Diego based organisation delivering life-changing products and connected health solutions to patients worldwide with sleep apnoea and other respiratory conditions ran an awareness stage marketing campaign to penetrate the Indian market.
As part of this campaign they wanted to educate the Indian market about the harmful effects of sleep apnoea and other respiratory issues. To accomplish this, the ResMed marketing team along with WeBeeSocial (a marketing agency) devised a video campaign to increase the awareness of the disease in the Indian market alongwith establishing ResMed as an authority in the region. This is where I was brought in.
The Campaign and my targets
The targets I identified for this campaign were
To increase awareness about sleep apnoea and respiratory disorders through the videos
To use medical authority figures like well established doctors to establish the importance of treating these illnesses
To give a soft call out to ResMed to ultimately drive more and more patients to use their technology and help them achieve their mission.
As ResMed was working on a campaign already we had a tagline to work towards - “Discover your Sleep Superpowers”
To achieve these targets, I initially strategized the key touch points that I felt we should cover in each video we did with the doctors. Here are the key touch-points that each video covers.
Establish the doctors as medical authority figures
Have them talk about their routine and how hard they work
Have them talk about their passion and their journey into medicine
Have them establish that they are superheroes in the space of medicine
Establish the doctors as regular people
Talk about their day-to-day
Talk about their familial lives
Establish the doctors as authority on sleep and discuss the importance of sleep in their lives
Talk about their experience with sleep
Talk about how they make sure they and their families get sufficient sleep
Talk about how important sleep is for a person in their lives
Use the conversations about sleep to establish how while being regular people, they used their sleep superpowers to become super heroes in the conclusion.
The Execution
With these touchpoints strategized and buy-in from the senior management at ResMed and C-Suite at WeBeeSocial, I moved to Pre Production Planning.
This involved
Conducting pre interviews with the doctors, highlighting what we could capture and understanding what they can deliver
Drafting a shot-list and itinerary for each shoot day
Draft a list of questions for each of the doctors and share it with them ahead of the shoot day
Find and settle a crew for each of the shoot days
Once the PPM was settled and the shoot days were planned we moved on to production where I managed the shoot, conducted the invterviews and made sure we got the footage and data we needed to satisfy the campaign’s objective.
In Post-Production, with the edit we made sure that the video touched all the touchpoints highlighted in the pre-production and support the ongoing campaign across the Indian market by establishing ResMed as not just a solution provider but an authority in the sleep and respiratory medical space.
