By Neil Perry
Our client, GentleCure and its parent company SkinCure Oncology wanted a video to explain to prospective patients that they have a better, less invasive approach to treating non-melanoma skin cancer.
The typical approach to treating this type if cancer has been Mohs Surgery, where a surgeon cuts away the cancerous area, but it does have some difficult side effects like scarring, pain, and even a need for reconstructive surgery. GentleCure has a better approach and needed to tell their story.
The first challenge facing us was in describing Mohs Surgery and its side effects without becoming too graphic or realistic. We recommended an animated explainer video versus using either photos or live action videos. This approach allows us to convey the differences without “grossing people out”.
Our next challenge was developing a script that told the story effectively. There are a ton of details and steps in any medical treatment process, so determining how much and what should be included and what could we leave out, was critically important. Neil Perry Associates worked closely with the doctors and leaders of SkinCure Oncology to insure we had all the elements needed, yet still being able to deliver a video that would run only about two minutes, our target length.
Once we made that decision, we had to decide who to use as our professional voiceover talent. Should it be a man, or a woman. The solution we recommended was to do some A/B testing of a male voiceover versus a female voiceover to determine which approach resonated better with potential patients. A/B testing of one version of the video versus a second one with a different voice is a cost-efficient way to make the correct choice that will end up reaching clients effectively.
You can check out our Lisa animated videos on our website’s Showreel at www.neilperryassociates.com