Getting a doctor's attention with color
The "KOL video" can be one of the deadlier and most boring videos known to pharma: the straight-on, deadpan delivery from a Respectable Physician; the comically long list of medical warnings and precautions. We achieved a more compelling and visually exciting version by allowing our legal constraints to be an advantage. We used the forced reading of legal language to establish the set-up of the video. We employed a "behind-the-scenes" look of healthcare settings for visual impact. We even found a respectable physician who could walk and read from a teleprompter at the same time.
Video shoot concept and art direction
This video was a way for us to show doctor's just how many opportunities they have to vaccinate their patients for pneumococcal disease. Any one of the situations shown in this video represents the patients vulnerability to the disease. Because this wasn't meant to show a linear timeline of this patients day, we decided to go with a suspension of disbelief apprach where the viewer could see the set as the patient walked from room to room.
When we work with real doctors, we never get the opportunity to meet them in person and get a sense for their comfort in front of a camera and reading from a teleprompter. We need to be ready with a few different approaches based on the doctors acting ability. We lucked out that Dr. Reddy was able to give such a great performance.